Preparing a Winning Federal Proposal · 5 BAA - Broad Agency Announcement CAGE - Commercial &...

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Preparing a Winning Federal ProposalPresented By: Jonathan McClure, CF APMP

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Jonathan McClure, CF APMPProposal Manager

Global Services80 M Street SE – 1st FloorWashington, DC 20003

(202) 234-8933

jmcclure@globalservicesinc.comwww.globalservicesinc.com

Workshop Instructor

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Your Team for Winning Federal Contracts:

GSA Schedule Assistance

Proposal Management/Development

Global Services

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This is an introductory course for those who are new to writing federal proposals.

Reaching the proposal stage requires significant business development efforts in advance. This class does not cover business development. (SCORE offers another class that focuses on BD; if you have not yet taken it, it’s recommended that you do so).

Goals of this Class

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BAA - Broad Agency Announcement CAGE - Commercial & Government

Entity Code FAR - Federal Acquisition Regulations

DUNS - Data Universal Numbering System (Note: will be replaced by 12/2020)

NAICS - North American Industrial Classification System

RFP - Request for Proposal RFQ - Request for Quotation

RFI - Request for Information SAM - System for Award Management SS - Sources Sought APMP - Association of Proposal

Management Professionals. APMP is the standard organization for training/certification in proposal management. For more in-depth training, check out APMP’s course offerings, as well as their online Body of Knowledge.

Key Terms

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Your firm must be registered in SAM (sam.gov)

SAM registration requires your firm to have a DUNSnumber. Upon completing your SAM registration you will receive a CAGE number.

When registering in SAM, you need to indicate your relevant NAICS code(s). Note: Small Business size standard varies by NAICS.

Government Contractor Requirements

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Government Opportunity Identification MethodsStep 1: Understand the Federal Government Organization

Source: use.gov/branches-of-government

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Most federal procurement originates from the Executive Branch which consist of 14 Departments and 60+ Independent Agencies, Boards and Commissions.

Government Opportunity Identification MethodsStep 1: Understand the Federal Government Organization

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www.beta.SAM.gov (formerly FBO), www.USA.gov www.ebuy.gov (GSA Schedule Only) Other federal organizations’ websites Look for Sources Sought, RFIs, and BAAs Identifies:

• Work Scope• Timing of Procurement• NAICS codes• POCs (email address, phone numbers)• Request for Capability Statement

Government Opportunity Identification MethodsStep 2: Search for Specific Opportunities – A Government Agency is Buying What You Are Selling

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Business Development team commences positioning process with target opportunities

BD team works through POCs (CO, PM, etc.) BD team discovers their problems, their “hot button”

issues• What are their major issues with the incumbent, how is the

incumbent doing?• What would they like to see changed in the new contract• BD Lead communicates these issues/hot buttons to

Proposal Manager.

Government Opportunity Identification MethodsStep 3: Select Best Possible Match – Your Capabilities vs. Government Requirements

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What can your business provide to the Federal Government? Have you solved their issues in other project(s)? Focus on your core capabilities and back it up with past performance Can you be competitive? (solved issues/problems before, past performance, satisfied

customers, key people, right place)Define the Opportunity What is the Government Buying? What are the issues/problems?

Assess the Opportunity How well do you know the customer? How well does the customer know you? What is the competition? Is the incumbent vulnerable? What are the costs? What are the risks? Make Preliminary Bid/No-Bid Decision Can you win? How?

Pre-Proposal Actions

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Bid/No-Bid Decision1.) Does the

opportunity fit your strategic

goals?

2.) Do you have a strong client relationship?

3.) What is your competitive advantage?

4.) Does the client favor a

competitor?

5.) Do you know the client’s

needs/issues?

6.) Do you have the resources and skills available to

perform the work?

7.) Are the risks acceptable?

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Continue discovery of customer’s key issues

Identify Key Personnel

Develop Win Strategy/Themes

Identify Proposal Team

Identify Tentative Schedule

Prepare Proposal Budget

Pre-Proposal Actions

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Government’s Actions in the Proposal Process

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Step 1: Government Issues BAA/RFI

Identifies Work Scope (Tasks/Sub-Tasks) Establish general timeframe for procurement Asks for Capability Statements for interested bidders Establish $ Value and NAICS codes Identifies procurement mechanism Identifies Government Procurement Office

The Government’s Role

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Step 2: Government Issues Draft RFP Scope, Schedule other details are better defined All Bidders are asked for comments

Step 3: Government Issues Formal RFP Schedule formalized Government asks bidders to submit questions Bidders Conference is scheduled Government issues answers question Government issues amendments or modifications (as

needed)

The Government’s Role

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Step 4: Government Receives Proposals Performs initial evaluations Creates “short list” Clarification Reports (CR) and Deficiency Reports (DR) are

issued to short-listed bidders Government schedules “Orals” presentations Government requests “Best and Final” offer (BAFO) Pre-Award survey conducted at your firm Government makes award Government conducts de-briefs Government deals with Protest (if any)

Step 5: Government Conducts “Kick-off” Meeting with Successful Bidder

The Government’s Role

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Proposal Planning

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Step 1: Review the Formal RFP

Unrestricted, Set-Aside Determined Distribute RFP: Technical, Operations, Legal, Contract

Administration, HR, Finance Review for fatal flaws (i.e., liability issues) Analyze risks and costs Customer issues Still competitive - can you win? Make Final Bid/No-Bid decision

Proposal Planning

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Step 2: Detailed Analysis of RFP

Section L: Proposal Instructions Section C: Statement of Work (SOW) or Performance

Work Statement (PWS) Section M: Evaluation Criteria Section B: Pricing Section J: List of Attachments Section I: Contract Clauses (All FAR) Section K: Reps and Certs Section G: Contract Administration data Section H: Special Contract Requirements

Proposal Planning

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Step 3: Formalize the Win Strategy

Identify the Proposal Manager Develop Key Win Themes - Proposal messages, your

solutions to their issues Identify Key Project People - People within your

organizations as well as people that may be liked by the customer

Solid Past Performance Qualifications

Proposal Planning

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Step 4: Outline the Proposal

Use Instructions (Section L) to structure your outline Always keep strict compliance with Section L Incorporate all SOW/PWS (Section C) requirements Incorporate all Evaluation Criteria (Section M)

Proposal Planning

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Step 5: Prepare A Proposal Directive

Identify/assign Book Bosses for each Volume Identify/assign technical writers for each Section (Book

bosses have overall responsibility but may delegate writing tasks for individual sections)

Identify production team Identify specific past performance Finalize proposal preparation/writing schedule (allow for

several reviews) Finalize an approved proposal budget (labor, materials,

logistics, food)

Proposal Planning

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Step 6: Hold a “Kick Off” Meeting Business Development Director (leader) Operations, Technical, Finance, Legal, Contracts, HR should

attend Opportunity to stress importance of proposal to all

involved Proposal Manager and Team clarified Distribute Proposal Directive and Discuss

• Proposal Manager leads• Writing assignments• Schedule (including reviews)• Key customer issues explained

Proposal Planning

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Tutorial: Proposal Outlining

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Proposal Numbering ExampleVOLUME 1 – INTRODUCTION AND PROPOSAL 1.0 Introduction and Proposal ............................................................................................................................ 1-1 1.1 Cover Letter ................................................................................................................................................. 1-1 1.2 Standard Forms .............................................................................................................................................. 1- 1.3 RFP Sections A-K .......................................................................................................................................... 1- 1.4 Executive Summary ....................................................................................................................................... 1- 1.5 Master Table of Contents and Compliance Matrix ........................................................................................ 1- 1.6 Security Checklist .......................................................................................................................................... 1- 1.7 Small Business Subcontracting Plan .............................................................................................................. 1- VOLUME 2 – TECHNICAL/MANAGEMENT 2.0 Technical and Management ........................................................................................................................... 2- 2.1 Technical Approach for Service Area-1 2.2 Narrative Response to the Performance Work Statement (PWS) .................................................................. 2- 2.2.1 Program and Resource Management (2.1.1) .................................................................................................. 2- 2.2.2 Administrative (2.1.2) .................................................................................................................................... 2- 2.2.3 Force Management (2.1.3) ............................................................................................................................. 2- 2.2.4 Intelligence Training Support (2.1.4) ............................................................................................................. 2- 2.2.5 Test and Evaluation (2.1.5) ............................................................................................................................ 2-

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Cross Reference Matrix Example

ProposalSection Number

Proposal Section Title Section L Section M Section COther RFP

Sections

1.0 Volume 1: Introduction and Proposal L.9.5.1 M.3.2.1 C.1-C.9

1.1 Cover LetterL.9.5.1.1, L.9.5.1.2, L.9.5.1.3

M.3.2.1.1Attachment 1

1.2Offers – Acceptance of Terms and

ConditionsL.9.5.1.2

M.3.2.1.2Attachment 2

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Table of Contents Example

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Past Performance ExampleProject Title

Contract Number: Contract Type:

Dollar Value: Date of Award:

Period of Performance:

Customer Representative (either KO, COR, COTR)Name:Title:Address:Telephone:

Description of Project: (contract work, scope and responsibilities)

Cost Reimbursement – Cost Deviation Explanation:

Project Success/Customer Satisfaction:

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Proposal Development

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Step 1: Organize the Proposal Team/Resources

Provide Proposal Directive, Outline, and Schedule Discuss Win Strategy, Customer Issues, Proposed

Solutions, Features and Benefits Finalize writing assignments Provide a separate workspace - a “war room” (note this

can be virtual, e.g. SharePoint)

Proposal Development

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Step 2: Determine Content of Each Volume/Section (Section L dictates)

Executive Summary Technical Volume and Sections Management Volume and Sections Cost Volumes

Resources and Tools Proposal Directive Proposal Outline Relevant RFP Sections (L,C, and M)

• Key customer issue analysis• Proposal win strategies

Proposal Development

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Step 3: Develop Volume/Section Themes

Themes drive the proposal - all sections Specific as possible, clear, concise Quantifiable when possible

• What are the customer’s issues, problems, hot buttons? (note: they are NOT always apparent in the RFP)

• What are you selling as solutions? (features of proposal, benefits to customer)

Proposal Development

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Step 4: Conceptualize Visuals/Graphics to Convey Most Important Message of Your Proposal

Process flow charts (not too complicated) Tables demonstrating favorable performance trends Add action captions tying graphics to section message Design callout boxes for key points

Proposal Development

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Step 5: Identify Proofs of Your Solutions/Benefits

Hard data - verifiable Cost savings, productivity improvements Automation tools to manage project Consistent incentive award fees Industry recognition/awards Satisfied customers (best of all)

NOTE: Nothing frivolous - it will detract

Proposal Development

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Step 6: Content Planning (“Storyboarding”) the Volume/SectionA process that allows Book Bosses and each section writer to visually display the development of their sections for others to review, comment, and make suggestions.

Benefits Ensures a customer driven, responsive approach More efficient: writers plan, do research BEFORE they begin writing Promotes consistency Encourages peer review and assistance Will stimulate emphasis on “Benefits and Proofs” Prevents massive, last minute re-writes Easy to detect lagging or out-of-focus Sections, Wrong Proofs, and

more CEO, President, VPs, others can view progress

Proposal Development

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Step 7: Organize the Content of each Volume/SectionUnless the solicitation compels a particular format, writers will typically respond to each requirement in this format: Section 1: Understanding the requirement.

• In this paragraph the writing must reflect our unique understanding of the requirement the Government has presented in the PWS/SOW/RFP…The “What”

Section 2: Proposed approach. • In this section, the writer clearly articulates the technical Team or management

approach to best execute the requirement, bringing in win themes, discriminators, best value propositions, and other items developed during the Content Planning/storyboarding process….The “How”

Section 3: Feasibility of the approach. • In this section, the writer provides “proof” through the form of past

performance, metrics, accolades, CPARS evaluations, etc. that justify the success of your proposed approach… The “Proof”

Proposal Development

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Step 8: Write the Volumes/Sections Complete all Volumes

Step 9: Review all Volumes/Sections Proposal triage: Repair what you can as must as a result of In-Process

Reviews/Color Team Reviews.

Step 10: Deliver the Proposal On-Time Hand carry when feasible Have back-up originals, discs, etc. (ready if necessary) Verify delivery - get a signed receipt Note: many proposals now require electronic delivery via email or

web upload. Any electronic delivery failure—even if the point of failure is a Government system—is considered your responsibility.

Proposal Development

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Writing Quality Proposal Prose

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In active voice, it is clearly stated who performs an action: “I threw the ball.”

In passive voice, the object of the sentence is made into the subject: “The ball was thrown (by me).”

Passive voice de-emphasizes the actor and focuses on the action. Many people with technical backgrounds have been trained to write this way.

Passive voice is usually a poor choice for proposals because it suggests that it doesn’t matter who performed the work—it could’ve been you or your competitor!

Favor Active Voice

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Avoid: “Network performance was verified…”

Instead: “Our engineers verified network performance…”

Tip: if you can add “by zombies” to a sentence, it’s in passive voice: “Network performance was verified by zombies…”

Favor Active Voice

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Avoid vaguely positive statements: “Our solution provides best-in-class service...”

Instead focus on specific, quantifiable benefits: “Our solution will provide [customer] an estimated $18.3M cost reduction over the next ten years.”

Be Specific

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Mention the customer more frequently than you mention your company.

Focus on what benefits you bring to the customer. Your company’s features are of no interest to evaluators unless they can see how those features bring specific benefits.

Focus on the Customer

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Avoid jargon, especially in the Executive Summary, Cover Letter, etc. The decision-makers reading these sections are very unlikely to be technical experts.

Restrict technically dense explanations to the appropriate Technical Volume sections.

Do not include standard marketing materials; all claims should be specific to this opportunity.

Tailor Your Message

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Be consistent in your use of Oxford commas, punctuation in bulleted lists, written numbers vs. numerals, etc.

Keep tenses consistent (e.g., don’t move between present and future without good reason)

Use acronyms consistently: define on first use, then use acronym for remainder of volume.

Stay Stylistically Consistent

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Put the Thesaurus Away

Over-Complicated StraightforwardApprise Tell

Interface with Call, meet, discuss…

Leverage Use

Utilize Use

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Proposal Review(s)

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A winning proposal, large or small, requires various reviews if you want to win

The more critical the proposal - the more extensive the review(s)

Rigorous, systematic reviews guarantee the highest quality proposal

Senior management, other company principals must be involved from the beginning

Proposal Review(s)

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Win Strategy Review - examine the opportunity, win themes, proposal messages

Blue Team (Content Planning) - examine win themes, proposal messages well established, with past performance proofs

Pink Team Review - are you going in the right direction, compliant, right message, right proofs. This is the time to catch major flaws and fix them.

Red Team Review - ensure full compliance with the RFP, win themes, proposal messages are clear, on target, proofs are relevant and verifiable

Gold Team – final team review to ensure all Red Team recommendations have been adjudicated

White Glove – final read through before production (Light) Green Team - compliant with Section B and C. Ensure that you

can afford to win and make a profit

Proposal Review(s)

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Win Strategy/Capture Planning developed before RFP arrival

Win Strategy is based on customer knowledge Proposal Manager is identified early Proposal Team staffed by competent proposal technical

writers Proposal Manager and Team are committed Proposal Manager and Team fully versed in Win Strategy

- translate into proposal Win Themes Proposal Manager holds regular proposal team meetings Corporate Involvement and Review

Summary – Critical Success Factors

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Organized precisely as RFP dictates Addresses every RFP requirement or question - 100%

responsive to RFP Demonstrates clear understanding and awareness of

customer’s requirement Provides an Executive Summary that highlights customers

needs, your solutions, and the customer’s benefits Includes a cross reference matrix to aid evaluators Focuses on customer’s requirements

Summary – Critical Success Factors

Immediately seek a debrief from customer if you do not win (time sensitive).

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Jonathan McClure, CF APMPProposal Manager

Global Services80 M Street, SE – 1st Floor

Washington, DC 20003(202) 234-8933

jmcclure@globalservicesinc.comwww.globalservicesinc.com

Q&A

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