A design proposal is a document a designer or studio prepares in response to a project inquiry, outlining their understanding of the project, proposed approach, timeline, deliverables and cost — typically sent before a contract is signed.
A strong proposal reflects specific understanding of your business and goals, not a generic template with your name inserted — a proposal that could apply to any client's project word-for-word is a sign the designer hasn't engaged deeply with your specific situation yet.
Reviewing a proposal carefully before accepting — checking that scope, timeline and cost all align with what was actually discussed — prevents misunderstandings once the project is underway.