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#APMP2016
#APMP2016
Gaining a Real Competitive Advantage:A Panel and Audience Discussion
Moderators:Richter & CompanyShipley Associates
Bloomberg Government
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Top 7 Business Development Challenges
Source: Deltek Clarity GovCon Industry Study, 2015
Limited business development resources
Increased competition More restrictive spending environment
Customer using contract vehicles we are not associated with
Not enough time to assemble high quality responses to RFPs and RFIs
Not able to find appropriate partners
Inability to effectively share organizational knowledge
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Your Challenges
Discussion
What are some of your specific challenges associated with “gaining a competitive advantage”?
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Implications of Ignoring CI
Discussion
What are the implications of ignoring or short-changing competitive assessment/intelligence?
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Gaining a Real Competitive Advantage
1. Gather data – Where, when, how to find it
- Program, customer, competitor
2. Identify and assess competitors
- Resources
3. Put data to work in your pursuit and capture plan - EXECUTION
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What the TOP 5% Business Developers Do
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8
Competitive Assessment: Inputs and Outputs
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Improve Your P
PWin
Apply the Four Cs
Customer, Competitor, Capabilities, and Cost (Value)
win
Analyze Cost (Value)- What is our value proposition?
Define our Capabilities- What are our capabilities?- Can we discriminate?
Assess Competitors- Who is competing?- What is our competitive position?
Know the Customer & Opportunity- Do we know them?- Do they know us?
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Ways to Understand the Customer
Sources for understanding customer and opportunity:
– Free services
– Subscription services
– People
– The customer (current and former employees)
– Others
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Free Sources: Opportunity Overview
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Sample Data Subscription Services
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Sample: Data Subscription Services
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Subscription Service for Small Business
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Identify and Assess Competitors
Discussion
– What are ways to identify competitors?
– What are some blind spots or common mistakes made during competitor assessment?
How do we make competitive intelligence really work for us?
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Sources:
– Identify their teaming partners (prime/sub)
– Research current solution – and look to future
– Free and subscription data aggregators
– Research current performance
– Research HR issues
– Elicit information from current team members
– Call the unions
Gather & Analyze Competitive Data
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Assess Competitor Labor Rates
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Research the Incumbents
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Defining our Capabilities
Key questions to answer:
– Do our capabilities align with customer needs?
– Do we need to partner?
– How early do we define our solution?
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Baseline PTW and Cost Analysis
Questions we must answer:– Can we meet PTW target?
– Do we know what customer expects?
– Do we have enough competitive intelligence?
– What are historical trends?
Have we followed a rigorous gate review process?
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IT’S ALL ABOUT EXECUTION
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Develop Opportunity Strategies and Plans
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Bring it Together in a Opportunity Plan
Discussion:
• What constitutes a good opportunity plan?
• How do we execute the plan?
• Why do we often confuse planning with execution?
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Elements of an Opportunity Plan
24
Opportunity Overview/Description
Customer Overview
Competitor Assessment
Internal Assessment (Solution, Capability,
Pricing)
Bidder Comparison
Win Strategy
Action Plans• Intelligence Collection Plan• Solution Development Plan• Contingency Plan• Customer Call PlanStrategic
Positioning
Action Plan Schedule
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Bidder Comparison Chart
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Keys to Gaining a Competitive Advantage
• Secure management endorsement at all decision gate levels
• Commit right people to the team• Do the right research from a variety of sources• Assign specific tasks and objectives – what do we need?• Assign and distribute action items – make data actionable• Track 4Cs• Review and update data and progress regularly• Resolve problems early• Get real or don’t play!
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List of Sources
• Fed Biz Ops
• Bloomberg Government
• Deltek GovWin
• BidSpeed
• FPDS
• Program and Agency Websites and Blogs
• Industry Days and Bidder’s Conferences
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Our Contact Information
Randy Richter – [email protected]
Brad Douglas – [email protected]
Custer Cook – [email protected]
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