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BD – 106Capture Management Best PracticesBest Practices
Insight 2011
Presented by Jennifer McKinney, Director, Capture360, INPUTMark Wohlgemuth, Strategic Business Development Director, INPUT
April 18, 20232 ©2011 Deltek, Inc. All Rights Reserved
Project Manufacturing
Human Resources
Project Management
Financial Management
Enabling Success
Winning More Business
Reducing the Cost of Compliance
Increasing Project Visibility
Improving Cash Flow
CRM and Capture Management
Teaming Solutions
Market Intelligence
Business Performance Management
Know More
Win More
Do More
April 18, 20233 ©2011 Deltek, Inc. All Rights Reserved
Project Manufacturing
Human Resources
Project Management
Financial Management
Win More
CRM and Capture Management
Teaming Solutions
Market IntelligenceWin More
Do More
Opportunity Identification
Customer & Pipeline Mgmt
TeamingProposal
Development
Business Performance Management
Know More
April 18, 20234 ©2011 Deltek, Inc. All Rights Reserved
Agenda Introductions Overview Positioning to Win Competitive and Self Assessment Case Scenario Capture 360 Questions
Capture ManagementAn Overview
April 18, 20235 ©2011 Deltek, Inc. All Rights Reserved
April 18, 20236 ©2011 Deltek, Inc. All Rights Reserved
Stages of Capture and Proposal Process
BD and/or Capture Capture and/or Proposal
Capture and Proposal Timeline
April 18, 20237 ©2011 Deltek, Inc. All Rights Reserved
Overlapping Roles
•Early Phases
•Customer-Facing
Business Development
Manager
•Middle Phases
•Outside-Facing
Capture Manager
•Later Phases
•Inside-Facing
Proposal Manager
One key to effective capture management is a smooth transfer
of the baton.
Different companies use different titles.
©2011 Deltek, Inc. All Rights Reserved
Capture Manager Charter
Orchestrate Competitive Assessment Conduct Black Hat Organize Strategy Session Enter into Teaming Agreements Select Key Personnel Prepare Capture Strategy Develop Themes and Discriminators Conduct Bid/No-Bid Develop Budget Plan Orchestrate Color Teams Hand Proposal Manager a Workable
Roadmap
CaptureManagerCharter
April 18, 20238
April 18, 20239 ©2011 Deltek, Inc. All Rights Reserved
Strategy Decision Conference Meeting of corporate officials, business
developers, technical specialists, capture team members and subject matter experts to frame strategies, issues, decisions, actions, plans and approaches to pursue the opportunity
Drives strategic options that form the basis for your Win Strategy.
April 18, 202310 ©2011 Deltek, Inc. All Rights Reserved
Getting to know your key players Source Selection Outside Influencers Division Directors Deputies Contracts Project Personnel
Business Development needs to identify these key players & make calls on these clients.
Remember…the client you don’t visit probably won’t select you!
April 18, 202311 ©2011 Deltek, Inc. All Rights Reserved
Value Proposition Offer Design to Win Themes and Discriminators Major Selling Points Selection Rationale Promises and Commitments Elevator Speech
April 18, 202312 ©2011 Deltek, Inc. All Rights Reserved
Capture ManagementPositioning to Win
April 18, 202313 ©2011 Deltek, Inc. All Rights Reserved
Positioning for the Win Establish yourself as the “Perceived Winner”
Demonstrate technical insight Get the PM & technical experts the client wants Establish strong relationships Form the right team of subcontractors (grab the “liked” incumbents) Advertise Develop a creative, workable solution to the client’s problems Have a local office Offer the right price
April 18, 202314 ©2011 Deltek, Inc. All Rights Reserved
Selecting the Best Teammates Develop the winning criteria for team or prime contractor selection BEFORE
selecting the teammates or prime Avoid teaming just because it’s someone you already know…team to win! Develop effective SOWs Consider their:
Client relationships, incumbency & location Key personnel Technical insight & capabilities in relation to ours Relevant contracts Past performance Pricing capability Proposal capability History of honoring their agreements w/integrity
April 18, 202315 ©2011 Deltek, Inc. All Rights Reserved
Teaming Agreements Structure agreements early Make responsibilities clear
SOW areas Marketing resources Proposal resources Marketing after win
Do not make commitments before obtaining necessary approvals.
The Business Development and/or Capture Manager along with Contracts implements nondisclosures & negotiates teaming agreements while coordinating w/senior management.
Bid/No Bid Decision Criteria Value to company Program viability Background experience Overall technical capability Responsiveness Program execution risk Most likely profit Most likely revenue Cost to complete Key client contact
Client rapport Knowledge of competitors Subcontracting or teaming Client’s price strategy Cost competitiveness Overall competitiveness Location & presence Staffing difficulty Key personnel availability Proposal development risk
A Gate Review PPT should be prepared and presented by the Business Development & Capture Manager.
April 18, 202316 ©2011 Deltek, Inc. All Rights Reserved
April 18, 202317 ©2011 Deltek, Inc. All Rights Reserved
Importance of a Capture Plan Focuses Thinking Provides Discipline Surfaces Action Items Raises win probability
“Thinking is the hardest work there is, which is probably the reason so few engage in it.”
Henry Ford
April 18, 202318 ©2011 Deltek, Inc. All Rights Reserved
Capture ManagementCompetitive and Self Assessment
19 ©2011 Deltek, Inc. All Rights Reserved
Notional Winner Profile (NWP) This benchmark contains features of
the “ideal” winning team from the vantage point of your customer Core competencies Experience Past Performance Size and resources Products and services Technical approach Other
The closer you come
to meeting the NWP, the better your
chances of winning.April 18, 2023
April 18, 202320 ©2011 Deltek, Inc. All Rights Reserved
White Hat Exercise: Your Strengths White Hat Your Strengths Where are you strong? What have been your successes? Awards, commendations Measures of success Obstacles overcome First of a kind achievements
Wear a “White Hat”
April 18, 202321 ©2011 Deltek, Inc. All Rights Reserved
Black Hat Exercise: Your Vulnerabilities Black Hat Your Vulnerabilities
What are your vulnerabilities?
How will a competitor use them?
What lessons were learned?
Wear a “Black Hat”
Play the role of a determined competitor
Be honest
Forecast how competitors might win
Then develop countermeasures
April 18, 202322 ©2011 Deltek, Inc. All Rights Reserved
Competitive Assessment Match your company and your
competitors to the NWP, L and M Insist on maximum participation Assign importance factors or
weightings Assign scores Document rationale Avoid the tendency to underrate the
competitors Revisit competitive assessment
throughout lifecycle
One key to performing a
valid and reliable Competitive
Assessment is to cast a wide net of participants
April 18, 202323 ©2011 Deltek, Inc. All Rights Reserved
Competitive Analysis Brainstorming
Identify potential bidders & teaming arrangements Delineate strengths and weaknesses - ours & theirs Incorporate into capture strategy and w/client and in technical, management &
pricing proposal Simulation
Assemble group of people who know competition and procurement and have them develop a strategy to beat us
Out-think and Out-work the Competition!
April 18, 202324 ©2011 Deltek, Inc. All Rights Reserved
Case ScenarioArmy Communication and Transmission Systems (CTS)
April 18, 202325 ©2011 Deltek, Inc. All Rights Reserved
Army Communications and Transmission Systems (CTS)
Timeline/ Key Developments Opportunity Description Value Indicator
Industry Day: May 2010One-on-One Sessions: Sep 2010Draft RFP: Dec 17, 2010Comments Due: Jan 18, 2011RFP Date: Sep 2011Proposals Due: Nov 2011Award: Aug 2012
• A multiple-award, task order, ID/IQ contract vehicle for “system-of-systems”, end-to-end communication, and transmission solutions for all of Program Executive Office – Enterprise Information Systems (PEO EIS) and other Defense customers
• The primary vehicle for Program Manager – Defense Communications and Army Transmission Systems (PM DCATS) to acquire communications-related hardware and ancillary services
• It will provide PEO EIS & PM DCATS with turn-key solutions supporting full lifecycle communications systems and technologies, and corresponding management and administrative responsibilities to ensure voice, data and video services worldwide
Total Contract Value: $10.5 BillionBase Period: 1 yearOptions: 4 option yearsNAICS: 334220Contract Type: Multiple award IDIQNumber of awards: 10 (3 SBSA)Corporate Contract Value: Probability of Win:Weighted Contract Value:
Incumbents Tasks Points of Contact
Although this is a "new" vehicle, the work has been conducted under previous vehicles and task orders by the following companies:
DataPath, Inc. (Acquired by Rockwell Collins), TeleCommunciations Systems, Inc. (TCS), Boeing Company, D&SCI (DSCI), General Dynamics, GlobeComm Systems, Inc. (GSI), Lockheed Martin, Eyak Technology, Harris Corporation, Northrop Grumman, Raytheon, ITT Corp, CACI, Apptis
70% Hardware:Fixed Station Satellite Systems (FS3)Deployed Satellite SystemsBaseband, TCF, MCF, and Ancillary EquipmentLong-Haul Transmission SystemsRadio SystemsWireless SystemsAudio/Visual SystemsCritical AC/DC Power Environmental Systems (CADPES)Component and SparesWideband Planning, Management, and ControlLocal Area Networks
30% Services:Transmission Systems Support Operation and MaintenanceMobile Maintenance Team Technicians (MMTT) and Help Desk ServicesEngineering System and Equipment Prototyping Studies, Analysis, and ReportingConstruction ServicesIntegrated Logistics Support Leasing of Systems, Facilities, and Equipment
Contracting Officer: Sharla M. StalderOffice: [email protected]
Contracting Specialist: Benjamin SiltmanOffice: [email protected]
Latest News Likely Bidders
12/28/2010 - The Contracting Office confirmed again that the ceiling value of the CTS Program is $10.5 B. Comments regarding the Draft RFP remain due by January 18, 2011 and shall be submitted electronically to Sharla Stalder, Benjamin Siltman and Joseph Bruggeman. Additional information regarding instructions for submitting Comments are available on page 2 of the Draft RFP.
High probability primes: Harris, GD, L-3, Segovia, TCS, GSI, Serco, AT&T, Cobham, Raytheon, ITT, CACI, Northrop Grumman, Lockheed Martin, Rockwell Collins, ViaSat, SAIC, Hughes, BAH, DRS, MicroTech, SGIS, TKC Integration
Moderate probability prime: Apptis, CSC, BAE Systems, SRA, DasNet, Boeing, MTN, Trace Systems, JBM, Global SATCOM Technologies
April 18, 202326 ©2011 Deltek, Inc. All Rights Reserved
Customer OverviewCustomer Mission:
To provide PEO EIS & PM DCATS with turn-key solutions supporting full lifecycle communications systems and technologies, and corresponding management and administrative responsibilities to ensure voice, data and video services worldwide
Program Description
CTS vendors will provide integrated solutions that cover the life cycle of any given system and its relationship with other systemsThis “System of Systems” approach will integrate functional and particularly operational activities in the most technically proficient and cost-effective mannerSystems will include commercial, modified commercial, and MIL-SPEC systemsThe objective of this acquisition is to obtain hardware and related support services in the following proportions:Hardware – 70%Services – 30%Incidental services may not be purchased on the CTS contracts as a stand alone procurement; they must be done in conjunction with a hardware purchase
Program Manager:LTC James Craig will be program manager for CTS. Col. Jeff Mockenstrum, current PM DCATS, will be leaving in June 2011 and will be replaced by Clyde Richards.
SSO/SSEB Membership:
LTC James Craig, PM CTS. Craig Powderly, former deputy program manager of PM DCATS
Relationship: Director, Business Management Division, PM DCATS
Competitive Posture:
Contractors must provide an integrated solution. Providing reliable communications is first and foremost, not infrastructure. Also, it is important to team with a firm already established at PM-DCATS, for example, DRS Technologies. They’ve performed on a number of task orders (20+ projects). Engineered Systems Incorporated also has a presence at the PM-DCATs office through land mobile radio systems.
April 18, 202327 ©2011 Deltek, Inc. All Rights Reserved
Qualifications and Approach: Hardware
Support Area Self P1 P2 P3 P4Fixed Station Satellite Systems (FS3)
Deployed Satellite Systems
Baseband, TCF, MCF, and Ancillary Equipment
Long-Haul Transmission Systems
Radio Systems
Wireless Systems
Audio/Visual Systems
Critical AC/DC Power Environmental Systems (CADPES)
Component and Spares
Wideband Planning, Management, and Control
Local Area Networks
April 18, 202328 ©2011 Deltek, Inc. All Rights Reserved
Qualifications and Approach: Services
Support Area Self P1 P2 P3 P4Transmission Systems Support
Operation and Maintenance
Mobile Maintenance Team Technicians (MMTT) and Help Desk Services
Engineering System and Equipment Prototyping
Studies, Analysis, and Reporting
Construction Services
Integrated Logistics Support
Leasing of Systems, Facilities, and Equipment
April 18, 202329 ©2011 Deltek, Inc. All Rights Reserved
Discriminators Demonstrated processes
ISO9001 certified CMMI Level 5 Four process centric contracts completed with 100% award fee. Guided a client’s process improvements resulting in a 10% cost reduction over
the life of the contract.
April 18, 202330 ©2011 Deltek, Inc. All Rights Reserved
Past Performance: HardwareSupport Area Self P1 P2 P3 P4
Fixed Station Satellite Systems (FS3)
Deployed Satellite Systems
Baseband, TCF, MCF, and Ancillary Equipment
Long-Haul Transmission Systems
Radio Systems
Wireless Systems
Audio/Visual Systems
Critical AC/DC Power Environmental Systems (CADPES)
Component and Spares
Wideband Planning, Management, and Control
Local Area Networks
April 18, 202331 ©2011 Deltek, Inc. All Rights Reserved
Past Performance: ServicesSupport Area Self P1 P2 P3 P4
Transmission Systems Support
Operation and Maintenance
Mobile Maintenance Team Technicians (MMTT) and Help Desk Services
Engineering System and Equipment Prototyping
Studies, Analysis, and Reporting
Construction Services
Integrated Logistics Support
Leasing of Systems, Facilities, and Equipment
April 18, 202332 ©2011 Deltek, Inc. All Rights Reserved
Past Performance: Management
Support Area Self P1 P2 P3 P4
Strategic and Operational Planning
Process Improvement
Cost Management
Technical Assistance (program plans, organizational capacity, establishing programmatic and administrative data systems, analysis of data and training
April 18, 202333 ©2011 Deltek, Inc. All Rights Reserved
Pricing Considerations
Support Area Self P1 P2 P3 P4
CLIENT and its teammates offer the highest technical quality, surpassing requirements and a reasonable cost.
April 18, 202334 ©2011 Deltek, Inc. All Rights Reserved
Evaluation of Proposals
Technical Proposals will be evaluated on the basis of the following criteria: Technical Sub-Factors = 56%
Sample Task = 19% Performance Capability &
Resources = 19% Technical Management = 18%
Performance Risk = 19% Small Business Utilization = 15% Price = 10%
Evaluation of Task Order Proposals
Task Order Proposals will be evaluated in accordance with the criteria set forth in each request for task order proposal (RFTP).
Task Order Proposals will weight price more heavily as all offerors are deemed to be technically qualified.
Evaluation Criteria
Source: CTS Draft RFP – December 17, 2010
April 18, 202335 ©2011 Deltek, Inc. All Rights Reserved
Potential Bidders Positioning Matrix
April 18, 202336 ©2011 Deltek, Inc. All Rights Reserved
Competitive EnvironmentCompetitor Comments
Rockwell Collins Awarded 36 DOs under WWSS contract for $1.6B
Lockheed Martin MILSTAR DSCS III - $451M
Northrop Grumman VIS Engineering Services contract - $764M
Boeing WGS Contract - $195M
TCS, Inc Awarded 53 DOs under WWSS for $1.0B
General Dynamics Awarded 18 DOs under WWSS for $1.2B
DSCI Awarded 11 DOs under WWSS for $134M
GlobeComm Awarded 5 DOs under WWSS for $309M
Harris Corporation AN/GSC-52 Sat. Modernization - $338M + $49M
ITT Corporation Ka-Band Satellite Earth Terminal - $260M
April 18, 202337 ©2011 Deltek, Inc. All Rights Reserved
Competitive Matrix
Evaluation Factors
Weight Self C1 C2 C3 C4
Technical (three parts) Rank Score Rank Score Rank Score Rank Score Rank Score
- Sample Tasks 0.19 3.0 0.6 4.0 0.8 4.0 0.8 3.0 0.6 3.0 0.6
- Performance Capability and
Resources0.19 4.0 0.8 4.0 0.8 5.0 1.0 4.0 0.8 4.0 0.8
- Technical Management
0.18 3.0 0.5 3.0 0.5 4.0 0.7 3.0 0.5 4.0 0.7
Performance Risk 0.19 3.0 0.6 5.0 1.0 5.0 1.0 3.0 0.6 3.0 0.6
Small Business Utilization
0.15 5.0 0.8 3.0 0.5 2.0 0.3 5.0 0.8 3.0 0.5
Price 0.10 4.0 0.4 2.0 0.2 2.0 0.2 4.0 0.4 5.0 0.5
Total Score 1.00 3.6 3.7 3.9 3.6 3.6
Rate on a scale of 1 – 5 with 5 being the strongest
April 18, 202338 ©2011 Deltek, Inc. All Rights Reserved
Customer Call PlanStakeholder Hot Buttons CLIENT
MessageDate of
VisitResults
Terry WatsonDeputy Program Executive Officer, PEO [email protected]
Acting PEO capacity She will be involved in the source selection for CTS, possibly as SSA.
CLIENT is a highly qualified contractor with solid Army
experience and a team that knows PEO EIS
Late April
Hari BezwadaChief Information Officer & Portfolio Integration Officer, PEO [email protected]
Will likely influence the proposal evaluation process and possibly act as SSA for CTS.
CLIENT has the capacity to provide services on a short-notice basis and has a team
with knowledge of PM DCATS to anticipate requirements
Early May
COL Jeffrey MockensturmProject Manager, [email protected]
Scheduled to leave PM position July 20, 2011. Clyde Richards will be his replacement. – Passionate about this acquisition.
CLIENT understands the criticality of this contract in
integrating the disparate task order work under one vehicle and managing that vehicle for
PM DCATS.
Late May
LTC James CraigProgram Manager for CTS, PM [email protected]
Technically savvy PM driving the CTS acquisition.
CLIENT has the skills to integrate the task order work
under one vehicle and to manage that vehicle for PM
DCATS.
Early June
Dean C. BrabantContracting Officer, PEO EIS Contracting Division, CCRC-DC, [email protected]
New KO for the CTS effort. Directed a review of earlier Q&A for the CTS procurement, which is why release of the Q&A has been delayed.
CLIENT understands the criticality of this contract in
integrating the disparate task order work under one vehicle and managing that vehicle for
PM DCATS.
Early June
April 18, 202339 ©2011 Deltek, Inc. All Rights Reserved
Risk AssessmentCritical Success Factor Status Reason and Mitigation Steps
Customer Relationship P1 and P2 have work on existing vehicles; currently a sub on WWSS; Call plan developed to build additional customer relationship
Customer Calls Call plan developed and plans for execution in February and March
Technical and Management Solution Needs to be defined
Competition Highly competitive solicitation with numerous incumbents
Teaming NDA in place with P1 and P2 but still need Teaming Agreement
Past Performance CLIENT has enough past performance to be credible as prime and with the right team
Program Funding Funding appears to exist, however there is still some question about impact of GTACS
Pricing Haven’t begun strategizing yet.
Political Climate Changing leadership at PEO EIS. Difficulty differentiating work between CTS vehicle and GTACS vehicle (PEO EIS and PEO C3T)
April 18, 202340 ©2011 Deltek, Inc. All Rights Reserved
Next StepsActivity Who Results
Meeting with P3 to confirm work share – April 30
Finalize teaming agreements – May 15
Schedule black hat with teaming partners – June 30
Schedule meeting with Clyde Richards after he’s on-board – Late July
April 18, 202341 ©2011 Deltek, Inc. All Rights Reserved
INPUT’s Capture360 ProgramKnow more.Do more.Win more.
April 18, 202342 ©2011 Deltek, Inc. All Rights Reserved
INPUT’s Capture360 Program
Provides in-depth intelligence on and analysis of major forthcoming U.S. Federal Government business opportunities
Library
Pursuit Advisors
Onsite Debrief
Alerts & Updates
CI Reports
April 18, 202343 ©2011 Deltek, Inc. All Rights Reserved
Capture360 Program Capture360 starts where INPUT’s opportunity reports leave off.
An independent, non-bidding capture team Delivers detailed, in-depth, actionable intelligence on large-scale federal
programs Focuses on DoD and Civilian programs greater than $100 million
CI ReportPursuit AdvisorOpportunity Reports
Capture360
Identification Qualification Pursuit Capture Bid
Questions
April 18, 202344 ©2011 Deltek, Inc. All Rights Reserved
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