A proposal is primarily a sophisticated document that seeks to define problems or opportunities and to sell client or management support on your ability to provide solutions and strategies.

Proposals can be created because you see an idea and want to persuade someone to go along with it (by purchasing your product or services, or by agreeing with your persuasive arguments in a business case). Proposals are commonly used as a stage in the sales process, before a buyer makes a purchasing decision.

Proposals can also be the result of a large company or a government department issuing a "call for proposals" or "call for tenders."