Step 1: Overview This section is about the client and the opportunities present in the current market. This also includes how your company can achieve those goals. (essentially your SWOT analysis) Your specific paper is on the buying behaviors in your local area, so this should reference the consumer, how consumers can be targeted effectively, and what positioning is necessary. Reference the benefits your company can provide, and how you would go about providing them. Step 2: The idea. You're going to give just enough information to capture the essence of your idea, but keep out the details that make your idea unique. (how you're going to go about observing consumer behavior) this ranges from surveys, to collecting computerized data. Step 3: Proving the idea Any data, research, and statistics related to your idea that provide concrete evidence that your idea is viable and gives you a competitive edge. Step 4: Objectives Gives the client a clear and concise list of objectives, and your marketing strategy. What you're going to do, and how you're going to do it. Step 5: Measurable data You want to give your clients the ability to measure the success of your idea and their task. For instance, if you're trying to observe the buying behaviors of an environment, such as a website, you can reference "click-throughs" or the number of individuals visiting the page, what is being viewed, and for how long. Step 6: Value You want to SELL your idea to your client, like in any marketing, you want to create value with the customer. You want to talk about your successes, your idea's success, your competitive edge. Step 7: Time, essentially you're establishing a time frame for each step of your plan and the estimated time for full execution. Step 8: Terms financial fees for each of the above options, payment terms (how much you need upfront to start the contract; discount if contract is paid in full upfront, etc), expense terms, any other conditions you want to put on the marketing proposal Conclusion.