Section 1 — Executive Summary (1 Page Maximum)
• Open with a sharp 3–5 sentence summary that reflects your understanding of the client's business objective — not with your company history.
• Example: 'This proposal presents a 4-night incentive program to Bangkok for [Company Name]'s top 100 sales achievers, designed to reward exceptional FY25 performance, reinforce your Q1 FY26 sales message, and create a shared experience that drives team cohesion across regional teams. Our recommended program combines immersive cultural experiences, a structured recognition ceremony, and a half-day business strategy session — all executed within the confirmed budget of INR 1.5 crore.'
Section 2 — Understanding Your Requirement
• Demonstrate that you have listened. Restate the client's stated objectives, delegate profile, and key requirements in your own words.
• This builds confidence that your solution is tailored — not templated. Include any insights from your first meeting that show genuine understanding of their business.
Section 3 — Our Recommended Program
• This is the heart of the proposal. Present 2 to 3 destination/program options, each at a distinct price point and experience level.
• Never present only one option — it removes the client's sense of choice and positions you as a single-answer vendor.
• Each option should include, destination rationale (why this destination for this event), day-by-day program overview, recommended hotel with a brief justification, included activities and experiences, and headline pricing.
• Use evocative language — you are selling an experience, not a logistics plan.
Section 4 — Operational Details
• Air travel logistics. Transfer arrangements. Room configuration and any special accommodation requirements (suites for top performers, accessible rooms, single/twin mix). AV production (if applicable).
• Food and beverage plan with specific reference to vegetarian requirements — Indian corporate groups typically have 60–80% vegetarian delegates, a non-trivial consideration that inexperienced MICE agencies frequently mishandle.
• Special dietary requirements management protocol.
Section 5 — Budget Summary
• Present a clean, itemized budget table: per-person costs and total costs for each line item.
• Include GST implications — specifically whether GST is chargeable on agency fees and whether the client can claim input tax credit on hotel and F&B components.
• This is a significant consideration for corporate clients — a well-structured MICE proposal that correctly addresses GST input credit eligibility often wins over a cheaper proposal that ignores it.
Section 6 — Company Profile and References
• Keep this brief — 2 pages maximum. Include: year of establishment, key certifications (IATA, IATO, state tourism recognition), and 3 to 5 relevant MICE case references with event type, scale, and a one-sentence outcome statement.
• Never include client names in public proposals without written permission — reference them by sector and scale ('a leading FMCG company, 800 delegates, Goa, 4 nights').
Section 7 — Terms, Payment Schedule, and Cancellation Policy
• Clear payment terms (typically, 30% advance on confirmation, 40% 30 days before the event, 30% post-event).
• Clear cancellation policy with specific penalty timelines. Force majeure clause. This section protects your agency and demonstrates commercial professionalism.
• Proposals that lack clear terms signal an agency that will be difficult to manage contractually.