Developing a Winning Proposal

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The National Education Center for Women in Business

www.e-magnify.com

Closing the Gap: Preparing Women Business Owners to

Subcontract with the Federal Government

Presented by Seton Hill University’s National Education Center

for Women in Business

This project is funded by a grant from the U.S. Small Business Administration (SBA). SBA's funding should not be construed as an endorsement of any

products, opinions, or services. All SBA-funded projects are extended to the public on a nondiscriminatory basis.

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Part II:

“Developing a Winning Proposal”

May 25, 2005

2:00 – 3:00 p.m. ET

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Today’s Webinar Facilitator

Debra J. Borkovich, CPCM, [email protected]

(412) 418-3758

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Virtual “Housekeeping” Issues Please hold your questions until one of the designated Q&A sessions

(two opportunities will be available within today’s program).

If you did not receive today’s documents via email, please send an email request to [email protected] AFTER this webinar.

An archived transcript of this webinar will be available online before the next program. Details will be posted on www.e-magnify.com when the transcript is available.

If you experience technical problems during this webinar, please contact Netspoke at [email protected] or call toll-free 1-877-295-0100. Note that if you leave the webinar to call Netspoke, you can then reconnect to the webinar by using the information in your registration email.

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Overview of Federal Government Contracting

USA – LARGEST Procurer of Supplies and Services Worldwide USA – GFY 2006 Budget of $2.57 Trillion USA – Spends $200+ Billion of Annual Budget on Supplies and

Services USA – Targets Minimum 23% of Annual Spending to ALL SBs

(2006 = $46B) via 15 USC 644(g) USA – Targets Minimum 5% of Annual Spend to WOSBs (2006

= $10B) via PL 103-355 & EO 12138

If Women-Owned Small Businesses (WOSB) want to be “in the game”, they must know how to “play the game” – to successfully “COMPETE and WIN”!

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The Federal Procurement “GAME”

The GAME

The PROCESS

The RULES

The PLAYERS

The STRATEGY

Procurement of All Supplies and Services for the USA

Federal Acquisition SYSTEM 3 Branches of Government Checks / Balances Taxpayer Funds Annual Appropriations

Federal Acquisition Regulations (FAR) and its Supplements www.arnet.gov

Buyers: Contracting Officers v. Sellers: Prime Contractors, Subcontractors, Vendors

Developing a Competitive Winning Proposal Document

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Proposal Development How to Compete and Win!

Purpose: To Assist with… Understanding the Proposal Development Process Creating a Winning & Successful Proposal Document

Intent: To Provide Tools to… Select Proposal Leadership & Identify Team Members Break-Down the Customer’s Requirements Plan, Organize, & Manage the Proposal Response Know Your Competitors’ Strategies & Neutralize Them Write the Proposal (Text v. Graphics) Review & Revise the Proposal (Pink/Red/Gold Teams) Package & Submit the Proposal Respond After Proposal Submission Participate in De-Briefs After Award Announcement

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Types of Solicitations

Informal Micropurchases

< $2500 Supplies/Services < $2000 Construction Oral – Small Purchases P-Card, PO, Releases,

Vouchers, Checks, Cash

Request for Quotation (RFQ) Simplified Acquisition

Procedures FAR Part 13

Formal Invitation for Bid (IFB)

Sealed Bidding FAR Part 14

Request for Proposal (RFP) Negotiated Procurement FAR Part 15

Others ……. Special Contracting Methods FAR Parts 17, 19, 25, 34,

35, 36, 37, 38, 39, & 41

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Proposal Case Study - Assumptions

Customer

Solicitation Type

Procurement

Offeror (or Bidder)

Proposal Due Date

Now how do I get started …?

U.S. Federal Government Department or Agency

Request for Proposal (RFP)(FAR Part 15)

Complex Services or Manufactured Products Based Upon Specs/Dwgs, or Performance Description > $1M

Woman-Owned Small Business Concern (WOSB) Prime Contractor Dedicated Team Member

30 Calendar Days from Receipt of RFP

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Selecting the Team Leader

Proposal Manager (PM) - Identify a Strong Leader With Abilities to: Manage the Proposal Like a Project Analyze the Customer’s Requirements Develop a Budget & Schedule Know the Customer & the Competition Develop the Executive Summary Set-up and Lead the Kick-off Meeting Responsible for Entire Process, Document Content, Costs/Prices Lead, Motivate, Encourage, Inspire, & Focus Team Remember that the Proposal Manager may be YOU …

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Identifying the Team Members

Identify the Best Available Candidates for the Proposal Team Make Writing Assignments with Members Strengths in Mind

- THIS IS NO TIME TO EXPERIMENT OR TRAIN - Technical (or Engineering) Specialist Management/Operations Specialist Estimator or Cost(s) Analyst Contracts Specialist Logistics/Procurement/Small Business Specialist Quality/Environmental Health & Safety (EH&S) Specialist Past Performance/Projects & Resumes Specialist Expert Word Processor Graphics Designer/Artist Editor & Proof-Reader Proposal Coordinator

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Identifying the Team Members

Don’t Overlook the Need for: Consultants – Subject Matter Experts (SME)

• Fill Gaps in Team Manpower & Experience

• Add Expert Support in Niche Areas

• Provide Inside Knowledge of Customer & Competitors Teaming Partners – Large & Small Business Providers of Supplies and

Services

• Exclusive v. Non-Exclusive

• Formal v. Informal Dedicated Subcontractor/Supplier Competitive Pools Reproduction Function - Internal or External Overnight Courier or Other Transportation Carrier

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Breaking Down the Proposal Requirements

How to Analyze the RFP … Read the Entire Document as a Whole Dissect the Statement of Work (SOW), Specifications,

Drawings, Technical Descriptions Develop Work Breakdown Structure (WBS) Review the RFP Instructions & Evaluation Criteria

• Responsiveness v. Responsibility Relate the Source Selection Process with the Proposal

Development (Point to Point) – Don’t Miss ANYTHING!• Develop a Compliance Checklist• Correlate Each Requirement to an Evaluation Criteria

Develop a “Proposal Outline” Handout for the Kick-off Meeting

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PROPOSAL OUTLINE

- SAMPLE FOR KICK-OFF MEETING - Vol. Title Page Limitation

I Executive Summary 10

II Technical 1.0 Quality Assurance 1.1.1 Suppliers 1.1.2 QA Manual 1.1.3 Qualifications 1.1.4 QA Program Requirements 1.1.4.1 QA Organization 1.1.4.2 QA Plan 2.0 Mobilization Task 3.0 Sample Task

30 (excludes resumes) 10 02 02 02 04 01 03 10 10

III Management - Subcontracting Plan

30 15

IV Past Performance - Master Project List - Project Summaries - Past Performance Questionnaires

None 10 1 Copy

V Cost Proposal None

VI Award Preferences and Assessments None

VII Contract Information None

VIII Financial Capability None

Proposal Due: 1:00 PM EST, Feb. 5th Original + 8 paper copies + 1 electronic copy

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Request for Proposal (RFP) – Proposal Responses to Criteria

C2 J (Specs)3 M5 L4 Title Section

C-2 J-2 M-2 L-1 Technical Approach 1.1

C-3 J-6 M-2 L-2 Design Plan 1.2

C-4 J-13 M-1 L-3 Materials Control 2.1

C-5 J-1 M-3 L-4 Key Technical Personnel 3.1

PROPOSAL COMPLIANCE MATRIX - SAMPLE

Cross-Reference Matrix – Based upon the Federal UCF1 Prepare this document with the Proposal Outline Cross-reference C, J (Attachments), L, and M

This document will ensures responsiveness to all salient points of the solicitation document

1 UCF: Uniform Contract Format 2 Section C: Statement of Work 3 Section J: Attachments to the RFP 4 Section L: Proposal Instructions 5 Section M: Evaluation Criteria

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PROPOSAL EVALUATION CRITERIA AND WEIGHTING Volume Number

Section Title Page Limitations

Weight (%)

I Executive Summary 10 0

II Technical - Technical Approach - Tasks

30 (excludes resumes) 20 each

40 25 15

III Management - Management Approach - Subcontracting Plan

30 15

30 15 15

IV Past Performance - Master Project List - Project Summaries - Past Performance Questionnaires

None 10 1 Copy

20

V Cost Proposal None 10

VI Award Preferences and Assessments None 0

VII Contract Information None 0 VIII Financial Capability None 0 Grand Total = 100%

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Proposal Process The KICKOFF Meeting

Proposal Manager’s Duties … Schedules & Leads the Kickoff Meeting Notifies ALL Parties (including Consultants, Team Members) Distributes Copies of the RFP & Proposal Outline Introduces all Parties & Provides Contact Info for Each Member Announces Key Responsibilities for Each Team Member and

Writing Assignments Walks the Team through the Proposal Outline

• Proposal Schedule, Budget, Manhours• Discuss Proposal Outline & How Each Writing Assignment

Will Rely Upon & Influence Every Other Author• Discuss Need for Consistency in Proposal Document

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PROPOSAL SCHEDULE - SAMPLE

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The KICKOFF Meeting Develop Winning Strategies & Themes that …

Inspire Confidence and Success – Create Storyboards Provide Value-Added Solutions Without Adding Extra Cost Emphasize Successful Experience & Past Performance Be Consistently Integrated Throughout Entire Proposal Appear Prominently in the Executive Summary

Discuss the Competition’s Strategy Knowledge of the Incumbent or Newcomer’s Strengths & Weaknesses Identify the Competitor’s Teaming Relationships Address & Mitigate the Competitor’s Advantages or Highlight Weaknesses

Discuss the Customer’s Proposal Rules (FAR, DFARS) Terms and Conditions – When to Take Exceptions Definition of Responsive v. Responsible (Both are Important) Meet ALL the Prop Requirements - Address ALL the Evaluation Criteria

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The KICKOFF Meeting – Wrap Up

Proposal Manager Provides Team with Final Directives Discusses How Amendments Will Be Handled Schedules Brief Routine Status Meetings

Daily - or - Every Other Day Recommended Leave Nothing to Chance

Reminds Team of 1st Draft Due Date Charges All Team Members to Read Proposal

Jot Down Discrepancies, Anomalies, Unclear Statements Submit All Written Questions to PM Within 2 Days PM Compiles Questions & Submits to Customer in Writing Customer’s Responses to Questions Generate Amendments

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Questions?

To ask a question: Press *7 on your phone keypad to unmute your line. State your first name, city, and state, and ask your

question. After your question has been answered, press *6 to

mute your line again. And …….. Email your questions directly to:

[email protected] [email protected]

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Developing the Proposal Text & Graphics

Large RFPs: Use the 50% - 50% Rule to Tell the Story Figures; Flowcharts; Org Charts; Tables Cover Art; Cartoons; Drawings; Photos Text; Quotations; Action Captions

Others May be More Text Oriented: White Papers, RFQs, RFIs, Non-Complex RFPs & IFBs

Maintain Focus on the Page Count Compare Value/Worth v. Fair Cost/Price Request Written Clarifications from Customer Follow the Compliance Checklist & Outline Provide exactly what the Customer specifies ONLY.

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Developing the Proposal Text & Graphics

Incorporate Amendments Consistently Apply Themes, Strategies, Success Stories Include Positive Proof Statements Always Maintain Focus on the Cost Volume Develop Executive Summary Protect Your Business Confidential & Proprietary Info

Insert a “Notice” to the Title Page of Each Volume Insert a “Reminder” to Each Page of the Proposal Incorporate

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EXAMPLES OF PROPRIETARY INFORMATION AND BUSINESS CONFIDENTIAL PROPOSAL NOTICE AND REMINDER (LEGENDS) NOTICE (Insert at the Footer of the Title Page of a Single Volume Proposal or at the Footer of the Title Page of Each Volume of a Proposal):

Notification of Proprietary Information or Business Confidential Information: This proposal includes data that will not be disclosed outside the Government and will not be duplicated, used, or disclosed, in whole or in part, for any purpose other than to evaluate this proposal. If, however, a contract is awarded to this offeror as a result of, or in connection with, the submission of these data, the Government will have the right to duplicate, use, or disclose these data to the extent provided in the resulting contract. This restriction does not limit the Government’s right to use the information contained in these data if they are obtained from another source without restriction. All data contained within this proposal are subject to this restriction.

REMINDER (Insert at the Footer of Each Page of the Proposal following the Title Page):

Use or disclosure of data contained on this sheet is subject to the restriction on the title page of this proposal.

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The Proposal Review Process

Review Team –Select the Team Members• Objective Subject Matter Experts• Not Members of the Proposal Team• Consultants are Valuable in this Task

Review Process• First Review (Pink Team) - Schedule Early in the Process• Second Review (Red Team) - Schedule Mid-Way • Final Review (Gold Team) - Final Management Sign-off• Provide De-Brief of Comments to ALL Writers After Every

Review

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The Proposal Review Process

Preparing the Submission to the Customer or to the Prime Contractor• Proposal Coordinator

– Assists with the final edits and proofing

– Compiles Final Document & Sends to REPRO

– Arranges for Transportation of Prop to CLIENT Prior to the Due Date and Time

– Serves as the ‘Right Arm’ of the Proposal Manager

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Submission of the Proposal Proposal Manager is Responsible for …

Entire Proposal Content – Technical & Cost Dissemination of Proposal Amendments Proposal Reviews and Comments Proposal Revisions and Edits Timely Submission & Arrival of Proposal Hand-Delivery of the Proposal or Arrangement for a Courier Collecting a Customer Receipt Proposal Budget

• Includes Manhours Expended – Timesheets• Expense Reports• Other Direct Costs (ODC) Associated with Proposal

The Win or the Loss

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Responses After Proposal Submission

Prior to Contract Award the Customer May Request … Minor Clarifications to the Text or Graphics Oral Presentations Describing …

• Key Points & Solutions• Introductions & Qualifications of Key Personnel

Discussions or Negotiations Best and Final Offer (BAFO)

Or the Customer May Decide to Award … Without Discussions or Negotiations Without Oral Presentations Without a Request for BAFO

So … ALWAYS MAKE SURE YOUR FIRST OFFER IS YOUR BEST OFFER.

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Tasks After Proposal Submission

Save ALL Master Proposal Documentation … Create & Save Files Use as Templates for Future Submissions Retain ALL Data as Business Intelligence (BI) Information

• Customer Info/Data• Competitors Info/Data • Proposal Copies

File or Save Documentation in a Secure Location (Locked File Room or Password Protected or Encrypted E-Files)

Retrieve ALL Other Copies, Drafts, Notes, Outlines, etc. and Destroy … Collect all File Copies (Electronic and Hard Copies) from Employees,

Teaming Partners, and Consultants – or Require that they Each Certify as to their Destruction and When.

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Bid Book Table of Contents 1.0 RFP

2.0 Addenda / Amendments

3.0 Bid/No Bid and Proposal Setup Form

4.0 Quality Take-offs

5.0 Labor

6.0 Equipment

7.0 Material Requirements

8.0 Subcontract Requirements

9.0 Miscellaneous Requirements (Bonds and Insurance)

10.0 Estimate Backup

11.0 Internal Correspondence

12.0 Client Correspondence

13.0 Summary Estimate with Approval Signatures

14.0 Management Review Package

15.0 Proposal

16.0 Drawings

17.0 Health & Safety

18.0 Schedules

19.0 Organization Charts

20.0 Photos

21.0 Proposal Submission – Master Hard Copy

22.0 Proposal Submission – Electronic Copy

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- Following Award - Debriefs and Lessons-Learned …

When the Customer Announces the Contract Winner – Always Request a Debrief – WHETHER YOU WIN OR LOSE … As the Winner –

• Learn About What You DID BETTER than Everyone Else - Strengths• Learn About What May Need Improvement for the Future - Weaknesses• Continue to Develop a Better Relationship with the Customer• Build Customer Trust and Show Humility• Begin to Cultivate Follow-On Work – It’s never too early …

As the Unsuccessful Offeror –• Learn about the Proposal Weaknesses v. the Proposal Strengths• Learn more about What the Customer Really Wants and Why You Didn’t

Provide it THIS TIME …..• Continue Gathering Business Intelligence (BI)• Request Info regarding New Opportunities – It’s never too early …• Consider Submitting a Freedom of Information Act (FOIA) Request

regarding the Winning Proposal

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Summary – Key Points to Consider Developing a Winning Proposal …

Select a Strong and Qualified Leader as the Proposal Manager Identify Experienced and Self-Disciplined Team Members Use Consultants as ‘Gap-Fillers’ and Expert Reviewers Prepare and Schedule a Thorough Kickoff Meeting Develop Consistent Winning Strategies & Themes Follow Daily Development of the Cost Volume Schedule Daily (Brief) Proposal Status Meetings Schedule More Than One (at Least 2) Proposal Reviews Submit Proposal On-Time & Within Budget Be Prepared for Post-Submission Customer Requests Save all Proposal Documentation as Templates for the Next Opportunity Safeguard all Proposal Documents, Materials, Data, and Related Information Attend Proposal Debriefs Regardless of Win or Loss Motivate and Inspire the Team to Compete and Win

Remember That You Have to Play the Game to Compete and Win!

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Questions?

To ask a question: Press *7 on your phone keypad to unmute your line. State your first name, city, and state, and ask your

question. After your question has been answered, press *6 to

mute your line again. And …….. Email your questions directly to:

[email protected] [email protected]

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Acronym List

ARNET – Acquisition Reform Network BAA – Broad Agency Announcement BD – Business Development BI – Business Intelligence CCR – Central Contractor Registration DFARS – Defense FAR DHS – Department of Homeland Security DoD – Department of Defense EH&S – Environmental, Health, & Safety EO – Executive Order FAR – Federal Acquisition Regulations IFB – Invitation for Bid FSS – Federal Supply Schedule FOIA – Freedom of Information Act GFY – Government Fiscal Year GSA – General Services Administration GWAC – Government-Wide Acquisition

Contract

ID/IQ – Indefinite Quantity/Indefinite Delivery

MAC – Multiple Award ODC – Other Direct Cost(s) PL – Public Law RFP – Request for Proposal RFQ – Request for Quotation SB – Small Business SBA – Small Business Administration SME – Subject Matter Expert SOW – Statement of Work UCF – Uniform Contract Format USA – United States of America USC – United States Code WBE – Women Business Enterprise WBS – Work Breakdown Structure WOSB – Woman-Owned Small Business www.militarywords.com

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Business Opportunities Websites

Free/No-Cost www.sba.gov www.fedbizopps.gov www.grants.gov www.gsa.gov www.arnet.gov www.firstgov.gov www.defenselink.mil www.dla.mil/db/procurem.htm

Paid Fee Sites www.epipeline.com www.eagleeyeinc.com www.input.com www.onvia.com www.bid-search.com www.softshare.com www.cch.com

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Reference Materials – Self Study

Federal Acquisition Regulations (FAR) FAR Part 10 – Market Research FAR Part 11 – Describing Agency Needs FAR Part 12 – Acquisition of Commercial Items FAR Part 13 – Simplified Acquisition Procedures FAR Part 14 – Sealed Bidding FAR Part 15 – Negotiated Procurements FAR Part 16 – Types of Contracts FAR Part 17 – Special Contracting Methods FAR Part 19 – Small Business Programs

Periodicals National Contract Management Association Magazine & Journal National Association of Purchasing Managers – Institute of Supply Mgmt. Magazine National Defense Industrial Association Magazine Government Executive Magazine

Websites www.arnet.gov www.firstgov.gov www.acq.osd.mil http://farsite.hill.af.mil

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Selected Additional Resourcesfor Women Business Owners

Website Resource/Agency

www.e-magnify.com Seton Hill University


www.WomenBiz.gov The gateway for women-owned businesses selling to the Government

www.wipp.org Women Impacting Public Policy

www.wbenc.org Women’s Business Enterprise National Council

www.nwboc.org National Women Business Owners Corporation

www.womenpresidentsorg.com Women Presidents Organization

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Join Us for a Another Webinar

August 31, 2005: “Government Contractor

Compliance Programs”

2:00 – 3:00 pm ET

Registration will be available online at: www.e-magnify.com

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Webinar Instructor: Debra J. Borkovich, CPCM, SAS

[email protected](412) 418-3758

Presenting Organization: Seton Hill University’s

National Education Center for Women in Business

(724) [email protected]

www.e-magnify.com