Strategies for Winning Proposals - sbtdc

Presented to:Small Business and Technology Development CenterMarketplace 2013Presented by:Dawn Dalton and Joanna DunnRTI InternationalProposal Development OfficeMay 29, 2013

Use the Request for Proposal (RFP) as atool to write a winning proposal◦ Different components◦ Interpretation◦ Evaluation Develop, test, present a winning strategy Make it easy for evaluators to score yourproposal with high marks2

Ensure federal or state governmentsspend your tax dollars according toacquisition regulations Establish standard guidelines toensure free and open competition Communicate client needs andrequirements Provide instructions to potentialofferors3

CustomerNeedsRFPYourCapabilities4

Government NeedSource SelectionAuthority(SSA) EstablishedSSA Writes EvaluationCriteria/Draft RFPRFP IssuedAmendment(s)Proposals ReceivedProposals EvaluatedQuestions/NegotiationsFinal ProposalRevisionContract AwardPreproposalConferenceCompetitive RangeEstablishedDebriefing5

Procurement TimelineGovernment writes RFPRFPIssuedProposalDueGovernment reviewprocess/questionsFinalnegotiations/award3–6 months1 week-1 month1–3 months 1 mo.6

Section B: Pricing Section C: Statement of Work (SOW) Section L: Instructions Section M: Evaluation Criteria Also F (Deliverables), H (SpecialContract Requirements), K(Representations and Certifications)and J (Attachments)8

Type of contract◦ Amount of risk Government is willing to take (e.g.Cost reimbursement; Cost Plus Fixed Fee; CostPlus Award Fee; Fixed Price) Duration of contract◦ Often base year + options; gives specific dates Format to submit pricing (generally by taskby year), caps, allowable/unallowable◦ If pricing forms are provided, use them!9

Provides a detailed explanation of thework required by our clients Gives context/background to the work Identifies major capabilities needed tocarry out work Describes the order of work to beaccomplished (i.e., tasks) May be (intentionally) vague10

Specifies the organization of theproposal Drives technical and business proposaloutlines Describes past performanceinstructions(e.g., types, #, date of projects) Specifies format of the proposal (e.g.,page length, font size) Provides delivery information11

CriteriaPointsUnderstanding the Problem 15Technical Approach 35Management Plan, Corporate Capabilities 25Personnel 25Possible technical score (Competitive Range) 100Past Performance 15Small Disadvantaged Business Participation Plan 15Total possible points 130Cost (realism) evaluationSubjective“Best Value” award decision12

Section H, Special Contract Requirements Section I, Contract Clauses Section J, List of Attachments (SBSubcontracting Plan Format Section K, Representations and Certifications Section L, Instructions (pass through;Subcontracting Plan and Small DisadvantagedBusiness (SDB) Participation Plan—often inBusiness Volume) Section M (evaluation criteria for plans)13

Understand Client Need Reviewed requirements as stated in theRFP Learned pricing parameters or limitations Identified your audience14

RFP Notes:• Technical should not exceed 75 pages exclusive of appendices. No less than 11 point font, double-spaced.Volume I: Technical ProposalProposal SectionCoverRFP Section LInstructions:RFP Section M EVALUATIONFACTORSEvalPoints(100)PageLimit(75)ResponsiblePersonTable of contentsSueExecutive Summary 1 JohnSueUnderstanding theProblemTechnicalApproachDemonstrate anunderstanding of therequirement, including anyissues and problems whichunderscore the concept ofand need for this project.1. Task 12. Task 23. Task 34. Task 4The proposal shall be evaluated onthe Offerors’ demonstration of thecomplete understanding of therequirements and intent of theproject. Indicate a clear awareness ofeach task and of the problems to beencountered in its accomplishment.15 2 John25 10 John15

Information is vague Sections contradict one another Instructions and evaluation criteria are notconsistent Pricing instructions don’t make sense Statement of Work is incomplete16

Reread the RFP carefully Get second (or third or fourth) opinion Make a reasonable assumption and moveforward Consider submitting questions toGovernment for clarification17

When to ask Unclear,incomplete, orcontradictoryinstructions Unclear duedates/delivery When no to ask If answers might helpour competitors If question reveals ourwin strategy If you have notscrutinized the RFPcarefully If answer may limit yourresponse.If you can make a fair and reasonableassumption that is in your best interest, don’task the question!18

Some technicalexperts, but not all Did not write theRFP Generally not fromprogram Read LOTS of proposals! Likely don’t know anything about you “Reluctant” participants—bored and busy!20

‣ Use checklist based on RFP.‣ Sole focus is to find response to eachrequirement.‣ Generally short time to review proposals.‣ Difficult, tiring assignment.‣ Skim your proposal, not thorough read.‣ Score based only on what is in proposal.21

Like• Easy to find response toevery RFP requirement• Very clear; major pointsjump out• Summaries• Consistent structure• Relevant examples• Graphics that add value• Too wordyDon’t Like• Long sentences,paragraphs• Poor response to RFPrequirements• Poor or unclearapproach to resolving theproblem• Lack of specificity• Unnecessary information• Company jargon22

Business/RFPMatchSimilarproject/Similar marketSimilarproduct/New marketNew product/Similar marketNew product/New marketBidIndicationStrongCautionCautionSuccessunlikelyProbably ActionKnow product, market andcustomer. Focus on competition.Learn the market. Establish yourcompany in the market beforefocusing on competitionMake sure you have product to meetclient needs, then focus oncompetition.Drop. Pursuit requires detailed plan,far more resources than bids aboveShipley Associates, Proposal Guide, p 1923

Use the Request for Proposal (RFP) as atool to write a winning proposal◦ Different components◦ Interpretation◦ Evaluation Develop, test and present a winningstrategy Make it easy for evaluators to score yourproposal with high marks24

“When writing a proposal,writing is the last thing youshould do.”--Pugh and Bacon, Powerful Proposals, 2005, pg 925

Win Definition: to be the victor in - Meriam-Webster DictionaryStrategy Definition: (1a2) the scienceand art of military command exercised tomeet the enemy in combat underadvantageous conditions; (2a) a careful planor method: a clever stratagem.- Meriam-Webster Dictionary27

A plan or method for achieving a goal.Strategy and tactics are often confused.In the purest sense, strategy is yourpreengagement position; tactics are theactions you take to implement yourstrategy, to convey it pursuasively. Bothare required to win.- Newman, L. (2006) pg. 25128

Win Strategy – Set of quantifiableactions needed to win. Eachaction must have a benefit tothe customer’s key issues orrequirements- 21 st Annual APMP International Conference &Exhibits – Presentation by Bruce Morton; “Art of WinStrategy” Pg. 2329

Talk with client--understand their needs Analyze your competition Assemble your “A Team” Set price target first (market driven), thendesign your approach (technical andmanagement, including personnel) Estimate cost of your design; close gap toreach price target30

Client NeedsReduce costExpertise tosupport changesOn timeperformanceUnique Features of YourApproachE-entry® order entrysoftwareIn house experts inrelevant fieldsContractor, clientaccess to projectdashboardProof or ExampleReduced orderhandling cost 30% onsimilar project“Measles chart”listing experts/fieldsCurrent client quote;Offer to increase $penalty if lateAsk yourself, “Is it Clear? Concise?Credible? Compelling?”31

TeamPurple TeamBlue Team #1Black Hat TeamBlue Team #2Pink TeamRed TeamGreen TeamGold TeamWhite TeamObjectiveApproves opportunity analysis reportReviews initial capture plan and approves capture strategyPredicts competitor solutionsApproves updated capture plan and solution set for use inkickoff meeting packetReviews storyboards and mockups to verify alignment withcapture strategy and execution of customer issuesReviews final draft to predict proposal scoringReviews cost/price solution and alignment with strategyApproves final proposal and priceCompile “lessons learned” to improve futurecompetitiveness- Ed Alexander, PPF, APMP, VP, Shipley Associates22 nd Annual APMP International Conference & Exhibits,The Art of Winning, Denver Colorado, May 31, 201132

RFPRefProposal Compliance MatrixDescriptionProposalLocationC.1 Task 1: Management 1.1C.1.1Post award conference: Within the firstweek after contract award…1.1.1C.1.2 Schedules: The contractor shall… 1.1.2L.1 Technical Approach Chpt. 1L.1.1 Task 1: Management 1.1M.1 Quality of Technical Approach Chpt. 1M.2 Project Management 1.133

1. Be fully compliant with all sections of theRFP; “ante to get in the game”oEvaluator checklist based on L and M2. Differentiate yoursel from competition inways that matter to clientoEvaluators can easily cut and paste “why you”statements, with proof, into their score sheetto justify giving you high marks34

Is it Clear? Concise? Credible? Compelling?Our E-entry® software willreduce your cost.35

Is it Clear? Concise? Credible? Compelling?The intuitive, graphical userinterface of our E-entry ® softwarecan reduce your training time from4 hours to 1 hour.36

Is it Clear? Concise? Credible? Compelling? Based on previous experience; yourtraining time will be reduced fromfour hours to one hour due to theintuitive, graphical user interface ofour e-Entry ® software.37

On-time performanceWe submitted100% of yourrequired reports (50+) on time usingsame project management systemwe propose for the Improved OrderEntry project.Cost Control: OutstandingRTI has taken our budget challengesseriously and has taken appropriatesteps to reduce costs and monitorspending while remaining flexible inan ever-changing Federal budgetclimate.” report on RTI’s performance, Jan,201238

“Graphics are one of the most effective waysto persuade the prospect to select yoursolution. Graphics convey both facts andemotion, equally important aspects ofeffective persuasion.”--Newman, L. (2006), Pg 76, emphasis added“We looked at the graphics first. If we found the answer,we didn’t bother to read the text.”--Experienced proposal evaluator40

Demonstrate your understanding ofsomething particularly important to theclient. Emphasize your strategy. Highlight a discriminator and the benefit tothe client. Provide “proof” of a discriminator. Save space—yes, graphics can save space!41

Test Chemical10 Long Multiwalled CarbonNanotubes10 Short Multiwalled CarbonNanotubes1020 Long Multiwalled CarbonNanotubesAnalytical Work Completedor in ProgressScreening experimentscompleted; determinedpurity, metal content,diameter, and length;chosen by NTP for furtherstudiesScreening experimentscompleted; determinedpurity, metal content,diameter, and length;chosen by NTP for furtherstudiesScreening experimentscompleted; chosen by NTPfor further studiesAnticipated Work underNew ContractProcure kg quantity from thepreselected supplier andcomprehensivecharacterizationProcure kg quantity from thepreselected supplier andcomprehensivecharacterizationProcure kg quantity from thepreselected supplier andcomprehensivecharacterization42

Test Chemicals10 Long Multiwalled CarbonNanotubes10 Short Multiwalled CarbonNanotubes10 20 Long Multiwalled CarbonNanotubesAnalytical Work Completedor in ProgressScreening experimentscompleted; determinedpurity, metal content,diameter, and length;chosen by NTP for furtherstudiesAnticipated Work underNew ContractProcure kg quantity from thepreselected supplier andcomprehensivecharacterization43

“Proposals which merely offer to conduct aprogram in accordance with therequirements of the Government's scope ofwork will not be eligible for award.” Tell them HOW you will do the work, notjust what you will do.44

Read, and re-read the RFP delivery information; if it’s confusing, askclientIf delivering in person, visit in advance to ensure you will haveaccessIf delivering by mail, ensure you can track package and confirmdeliveryAlways have a back-up plan that will meet delivery deadline—thereis no room for errorHave proposal in customer’s hands 24 hours before it’s due45

Government NeedSource SelectionAuthority(SSA) EstablishedSSA Writes EvaluationCriteria/Draft RFPRFP IssuedAmendment(s)Proposals ReceivedProposals EvaluatedQuestions/NegotiationsFinal ProposalRevisionContract AwardPreproposalConferenceCompetitive RangeEstablishedDebriefing46

#1 reason: Non-compliant(don’t follow RFP) Non-responsive to customerneeds Over bid the RFP’sspecifications—too expensive Bidder (or member of team) has performanceproblems or does not have sufficient, relevantpast performance or corporate capabilities Unprofessional in appearance—first impressionscount!47

Develop win strategy that meets customerneeds first; then write Use RFP as “playbook” throughout process Make it easy for evaluators to give highscore in every section of proposal Differentiate themselves from competitionby showcasing the benefits to the customerof their unique approach Demonstrate a fair and reasonable price48

State customer’s name before your nameand much more often (10:1 ratio) Active not passive voice Use simple, straightforward language Have someone else edit your proposal—nomistakes allowed!49