In a proposal, identify a specific problem and state how you will solve that problem.
Most organizations rely on successful proposal writing for their continued existence. You will most likely spend a major part of your professional life writing proposals. Proposals are carefully prepared and just as carefully reviewed by granting agencies. Proposals do not succeed on the strength of a name or as a result of flashy rhetoric. Rather, successful proposals demonstrate that you understand the scope of the problem (its background, theory, and application) and, furthermore, that you have developed a valid and well-focused approach for reaching proposed objectives.
All proposals develop a plan of action in response to a specific need or problem. Some proposals are external, written in response to a request for proposals or an invitation to bid that has been published by an external organization. Other proposals are internal, written in response to a need within your own organization. In either case, your proposals must show that you understand the nature of the problem and that you have a specific and well-developed plan for arriving at a solution. Most proposals share a general structure for identifying the motivating problem, the objectives, and the proposed course of action.
See General Structure of Proposals.