Bridging the Solution Gap

Turning Capture Strategy into Proposal Solutions

Presenter: Ashley Nichols, Strategic Proposal Development ManagerCACI

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Agenda The Process

Capture team develops the proposal solution that addressed essential capture strategy elements. The Proposal Team articulates the solution, themes and discriminators in with the RFP instructions and evaluation criteria

The Challenge Developing a proposal solution prior to RFP that is both

executable and contains key elements of the capture strategy The Strategy

Getting to a clearly defined solution that brings together capabilities and strategy into a true value offering

The Tools and Techniques Capture Plan, Solution Deck, Proposal Plan and Facilitated

Solution Sessions

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Objectives Provide an overview of the Capture to Proposal

hand-off and where solution development fits in that process

Identify some potential obstacles to successful solution development

Describe how the strategy elements from across the opportunity enterprise influence solution development

Provide valuable techniques and tools to ensure development of robust, comprehensive proposal solutions

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The Process

CaptureManager

Marketing/BDManager

ProposalManager

Long-term Positioning

ProgramManager

Listen Learn

Interpret

Value PropositionStrategy Development

Implementation

Proposal StrategyMessaging

Value Proposition TranslationFacts and Data

PerformanceProposalIdentification &

Assessment

Capture Strategy and Solution Development evolve throughout the processand involve the entire opportunity enterprise

Strategy Implementation

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The Roles People Play

Def

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Ref

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/Im

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• Develop Capture Plan• Develop/Implement Win Strategy based on Customer’s “Hot Buttons”• Present Solution Set, Get Feedback• Respond to RFI/DRFP; Build Prototype; Conduct Demonstrations

• Develop Proposal Plan• Continue Intelligence Gathering• Flesh Out Win Themes and Discriminators that are tied to the

Customer’s Needs• Develop Proposal Document

• Execute Transition Plan and Perform Work• Market Task Orders (if applicable)• Assess Quality; Monitor Schedule and Budget• Position for Next Deal, and Repeat Process

• Understand Mission Needs (Listen BEFORE You Pitch)• Position With Client• Identify Problems Needing Solutions• Identify and Assess Specific Opportunities• Determine Company’s Competitive Position

Every step of the procurement process relies on the previous step, so consistent messaging requires constant, documented communication along the way.

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Where We Fall Short Capture bandwidth or capability does not support robust

solution development, and often does not understand their obligation to provide proposal solutioning and not just strategy development

We underestimate the importance of the solution development as it own step - in need of iterative review and improvement – just like capture and proposal strategy and plans

Stove-piped development – capture and proposal solution activity happen separately supported by different teams of people (BD/Capture vs. Technical)

Typical capture planning does not explicitly provide for solution development

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The Challenge Developing a capture strategy that addresses

the customer requirements – stated and derived, hot buttons, issues, pain points and vision for the future.

Developing a solution that brings that strategy in concert with a technical approach that is practical, executable and distinguishable

Articulating that solution in a proposal replete with themes, discriminators and stand-out innovations

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The Strategy

Gather Essential

Background Research

Information

Gather the Capture Team

and Brainstorm Ideas

Document:• DAGs• Strategy

Alternatives• Solutions

Select the Best Strategies and

Solutions

Develop Themes

Test with the Customer:•Strategies•Themes•Solutions

Iterative Feedback Loop

Procurement Strategy Competitive Assessment Customer Assessment Lessons Learned

Develop Crucial Capture and Proposal Strategy Elements

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The Strategy Elements for Solution Success

Complete Capture Plan that has been vetted with the customer

Expanded Solution Deck to ensure the strategy is well thought out and implementable

Executable Proposal Plan to address both compliance and value proposition

Facilitated Working Sessions to ensure that all issues are addressed

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The Strategy

Capture Plan CP ReviewSolution

Deck Development

SolutionReview

Proposal Plan PP Review

Feedback Loop

Feedback Loop

Proposal

Facilitated Working Sessions

Early and frequent involvement of the entire opportunity enterprise, in planning, solutioning and reviews, is essential to proposal success

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Tools and Techniques

Capture Plan What it does - Defines an organization’s

roadmap for securing business opportunities

Capture

Plan

Introduction/PurposeExecutive Summary

1.0 Program Overview2.0 Why is CACI Bidding?3.0 Financial Summary4.0 CACI Organization5.0 Customer Assessment6.0 Competitive Assessment7.0 Why Can We Win?8.0 Win Strategy/Solution Overview9.0 Team Composition10.0 Win Themes11.0 Risk Mitigation and Concerns12.0 Implementation Plans

Appendices

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Tools and Techniques

Capture Plan What do we need for solutioning?

Customer Requirements – stated and derivedCustomer Hot Buttons and IssuesCompetitive Information – how will other

companies approach this? What do we need to ghost?

Organizational / Team Strengths and Weaknesses

Applicable capabilities of team members

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Tools and TechniquesSolution Deck What it does –

Validates Requirements, Hot Buttons and Issues Identifies Solution Drivers, and Ensures the

Proposed Strategy Meets Them Provides Initial Articulation of Solution Elements to

Prepare for Proposal Development Identifies Initial Skill Set Needed for Proposal

Development and Program Execution Initiates the Use of Discriminators and Innovations

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Tools and Techniques

Solution Deck What it looks like –

Solution Deck - Technical Presented in outline form by slide

1. Statement of Problem 2. Relative Customer Hot Buttons 3. Stated and Derived Requirements

Understanding of Current Environment 4. Solution – Description and Graphic of overall

solution End state showing partitioning of sub systems or

sub processes SOW/PWS Requirements Sample Tasks

5. Skill Set Requirements – BOE 6. Discriminators and Innovations

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Tools and Techniques

Solution Deck What it looks like –

Solution Deck - Management

1. Statement of Problem 2. Relative Customer Hot Buttons 3. Stated and Derived Requirements

Understanding of Current Environment 4. Solution – Description and Graphic of overall

management solution Include sub sections and processes that need

discussion (suggested list on following slide) 5. Program Organization 6. Team Structure (Subs, etc.) 6. Discriminators and Innovations

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Tools and Techniques

Solution Deck What it looks like –

Solution Deck - Management

Transition Plan Staffing Solution Facilities Subcontract Management Small Business Strategy

Plan QA/QC Solution Risk Management Training

Security I/A Physical Classified

Material/Processing Cost/Schedule Control Related Management

Experience OCI Plan Key Personnel

Possible Management Subsections

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Tools and Techniques

Solution Deck What do we need for the Proposal

Plan?Solution Elements – core for theme

developmentDiscriminators and InnovationsArticulated Value Proposition – where the

strategy meets solutionIdentification of author skill sets

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Tools and Techniques

Proposal Plan What it does –

Provides roadmap for proposal developmentIdentifies themes, DAGS and innovationsProvides anticipated, and finally actual,

requirements and evaluation criteriaIdentifies necessary resourcesNotes any risks or impediment to success

and suggested mitigations

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Tools and TechniquesProposal Plan What it provides for proposaling?

Outline in response to requirements and evaluation criteria

Articulated themes, DAGs and value proposition

Core solution elements for management and technical approach

Necessary staffing to support the solutionNecessary proposal resources to get the job

done

In short – Everything!

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Tools and Techniques

Facilitated Solution Sessions What they do –

Gets all stakeholders and essential players involved early and often in defining goals, objectives and solutions

Encourages debate and innovation in the development of strategies and solutions

Provides parity in representation of ideas and points of view

Ensures unanimity of thought (as much as possible) and stakeholder buy-in

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Tools and Techniques

Facilitated Solution Sessions Who should participate –

Capture TeamProposal TeamProgram OrganizationTechnical/Functional SMEsCorporate Stakeholders

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Tools and Techniques

Facilitated Solution Sessions What you can cover –

In support of Capture Plan Requirements – stated and derived Hot Buttons and Issues Customer Challenges and Pain Points New Initiatives Corporate Objectives

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Tools and Techniques

Facilitated Solution Sessions What you can cover –

In support of Solution Deck What is the comprehensive set of requirements,

hot buttons, issues, etc.? What issues need to have a solution in the

proposal? What does the solution need to accomplish? What innovations can be proposed with the

solution? What kind of people do you need to support the

solution(s)?

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Tools and Techniques

Facilitated Solution Sessions What you can cover –

In support of Proposal Plan Theming Discriminators Ghosting Value Proposition Risks

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Tools and Techniques

Facilitated Solution Sessions How to ensure successful sessions –

Get the right people thereHave an agenda based on objectives for the

session and desired outputKeep things moving – allow for real

consideration without getting stuck in the weeds

Allow the sessions to build on each other Provide timely, easy to use session outputs to

the team

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Tools and Techniques

Facilitated Solution Sessions Examples

TemplateCapture SessionSolution Session

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Bringing it all Together

Reviews Reviews are essential to ensuring both

solutions reflect customer requirements and capture strategy

If Pink Team is the first time you review the solution, it may be too late

Provide reviewers with requirements, hot buttons/issues, and discriminators – all aligned with our solution – does it do what we think it does?

Use review feedback to solidify solutions prior to RFP release

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In Summary Essentials for successfully developing and

articulating proposal solutions: Interested, involved capture, proposal and

stakeholder personnelHonest assessment of requirements, hot

buttons, competition and capabilitiesFully developed, customer vetted capture

strategyWell developed solution elements with real

components and innovationsComprehensive solution reviews