The One-Page Proposal

1. The One-Page Proposal: A Powerful Tool for Business Communication

"The One-Page Proposal is a document that: Succinctly expresses all the facts, reasoning, and conditions surrounding an undertaking or project"

Essence of efficiency. The One-Page Proposal is a revolutionary approach to business communication, designed to convey complex ideas in a concise, persuasive format. This tool addresses the modern challenge of information overload, allowing decision-makers to quickly grasp the essence of a proposal.

Key components. A successful One-Page Proposal includes:

• Title and subtitle
• Target and secondary targets
• Rationale
• Financial information
• Current status
• Proposed action

Universal application. This format can be used for a wide range of purposes, from securing investments to proposing new business ideas or community projects. Its versatility makes it an invaluable tool for entrepreneurs, managers, and anyone seeking to effectively communicate their ideas.

2. Crafting an Effective Title and Subtitle

"The title does not have to be a complete sentence; in fact it rarely is. I like to keep my titles only one line wide; a second line detracts from the telegraphic quality and takes up too much space."

Grab attention immediately. The title serves as the headline of your proposal, instantly communicating the core idea. It should be concise, memorable, and reflective of the proposal's main thrust.

Expand with subtlety. The subtitle provides an opportunity to elaborate on the title, offering additional context or emphasizing key aspects of the proposal. It should:

• Build upon the title's message
• Use descriptive language to pique interest
• Provide a glimpse into the proposal's unique value proposition

When crafting your title and subtitle, aim for clarity and impact. Avoid being overly clever or cryptic, as this may confuse or alienate your reader.

3. Defining Clear Targets and Secondary Objectives

"The target statement describes your proposal's intent: what you want to accomplish. Author Stephen Covey calls this 'beginning with the end.'"

Clarity of purpose. The target section is crucial in outlining the primary goal of your proposal. It should be concise, specific, and aligned with the reader's interests or needs.

Supporting goals. Secondary targets provide additional context and demonstrate the broader impact of your proposal. They should:

• Complement the main objective
• Highlight additional benefits
• Be limited to 5-6 key points

When defining your targets, consider:

• The reader's perspective and priorities
• Long-term and short-term outcomes
• Measurable and achievable goals

By clearly articulating your objectives, you provide a roadmap for both yourself and your reader, ensuring that the proposal's value is immediately apparent.

4. Building a Compelling Rationale

"The rationale is your argument, your 'pitch.' Drawing on your knowledge and research, write two or three paragraphs of convincing prose that assert your argument."

Three-part structure. The rationale section should follow a logical progression:

1. Setting the Stage: Provide context and background
2. Compelling Points: Present key facts and data
3. The Pitch: Conclude with a persuasive argument

Research-backed persuasion. Your rationale should be grounded in thorough research and understanding of the subject matter. Use:

• Relevant statistics and data
• Industry trends
• Historical context
• Expert opinions

Anticipate objections. Address potential concerns or counterarguments preemptively, demonstrating that you've considered all angles of your proposal. This proactive approach builds credibility and trust with your reader.

5. Presenting Financial Information Concisely

"Whether you're providing financial details simply for information and context or asking directly for financial help, it's best to make this finance paragraph brief, accurate, and easy to understand."

Focus on key figures. The financial section should provide a clear overview of the proposal's economic aspects without overwhelming the reader. Include:

• Cost estimates
• Revenue projections
• Return on investment calculations
• Funding requirements

Transparency and accuracy. Be honest and straightforward about financial realities. Avoid the temptation to "sweeten" the numbers, as this can undermine your credibility.

Visual aids. When appropriate, use simple charts or bullet points to present financial information clearly and concisely. This can help the reader quickly grasp the financial landscape of your proposal.

6. Outlining Current Status and Proposed Action

"Explain exactly where the deal stands now. If someone has turned down your proposal already, say so."

Current landscape. The status section provides a snapshot of the proposal's current state. Be transparent about:

• Existing commitments or support
• Potential obstacles or challenges
• Progress made to date

Clear call to action. The action section is your opportunity to explicitly state what you want from the reader. Be specific and realistic in your request, ensuring it aligns with the reader's capabilities and interests.

Momentum building. Use the status and action sections to create a sense of urgency and opportunity. Highlight any positive momentum or early successes to encourage the reader to take action.

7. Perfecting the Proposal's Structure and Presentation

"Your goal is to present a task that seems as easy as possible. Therefore the final result must be exactly one page and no more."

Strict adherence to format. The One-Page Proposal must fit on a single page. This constraint forces clarity and concision in your writing.

Visual appeal. Pay attention to:

• Font choice and size (10-12 point, standard business typeface)
• Margins (start with 1 inch, adjust if necessary)
• Spacing (single-space with breaks between sections)

Professional production. Use high-quality paper and printing to create a polished final product. This attention to detail reflects your professionalism and commitment to the proposal.

8. Delivering the Proposal Effectively

"The One-Page Proposal should never be sent without an introductory conversation with your intended reader, either in person or by telephone."

Personal connection. Whenever possible, deliver your proposal in person. This allows you to:

• Gauge the reader's immediate reaction
• Answer questions on the spot
• Demonstrate your passion and commitment

Follow-up strategies. If in-person delivery isn't possible:

1. Have a phone conversation to introduce the proposal
2. Send the proposal via overnight delivery
3. Follow up with a call to discuss the proposal

Flexibility in presentation. Be prepared to discuss any aspect of your proposal at any time. Thorough knowledge of your content allows you to adapt to the reader's interests and concerns.

9. Leveraging the One-Page Proposal for Internal Innovation

"If you're running a company or managing a division, the One-Page Proposal is an excellent tool with which to empower your employees."

Fostering innovation. The One-Page Proposal format can be a powerful tool for encouraging and streamlining internal innovation within organizations.

Efficiency gains. By adopting this format, companies can:

• Increase the number of innovative proposals generated
• Reduce time spent on proposal creation and evaluation
• Facilitate faster decision-making processes

Cultural shift. Implementing the One-Page Proposal as a standard practice can create a culture of clear communication and idea-sharing. This empowers employees at all levels to contribute to the organization's growth and success.

Last updated: April 26, 2025