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In this tutorial, Samuel from Entrepreneur Education explains the importance of a marketing proposal or pitch. He illustrates this by describing a scenario where a small coffee shop, currently serving 50 customers daily, seeks to expand its customer base by 50%. To address this, marketing specialists can creatively devise strategies tailored to the client's business model. The marketing proposal serves as a foundational outline of the services and strategies the specialist can offer, providing a framework for the eventual marketing plan. However, he emphasizes that a marketing plan should only be developed after securing the client's agreement on the proposal.