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Roessler - Developing Effective Proposal Processes and Winning Jobs
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Developing Effective Proposal Processes and
Winning Jobs
“All images and/or photos in this presentation unless otherwise noted are the copyrighted property of 123RF Limited, their Contributors or Licensed Partners and are being used with permission under license. These images and/or photos may not be copied or downloaded without permission from 123RF Limited."
©2014 DANR Consulting All Rights Reserved
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
Generic Proposal Definition:An offer to do a specific scope of work for a particular price or rate within a defined timeline.
Is a Verbal and a Handshake Enough?
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•Are Expectations The Same?
How Do You Know?
Did They Hear What You Meant
Or What You Said?
Did You Hear What They
Meant or What They Said?
•What If You or Your Contact Leaves
Tomorrow? Is the Agreement Void?
What About an Email?
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•Existing Relationship?
•Size of Job?
•Type of Work?
•General T&C’s in Place?
Generally Inadequate Detail Around Scope, Schedule And Other Contractual Elements.
Do I Have to Write a Novel?
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Always Include The Basics:
Scope
Responsibilities of All Parties
Schedule
Pricing & Payment Terms
Assumptions & Clarifications
Why Us?
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
Is This A Sufficient Process?
©2014 DANR Consulting All Rights Reserved
Receive Client RFP
Bob Writes A
ProposalIssue Proposal to
Client
Bob & Susie
Assemble The
Proposal
Susie Develops an
Estimate
•Who Qualified the Opportunity?
•What If Bob or Susie’s Out Sick?
•Who Reviewed the Proposal for Consistency?
•Who Approved the Pricing?
Another Process?
©2014 DANR Consulting All Rights Reserved
Receive Client RFP
Go-No-Go ReviewGo-No-Go
Approved?
Issue Intent to BidYes
No
Send Decline to
Bid
Assign Proposal
Tasks
Develop Estimate
Develop Proposal
Response
Gather Supporting
Docs (Resumes,
Case Studies, etc.)
Assemble
Proposal
Revise
LOA
Review &
Approval?
No
Yes
Issue Proposal To
Client
Complete
Proposal Checklist
Does One Size Fit All?
$10,000
©2014 DANR Consulting All Rights Reserved
Sole Source
Long-Term Client
T&M
$750,000
Competitive Bid
New Client
Fixed Bid
Proposal A Proposal B
Same Proposal Process?
Consider Short & Long
Form
Proposal Process Phases
©2014 DANR Consulting All Rights Reserved
• Capturing and Tracking Sales Opportunity• MSA, T&Cs, Insurance, Client Payment History• Go-No-Go Evaluation
Pre-Proposal
• Clarity of Who Does What & Who Approves What• Estimate, Scope, Schedule & T&Cs• Supporting Collateral
Proposal Execution
• Tracking Through Won-Lost Decision• Lessons Learned (Whether Won or Lost)• Closeout of Proposal/Transition to Operations
Post-Proposal
Before the Proposal
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• Capturing and Tracking Sales Opportunity• MSA, T&Cs, Insurance, Client Payment History• Go-No-Go Evaluation
Pre-Proposal
•Sales Opportunity Tracking Allows for Planning
•Are There Show Stoppers or Things That Put Us At
A Disadvantage
•Intelligence Gathering-Who Is the Competition? Do
We Want to Bid?
Go-No-Go Questions
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•Qualify:
Is the Job Well Defined? (Do We know What they
Want?)
Is the Scope What We Do or Want to Do?
Is the Schedule Realistic?
Are There Any Commercial Concerns?
Do We Have Available Resources to Execute?
What Are the Risks and Can We Accept Them?
Can We Win or Otherwise Gain?
Make a Conscious Go-No-Go Decision
Executing Proposals
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• Clarity of Who Does What & Who Approves What• Estimate, Scope, Schedule & T&Cs• Supporting Collateral
Proposal Execution
•Do People Know Who Is Responsible for What?
•Is There A Consistent Process For Developing
Estimates, Scopes and Schedules?
•Are We Providing Supporting Collateral That Will
Resonate?
After the Proposal
©2014 DANR Consulting All Rights Reserved
• Tracking Through Won-Lost Decision• Lessons Learned (Whether Won or Lost)• Closeout of Proposal/Transition to Operations
Post-Proposal
•Sales Opportunity Tracking Through Client Decision
•Do We Know Why We Won or Lost?
Relationship is a Valid Answer but It’s Often
Overused
•How Well Do We Transition from Proposals to Projects?
©2014 DANR Consulting All Rights Reserved
Organizational Approaches
Dedicated Proposal Mgr. & Estimators
Technical Staff Generate Proposal Content & Estimates, Others Provide Admin. Support
Sales/Marketing Develops Proposal Content & Technical Resources Provide Estimates
Project Mgrs. Run Proposals As A Project
Larger Organizations May Use Multi-Team Approaches with Gated Review Processes
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
Expectations & Performance Metrics
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•Should We Expect to Win Every Time?
•What’s A Reasonable Win Percentage? A/E/C=30%
•Less Effective Measurements:
% of Proposals Won Versus Proposals Issued
% of Proposal Value Won Versus Proposal
Value Issued
An Alternate Approach To Metrics
©2014 DANR Consulting All Rights Reserved
•How Much Should A Proposal Cost To Develop?
Consider Size/Scalability Factor
•Less About %, More About ROI
•What Can We Do To Increase Our Win Probability
and Reduce Our Costs?
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
Design for Maximum Modularity
©2014 DANR Consulting All Rights Reserved
• Some Things Are Unique To Specific Jobs, Others Aren’t
• Re-use Rather Than Re-invent
• Libraries Proposal Managers Can Pull From
• Like Going From Custom Coding to Function Block Programming
$ $
Proposal Costs
Benefit From Templates
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• Have Pre-Formatted Proposal Documents All-inclusive Table of Contents
Major Section Headers
Attachments List
• Multiple Templates (Often Based on Size) Small <$25K
Medium $25K-$250K
Large >$250K
Consistency in Look & Feel Builds Brand
Don’t Start From Scratch
What is Your Theme?
©2014 DANR Consulting All Rights Reserved
•Theme=A Key Message to
Reiterate Throughout the Proposal
•Should Address Customer Pain
Points
Or
•Highlight Strengths/Differentiation
Differentiators to Highlight
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Cutover Methodology
Agility/ Responsiveness
Process Knowledge
Plant/Facility Familiarity
System Experience
Integration of 3rd Party Systems
Operability & Maintainability
Risk Reduction
Lowest TIC
Regulatory Expertise
Optimized Technical Solution
Converting Message to Theme
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Finding New Ways to Solve Problems
Repeat Message Throughout Proposal
Relevant Cover Photo
Use Headlines & Key Phrases
Proposal Appearance Matters
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•Think Like A Marketer, Not An Engineer
•Professional Appearance Implies
Credibility
•Use Graphics And Color To Your
Advantage
•Make It Easy To Find The Highlights
USE HEADLINES THAT COMPELTHEM TO READ MORE
A Fresh Look
©2014 DANR Consulting All Rights Reserved
Proposal 01234AXYZ Chemicals
Provox to PCS7 Migration
ABC IntegrationJanuary 25, 2015
ExperiencedModernization
Give Clients A Reason To Say Yes
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•Have We Addressed Customer
Pain Points?
•Have We Highlighted Our
Differentiators?
•Is Our Message Compelling
Enough?
Customer Challenges
Our Solution
Benefits of Choosing Us
Show Don’t Tell
We have completed numerous control room migration projects with a very high client satisfaction rating.
©2014 DANR Consulting All Rights Reserved
Telling
Showing-Example 1
We Focus on Client Satisfaction“Your timely, incident free completion of our North End Control Room Migration,was outstanding. We look forward to working with you on future projects.”Technical Manager– ABC Chemicals
ABC ChemicalsNorth End Control Room
Migration
TIC: $6M
Integration Scope: $1.2M
Performance:• 8,000 I/O Honeywell to
DeltaV Migration• 300 Operating Graphics• Startup 2 Weeks Ahead of
Schedule• 3% Under Budget• Zero Safety Incidents• Sole Source Follow-on
Project in South End
Showing-Example 2
Leverage The Work We’ve Done
Examples (i.e. Reports)
Customer Quotes
Case Studies
Project List
Experience Summaries
Tailored Resumes
Copyrighted property of 123RF Limited used with licensing permission. This image may not be copied or downloaded without permission from 123RF Limited.
©2014 DANR Consulting All Rights Reserved
Reporting Example
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Daniel Roessler, Control System Migrations: A Practical Project Management Handbook (New York: Momentum Press, Sept. 2013), 133.
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
Monthly Budget(BCWS)
Actual MonthlySpending
Monthly Earned Value
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
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$450,000
CumulativeBudget
CumulativeEarned Value
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
4 Common Proposal Risks
Incomplete or Deficient RFPs
RFP Misunderstanding (By Bidder)
Misinterpretation of Proposal (By Client)
Lack of Proposal Detail
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Reducing Proposal Risks
©2014 DANR Consulting All Rights Reserved
Q&A With Client
Including Technical Options In Proposal
Assumptions & Clarifications*
Quantify When Possible
Define Complexity When Appropriate
*Always Necessary
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Examples of Assumption
One Client Review Cycle for Graphics and Documentation, With Response < 2 Weeks
Standard Work Week, M-F 8am-5pm
All Documentation to Be Provided Electronically
1-Hr Weekly Project Meetings via Conf. Call
What Is Your Bid Basis and Will Cost, Schedule or Scope Change If It’s Not Understood?
Presenting Clarifications
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Item # Category Clarification/Assumption
1 Commercial T&L Expenses Not Included and Will Be Billed at Cost+5%
2 Procurement Warranty of Purchased Items Are Per Manufacturer and ABC Integration Provides No Additional Warranty
3 Project Management
Standard ABC Integration PM Reports Will Be Used
4 Project Management
PM Hours Based on 28-Week Schedule
5 Technical We Assume Power Infrastructure Is Sufficient for New DCS Equipment
Clear, Concise, Easy to Identify
Agenda•Defining Proposals
•Effective Proposal Processes
•Setting Expectations & Measuring Performance
•Optimizing Our Proposals
Design for Modularity
Build and Leverage Templates
Using Themes To Our Advantage
Why Proposal Appearance Matters
Give Clients A Reason To Pick Our Company
Show Don’t Tell
•Reducing Proposal Risks
•QA/QC-Essential Checklist Elements
©2014 DANR Consulting All Rights Reserved
The 4 C’s of Big Picture Review
©2014 DANR Consulting All Rights Reserved
CompliantDoes Our Proposal Meet RFP Requirements?
CompleteDoes Our Proposal Address All Major Areas?
CompellingDoes Our Proposal Motivate The Client To Choose Us?
ConsistentIs Our Proposal Consistent? (e.g. Fonts, Headings, Numbers)
Checklist Questions 1-7
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Q # Check Point Description Yes No Comment
1 All forms included in RFP have been used
2All places needing signatures have been identified and signed by appropriate person(s)
3 All information requested in RFP has been provided
4 A consistent color palette is used throughout the proposal
5Fonts and headings are consistently used throughout the proposal
6Numbers, especially financials, have been double-checked and are consistent throughout the proposal
7Exhibits, Attachments, Appendices, etc. have been properly labeled, numbered and referenced
Checklist Questions 8-14
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Q # Check Point Description Yes No Comment
8 Page transitions are clean of improper breaks
9 Number list and bullet list are consistently handled
10 The proposal has been edited for grammar
11 Table of Contents is up to date and accurate
12 Header/Footer and Pagination are consistent
13Graphics are appropriately used and clearly convey a message
14 Tables and graphs are readable and accurate
Checklist Questions 15-21
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Q # Check Point Description Yes No Comment
15Graphics, tables, and graphs have appropriate and consistent captions
16Are major points clear in the Executive Summary and throughout the proposal
17Are "features and benefits" clearly outlined and easily identifiable
18 Are any known customer perceived weaknesses addressed
19 Is proof provided to backup assertions and key messaging
20Is the proposal professionally binded or electronically assembled for ease of reading
21
Does the proposal include fundamental items such as scope of work, pricing, schedule, and contractual expectations as necessary
Summary
©2014 DANR Consulting All Rights Reserved
•Make a Conscious Decision To Bid
•Effective Proposal Processes Cover Pre and Post Phases
•Track Proposal Costs & Consider ROI As An Alternative Metric
•Reduce Proposal Costs & Make Proposals Stand Out With:
•Clarity and Detail Reduce Proposal Risks
•Are Your Proposals Compliant, Complete, Compelling and
Consistent?
Modularity & Templates
Themes
A Professional Look
Attention to Marketing
The “Show Don’t Tell”
Principle
Contact Information:
2014 DANR Consulting All Rights Reserved
Website: DANRConsulting.com
Email: [email protected]
Phone: 512-524-7202
Thank You For Your Time!