How to Write an AV RFP: A Business Owner's Guide

How to Write an AV RFP That Gets You Better Bids and Better Results

TL;DR

An AV RFP (Request for Proposal) is your blueprint for communicating project needs to integrators—vague RFPs lead to wildly inconsistent bids and costly change orders
Focus on describing outcomes you need rather than specifying exact equipment; let the experts propose solutions
Include five essential sections: project overview, functional requirements, site conditions, evaluation criteria, and submission guidelines
Set realistic timelines—rushing the RFP process often costs more than the time you’d save
Always include a site visit requirement; integrators who bid without seeing your space are guessing

Why Your AV Project Needs a Proper RFP

Here’s a scenario that plays out constantly: A hotel operations director needs a new conference center AV system. She emails three integrators asking for “a quote on AV for our new meeting rooms.” She gets back three proposals ranging from $45,000 to $180,000. None of them are actually comparable because each integrator made different assumptions about what she needed.

That’s four weeks wasted, and she’s back to square one.

A Request for Proposal—RFP for short—is a formal document that tells potential AV integrators exactly what you need, how you’ll evaluate their responses, and what the ground rules are for the selection process. Think of it as a job posting for your project. The clearer you are about what you’re looking for, the better candidates you’ll attract and the easier your decision becomes.

What a Good RFP Actually Accomplishes

A well-written AV RFP does the heavy lifting for you:

Apples-to-apples comparison. When every integrator responds to the same detailed requirements, you can actually compare proposals side by side. Without this, you’re comparing a Honda quote to a Mercedes quote and wondering why the prices don’t match.
Fewer surprises during installation. Most AV project overruns trace back to assumptions made during bidding. A thorough RFP forces everyone—including you—to think through details before contracts are signed.
Protection for both parties. The RFP becomes part of your contract. If an integrator commits to specific capabilities in their response, that commitment is documented.
Attracts serious bidders. Quality integrators actually prefer detailed RFPs. It tells them you’re organized, you have budget authority, and you’re not just fishing for free consulting.

The Five Essential Sections of an AV RFP

Every AV RFP needs these core sections. Skip one, and you’ll create confusion or leave money on the table.

Section 1: Project Overview and Background

This section answers the fundamental question: What is this project, and why does it matter?

Start with your organization. A 200-room hotel has different needs than a 50-person law firm, even if both want “a conference room system.” Give integrators enough context to understand your world.

Include in this section:

Organization name, type, and brief description
Project location(s) with physical addresses
High-level project description (2-3 paragraphs)
Business drivers—why are you doing this project now?
Budget range (yes, include this—more on why below)
Target completion date and any hard deadlines
Key stakeholders and decision-makers

Pro Tip: Including your budget range feels uncomfortable, but it’s actually in your best interest. Without it, you’ll get proposals designed for budgets you don’t have, or worse, lowball bids from integrators hoping to upsell later. A range like “$75,000-$100,000” gives integrators the guardrails they need to propose appropriate solutions.

Section 2: Functional Requirements

This is where most RFPs go wrong. Business owners either get too vague (“we need good audio”) or too specific (“we need four Shure MXA910 ceiling microphones”).

The sweet spot is describing what you need the system to do without dictating exactly how to do it. You’re hiring experts—let them be experts.

Write requirements as outcomes:

Instead of This	Write This
“Install a 98-inch Samsung display”	“Display must be clearly visible from all 24 seats in the room, including the back row at 30 feet”
“We need Crestron control”	“All AV functions must be controllable from a single touch panel with minimal training required”
“Install 8 ceiling speakers”	“Background music must provide even coverage throughout the 2,400 sq ft dining area with no dead spots or hot spots”
“We want Zoom Rooms”	“System must support video conferencing with our remote team (currently using Zoom) with one-touch join capability”

Organize requirements by space or function:

For multi-room projects, break requirements down by space. For each room or area, describe:

Primary use cases (presentations, video calls, background music, paging, etc.)
Typical number of occupants
Audio requirements (who needs to be heard, who needs to hear)
Video requirements (what needs to be displayed, where, what size)
Control requirements (who operates it, how often, what’s their technical comfort level)
Integration requirements (what other systems must this connect to)
Future expansion considerations

Section 3: Site Conditions and Constraints

AV integrators need to understand what they’re walking into. Hidden conditions discovered during installation are the leading cause of change orders and delays.

Document these details:

Building age and construction type
Ceiling type, height, and accessibility (drop ceiling vs. drywall vs. open structure)
Existing AV equipment that will remain, be removed, or be reused
Network infrastructure availability and IT policies
Electrical capacity and outlet locations
HVAC considerations (noise levels, vent locations)
Architectural or historic restrictions
Union labor requirements
Building access hours and security procedures
Concurrent construction or other projects

Attach supporting documents:

Floor plans (even hand-drawn ones help)
Photos of each space
Furniture layouts
Ceiling plans if available
Any existing AV system documentation

Important: If you don’t have accurate documentation, say so. “Floor plans are from 2015 renovation; field verification required” is much better than submitting outdated drawings as fact.

Section 4: Evaluation Criteria

Tell bidders exactly how you’ll make your decision. This isn’t just good etiquette—it helps integrators tailor their proposals to what actually matters to you, and it protects you from accusations of favoritism.

Common evaluation criteria for AV projects:

Criteria	Weight	What You’re Evaluating
Technical approach	25-35%	Does the proposed solution actually meet your requirements? Is it appropriately sophisticated or refreshingly simple?
Experience and qualifications	20-25%	Has this integrator done similar projects? Are they manufacturer-certified? Do they have relevant references?
Pricing	20-30%	Total cost of ownership, not just installation price. Includes equipment, labor, training, and ongoing support.
Project management	10-15%	Timeline, communication plan, handling of changes, coordination with other trades
Support and warranty	10-15%	What happens after installation? Response times, coverage, ongoing maintenance options

Be specific about what disqualifies a proposal. Late submissions? Missing required forms? Failure to attend the mandatory site visit? State it clearly.

Section 5: Submission Guidelines and Timeline

Leave nothing to interpretation. Specify exactly what you need, when you need it, and how you want it delivered.

Proposal requirements checklist:

Format requirements (PDF, page limits, required sections)
Pricing format (line-item breakdown, labor separated from equipment, etc.)
Required certifications or documentation
Reference requirements (number, type, contact information)
Insurance and bonding requirements
Submission method (email, portal, physical delivery)
Questions and clarifications process
Proposal validity period (how long the pricing must be honored)

Set a realistic timeline:

Phase	Typical Duration	Purpose
RFP release	Day 1	Document distributed to potential bidders
Questions due	Days 7-10	Deadline for bidder questions
Answers distributed	Days 10-14	Written responses shared with all bidders
Mandatory site visit	Days 10-14	Integrators inspect the actual space
Proposals due	Days 21-30	Submission deadline
Evaluation period	Days 30-45	Internal review and scoring
Shortlist interviews	Days 45-55	Finalist presentations (optional)
Selection announced	Days 55-60	Winner notification

Compressing this timeline seems efficient but usually backfires. Rushed proposals contain more errors and assumptions. Quality integrators with full schedules may decline to bid if the timeline is unreasonable.

What to Include in Your Technical Requirements

The functional requirements section is the heart of your RFP. Here’s a deeper dive into what to address for common AV system types.

Conference and Meeting Room Systems

Video conferencing has become non-negotiable for most businesses. Be specific about how these rooms will actually be used.

Address these questions:

What video conferencing platforms must be supported? (Zoom, Teams, Webex, Google Meet)
Will participants join from personal devices, or is a dedicated room system preferred?
How many remote participants typically join calls?
Do you need content sharing from laptops? Wireless or wired?
Is recording required? Where must recordings be stored?
Do multiple rooms need to connect to each other?
What’s the realistic technical skill level of typical users?

Audio pickup is where most conference rooms fail. Describe your meeting patterns: Are participants seated at a table, moving around the room, or both? This determines whether tabletop microphones, ceiling microphones, or a combination makes sense.

Digital Signage Systems

Digital signage seems simple until you start asking questions. A single menu board has very different requirements than a network of displays across 50 retail locations.

Key considerations:

How many displays, and where specifically?
Who will create and update content? How often?
Does content need to change by location, time of day, or other variables?
What content types? (Static images, video, live data feeds, interactive)
Indoor or outdoor installation?
What happens if the network goes down—must content still display?
Do you need proof of play or analytics?

Background Music and Paging Systems

Restaurants, retailers, and hospitality venues often underestimate audio system complexity.

Define these requirements:

What areas need coverage? (Separate zones for dining room, bar, patio, restrooms?)
What are the noise conditions? (Kitchen noise, HVAC, crowd levels)
Who needs volume control? Where? How many zones independently controlled?
Is paging required? What zones? Does paging need to override music?
What music sources? (Streaming, satellite, local playlist)
Are there licensing considerations? (Commercial music licensing is required for businesses)
Hours of operation and scheduling needs

Common RFP Mistakes to Avoid

Learning from others’ mistakes is cheaper than making your own.

Mistake 1: Copying Equipment Lists from Other Projects

That RFP template from your colleague’s project two years ago specified equipment that’s now discontinued, oversized for your space, or obsolete. Describe what you need the system to do, and let integrators recommend current solutions.

Mistake 2: Requiring Specific Brands Without Good Reason

Unless you have a genuine technical requirement—like compatibility with existing infrastructure—avoid mandating specific manufacturers. You might exclude better or more cost-effective solutions. If you do have a preference, state it as a preference rather than a requirement.

Mistake 3: Omitting the Budget

“We don’t want to bias the proposals” is a common justification for hiding the budget. In practice, this just means you’ll receive proposals that don’t match your financial reality. You’ll waste everyone’s time, including your own.

Mistake 4: Setting Unrealistic Timelines

Equipment lead times in the AV industry vary from days to months. If your RFP requires installation in four weeks but the specified displays have a 12-week lead time, you’ve set up everyone for failure. Ask about lead times during the questions period, or build flexibility into your timeline.

Mistake 5: Skipping the Site Visit

Mandatory site visits seem like an inconvenience—for you and the bidders. But integrators who bid on spaces they haven’t seen are making assumptions. Those assumptions become change orders. Require site visits and make them efficient: schedule a single window where all interested integrators can visit.

Mistake 6: Being Vague About Evaluation Criteria

“We’ll select the best overall value” means nothing. If you can’t explain to an unsuccessful bidder specifically why they weren’t selected, your criteria weren’t clear enough. This vagueness also makes it harder for integrators to write proposals that address what you actually care about.

Sample AV RFP Outline Template

Use this structure as a starting point. Adapt it to your project’s complexity.

1. INTRODUCTION AND INSTRUCTIONS
   1.1 Purpose of RFP
   1.2 Organization Background
   1.3 Submission Instructions
   1.4 Timeline and Key Dates
   1.5 Questions and Communications
   1.6 Terms and Conditions

2. PROJECT OVERVIEW
   2.1 Project Description
   2.2 Project Goals and Objectives
   2.3 Budget Range
   2.4 Scope Summary
   2.5 Project Constraints

3. TECHNICAL REQUIREMENTS
   3.1 General Requirements (all spaces)
   3.2 Space-Specific Requirements
       3.2.1 [Room/Area Name]
       3.2.2 [Room/Area Name]
       3.2.3 [Additional spaces as needed]
   3.3 Infrastructure Requirements
   3.4 Integration Requirements
   3.5 Support and Maintenance Requirements

4. SITE CONDITIONS
   4.1 Building Information
   4.2 Existing Systems
   4.3 Access and Logistics
   4.4 Attachments (plans, photos)

5. PROPOSAL REQUIREMENTS
   5.1 Required Proposal Sections
   5.2 Pricing Format
   5.3 Qualifications and References
   5.4 Required Certifications
   5.5 Insurance Requirements

6. EVALUATION CRITERIA
   6.1 Scoring Methodology
   6.2 Criteria and Weights
   6.3 Selection Process

7. APPENDICES
   A. Floor Plans
   B. Site Photos
   C. Existing Equipment Inventory
   D. Required Forms

After You Send the RFP: Managing the Process

Your work isn’t done when the RFP goes out.

Handle Questions Fairly

When one bidder asks a question, share the answer with everyone. This keeps the process fair and prevents you from answering the same question repeatedly. Compile questions and answers into an addendum that goes to all bidders.

Conduct Effective Site Visits

A good site visit includes:

Access to all project spaces
Opportunity to see above ceilings and behind walls where relevant
Introduction to key stakeholders
Time for questions
Clear documentation of what was discussed

Take notes on what each integrator asks about. Thoughtful questions often indicate experience and attention to detail.

Evaluate Proposals Systematically

Create a scoring matrix based on your evaluation criteria. Have multiple stakeholders score independently before discussing. This reduces bias and surfaces different perspectives.

Look beyond the bottom-line price. Consider:

Total cost of ownership (including ongoing support)
Implementation timeline and resource requirements
Risk factors (new technology, tight timeline, complex integration)
Vendor stability and long-term partnership potential

Check References Meaningfully

Don’t just confirm the integrator completed a project. Ask references:

Did the project come in on budget? If not, why?
Were there surprises during installation?
How did the integrator handle problems when they arose?
How has post-installation support been?
Would you hire them again?

Working With an AV Consultant

For complex projects—multiple rooms, specialized requirements, or budgets exceeding $100,000—consider hiring an AV consultant to write the RFP and manage the selection process.

What a consultant brings:

Technical expertise to translate your needs into appropriate requirements
Industry knowledge about what’s realistic and current
Independence from equipment sales (they have no incentive to over-specify)
Experience managing competitive bid processes
Design documents that become part of the contract

Consultants typically charge either a fixed fee or a percentage of project cost (often 8-15%). For large projects, this investment often pays for itself through better-specified systems and more competitive bidding.

Conclusion: Your Next Steps

A well-written RFP is the foundation of a successful AV project. It takes time upfront but saves multiples of that time in avoided confusion, change orders, and disappointment.

Start here:

Define your outcomes first. Before writing anything, list what you need the AV system to accomplish. Think about users, use cases, and success criteria.
Gather your documentation. Collect floor plans, photos, and information about existing systems. Incomplete information leads to incomplete proposals.
Set realistic expectations. Build adequate time into your schedule for a thorough process. Rushing rarely saves money in the end.
Use the outline above. Adapt the template to your project’s scope and complexity. Not every project needs every section, but most need more detail than you’d initially think.
Consider professional help. For projects over $100,000 or with complex requirements, an independent AV consultant can be worth the investment.

Questions about your specific project? Drop them in the comments below, or reach out directly—we’re always happy to talk AV.

How to Write an AV RFP: A Business Owner’s Guide