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In the video, Steve Hansen, co-founder of a cleaning company, discusses essential elements to include in a commercial cleaning proposal. He emphasizes that a proposal should contain the following components: a cover letter, a scope of work, a service agreement, and testimonials or references. Hansen notes that the content of the proposal typically aligns with the client's request for proposal (RFP), which may specify additional requirements, such as an executive summary. Understanding these expectations is crucial for creating a comprehensive proposal that meets client needs.