Overview of Capture & Proposal Management for PMI-Baltimore Chapter Michael Hackett July 2012.
Overview of Capture & Proposal Management for PMI-Baltimore Chapter Michael Hackett March 15, 2012
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Transcript of Overview of Capture & Proposal Management for PMI-Baltimore Chapter Michael Hackett March 15, 2012
Overview of Capture & Proposal Management
forPMI-Baltimore Chapter
Michael HackettMarch 15, 2012
PurposePurpose
• To provide an overview of:• Capture Management • Contracting processes with Dept of Defense • Proposal Management
• To have PMI-Baltimore Chapter personnel better prepared to support their company with growth
• Promote Project Management skills in Business Development
Hope you learn something that can be immediately applied!
AgendaAgenda• Business Development Process
• Capture Management
• Your Company’s Growth?
• BD-CMM Model
• Capture Plans –Build a Story!
• Proposal Process Overview
• Proposal Writing
• Closing Thoughts…..
Code of Conduct:
Feel free to ask questions that will
help overall understanding of
material.
Space, Networks & Space, Networks & CommunicationsCommunications
Logistics Logistics ServicesServices
OVER 50 YEARS PROVIDING QUALITY GOVERNMENT SERVICES
• Bendix Radio (1950)• Bendix Field Engineering Corporation (1961)• AlliedSignal Technical Services Corporation
(1993)• Honeywell Technology Solutions Inc. (2000)
-Dimensions International Acquired (2007)
PROFILE• Wholly-owned subsidiary headquartered in
Columbia, MD• ~ 6,000 employees • Over 100 locations: 21 countries, 33 states, the
District of Columbia• More than 100 active contracts
HERITAGE
Honeywell Technology Solutions Inc.
Premier Provider of Solutions and Services!
Technical Technical ServicesServices
Transition Negotiate Propose Pursue
Business Development Process
Sales/Opportunity
Team
ProposalTeam
DeliveryTeam
PositionStrategize
Includes traditional sales and marketing
Acknowledges different benchmarks applicable based on process goals
Seeks common best practices
MarketingTeam
Business Acquisition Process - Business Acquisition Process - COMPLEX COMPLEX
Identify specific targets of opportunity within approved markets as defined in the Strategic Plan.
Assess the position of the customer, the competitors, and your company, and develop a preliminary win strategy.
Refine the win strategy and develop a plan to capture the bid.
Assess the effectiveness of the process and the product following proposal delivery and notification of award, and communicate results for lessons learned.
The Capture Manager is responsible for winning the opportunity!
IdentifyPhase
QualifiedPhase
ProposalPhase
CapturePhase
Post-AwardPhase
Write proposal, Q&A, Past Performance, BAFO, and Orals.
-10 months
RFP Released
-12 months-24 months
Contract Shutdown
Contract Performance
Typical GovernmentContracting Process
Develop Acquisition
Strategy and Plan
Approval and Funding
Establish Source Selection Authority
Develop SOW
Contract Start-Up
Conduct Market Research
Send Draft Documents
Conduct Bidders Conference Release RFP
Answer Company Questions
Receive Proposals and Evaluate Announce Award Debrief with
Companies
10
321
6
4
5
9
7 8
1211
13 1514
How does your company plan for growth?
• What processes does your company have to provide guidance on how to conduct BD?
• Who is responsible for growth? • Do they have the authority to implement and
obtain necessary resources for support?• Does the company have the infrastructure to
support growth?• What incentive is there to support BD efforts?
Top-Level View of the BD-CMMFocus People CapabilitiesKey Process
Categories Customer
Improving Performanceand Synergy
Building Competenciesand Teams
Enhancing Systemsand ProcessesThemes Increasing
Customer Value
Levels Key Process Areas (KPAs)
Optimizing Innovation and Transformation
Initial Ad Hoc
Managed Relationship Management
Defined Solution Development
Repeatable Response Generation
Enterprise Influence Quantitative Process
Management
Organizational Tactics Quality Management
Business Development Administration
Quality Control
High-Performance Teams
Organizational Competencies Development
Individual Skills Development
Business Develop Systems Integration
Infrastructure Management
Business Develop-ment Processes
Support Systems
Sales/Capture Procedures
Work Environment
Optimizing
Managed
Defined
Repeatable
Initial
5
4
3
2
1
Source: BD-Institute International www.bd-institute.org
Components of the Model
Common FeaturesCommon Features
Implementation/institutionalization
Address Contain
•Commitment to Perform•Ability to Perform•Activities Performed•Measurement•Verification
Common FeaturesCommon Features
Implementation/institutionalization
AddressAddress ContainContain
•Commitment to Perform•Ability to Perform•Activities Performed•Measurement•Verification
Key Process Areas (KPAs)Key Process Areas (KPAs)
Goals
Achieve Organised by
Areas where an organization should focus to improve its process.
Key Process Areas (KPAs)Key Process Areas (KPAs)
Goals
AchieveAchieve Organised byOrganised by
Areas where an organization should focus to improve its process.
Key PracticesKey Practices
Activities orInfrastructure
Describe
•Essential process elements
•Communicate widely applicable principles
Key PracticesKey Practices
Activities orInfrastructure
DescribeDescribe
•Essential process elements
•Communicate widely applicable principles
Indicate Contain
Maturity LevelsMaturity Levels
ProcessCapability
1. Initial2. Repeatable3. Defined4. Managed5. OptimisingIndicateIndicate ContainContain
Maturity LevelsMaturity Levels
ProcessCapability
1. Initial2. Repeatable3. Defined4. Managed5. Optimising
Source: BD-Institute International www.bd-institute.org
What is Capture Management?
Capture Management is the process of winning an opportunity from identification through award and execution by:
1.Understanding the client’s requirements and expectations
2.Understanding the environmental and political conditions
3.Developing management, technical, pricing and teaming
strategies
4.Positioning your company for winning
5.Sharing lessons learned for future bids
Strategic Thinking(Planning & Positioning)
Customer
Competitive Landscape
Your CompanyProcess, Metrics,
Deliverables, Innovations
Tactical Thinking(Project and Proposal Mgmt)
Actions
Capture Plan
Tollgate Reviews
Proposal
Budget
•Organization•Key Decision Makers•Politics•Hot Buttons•Problems•Buying History•Influence RFP
•Competition•Teammates•Customer Intimacy•Past Performance•Technical Capability•Global Environment
•Take all the information gathered and weave into Win Strategy
Capture ManagementCan we win? How will we win?
Win Strategy
Elements of a Capture PlanExternal and Internal Analysis
1. Executive Summary2. Opportunity Information and
Assessment3. Customer Intelligence and
Communication4. Teaming Analysis and Status5. Competitor intelligence and Analysis6. Your Company’s Competitive
Strategy7. Value Proposition and Solution8. Key Personnel and Staffing9. Pricing Strategy10. Past Performance11. Risk Management
1. Elevator Speech2. Customer, schedule, deliverables3. Org., decision makers, reqts, and
hot buttons4. Products/Services, past
performance, relationship with customers, rates
5. SWOT Analysis6. How does this position us?7. What do we offer that is unique?8. What expertise can we propose?9. Price to Win?10.PP to site and/or survey to CO?11.What are the risks and what are
we doing about it?
Win Strategies, Discriminators, Themes
Win Strategy – a strategic assessment of what it will take to win a procurement and a plan for how we can get there. Should address all key evaluation criteria. The strategy should provide an attractive solution for the customer that stands apart from the competition, neutralize strengths the competition may have, and come in at a very competitive price.
Discriminators – something unique that only we can offer; no one else can make the same claim. Government evaluators look for discriminators in proposals to help them justify their decision. Tests for a winning discriminator:
• Is it important in the eyes of the customer?• Is it unique to your approach?• Is it credible and defensible for you and not for the competitor?
Ghosting – a way to sell ourselves and “unsell” the competition by alluding to competitors’ weaknesses and our strengths. By ghosting, we try to influence the customer’s opinion by countering the messages of competitors and highlighting our strengths.
Themes… Why Should the Customer Select Us?
• Themes are specific messages that are communicated throughout the proposal. They are intended to substantially influence the customer to choose us over the competition.
• Themes present a rationale for why we should WIN
• Themes answer the question: “WHY SHOULD THE CUSTOMER PICK US?” “What makes us special?” “Why not the competition?”
• Themes should represent a BENEFIT TO THE CUSTOMER
Example: The Right People, Right Time at the Right Price
Build a Story!Customer /Evaluators1. What is the customer
concerned about?2. How are you going to
resolve their problem or issues?
3. Why should they select your solution?
4. What are the risks of not selecting your solution?
Company Management Plan linked to customers’ needs to include:-Corporate reachback for support-Team and Organization (Roles, Responsibilities, Authority, Lines of communication, etc..)-HR: Recruiting, Staffing and Retaining-Contracts and Subcontracts-Financial Business Mgmt-Procurement-Quality and Safety-Information Technology-Risk Mgmt-Technical Solution – Tech Volume-Past Performance and For Examples-Pricing Volume
Know your Competition!
Pursuit Team Organization: (Sample of Complex Proposal)
BD/Ops ExecutivesBD/Ops Directors VPs/Directors
Capture Manager(BD CM, SD, or Ops)
Teammate (TM) Leads
(Key POCs/Interfaces)Program Manager(maybe other keys)
Proposal Manager
Proposal Coordinator
Editing, desktop publications, graphics
Management Volume Mgr/Lead
Technical Volume Mgr/Lead
Past Performance Volume Mgr/Lead
Contracts/Cost/Price Volume Mgr/Lead
Technical Writers, TM, Ops/SMEs &
ESUs
Technical Writers, TM, Ops/SMEs &
ESUs
Technical Writers, TM, Ops/SMEs &
ESUs
Contracts, SC, HR, IT, Pricing, PBM, Fac, SB,
Procurement . . .
Sources of Capture and Proposal Management Training
• Association of Proposal Management Professionals www.apmp.org • Shipley Associates www.shipleywins.com • Hy Silver and Associates www.hsilver.com • Capture Planning www.captureplanning.com • Business Development Institute International www.bd-institute.org • Lohfeld Consulting Group Inc. www.Lohfeldconsulting.com
There are many others in the MD/DC/VA area!!
RFP / Proposal Phase
Request for Proposal
Analyzing the RFPAnalyzing the RFP
The typical RFP sections contain the following information:
Schedule Sections A-H
Contract Section I
List of Documents, Exhibits, Attachments Section J
Representatives and Instructions Sections K-M
Analyzing the RFPAnalyzing the RFP
The typical RFP sections contain the following information:
Section A: Solicitation/Contract Form (e.g., SF33). Customer, date of issue, date and location of delivery, solicitation number, and point of contact.
Section B: Supplies or Services and Prices/Cost. Contract Line Items (CLINS) to be priced.
Section C: Description/Specification/ Work Statement. Scope of work to be performed, standards of workmanship, and position qualifications.
Section D: Packaging and Marking. Point of delivery.
Analyzing the RFP (Continued)Analyzing the RFP (Continued)
Section E: Inspection and Acceptance. Quality Program requirements.
Section F: Deliveries of Performance. Period and place of performance.
Section G: Contract Administration Data.
Section H: Special Contract Requirements. Organization conflict of interest, list of key personnel, cost reporting requirements (e.g., Cost/Schedule Status Report [C/SSR]), Notice of Service Contract Act (SCA) applicability, subcontracting plan, and transition data.
Section I: Contract Clauses.
Section J: List of Attachments. Attachments can include SOW, Wage Determination, position descriptions, and Government-Furnished Equipment (GFE) lists.
Section K: Representations and Certifications. Representations, certifications, and other information.
Section L: Instructions, Conditions, and Notices to Offerors. Proposal preparation instructions, pre-proposal conference, bidders’ library information, security clearance requirements, and alternate proposal requirements.
•Section M: Evaluation Factors for Award. Evaluation criteria.
Analyzing the RFP (Continued)Analyzing the RFP (Continued)
Authors should be familiar with entire RFP, especially Sections L, M, and the SOW. You have to read the RFP carefully because some
requirements may need to be addressed in both the Technical and Management volumes and as a separate plan.
Process Overview and Schedules – Complex Proposal
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
RFP Issued
& CopiedAnalysis/
Preparatory Work
KickoffMeeting
Develop/ReviewWorksheets
Write First Draft
Write Final Draft Final Production Delivery
Red TeamReview
Red TeamReview
CP792003b.ppt
16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
RFP Issued
& Copied Analysis/ Preparatory
Work
KickoffMeeting
Develop/ReviewWorksheets Write First Draft
Pink Team Review Write Second Draft Red Team Review
Red TeamReview Write Final Draft Final Production Delivery
cp792003a.ppt
Sample 30-Day Sample 45-Day
• After Solicitation (RFP) Release / Leadership Go Decision• Includes Proposal Development & Submittal
(not Post-proposal work: Q&A, Orals, FPR)• 30 or 45 Day Schedules
• Distribute and Analyze RFP• Develop Structure and Outline• Determine Schedule and Activities• Refine Org Chart• Develop Proposal Plan
ProposalDelivery
FinalProduction
Develop/Review
StoryboardsWrite First
DraftPink Team
ReviewWrite
SecondDraft
Red TeamReview
Write FinalDraft
CostStrategyReview
GatherCost Data
DevelopRates
BidReview
GenerateCost
Proposal
Red TeamReview
Kick-offMeeting
PreliminaryActivities
RFPRelease
Tech/Mgmt/Past Performance Proposal Process
Cost Proposal Process
Proposal Process – Post RFP Release
Resources & Training
• Help the proposal team identify, evaluate, and agree upon proposal approach early in the development cycle.
• Formally provide authors with their assignments and initial guidance.
• Have authors think through and summarize their approach in outline form before starting to write!
• Provide a quick-look at overall approach to fine tune it early:– Outline of Approach– Features and Benefits of Approach– Theme Statement– Draft graphics– Innovations– Risks– Past Performance or examples of proven approaches
Storyboards!
Reqt’sHot
Buttons
What How
Past Performance For Example
GraphicsInnovations
Risks & Mitigation
Proposal Writing – “101”
Compliant
Compelling
L & M
Features , Benefits and Substantiation
Writers should focus on each of these elements to Hit the Target!
Win Themes &
Discriminators
SOW
Key Proposal Terms - REVIEWSKey Proposal Terms - REVIEWS
• Black Hat and Blue Team Reviews: A countermeasure tactic used to strengthen our win strategy. Key individuals simulate our competitor’s perception of our company’s strengths, weaknesses, and strategies. This input is then used to anticipate our competitors’ probable approach to beating us. The results are strategies, themes, discriminators, and solutions developed to respond to these specific threats.
• Pink Team: An internal review, conducted early in the proposal process to ensure that the authors are on the right track and storyboards match Capture Plan
Key Proposal Terms - REVIEWSKey Proposal Terms - REVIEWS
•Red Team: Conducted when a complete draft of the proposal has been prepared. Made up of people who are independent in developing the proposal. A review for compliance and messaging.•Gold Team: A final high-level review of the proposal to ensure that Red Team changes have been made and that the proposal is ready to be submitted.•Book Check: The complete check of every page in each copy to ensure printing/production was completed correctly.
Ex: Human Resources (HR): Roles/Responsibilities
• HR Proposal Strategy• Coordination of Job Fairs• Initial resume & candidate assessment• Recruiting & Hiring (including key personnel)• Labor Mapping• Total Compensation Plan• Staffing Strategy Plan• Job Descriptions• Union Strategy & Approach• Collective Bargaining Agreements• Talent Management Plan• Learning/Training programs• Proposal Content as required• Contract Start-up Activities (Post Award)
Key Deliverables:1. Labor mapping & salary ranges2. Job Descriptions3. Benefits & Total Compensation Plans4. Proposal input for learning & training programs
KeyActivities
Capture Mgmt Aligns with PMP
• Integration Mgmt• Scope Mgmt• Time Mgmt• Cost Mgmt• Quality Mgmt• HR Mgmt• Communication Mgmt• Risk Mgmt• Procurement Mgmt
Cuts across OrganizationBid to the RFP!Meet customer deadlinesPrice to Win /B&P budgetsEnsure accuracy Recruit, Staff, Comp PlansThroughout all phases/levelsIdentify and Mitigate/AcceptInclude BOMs, Suppliers
Why should Project Managers be concerned about Capture Management?
• A growing discipline/approach that can be developed within your company
• Increase your Project Mgmt skills across disciplines for a multitude of stakeholders
• You can assist your company to increase revenue, customer base, and hopefully be rewarded for efforts!
• Promote the proper use of Project Mgmt techniques and demonstrate application of the tools
Everyone is responsible for Business Development!