Explain – why is this service or product needed, and what is your personal rationale?
Introduction / Executive Summary (600–700 words)
It is often easiest to write this last, as it is only once you have completed the proposal that you know exactly what it sets out to do, what the rationale is, what your creative enterprise is about, what the intended plans are, and how the body of text is structured. The introduction should include:
● What the proposed creative enterprise is and what it would do
● Aims, objectives and creative enterprise definition, including a mission statement
● Explain – why is this service or product needed, and what is your personal rationale?
● Outline of your theoretical framework (relevant theory, e.g. social media theory, media theory on branding, marketing & promotional strategies, audience / reception theory, etc.