business plan investment proposal

How to Write an Investment Proposal [Template + Examples]

Updated: June 28, 2024

Published: June 25, 2024

As a writer, I’m extremely familiar with the concept of proposals. We write these sorts of proposals to convert clients, persuade buyers, and grow our business in the short term. However, investment proposals are a bit different — these proposals are written with a unique purpose for a specific audience and with some high stakes attached.

An investment proposal is the key to long-term business growth for many businesses, so it’s important to get it right.

In this article, I’ll define investment proposals, compare them to the business proposal, and then break down the components. I’ll provide a template, look at investment proposal examples, and even hear some tips for writing from a professional.

Table of Contents

What is an Investment Proposal?

Investment proposal vs. business proposal.

• 10 Components of an Investment Proposal

How to Write an Investment Proposal [+Template]

Investment proposal examples [+tips].

An investment proposal is a document outlining the plan for a business. You use it to attract or convert investors to fund your organization. It covers the strategy of your business, the market, and financial projections, making it an essential document for conversion — empowering them to invest.

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Differences

• Audience. The audience of an investment proposal is a potential investor, whereas the business proposal is intended to attract a customer or client.
• Focus. A business proposal focuses on the product and its benefits to the client, whereas an investment proposal focuses on the business and the potential returns to the investor.
• Company financial details.
• Market assessments.
• Legal documents.

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Because there are so many different elements of a great proposal, we’ve created an investment proposal template to help guide your writing process.

The goal of an investment proposal is to answer your potential investors’ questions before they even have to ask — and this template will help you achieve it.

Investment Proposal Template

[Company Name]

1. Executive Summary

• Business Name : [Your Company Name]
• Location : [Company Location]
• Business Description : Brief description of the business or project.
• Funding Required : [Amount of Funding Needed]
• Purpose of Funds : Briefly describe what the funds will be used for.
• Summary of Financial Projections : Highlight key financial metrics.

Pro tip: Keep this section short. Investors are often moving through a lot of proposals in a short amount of time, so you want to write a compelling and informational executive summary that they can navigate quickly.

2. Business Description

• Business Overview : Detailed description of the business or project.
• Mission Statement : [Your Mission Statement]
• Business History : Brief history, including key milestones.
• Objectives : Short-term and long-term business goals.

Pro tip: Emphasize the business history if your business has experienced milestones that might be convincing to your investor. Otherwise, draw attention to your business’s project description and its goals.

3. Market Analysis

• Industry Overview : Description of the industry and its trends.
• Target Market : Detailed analysis of the target market and customer demographics.
• Market Needs : Explain the market need your business addresses.
• Competitive Analysis : Analysis of competitors, their strengths and weaknesses, and your competitive advantage.

Pro t ip: Whenever possible, draw upon visual aids to explain the nature of the market and competitive analysis. Visuals aid in comprehension and can help make a strong case for your organization.

4. Products or Services

• Product/Service Description : Detailed description of the products or services offered.
• Unique Selling Proposition (USP) : What makes your product/service unique?
• Development Stage : Current stage of development and any future plans.

Pro tip: When discussing future plans, be sure to use concrete details. Rather than speaking abstractly, include timelines and specifics regarding price, manufacturing, and product type.

5. Marketing and Sales Strategy

• Marketing Plan : Strategies for promoting your product or service.
• Sales Strategy : Sales tactics and channels.
• Pricing Strategy : Pricing model and rationale.
• Distribution Plan : How products/services will be delivered to customers.

Pro tip: Provide evidence that your marketing strategies, sales tactics, and pricing models are based in fact. Give data whenever possible that demonstrates your approach as the strongest strategy.

6. Management and Organization

• Management Team : Information about key team members and their roles.
• Organizational Structure : Company’s organizational chart.
• Advisors and Consultants : Information about any external advisors or consultants.

Pro tip: For investors, the marketing team details are important — especially for early-stage investors who don’t have significant history to draw upon. Be sure to frame management team achievements intentionally to foster trust.

7. Operational Plan

• Operational Workflow : Overview of day-to-day operations.
• Facilities and Equipment : Description of physical locations and equipment.
• Technology : Any technology or software used in operations.
• Production Plan : If applicable, details about production processes.

Pro tip: When you write your operational workflow, work with subject matter experts within your organization to gain detailed insights into how day-to-day processes look. For early-stage startups with small teams, the CEO and founder may be aware of the day-to-day processes, but for large companies, you may need to consult specific heads of various portions of your organization.

8. Financial Plan

• Income Statement
• Cash Flow Statement
• Balance Sheet
• Break-even Analysis : When the business is expected to break even.
• Funding Requirements : Amount of funding needed and allocation of funds.
• Use of Funds : Detailed breakdown of how the funds will be used.
• Return on Investment (ROI) : Expected ROI for investors.

Pro tip: Take advantage of SaaS tools to provide the most insightful, accurate forecasts of future financial achievements. HubSpot offers forecasting software that provides insightful reports on a monthly or quarterly basis.

9. Risk Analysis

• Risk Factors : Identification of potential risks and challenges.
• Mitigation Strategies : Strategies to mitigate identified risks.
• Contingency Plans : Plans for unexpected events.

Pro tip: A thorough risk analysis is one of the most convincing parts of the investment proposal. Take time with your team to consider all potential opportunities for pushback and, if you have a mentor, lean on them to help offer outside perspective.

10. Appendices

• Resumes of Key Team Members
• Market Research Reports
• Legal Documents
• Product Photos or Prototypes
• Additional Financial Documents

Pro tip: Providing significant reports is a great way to provide evidence for convincing — but make sure to include an easy-to-flip-through format. If you’re handing out a physical copy, include a table of contents with tabs. For digital proposals, use a table of contents with jump links for easy navigation.

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Let’s take a peek at some investment proposal template examples from a few different sources to see what some fully produced proposals can look like in action. I’ll also share some tips.

Tip #1: Include infographics and charts.

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How to Write a Convincing Business Plan for Investors

Noah Parsons

9 min. read

Updated August 1, 2024

Raising money for your business is a major effort. You need lists of investors to reach out to and you need to be prepared for your investor meetings to increase your chances of getting funded . You need to practice your pitch and be ready to intelligently answer any number of questions about your business. A key to making this entire process much easier is to invest a little time and write a business plan . It’s true — not all investors will ask to see your business plan.

But putting together a business plan will ensure that you’ve considered every aspect of your business and are ready to answer any questions that come up during the fundraising process.

• Why do investors want to see a business plan?

The business plan document itself isn’t what’s important to investors. It’s the knowledge that you’ve generated by going through the process that’s important. Having a business plan shows that you’ve done the homework of thinking through how your business will work and what goals you’re trying to achieve.

When you put together a business plan, you have to spend time thinking about things like your target market , your sales, and marketing strategy , the problem you solve for your customers, and who your key competitors are . A business plan provides the structure for thinking through these things and documents your answers so you’re prepared for the inevitable questions investors will ask about your business. 

Even if investors never ask to see your business plan, the work you’ve done to prepare it will ensure that you can intelligently answer the questions you’ll get. And, if an investor does ask for your business plan, then you’re prepared and ready to hand it over. After all, nothing could be worse than arriving at an investor meeting and then getting a request for a business plan and not having one ready.

Beyond understanding your business strategy, investors will also want to understand your financial forecasts. They want to know how your business will function from a financial standpoint — what is typically called your “ business model .” They’ll also want to know what it will take for your business to be profitable and where you anticipate spending money to grow the business. A complete financial plan is part of any business plan, so investing a little time here will serve you well. 

• What do investors want to see in a business plan?

There’s no such thing as a perfect business plan and investors know this. After all, they’ve spent years, and often decades, hearing business pitches, reading business plans, investing in companies, and watching them both succeed and fail. As entrepreneur and investor Steve Blank likes to say, “No business plan survives first contact with a customer.” 

If this is true, then why bother writing a business plan at all? What’s the value of planning and why do investors want them if they know the plan will shortly be outdated?

The secret is that it’s the planning process, not the final plan, that’s valuable. Investors want to know that you’ve thought about your idea, documented your assumptions, and are on track to validate those assumptions so that you can remove risk from your business. 

So what do investors want to see in your business plan? Beyond the typical sections , here are the most important things that investors want to see in your plan.

A vision for the future

Investors, particularly those investing in early-stage startups, want to understand your vision . Where do you see your company going in the future? Who will your customers be and what problems will you solve for them? Your vision may take years to execute — and it’s likely that the vision will change and evolve over time — but investors want to know that you’re thinking beyond tomorrow and into the future.

Product/market fit and traction

Investors want more than just an idea. They want evidence that you are solving a problem for customers. Your customers have to want what you are selling for you to build a successful business and your business plan needs to describe the evidence that you’ve found that proves that you’ll be able to sell your products and services to customers. If you have “traction” in the form of early sales and customers, that’s even better.

Funding needed and use of funds

When you’re pitching investors, you need to know how much you’re asking for. Your financial forecast should help you figure this out. You’ll want to raise enough money to cover planned expenses and cash flow requirements plus some additional funding as a safety net. In addition, you’ll want to specify exactly how you plan on using your investment . In a business plan, this section is often called “sources and uses of investment.”

A strong management team

A good idea is really only a small part of the equation for a successful business. In fact, lots of people have good business ideas — it’s the people that can execute well that generally succeed. Investors will pay a lot of attention to the section of your plan where you talk about your management team because they want to know that you can transform your idea into a successful business. If you have gaps and still need to hire key employees, that’s OK. Communicating that you understand what your needs are is the most important thing.

An exit strategy

When investors give you money to start and grow your business, they are looking to eventually make a return on their investment. This could happen by eventually selling your business to a larger company or even by going public. One way or another, investors will want to know your thoughts about an eventual exit strategy for your business.

• What documents do investors want to see?

Even if investors never ask for a detailed business plan, your business planning process should produce a few key documents that investors will want to see. Here’s what you need to be prepared to pitch investors:

Cover letter

These days, a lot of fundraising outreach is done over email and you’ll need a concise cover letter that sparks investor interest. Your cover letter needs to be very brief, but describe the problem you’re solving for your target market.

Great cover letters are sometimes in a “story” format that hooks readers with a real-world, relatable example of the problems your customers face and how our product or service The goal of the cover letter isn’t to explain every aspect of your business. It’s just to spark interest and get a meeting with an investor where you’ll have more time to actually pitch your business. Keep your cover letter brief, engaging, and to the point.

If you get an investor meeting, you’ll almost certainly need a pitch deck to present your idea in more detail and showcase your business idea. Your pitch deck will cover the problem you’re solving, your solution, your target market, and key market trends.

Further Reading: What to include in your pitch deck

Executive summary and/or one-page plan

You might not get a meeting right away. Your cover letter may generate a request for additional information and this is where a solid executive summary or one-page business plan comes in handy. This document, while still short, is more detailed than your cover letter and explains a bit more about your business in a page or two.

Read more about what goes into a great executive summary and how to build a lone-page business plan.

Financial forecasts

Investors will inevitably want to see your financial forecasts. You’ll need a sales forecast, expense budget , cash flow forecast , profit and loss, and balance sheet . If you have historical results, you should plan on sharing those too as well as any other key metrics about your business. Investors will always look deep under the hood of your business, so be prepared to share all the details of how your business will work from a financial perspective.

• What to include in your investor business plan

When you put together a detailed business plan for investors, you’ll follow a fairly standard format. To get started, I recommend you download our free business plan template . It’s lender-approved and, of course, can be customized to fit your business needs.

Remember: your business plan isn’t about the plan document that you create — it’s about the planning process that helps you think through and develop your business strategy. Here’s what most investor business plans will include:

Executive Summary

Usually written last, your executive summary is an overview of your business. As I mentioned earlier, you might use the executive summary as a stand-alone document to provide investors more detail about your business in a concise form. Read our guide on executive summaries here .

Opportunity

The opportunity section of your plan covers the problem you are solving, what your solution is, and highlights any data you have to prove that people will spend money on what you’re offering. If you have customer validation in any form, this is where you highlight that information.

Market Analysis

Describe what your target market is and key trends that are occurring in this market . Is the market growing? Are buying patterns changing? How is your business positioned to take advantage of these changes? Be sure to spend some time discussing your competition and how your target market solves their problems today and how your solution is superior.

Marketing & Sales Plan 

Most businesses need to figure out how to get the word out and attract customers. Your business plan should include a marketing plan that describes how you’re going to reach your target market and any key marketing initiatives that you’re going to undertake. You should also spend time describing your sales plan, especially if your sales process takes time to close customers.

Milestones / Roadmap

Outline key milestones you hope to achieve and when you plan on achieving them. This section should cover key dates for product development, key partnerships you need to create, and any other important goals you plan on achieving.

Company & Management

Here’s where you describe the nuts and bolts of your business. How is your organization structured? Who is on your team and what are their backgrounds? Are there any important positions that you still need to recruit for?

Financial Plan

As I mentioned, you’ll need to create a profit and loss, cash flow, and balance sheet forecast. Your financial plan should be optimistic, yet realistic. This is a tough balance and your forecast is certain to be wrong, but you need to document your assumptions and plans for the business.

Finally, you can include an appendix for any key additional information you want to share. Product diagrams, additional details on how you deliver your service, or additional research can all be included.

• What comes next?

Writing a business plan for investors is really about preparing you to pitch your business . It’s quite likely that you’ll never get asked for the actual business plan document. But, the process will prepare you better than anything else to answer any questions investors may have.

Noah is the COO at Palo Alto Software, makers of the online business plan app LivePlan. He started his career at Yahoo! and then helped start the user review site Epinions.com. From there he started a software distribution business in the UK before coming to Palo Alto Software to run the marketing and product teams.

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Proposal Templates

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• Investment Proposal »
• Business Plan

Business Plan Investment Proposal

Business plan investment proposals present the potential profitability of a company’s service or products together with an invitation to invest. Companies should make an explicit investment request while presenting projections, risks, potentials, and a clear exit strategy.

Types of Business Plan Investment Proposals (12)

• Acquisition Plan – Proposals sent by businesses requiring capital to buy another, thus highlighting the merger’s benefits (i.e., financial, operational).
• Expansion Plan – Proposals requesting investment funds for business growth plans while featuring the potential return on investment (ROI).
• Franchise Business Plan – This proposal seeks investors for a franchise venture, thus promoting the franchise brand and location potential.
• Joint Venture or Partnership – Proposals approaching investors for partnerships, thus presenting its scope and the partners’ financial contributions.
• Licensing or Intellectual Property  – Proposals seeking investment capital for intellectual property tasks such as IP licensing or monetization).
• Nonprofit or NGO Fundraising  – Proposals highlighting humanitarian impacts and corporate social responsibility (CSR) since it centers on nonprofit investments.
• Real Estate Development Plan – A proposal targeting investors whenever real estate projects (i.e., large-scale development) require funding.
• Real Estate Investment – Proposals seeking investment capital by presenting a property’s details (i.e., market analysis) and potential ROI.
• Social or Impact Investment Plan – Proposals featuring impact-focused business plans, their financial returns, and, especially, projected outcomes.
• Start-up Business Plan – A proposal specifically seeking new venture capital by presenting financial projections based on extensive market analysis.
• Technology Product Development Plan – This proposal presents the development, market potential, and commercialization of a technological product (i.e., computers).
• Turnaround/Restructuring Plan – A proposal written to request funds from investors specifically to return a business to profitability.

1. Business Plan Investment Cover And Title Pages

Compose the cover and title pages of this proposal so that they flow with the design of this proposal. Deliver basic information on the cover page (title, author, logos), continuing to expand with items such as websites and contact information on the title page.

Cover Page, Proposal Title, Author Submission Date, Proposaing Company Logo, Stakeholder Title Page, Contact Information, Investor Information Social Media Information, (Optional) Table Of Contents Design Considerations, Visual Aethetics

2. Business Plan Investment Proposal Executive Summary

Concisely describe the proposal’s main point while favoring its financial highlights and funding request. For example, discuss the business plan’s market potential, its competitive advantage, revenue projections, and the total investment sought.

Business Name, Industry, Mission, Key Financial Figures Working Capital, Outlook, Growth Strategy, Key Members Market Opportunity, Target Customer Segments Unique Selling Proposition (USP), Profit Margins, Research Successes, Return On Investment (ROI), Call To Action (CTA)

3. Company Overview Discussion

Describe the company issuing this proposal with an overall description of its financial performance, revenue, profitability, and goals. In addition to these milestones, discuss the funding requirements and timeline for this business plan.

Business Name, Legal Structure, Management Team Mission Statement, Founders, History, Market Overview Market Overview, Target Market, Products, Services Competitive Landscape, Revenue Model, Business Location Funding Requirements, Future Goals, Legal Considerations

4. Products Or Services

Present the company or business’s products, services, or both by specifically defining these items. Discuss the potential of these products or services while explaining their unique value, quality, and potential for growth.

Product Description, Service Description, Value Proposition Development, Market Fit, Production, Intellectual Property Development Stages, Product Lifecycle (If Applicable) Distribution Channels, Pricing, Customer Segments R&D, Quality Assurance, Regulatory Compliance

5. Market Opportunities

Submit a discussion on the company’s target market in order to demonstrate the company’s growth potential. For example, when presenting the company’s potential in the market, define the current market’s demographics.

Market Research, Validation, Historical Growth Rates, Unique Value Proposition (UVP), Competitive Landscape Market Entry, Expansion Strategy, Regulatory Compliance Market Size, Revenue Projections, Long-Term Viability Market Growth Projections, Trends, Legal Consideration

6. Market Analysis

Show the market analysis for the company’s products or services since this demonstrates its understanding of its competitive landscape. Additionally, lead the investor to the same conclusions by defining the target market size, demographics, and trends.

Market Research, Metrics, Total Addressable Market (TAM) Market Segmentation, Customer Behavior, Entry Barriers Growth Targets, Unique Selling Proposition (USP) Regulatory Concerns, Market Drivers, Market Challenges Entry Strategy, Compound Annual Growth Rates (CAGR)

7. Market Research

Whenever delivering a market analysis, several topics will need to be covered in addition to the basics. Thus, in addition to the market’s demographics, discuss the research methodology while showing the bare figures that support the analysis.

Demographics, Geographic Location, Cultural Sensitivity TAM, Psychographics, Distribution, CAGR, Market Trends Pain Points, Market Size, Serviceable Addressable Market Competitors, Customer Behavior, Distribution Channels Feedback, Customer Segments, Market Growth Potential

8. Business Plan’s Marketing Strategy

Present a definitive plan for reaching the company’s target customers covering items such as market needs, trends, and competitions. Also, explain the business plan’s market growth strategy to explore the growth potential of the business plan fully.

Marketing Goals, Target Market, USP,  Promotion, ROI Positioning Strategy, Sales Strategy, Distribution Strategy Customer Acquisition, Customer Acquisition Cost (CAC) Key Performance Indicators (KPIs), Pricing Strategy Customer Lifetime Value (CLV), Customer Retention Strategy

9. Business Plan’s Sales Strategy

Directly link the business plan to concrete methods of obtaining as well as maintaining new customers. That is, discuss the advertising, public relations, and promotional campaigns that will be instituted.

KPIs, Sales Objectives, Alignment, Target Market Sales Forecast, Sales Team, Lead Generation, Sales Funnel Sales Tactics, Email Outreach, Demonstrations, CAC Cold Calling, Pricing Strategy, Overall Sales Strategy Training, Customer Relationship Management (CRM)

10. Management Team

Identify the management team’s members for this business plan by presenting their qualifications as well as their names and roles. Also, describe the team’s hierarchy and its past successes.

Summary, Founder(s), Key Team Members, History Management Structure, Founder’s Background, CEO COO, CTO, CFO, Department Heads, Equity Options Advisors, Board Members, Industry Experience Recruitment Strategies, Ownership Structure

11. Company Operational Plan

Document an especially detailed description of the company’s operations. Present an overall picture of its day-to-day operating procedures, logistics, and any production or manufacturing processes involved.

Location, Facilities, Production, Third-Party Suppliers Manufacturers, Suppliers, Inventory Management Procurement, Tracking, Quality Control, Technology Regulatory Compliance, Human Resources, Schedule Logistics Strategy, Distribution, Maintenance

12. Business Plan Financial Projections

Furnish the financial forecasts for this business plan (i.e., balance sheets, cash flow statements, calendar periods). This is particularly important since it supports the business plan’s projections and the company’s financial objectives.

Financial Projections, Financial Metrics, ROI Profit And Loss Statement, Cost Of Goods Sold (COGS) Gross Profit, Capital Expenditures, Expense Projections Break-Even Analysis, Point Of Profitability, IPO Financial Assumptions, Financial Ratios, Exit Strategy

13. Formal Funding Request

Submit a formal request for the total investment amount as well as a detailed breakdown of the business plan. Explain the business plan’s budget, needs, and funding sources while reiterating the potential ROI.

Amount, Funding Purpose, Campaigns, Debt Repayment Timeline, Justification, Funding Strategy, Loans, Grants Personal Investments, Repayment Plan, Collateral, Buyouts Equity Investments, Risk Assessment, Angel Investors Challenges, Exit Strategy, Profitability, Venture Capitalists

14. Use Of Investment Funds

Describe how the investment amount will be used in detail. For example, for a manufacturer’s business plan, detail the investment amount allocated to acquire, repair, or maintain essential equipment.

Allocated Amounts, Rationale, Itemized Expenses Research And Development, Working Capital Milestones, Timeline, Key Business Goals Risk Mitigation, Pro Forma Financial Statements, Prioritizations, Transparency, Contingency Plans

15. Exit Strategy

Explicitly define the exit strategy available to investors when it is time to leave the venture. Cover the requirements for a successful exit strategy as well as the channels available to the investor (i.e., buyback of shares).

Exit Options, IPO, Merger, Acquisition, Investor Profiles Valuation, Buyer Profiles, Market Shares Exit Criteria, Exit Triggers, Marketing, Financial Advisors Use Of Proceeds, Dividends, Benefits, Investor Returns Exit Timeline, Contingencies, Communication Plan

16. Risk Analysis Of Business Plan

Report the risks (i.e., market risks, regulatory risks, environmental risks) associated with this business plan but also provide contingency plans and recovery strategies. Assure the potential investor that every measure to preserve their investment will be taken during such mitigations.

Competitive Pressures, Currency Exchange Rate Fluctuations Economic Risks, Sustainability Risks, Economic Downturns Compliance Risks, Operational Risks, Chain Disruptions Technology Risks, Competitive Risks, Disaster Risks Cybersecurity, Exit Strategy Risks, Security Measures

17. Business Plan Financial Projections

Furnish the financial forecasts for this business plan (i.e., balance sheets and cash flow statements). This is particularly important since it provides support for the business plan’s financial projections, financial objectives, and estimated timeline.

Financial Metrics, ROI, Risks, Sensitivity Analysis Profit And Loss Statement, Cost Of Goods Sold (COGS) Gross Profit, Liquidity, Capital Expenditures, Expenses Break-Even Analysis, Point Of Profitability, Funding Needs Financial Assumptions, IPO, Financial Ratios, Exit Strategy

18. Formal Funding Request

Submit a formal request for the total investment amount accordingly. Explain the business plan’s budget while showing the need for the investment amount.

Amount, Purpose, Campaigns, Debt Repayment Timeline, Justification,  Strategy, Loans, Grants, Sources Repayment Plan, Collateral, Investor Buyouts Equity Investments, Risk Assessment, Angel Investors, Challenges, Exit Strategy, Profitability, Venture Capitalists

19. Appendices

Include an appendix to present difficult-to-manage paperwork since the proposal must be easy to read. For example, if there are hardcopy spreadsheets for the budget, place them here, and cite them where necessary.

Table Of Contents Financial Statements, Balance Sheets Legal Documents, Resumes, Bios, Organizational Charts Product Documentation, Letters Of Support, Citations Market Analysis, Testimonials, Visuals, References Projections Assumptions, Letters Of Intent, Surveys

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