To bid or not to bid (APMP Greater Midwest Chapter Presentation) Bob Lohfeld 4-20-11
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Transcript of To bid or not to bid (APMP Greater Midwest Chapter Presentation) Bob Lohfeld 4-20-11
To Bid or Not to Bid: Seven Criteria for Making Sound Bid Decisions and Avoiding the Traps that Lead to Poor Bid Decisions
To Bid or Not to Bid: Seven Criteria for Making Sound Bid Decisions and Avoiding the Traps that Lead to Poor Bid Decisions
Webinar Presented to APMP Greater Midwest Chapter
April 20, 2011
Bob Lohfeld, Lohfeld Consulting Group
www.lohfeldconsulting.com
Webinar Presented to APMP Greater Midwest Chapter
April 20, 2011
Bob Lohfeld, Lohfeld Consulting Group
www.lohfeldconsulting.com
Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
The Traps That Lead to Poor Bid Decision-making The Traps That Lead to Poor Bid Decision-making
“Shoot for the moon, all we need is one really big win and we can sell the company!”- Entrepreneur
“We can win that deal because this is our kind of work, so let’s bid and don’t worry that we’ve never met the customer.”- Technical Manager
“Let’s bid deals that have the highest probability of success because we don’t get any bonus money if we finish in second place!”- Capture Manager
“Let’s take a portfolio approach to deal selection to maximize the likelihood of achieving next year’s revenue number with a realistic investment in new business activities.”- Corporate Executive
“Every dollar we spend on new business acquisition is one less dollar that we have to spend on other competing priorities, so let’s bid the deals that don’t cost very much.”- Financial Manager
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
The right questions: Should we bid and can we win? The wrong question: Would you like to do this work?
We should bid: Deals that fit our core competency, and Meet our financial objectives
We can win if we: Understand the customer requirements and objectives Can develop a sound solution that addresses real customer needs Have customer advocacy Favorable competitive environment Have a clear win strategy—technical/management and price Have the resources and time to pursue the opportunity
The right questions: Should we bid and can we win? The wrong question: Would you like to do this work?
We should bid: Deals that fit our core competency, and Meet our financial objectives
We can win if we: Understand the customer requirements and objectives Can develop a sound solution that addresses real customer needs Have customer advocacy Favorable competitive environment Have a clear win strategy—technical/management and price Have the resources and time to pursue the opportunity
Asking the Right Questions is KeyAsking the Right Questions is Key
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
“They don’t know us, but we can introduce ourselves by sending them a proposal.”
“We can use this proposal as a training exercise.”
“You gotta play to win!”
“They don’t know us, but we can introduce ourselves by sending them a proposal.”
“We can use this proposal as a training exercise.”
“You gotta play to win!”
Traps That Lead to Making Poor Bid DecisionsTraps That Lead to Making Poor Bid Decisions
If they remember you at all, it will be as a loser.
You may make the customer’s “Wall of Shame” by having your trainees write and submit a proposal that was obviously done as a training exercise.
I can’t believe anyone would actually say this, but they do.
TIP
TIP
TIP
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Making the Bid Decision in Four StagesMaking the Bid Decision in Four Stages
Deal Qualification
Deal Pursuit Progress
Preliminary Bid Decision
Bid Decision Confirmation
Qualifying a deal: 7 factors
Improving your win probability
Commencement of pre-proposal
activities
After RFP release
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Strategic fit: Program focuses in core competency Proven past performance, experience,
management, processes, tools
Understand customer requirements and objectives Requirements are what the RFP
will say (SOW) Objectives are what the customer wants
you to accomplish by fulfilling the requirements (Goals)
Right solution Technical solution ”right fit” for client Past performance and experience in
related work Teaming partners available Program manager/key personnel, staffing
OK
Strategic fit: Program focuses in core competency Proven past performance, experience,
management, processes, tools
Understand customer requirements and objectives Requirements are what the RFP
will say (SOW) Objectives are what the customer wants
you to accomplish by fulfilling the requirements (Goals)
Right solution Technical solution ”right fit” for client Past performance and experience in
related work Teaming partners available Program manager/key personnel, staffing
OK
Deal Qualification Scorecard (Seven factors)Deal Qualification Scorecard (Seven factors)
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Customer advocacy You know customer; they know you
Competition favorable Can beat known competition
Financial objectives Start-up investment, expected revenue
and profits, ROS, EBITDA, DSO
Cost of Pursuit is affordable Capture, B&P, IR&D investments
Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Deal Qualification ScorecardDeal Qualification Scorecard
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Color code: Blue (excellent), Green (good, but could be better), Yellow (poor and needs much work), and Red (we don’t know how to begin)
QUALITATIVE DECISION MODEL
Pursuit Decision Factors Color Scale Assessment
1. Strategic Fit Blue
2. Understand the Requirement Green
3. Right Solution Blue
4. Customer Advocacy Green
5. Competition favorable Yellow
6. Financial Objectives Green
7. Pursuit Investment Green
Overall Assessment Light Green
Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Deal Pursuit ProgressDeal Pursuit Progress
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*Win probability considerations determined subjectively, but final win probability is objective evaluation
Blue = excellent Green = good Yellow = limited accomplishment Red = unable to accomplish
CAPTURE MANAGEMENT ASSESSMENT MATRIX
Win Considerations Month 1 Month 2 Month 3 Month X
1. Form capture team Yellow Yellow Green Blue
2. Understand customer requirements and objectives
Red Yellow Green Green
3. Develop prelim solution linked to customer objectives
Red Yellow Green Green
4. Position solution with customer Red Yellow Yellow Yellow
5. Assess competition Red Yellow Green Green
6. Develop win strategy Red Yellow Yellow Green
7. Build team and sign teaming agreement Red Yellow Green Green
8. Set price to win Red Red Red Yellow
9. Assess risk Red Red Yellow Yellow
Capture review overall assessment* Red Yellow Green Green
Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Pre-Proposal Preparation DecisionPre-Proposal Preparation Decision
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Blue = excellent, Green = good, Yellow = limited accomplishment, Red = unable to accomplish
PRE-PROPOSAL PROGRESS ASSESSMENT
Considerations Month 1 Month 2 Month 3 Month X
1. Assign proposal manager and proposal resources Yellow Yellow Green Blue
2. Establish capture/pre-proposal repository Red Yellow Green Green
3. Develop strawman RFP Red Yellow Green Green
4. Review solution against RFP Red Yellow Yellow Yellow
5. Review/approve storyboards Red Yellow Green Green
6. Identify and develop early-stage proposal products
Red Yellow Yellow Green
7. Draft oral presentation Red Yellow Green Green
8. Finalize proposal development plan Red Red Red Yellow
9. Plan kickoff meeting Red Red Red Yellow
Pre-proposal stage overall confirmation Red Red Red Yellow
Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Bid Decision ConfirmationBid Decision Confirmation
BID DECISION ASSESSMENT
Considerations Month X
1. No surprises in RFP Blue
2. Proposal team fully and properly resourced Blue
3. Sufficient time available to produce winning proposal Blue
Overall bid decision confirmation Blue
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
Bid decisions are made early using the seven factors in the qualification scorecard
Quality is built into the pursuit process by focusing on nine success factors
Bid decisions are reaffirmed when pre-proposal work begins—increasing your likelihood of success
Final thought—you will always be remembered for the deals you win, not the deals you chased… Bid to win!
Bid decisions are made early using the seven factors in the qualification scorecard
Quality is built into the pursuit process by focusing on nine success factors
Bid decisions are reaffirmed when pre-proposal work begins—increasing your likelihood of success
Final thought—you will always be remembered for the deals you win, not the deals you chased… Bid to win!
Benefits of Making Bid Decisions CorrectlyBenefits of Making Bid Decisions Correctly
Deals that are not winners are discarded earlyTIP
Deal pursuit progress scorecard using 9 factors focus the pursuit effort on making the deal a winner and discards losers early in the processTIP
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Copyright 2011 Lohfeld Consulting Group, Inc. All rights reserved.
About Lohfeld Consulting GroupAbout Lohfeld Consulting Group
www.lohfeldconsulting.com Follow us on Twitter: twitter.com/Lohfeldwww.lohfeldconsulting.com Follow us on Twitter: twitter.com/Lohfeld
Lohfeld Consulting Group specializes in helping companies create winning proposals. As the premier proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Development, Capture and Proposal Process and Infrastructure and Training.
Contact Bob LohfeldCEO of Lohfeld Consulting GroupEmail: [email protected]: (410) 336-6264
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