Writing Winning Proposals

Webinar for SBA Contracting Series

Pat Dotter

Southwestern Area Manager, PTAC MN

www.mnptac.org

July 18, 2013

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Understand Uniform Contract Format

• Part I -The Schedule (Sections A -H)

• Part II -Contract Clauses (Section I)

• Part III -Attachments/Exhibits (Section J)

• Part IV –Representations, Selection Criteria, and

Instructions (Sections K -M)

(also found in Instructions to Offerors, Vendor Instructions)

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Uniform Contract Format Part I—The Schedule (solicitation)

• Section A--Solicitation/Contract Form

• Section B--Supplies/Prices

• Section C--Descriptions/Specs/SOW

• Section D--Packaging/Marking

• Section E--Inspection & Acceptance

• Section F--Deliveries or Performance

• Section G--Contract Admin. Data

• Section H--Special Contract Provisions

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Uniform Contract Format

• Part II--Contract Clauses – Section I--Contract Clauses

• Part III--Attachments/Exhibits – Section J--List of Attachments

• Part IV--Representations & Instructions – Section K--Representations & Certifications

– Section L--Instructions/Notices

– Section M--Evaluation Criteria

Consult: FAR Part 15.204 -Contract Format

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NOW WHAT?

1. Download the solicitation documents (All Files) 1. Read Me First 2. Vendor Response Document 3. Solicitation 4. Standard Form (s) 5. Clauses Incorporated by Reference 6. Attachments - Price proposal, Subcontracting

Plan, Commercial Sales Practice, etc. Could be up to 25+ separate documents

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Get Organized

• Duplicate working copies of solicitation

• 3-ring binders, markers, post-its, flags

• Paperless, too

• Review solicitation with key players

• Engineering, Production, Accounting, Pricing, etc.

• READ, READ, READ

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Preparing to Respond READ

• READ Solicitation - FIND – Directions – Evaluation criteria – Deliverables, Pricing Documents – Fill-ins – Items that will need attention – Add-ins you might need to prepare – Standard Forms – Clauses

• Continue to monitor the posted solicitation!

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Preparing to Respond - READ

• READ Solicitation – second time! – Directions – Evaluation criteria – Deliverables, Pricing Documents – Fill-ins – Items that will need attention – Add-ins you might need to prepare – Standard Forms – Clauses

• Prepare Questions – List of Questions for CO? (time restraint) – Highlight areas of concern

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Preparing to Respond READ

• READ Solicitation – Third Read – Directions – Evaluation criteria – Deliverables, Pricing Documents – Fill-ins – Items that will need attention – Add-ins you might need to prepare – Standard Forms – Clauses Forget anything?????

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Preparing to Respond

• READ Solicitation – Team Concerns?

– Directions? – Evaluation criteria? – Deliverables, Pricing? – Fill-ins? – Items that will need attention? – Standard Forms? – Add-ins you must prepare? – Technical Proposal included? – Past Performance – describing projects that are similar –

Performance Based Contracting?

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Make a Decision Go – No Go? *

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NO GO?

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NO BID - What does that mean? *

• If you decide NO BID – Stay in the Game

– Submit No Bid letter

– Explain why

• Results – Stay on their list for future

– Prove interest and capability

– Possible modification to Solicitation

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Go !

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Before Preparing Responses

• READ – make sure you understand – Directions

– Evaluation criteria

– Deliverables, Pricing

– Fill-ins

– Items that will need attention

– Standard Forms

– Add-ins you must prepare

– Clauses

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Preparing Responses READ

• READ Solicitation - Understand – Directions

– Evaluation criteria

– Deliverables

– Fill-ins

– Items that will need attention

– Add-ins you might need to prepare

– Standard Forms

– Clauses

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• Things to consider before writing • Proposal writing tips • Organizing yourself • Understand Uniform Contract Format - RFP • Typical evaluation criteria • Theme development • Keys to proposal success • Typical elements of successful proposals • Why proposals lose points

HOW TO’s - PROPOSAL WRITING *

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Things to consider before writing

•Who your audience is

•Why are you writing to them

•What are you trying to say to them

•How are you trying to say what it is that you’re saying

•What are you going to tell them

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Basically…

• Tell them what you are going to tell them, what they have asked you to tell them

• Tell them

• Tell them what you told them

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Writing Tips *

• The craft of writing – Language, Diction, Style, Emphasis

• The virtues of writing – Brevity, Simplicity, Variety, Significant Detail

• The graces of writing – Sense, Appeal, Irony, Imagery, Rhythm

• The Art of writing – Enthusiasm, Restraint, Sincerity

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Get Organized

• Duplicate working copies of solicitation

• 3-ring binders, markers, post-its, flags

• Paperless, too

• Review solicitation with key players

• Engineering, Production, Accounting, Pricing, etc.

• READ, READ, READ

www.mnptac.org

Understand Uniform Contract Format

• Part I -The Schedule (Sections A -H)

• Part II -Contract Clauses (Section I)

• Part III -Attachments/Exhibits (Section J)

• Part IV –Representations, Selection Criteria, and

Instructions (Sections K -M)

www.mnptac.org

Uniform Contract Format Part I—The Schedule

• Section A--Solicitation/Contract Form

– formal contract forms (original contract Form 1449 and amendment forms SF30) and the table of contents.

• Section B--Supplies/Prices

– forms regarding prices/costs that will need to be completed (and must match any pricing templates submitted) at the time of response submittal. The exact requirements will vary depending upon the type of contract that is being offered – Firm, Fixed Price, Time & Materials, etc.

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Uniform Contract Format

Part I—The Schedule

• Section C--Descriptions/Specs/SOW

– outlines the requirements for the work to be performed on the contract. This is extremely important to read and understand it will give you a great deal of insight into the contract and how it will work. A clear understanding of this is necessary for your response.

• Section D—Packaging/ Marking

– lists all of the clauses that are incorporated by reference for packaging and marking. Be sure to read which ones are included and understand their impact on the contract. This will affect your response …

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Uniform Contract Format Part I—The Schedule

• Section D--Packaging/Marking (continued)

– This will affect your response in certain sections of the contract. This section also includes instructions for packaging, handling and transportation, if any

• Section E--Inspection & Acceptance

– lists all of the clauses that are incorporated by reference for packaging and marking. Be sure to read which ones are included and understand their impact on the contract. This will affect your response

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Uniform Contract Format Part I—The Schedule

• Section F--Deliveries or Performance – includes any clauses that are incorporated by reference for

deliveries and performance. This section may also show the period of performance for the final contract (warning – this date will change if the RFP release and award are delayed). There may also be an Option to Extend Completion Date and Shipping Instructions. These Shipping Instructions may not match those for the proposal response, so, for delivery of your response follow those specifically addressing that delivery (see Section L).

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Uniform Contract Format Part I—The Schedule

• Section G--Contract Admin. Data – includes any clauses that are incorporated by reference for

contract administration data. It may also describe the process for submission of vouchers for payment, technical direction, contractor request for Government provided equipment (GPE), list of installation accountable Government property, physical inventory of capital personal property, contract management requirements, security/badging requirements for foreign national visitors and employees/representatives of foreign contractors, and identification of employees.

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Uniform Contract Format Part I—The Schedule

• Section H--Special Contract Provisions – includes any clauses that are incorporated by reference for

special contract requirements. It may also include administrative leave; representations, certifications, and other statements of offerors; task ordering procedure; key personnel and facilities; limitation of future contracting; and observance of legal holidays. All of these articles must be taken into account in both the written and cost response

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Uniform Contract Format

• Part II--Contract Clauses – Section I--Contract Clauses

• Part III--Attachments/Exhibits – Section J--List of Attachments

• Part IV--Representations & Instructions – Section K--Representations & Certifications

– Section L--Instructions/Notices

– Section M--Evaluation Criteria

Consult: FAR Part 15.204 -Contract Format

www.mnptac.org

Evaluation Factors *

• Past performance

• References

• Financial stability

• Approach

• Qualifications of staff and team members

• Management

• Safety, delivery, warranty, etc.

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Theme Development Proposal = Sales Document

Offeror tells Buyer:

• Understand requirements

• Knows what is important to the buyer

• Capability to satisfy government’s requirements

• Unique plan

• Convince buyer that offeror is better qualified than the competition

Capture Strategy = Theme

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Capture Strategy = Theme

• After comprehensive examination of solicitation package

• Consider market research information

• Develop key reason why government should purchase from offeror rather than competitor

(Capture strategy) • Capture Strategy woven throughout proposal

reminding buyer yours is best solution

(Theme)

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Theme Development Strategic Points

• Your Strength

– What separates you from the pack

– How you will provide more ―bang for their buck‖

• Convince – YOU ARE the ONE

– Value

– Quality

– Experience

• Advanced methods

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Proposal Evaluation Goals *

• Experience with supplies/services

• Technical Capabilities

• Soundness of quality control program

• Management Capabilities

• Caliber of purchasing process

• Performance history

More details the better, affects the source selection

NO POOR CHOICES

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Capabilities Statement *

• Used to evaluate the businesses capacity to perform

• Used to make final decision, B2B comparison

• Should include: – - experience

– - competence – office, systems

– - key personnel & qualifications

– - facilities

– - understanding of work to be performed

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Capabilities Statement

• This should be a living document

Updated on a regular basis

Any time changes occur

• Different document created from this base

for each specific agency or solicitation

Should align with the project focus

Project focus changes, key people

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Past Performance Narrative *

• This should be a living document base

– Created at end of every project

– Archived for future use in Solicitations

• Narrative should include:

– Specifics of the project

– Attention to details, methods, systems

– Key personnel involved, qualifications

– Project focus, results

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Past Performance Narrative

• Should also include:

– Any problems that occurred

– Subsequent resolutions

– Key players, names, contact info

– Key agency/company people, info, contacts

• From this database, future agency specific documents will be created as needed

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Past Performance Narrative

• Each new document created should:

– Align with the particular project focus

– Provide the appropriate key personnel

– Meet the requirements of that particular solicitation (page limitations, font size, etc)

– Follow all instructions

• Ultimate Goal – you project the exact type of company, with exact capabilities for the needed for project proposed

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Requires great deal of supporting information and must be specific

Information used to eliminate contractors who are not

qualified to perform the work

Element of Government Risk Management

Proposal Evaluation Goals *

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Successful Proposals: *

• Convince - – you understand requirements

• Convince - – you can solve their problem(s)

• Convince - – you can provide value, best bang for the buck!

• Convince - – you can do the job

• (facts, figures, references, insights, and resumes)

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Elements of Successful Proposals *

• Executive summary – 2 page cover *

• Responsiveness/compliance matrix

• Indexes

• Bullets

• Table of contents

• Graphics

• Headers and footers

• Followed Directions

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Proposals Lose because: *

• Failure to follow instructions

• Questionable understanding of requirements

• Incomplete responses—no specifics

• Noncompliance with specification

• Insufficient resources or insufficient information about resources

• Technical/price imbalance

• Poor proposal organization –not logical

• Wordiness

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Proposals Lose because:

• Failure to show relevance of past performance

• Unsubstantiated rationale for approaches

• Restating requirements without explaining how they will

be performed

• Unprofessional appearance, typos, unnumbered pages,

smudges, poor grammar, white out, etc.

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Technical Proposals Lose because they failed to:

• Demonstrate management past performance

• Experienced personnel

• Technical aspects of SOW

• Safety concerns

• Facilities - capabilities

• Past performance

• Quality Assurance – product, process, accounting

• Environmental concerns

• Security

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Cost Proposal cautions:

• Make best offer first time

• BAFO request may come into play, but don’t count on it

• Double-check numbers

• Make it easy to read

• Separate task developing cost proposals

• Not in business to lose money

• Recover costs & ROI

• Need good indirect rates

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Final Prep - Responses

• Follow Requirements– (read all directions) – Directions – task list

– Evaluation criteria – copy to every writer

– Deliverables – checklist, time line, responsibility

– Fill-ins – assign main person

– Items that will need attention - list

– Standard Forms – how many, for what

– Add-ins you must prepare – what, who, when

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Final Prep - Response

• READ Solicitation

• Make sure: – Directions – font, sizes, page limitations, margins

– Evaluation criteria – as above

– Deliverables – followed above?

– Fill-ins – followed above?

– Add-ins you might need to prepare, sol #, Company name?

– PUNCTUATION

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Final Prep of Responses

• READ Solicitation - Check – Directions – anything missed

– Evaluation criteria – met all requirements

– Deliverables – all present and accounted for

– Fill-ins - complete

– Items that will need attention - checked

– Add-ins you might need to prepare – done?

– Standard Forms – filled in, dated, signed

– Clauses – filled in?

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Final Prep of Responses Package - Delivery

• According to directions

– Electronic, Paper, Paper & Electronic, # copies

– Cover, bind, not bind, envelope, clip

– Date, time stamped, receipts, proof

– Deliverables – all present and accounted for?

– IN ORDER?

– Standard Forms – filled in, dated, signed

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Request a Debriefing!

Win or Lose *

• Learn from it

– Anything missing?

– Anything to improve?

– What would have made it a winner?

• Strive to be the best all of the time!

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Questions?

No question or concern should go unanswered,

It may be the one to help MAKE the cut!

Good Luck!

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