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Your proposal will consist of the following sections:

Transmittal Letter
Your proposal will include a transmittal letter, which will introduce your proposal and persuade your audience to consider it. A secondary purpose of the letter is to enhance your ethos by establishing your relationship with the intended audience and introducing the audience to your ideas. The letter should persuade this audience to read and consider the submitted proposal by briefly describing the proposal’s claim and the positive benefits that would result from enacting your proposal. The tone of the letter should be professional, and the style should be concise and familiar (i.e., use familiar, natural language). The letter should follow the standard business letter block format, which includes the following features: heading, inside address, salutation, body paragraphs, complimentary close, signature, and author name. The proposal transmittal should be single-spaced within blocked paragraphs and be only 1 full page in length with one-inch margins.

Introduction
Interest your readers in your particular problem and solution. Provide a brief overview of the problem and your proposed solution. You should directly forecast your main claim and reasons: “We should do X because ____________.” (Note: Your reasons will form the justification.)

Problem Description
Describe your problem vividly and specifically. You will likely want to find some local research sources to support your description and your explanation for why this problem is an important one. Keep your audience in mind: make sure that you indicate how the problem affects your readers (not just how it affects you) and why they should care about it. Audience-based reasoning is crucial to a successful proposal.

Solution Description
Describe your solution in detail. You will need to provide sufficient research and specific details in order to illustrate how your solution is both believable and feasible. It is often a good idea to include alternative solutions and explain why these alternatives were (or should be) rejected. This information demonstrates to your readers that you are aware of other possible solutions and that you have compared the feasibility of your solution with these alternatives. (Note: some writers choose to include this information in their solution description section while others construct a separate section for alternatives. In either case, you will also want to illustrate that you have researched the costs and potential problems associated with your solution, as well as with the alternative solutions.)

Justification
Using audience-based reasons, explain why your solution is a good one and is, in fact, better than other possible solutions. Show how your proposal is in the best interests of your intended audience. Some students find researching the values of their audience, such as examining K-State’s Mission Statement, helpful for refining their audience-based reasons. Your work on warrants this semester should also help you determine your audience’s values and concerns. (Note: The justification section should be the largest and most developed one in your proposal; make sure that you provide enough information to support your reasons.)

Conclusion
Try to leave your readers with a final impression of why your problem is an important one. Provide a final call to action urging your readers to consider and address your proposal. You might also remind them, briefly, how your solution benefits them.

Your instructor will give you suggestions for how to structure and format the proposal. Typically, as proposals are formal (and formalized) professional documents, it will be in extended memo format and will include subheadings to make it more accessible and readable.

For the proposal genre, make sure that these sections can stand alone. You should not, for example, mix additional description about the problem in your solution description. Your final draft should be 1700-2800 words (the equivalent of 5-8 double-spaced pages, in standard 12-point font) not including the transmittal letter and must include at least five relevant, integral, credible outside sources.

Objectives

By the end of this Unit, your Proposal will meet the following objectives:

  • identify and argue for the significance of a local problem or concern
  • identify and describe a reasonable and feasible solution
  • apply audience-based reasoning to convince an appropriate audience to act on your solution
  • conduct research for practical and local topics
  • use research to support your proposed solution
  • apply organizational and stylistic strategies to a professional-technical communication genre
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