Embed Size (px)
Citation preview
Presented to:
Small Business and Technology Development Center
Marketplace 2013
Presented by:
Dawn Dalton and Joanna Dunn
RTI International
Proposal Development Office
May 29, 2013
Use the Request for Proposal (RFP) as a tool to write a winning proposal
◦ Different components
◦ Interpretation
◦ Evaluation
Develop, test, present a winning strategy
Make it easy for evaluators to score your proposal with high marks
2
Ensure federal or state governments spend your tax dollars according to acquisition regulations
Establish standard guidelines to ensure free and open competition
Communicate client needs and requirements
Provide instructions to potential offerors
3
RFP Customer
Needs
Your
Capabilities
4
Government Need
Source Selection
Authority
(SSA) Established
SSA Writes Evaluation
Criteria/Draft RFP
RFP Issued
Proposals Evaluated
Competitive Range
Established
Questions/
Negotiations
Final Proposal
Revision
Contract Award
Amendment(s)
Debriefing Preproposal
Conference
Proposals Received
5
Government writes RFP Government review
process/questions
Final
nego-
tiations/
award
RFP
Issued
Proposal
Due
3–6 months
1 week-
1 month
1–3 months 1 mo.
Procurement Timeline
6
7
Section B: Pricing
Section C: Statement of Work (SOW)
Section L: Instructions
Section M: Evaluation Criteria
Also F (Deliverables), H (Special Contract 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; Cost Plus Award Fee; Fixed Price)
Duration of contract
◦ Often base year + options; gives specific dates
Format to submit pricing (generally by task by year), caps, allowable/unallowable
◦ If pricing forms are provided, use them!
9
Provides a detailed explanation of the work required by our clients
Gives context/background to the work
Identifies major capabilities needed to carry out work
Describes the order of work to be accomplished (i.e., tasks)
May be (intentionally) vague
10
Specifies the organization of the proposal
Drives technical and business proposal outlines
Describes past performance instructions (e.g., types, #, date of projects)
Specifies format of the proposal (e.g., page length, font size)
Provides delivery information
11
Criteria Points
Understanding the Problem 15
Technical Approach 35
Management Plan, Corporate Capabilities 25
Personnel 25
Possible technical score (Competitive Range) 100
Past Performance 15
Small Disadvantaged Business Participation Plan 15
Total possible points 130
Cost (realism) evaluation Subjective
“Best Value” award decision
12
Section H, Special Contract Requirements
Section I, Contract Clauses
Section J, List of Attachments (SB Subcontracting Plan Format
Section K, Representations and Certifications
Section L, Instructions (pass through; Subcontracting Plan and Small Disadvantaged Business (SDB) Participation Plan—often in Business Volume)
Section M (evaluation criteria for plans)
13
Understand Client Need
Reviewed requirements as stated in the RFP
Learned pricing parameters or limitations
Identified your audience
14
15
Proposal Section RFP Section L
Instructions:
RFP Section M EVALUATION
FACTORS Eval
Points
(100)
Page
Limit
(75)
Responsi
ble
Person
Cover Sue
Table of contents Sue
Executive Summary 1 John
Understanding the
Problem
Demonstrate an
understanding of the
requirement, including any
issues and problems which
underscore the concept of
and need for this project.
The proposal shall be evaluated on
the Offerors’ demonstration of the
complete understanding of the
requirements and intent of the
project. Indicate a clear awareness of
each task and of the problems to be
encountered in its accomplishment.
15 2 John
Technical
Approach
1. Task 1
2. Task 2
3. Task 3
4. Task 4
25 10 John
RFP Notes:
• Technical should not exceed 75 pages exclusive of appendices. No less than 11 point font, double-spaced.
Volume I: Technical Proposal
Information is vague
Sections contradict one another
Instructions and evaluation criteria are not consistent
Pricing instructions don’t make sense
Statement of Work is incomplete
16
Reread the RFP carefully
Get second (or third or fourth) opinion
Make a reasonable assumption and move forward
Consider submitting questions to Government for clarification
17
When to ask
Unclear, incomplete, or contradictory instructions
Unclear due dates/delivery
If you can make a fair and reasonable
assumption that is in your best interest, don’t
ask the question!
When not to ask
If answers might help our competitors
If question reveals our win strategy
If you have not scrutinized the RFP carefully
If answer may limit your response.
18
19
Some technical experts, but not all
Did not write the RFP
Generally not from program
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 each requirement.
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 to
every RFP requirement
Very clear; major points
jump out
Summaries
Consistent structure
Relevant examples
Graphics that add value
22
Don’t Like
Too wordy
Long sentences,
paragraphs
Poor response to RFP
requirements
Poor or unclear
approach to resolving the
problem
Lack of specificity
Unnecessary information
Company jargon
Business/RFP Match
Bid Indication
Probably Action
Similar project/ Similar market
Strong Know product, market and customer. Focus on competition.
Similar product/ New market
Caution Learn the market. Establish your company in the market before focusing on competition
New product/ Similar market
Caution Make sure you have product to meet client needs, then focus on competition.
New product/ New market
Success unlikely
Drop. Pursuit requires detailed plan, far more resources than bids above
Shipley Associates, Proposal Guide, p 19
23
Use the Request for Proposal (RFP) as a tool to write a winning proposal
◦ Different components
◦ Interpretation
◦ Evaluation
24
Develop, test and present a winning strategy
Make it easy for evaluators to score your proposal with high marks
“When writing a proposal, writing is the last thing you should do.”
--Pugh and Bacon, Powerful Proposals, 2005, pg 9
25
26
Strategy Definition: (1a2) the science
and art of military command exercised to meet the enemy in combat under advantageous conditions; (2a) a careful plan or method: a clever stratagem.
27
Win Definition: to be the victor in <won
the war>
- Meriam-Webster Dictionary
- Meriam-Webster Dictionary
A plan or method for achieving a goal. Strategy and tactics are often confused. In the purest sense, strategy is your preengagement position; tactics are the actions you take to implement your strategy, to convey it pursuasively. Both are required to win.
28
- Newman, L. (2006) pg. 251
Win Strategy – Set of quantifiable actions needed to win. Each action must have a benefit to the customer’s key issues or requirements
29
- 21st Annual APMP International Conference &
Exhibits – Presentation by Bruce Morton; “Art of Win
Strategy” Pg. 23
Talk with client--understand their needs
Analyze your competition
Assemble your “A Team”
Set price target first (market driven), then design your approach (technical and management, including personnel)
Estimate cost of your design; close gap to reach price target
30
Client Needs Unique Features of Your Approach
Proof or Example
Ask yourself, “Is it Clear? Concise?
Credible? Compelling?”
31
Reduce cost E-entry® order entry software
Reduced order handling cost 30% on similar project
Expertise to support changes
In house experts in relevant fields
“Measles chart” listing experts/fields
On time performance
Contractor, client access to project dashboard
Current client quote; Offer to increase $ penalty if late
32
Team Objective
Purple Team Approves opportunity analysis report
Blue Team #1 Reviews initial capture plan and approves capture strategy
Black Hat Team Predicts competitor solutions
Blue Team #2 Approves updated capture plan and solution set for use in kickoff meeting packet
Pink Team Reviews storyboards and mockups to verify alignment with capture strategy and execution of customer issues
Red Team Reviews final draft to predict proposal scoring
Green Team Reviews cost/price solution and alignment with strategy
Gold Team Approves final proposal and price
White Team Compile “lessons learned” to improve future competitiveness
- Ed Alexander, PPF, APMP, VP, Shipley Associates
22nd Annual APMP International Conference & Exhibits,
The Art of Winning, Denver Colorado, May 31, 2011
Proposal Compliance Matrix
RFP Ref Description
Proposal Location
C.1 Task 1: Management 1.1
C.1.1 Post award conference: Within the first week after contract award…
1.1.1
C.1.2 Schedules: The contractor shall… 1.1.2
L.1 Technical Approach Chpt. 1
L.1.1 Task 1: Management 1.1
M.1 Quality of Technical Approach Chpt. 1
M.2 Project Management 1.1
33
1. Be fully compliant with all sections of the RFP; “ante to get in the game”
o Evaluator checklist based on L and M
2. Differentiate yourself from competition in ways that matter to client
o Evaluators can easily cut and paste “why you” statements, with proof, into their score sheet to justify giving you high marks
34
Our E-entry® software will
reduce your cost.
Is it Clear? Concise? Credible? Compelling?
35
The intuitive, graphical user
interface of our E-entry ® software
can reduce your training time from
4 hours to 1 hour.
Is it Clear? Concise? Credible? Compelling?
36
Based on previous experience; your
training time will be reduced from
four hours to one hour due to the
intuitive, graphical user interface of
our e-Entry ® software.
Is it Clear? Concise? Credible? Compelling?
37
38
Cost Control: Outstanding
RTI has taken our budget challenges
seriously and has taken appropriate
steps to reduce costs and monitor
spending while remaining flexible in
an ever-changing Federal budget
climate.”
<client> report on RTI’s performance, Jan,
2012
On-time performance We submitted100% of your
required reports (50+) on time using
same project management system
we propose for the Improved Order
Entry project.
39
40
“Graphics are one of the most effective ways to persuade the prospect to select your solution. Graphics convey both facts and emotion, equally important aspects of
effective 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 evaluator
41
Demonstrate your understanding of something particularly important to the client.
Emphasize your strategy.
Highlight a discriminator and the benefit to the client.
Provide “proof” of a discriminator.
Save space—yes, graphics can save space!
42
Test Chemical Analytical Work Completed
or in Progress
Anticipated Work under New Contract
10 Long Multiwalled Carbon Nanotubes
Screening experiments completed; determined purity, metal content, diameter, and length; chosen by NTP for further studies
Procure kg quantity from the preselected supplier and comprehensive characterization
10 Short Multiwalled Carbon Nanotubes
Screening experiments completed; determined purity, metal content, diameter, and length; chosen by NTP for further studies
Procure kg quantity from the preselected supplier and comprehensive characterization
1020 Long Multiwalled Carbon Nanotubes
Screening experiments completed; chosen by NTP for further studies
Procure kg quantity from the preselected supplier and comprehensive characterization
43
Test Chemicals
Analytical Work Completed or in Progress
Anticipated Work under New Contract
10 Long Multiwalled Carbon Nanotubes
10 Short Multiwalled Carbon Nanotubes
10 20 Long Multiwalled Carbon Nanotubes
Screening experiments completed; determined purity, metal content, diameter, and length; chosen by NTP for further studies
Procure kg quantity from the preselected supplier and comprehensive characterization
“Proposals which merely offer to conduct a program in accordance with the requirements of the Government's scope of work will not be eligible for award.”
Tell them HOW you will do the work, not just what you will do.
44
Read, and re-read the RFP delivery information; if it’s confusing, ask client
If delivering in person, visit in advance to ensure you will have access
If delivering by mail, ensure you can track package and confirm delivery
Always have a back-up plan that will meet delivery deadline—there is no room for error
Have proposal in customer’s hands 24 hours before it’s due
45
Government Need
Source Selection
Authority
(SSA) Established
SSA Writes Evaluation
Criteria/Draft RFP
RFP Issued
Proposals Evaluated
Competitive Range
Established
Questions/
Negotiations
Final Proposal
Revision
Contract Award
Amendment(s)
Debriefing Preproposal
Conference
Proposals Received
46
#1 reason: Non-compliant (don’t follow RFP)
Non-responsive to customer needs
Over bid the RFP’s specifications—too expensive
47
Bidder (or member of team) has performance problems or does not have sufficient, relevant past performance or corporate capabilities
Unprofessional in appearance—first impressions count!
Develop win strategy that meets customer needs first; then write
Use RFP as “playbook” throughout process
Make it easy for evaluators to give high score in every section of proposal
Differentiate themselves from competition by showcasing the benefits to the customer of their unique approach
Demonstrate a fair and reasonable price
48
State customer’s name before your name and much more often (10:1 ratio)
Active not passive voice
Use simple, straightforward language
Have someone else edit your proposal—no mistakes allowed!
49
50
