building proposals that win, part 1
TRANSCRIPT
National Small Business Federal Procurement Summit
Business Competitiveness: Building a Proposal that Wins
Part One: Understanding the Parts
Wednesday, May 18, 2005
Presented by: Gretchen McCracken Golden Key Group
Copyright© Golden Key Group, LLC 2005
May 18,2005
Acknowledgements
I would like to Thank Felicia Gaston of FM Gaston & Associates for her contributions and support.
Felicia is a professional capture manager and proposal writer, who often supports the efforts of the Golden Key Group
May 18,2005
Today’s Agenda
Our Topics of Discussion will Include:
1. Locating Opportunities1. Locating Opportunities
2. Understanding the Structure of the RFP2. Understanding the Structure of the RFP
3. Understanding the Requirements3. Understanding the Requirements
5. Putting it all together5. Putting it all together
4. Developing a Success Strategy4. Developing a Success Strategy
Every winning proposal starts with a strategy
May 18,2005
Locating an Opportunity
Where do you find new opportunities?• Fed Biz Opps – Already Pre-Marketed• Marketing Intel Databases (Fed
Sources, E-Pipeline, Input) – Build your pipeline
• Previous Teaming Partners• Network – Who you know, who you
know, who you know!
IT’S ALL ABOUT RELATIONSHIPS
People buy from who they know, and who they trust
May 18,2005
Getting Started: Breaking down the RFP
Understanding what you’re looking at:• Read it once straight through…then
read it again• Break the RFP down to is basic
component parts• Start thinking about your Bid/Win
strategy• Be thinking about and identifying
your teaming partners
Breaking the RFP down to is basic component parts is a critical step and should not be overlooked…remember the P6 rule
May 18,2005
Understanding the Structure of an RFP, what are its component parts?
A. Solicitation/Contract Form 33B. Supplies or Services and Prices/CostsC. Description/Specification/ Work StatementD. Packaging and MarkingE. Inspection and AcceptanceD. Deliveries or PerformanceG. Contract Administration Data H. Special Contract Requirements I. Contract ClausesJ. List of AttachmentsK. Representations, Certifications, and Other Statements of OfferorsL. Instructions, Conditions, and Notices to OfferorsM. Evaluation Factors for Award
Government RFP’s consist of most or all of these component parts
May 18,2005
Section A Standard Form 33 (SF-33)
Every RFP starts with this form, it identifies what other sections are included (B-M) and the number of pages in each section and the total RFP.
IMPORTANT LINES ON FORM SF33
#9. Time & Date the proposals are due
#12-18 Must be COMPLETELY Filled out and returned with your proposal, also any amendments that have been released.
Get into the habit of downloading and PRINTING every document included with the RFP…even the solicitation notice
May 18,2005
Section BSupplies and/or Services Prices/Cost
Pricing is usually requested to be supplied in a separate volume and is often referred to as the CLIN items.
WHAT’S IMPORTANT IN SECTION B• Defines the TYPE of RATES to be proposed; i.e.
Fully Loaded, Separate Rates, etc.• Usually requests separate pricing for the Base
Year (1st Year) and Option Years• Read the instructions carefully, as it usually will
have references back to Section L.• Often the Labor Categories will need to be
expanded…this is a TEST to make sure you know what your really bidding…be VERY CAREFUL
Pricing is often the trickiest part of a proposal, if you don’t know how to do it…pay someone who does
May 18,2005
Section CDescription/Specifications/SOW
Generally starts with the Background information about the Agency, Department, or the RFP
WHAT’S IMPORTANT IN SECTION C• It’s the MEAT of what will become the
Technical Proposal• Read it Carefully and break it down
sentence-by-sentence…as task items are not always clearly defined…again this is a TEST to determine your true level of understanding
Have multiple team members read and “Mark-Up” Section C, to get different “takes” on what’s being asked for. It’s often useful to create a capabilities matrix for the entire team
May 18,2005
What Does a Capabilities Matrix Look Like?
TASKS/REQUIREMENTS GKG ABC XYZ LMN
Staffing & RecruitingSub Task # 1 X X XSub Task # 2 X X
Workforce PlanningSub Task # 1Sub Task # 2 X XSub Task # 3 X
Position ClassificationSub Task # 1 X XSub Task # 2 X X X
Companies
Capabilites MatrixTEAM GKG
Agency/DepartmentRFP #
A capabilities matrix will quickly tell you where your team’s weaknesses are.
May 18,2005
Section DPackaging and Marking
Refers to and provides instructions for the delivery of items within the CONTRACT not the PROPOSAL.
WHAT’S IMPORTANT IN SECTION D• Read it Carefully, even if you are not
responding to an RFP that is providing a “Product”
• Often instructions on reports and their specific format will be inserted here
Do not confuse Section D with the DELIVERY Instructions for your proposal response…often defined in Section L
May 18,2005
Section E Inspection and Acceptance
Defines how the Government will inspect and accept delivery of items covered in the contract
WHAT’S IMPORTANT IN SECTION E
• Usually refers to FAR Clauses
• Often refers on to Section H
• Read Carefully as it may contain the contracts INVOICING instructions
Section E is often overlooked, which can be disastrous for a small business, as it spells out what you’re agreeing and subscribing to
May 18,2005
Section FDeliverables and Performance
Defines what the Government expects out of you
WHAT’S IMPORTANT IN SECTION F• Unusually refers to FAR Clauses• Defines the Deliverables, the Place
of Performance, and the Period of Performance
• Read it Carefully, as it can “Make or Break” your costing proposal
Be looking for the “hidden extras” that the Government is requesting of you. Example: The Contractor will be required to relocate personnel, but will not be reimbursed
May 18,2005
Section GContract Administration
Defines the Government's POC(s) for the Contract
WHAT’S IMPORTANT IN SECTION G• Often the COTR and the CO will be
different individuals• Often will provide procedures for invoicing• Defines who has the authority to make
decision and place orders• Read it Carefully, it may have instructions
and require you to fill out and submit who your POC(s) for the contract are
If the contract is Task Order based, the instruction will usually be located is this section
May 18,2005
Section HSpecial Contract Requirements
The “Catch-All” Section, often includes the “Eliminator Clauses”
WHAT’S IMPORTANT IN SECTION H• This Section will often include additional
items that the Prime must agree to be Responsible for and in Compliance with if they WIN the contract
• Read Carefully, as there may be additional hidden costs that you’re agreeing to.
• Examples: Security Requirements, Section 508 Requirements, etc.
This is a section that can break a small business if they’re not careful, as the costs can quickly add up and may not be recoverable
May 18,2005
Section IContract Clauses
In a nutshell; IT’S THE RULES, ACCORDING TO FAR
WHAT’S IMPORTANT IN SECTION I
• EVERYTHING!!!
• PURCHASE A COPY OF THE FAR (MAYBE TWO)
• Be prepared to bring on a Compliance/Acquisitions SME
This is the Section where everything usually starts with: The CONTRACTOR SHALL…
May 18,2005
Section JList of Attachments
Identifies and Defines all of the Attachments to the RFP, which are usually separate from the RFP…but considered included
WHAT’S IMPORTANT IN SECTION J• Since they’re usually separate
attachments check and recheck that you’ve downloaded all of them
• Read them Carefully, often they have to be included with your proposal submission
Go back and check often to be sure additional attachments haven’t been added after the fact
May 18,2005
Section KReps and Certs
In a nutshell; I do solemnly swear statements verifying you are what you claim you are.
WHAT’S IMPORTANT IN SECTION K• Fill them out ahead of time and don’t for-
get to include them in the correct Volume• Can now be submitted electronically via
ORCA website: http://orca.bpn.gov
Make sure you declare all of your small business qualifications and set-asides
May 18,2005
Section LInstructions, Conditions, and Notices to Offerors
In a nutshell; THE MOST IMPORTANT SECTION OF THE RFP!!!
WHAT’S IMPORTANT IN SECTION L• This is where the Government determines if you
can follow the directions• Make multiple copies of this sections, mark it up
carefully, and refer to it OFTEN• It’s often helpful to turn Section L into a
Checklist• SECTION L WILL DEFINE YOUR PROPOSAL
FORMAT…DON’T PROCEED UNTIL YOU HAVE FOUND IT AND READ IT
BE CAREFUL, the best technical proposals can be disqualified if you don’t follow the directions…i.e. page limits, font size, binding, volumes, tabs, etc.
May 18,2005
Section MEvaluation Factors for Award
Defines how the Government will be “Grading/Scoring” the submitted proposals
WHAT’S IMPORTANT IN SECTION M• Unusually contains the governments
“Double Talk” when referring to the Evaluation Factors
• Don’t believe everything you read:
PRICE; WHILE NOT AS IMPORTANT…IS ALWAYS IMPORTANT
Don’t be intimidated by this Section, the government is only performing its fiduciary obligation to the American Taxpayer…mitigating risk and spending our money wisely
May 18,2005
Developing Your Success Strategy
• Once you’ve “dissected” the RFP requirements you can make an intelligent Bid/No Bid Decision
• Start by performing your “SWOT” Analysis
Be prepared to walk away, if you don’t think you can win
May 18,2005
Putting it all Together
• Once you made your decision to bid, be prepared to plan, delegate, and write
• Proposals aren’t won by individuals, they’re won by teams, make sure you’ve picked a solid team
For small businesses teaming is the way to win
May 18,2005
Conclusion
• This concludes Part One of:
Business Competitiveness: Building a Proposal that Wins
• Questions???
May 18,2005
Business Competitiveness:Building a Proposal that Wins
Part One: Understanding the Parts
Thank you for coming and sharing
Presented by: Gretchen McCracken
Golden Key Group