Competitive Proposals That Win

Competitive Proposals Competitive Proposals That WinThat Win

February 28, 2007February 28, 2007

W. George SzokW. George Szok

Winning CompetitionsWinning Competitions The The Proposal Documents CANNOT winProposal Documents CANNOT win you the job you the job

if you haven’t established yourself as a logical if you haven’t established yourself as a logical winner in the Customers’ eyes beforewinner in the Customers’ eyes before

The Proposal Documents The Proposal Documents CANCAN, however, , however, ‘snatch ‘snatch defeat out of the jaws of victory’defeat out of the jaws of victory’ if they’re non- if they’re non-responsive, unclear, or unconvincingresponsive, unclear, or unconvincing

It’s called a It’s called a CompetitionCompetition because: because: There is something to winThere is something to win There are CompetitorsThere are Competitors There are Rules which govern behaviorThere are Rules which govern behavior Someone keeps ScoreSomeone keeps Score

To win, you must pay attention to all of the aboveTo win, you must pay attention to all of the above

The Ten CommandmentsThe Ten Commandments

I.I. Develop and Understand Your Develop and Understand Your Business’ Business’ Strategic ObjectivesStrategic Objectives



II.II. Know your Know your CompetitorsCompetitors – their – their Strengths & WeaknessesStrengths & Weaknesses




III.III. Know your Know your CustomersCustomers, their Value , their Value Proposition, their near & long term Proposition, their near & long term Needs, Decision MakersNeeds, Decision Makers




III.III. Know your Know your CustomersCustomers, their Value , their Value Proposition, their near & long term Proposition, their near & long term Needs, Decision MakersNeeds, Decision Makers

IV.IV. Make Make ContactContact to let the Customers to let the Customers know YOUknow YOU


I.I. Develop and Understand Your Business’ Develop and Understand Your Business’ Strategic ObjectivesStrategic Objectives

II.II. Know your Know your CompetitorsCompetitors – their Strengths & – their Strengths & WeaknessesWeaknesses

III.III. Know your Know your CustomersCustomers, their Value , their Value Proposition, their near & long term Needs, Proposition, their near & long term Needs, Decision MakersDecision Makers

IV.IV. Make Make ContactContact to let the Customers know YOU to let the Customers know YOU

V.V. Understand Customers’ Acquisition Understand Customers’ Acquisition ProcessProcess and and Upcoming SolicitationsUpcoming Solicitations

The Ten Commandments - The Ten Commandments - cont’dcont’d

VI.VI. Understand Understand YOUR Product or ServiceYOUR Product or Service – Features/Benefits, Weaknesses, – Features/Benefits, Weaknesses, Costs…Costs…



VII.VII. DocumentDocument as much as possible as much as possible BEFORE Solicitation Release – BEFORE Solicitation Release – company, product,..company, product,..



VII.VII. DocumentDocument as much as possible as much as possible BEFORE Solicitation Release – BEFORE Solicitation Release – company, product,..company, product,..

VIII.VIII. Begin ResponseBegin Response BEFORE Solicitation BEFORE Solicitation Release – Start by Establishing WIN Release – Start by Establishing WIN STRATEGYSTRATEGY


VI.VI. Understand Understand YOUR Product or ServiceYOUR Product or Service – – Features/Benefits, Weaknesses, Costs…Features/Benefits, Weaknesses, Costs…

VII.VII. DocumentDocument as much as possible BEFORE as much as possible BEFORE Solicitation Release – company, product,..Solicitation Release – company, product,..

VIII.VIII. Begin ResponseBegin Response BEFORE Solicitation BEFORE Solicitation Release – Start by Establishing WIN Release – Start by Establishing WIN STRATEGYSTRATEGY

IX.IX. Develop the Develop the TOTAL SolutionTOTAL Solution Reflecting Reflecting Strategy: Technical, Program, Strategy: Technical, Program, Support, ..Price….Support, ..Price….


VI.VI. Understand Understand YOUR Product or ServiceYOUR Product or Service – – Features/Benefits, Weaknesses, Costs…Features/Benefits, Weaknesses, Costs…

VII.VII. DocumentDocument as much as possible BEFORE as much as possible BEFORE Solicitation Release – company, product,..Solicitation Release – company, product,..

VIII.VIII. Begin ResponseBegin Response BEFORE Solicitation Release – BEFORE Solicitation Release – Start by Establishing WIN STRATEGYStart by Establishing WIN STRATEGY

IX.IX. Develop the Develop the TOTAL SolutionTOTAL Solution Reflecting Strategy: Reflecting Strategy: Technical, Program, Support, ..Price…. Technical, Program, Support, ..Price….

X.X. FACTSFACTS beforebefore DOCUMENTATIONDOCUMENTATION Don’t Don’t Write until you know what to write aboutWrite until you know what to write about

I. Develop and Understand Your I. Develop and Understand Your Business’ Business’ Strategic ObjectivesStrategic Objectives

What are your business What are your business GoalsGoals – – profit, growth via new markets, new products profit, growth via new markets, new products

…….?…….? Why are you bidding to Why are you bidding to ThisThis

Customer ?Customer ? - established relationship, new market, …?- established relationship, new market, …?

Why bid Why bid ThisThis Opportunity vs. Others? Opportunity vs. Others? - - strategic importance, your unique product, strategic importance, your unique product,

new market, P(win)….?new market, P(win)….?

II. Know your II. Know your CompetitorsCompetitors – – their Strengths & Weaknessestheir Strengths & Weaknesses

Who are your Competitors?Who are your Competitors? How well do you know each of them – their product/service, How well do you know each of them – their product/service,

management, strategic goals, …..?management, strategic goals, …..? How do they compare with you on:How do they compare with you on:

Product/service capability, maturity, reliability, cost, reputation Product/service capability, maturity, reliability, cost, reputation (generally & with this customer)…..?(generally & with this customer)…..?

Have you competed against them?Have you competed against them? Did you win (why); did you lose (why)? With this customer?Did you win (why); did you lose (why)? With this customer?

What do YOU think are their strengths and (exploitable) What do YOU think are their strengths and (exploitable) weaknesses?weaknesses?

How well does the customer know them? What is their How well does the customer know them? What is their reputation? What does the CUSTOMER think are their reputation? What does the CUSTOMER think are their strengths and weaknesses?strengths and weaknesses?

Are they likely to compete against you in THIS opportunity? Are they likely to compete against you in THIS opportunity? If so, what’s their win strategy? If so, what’s their win strategy?

III. Know your III. Know your CustomersCustomers Do you have a history of This Customer’s Do you have a history of This Customer’s General General

buying habitsbuying habits? Past awards and decision rationale? ? Past awards and decision rationale? Is Low Cost the most important criterion?Is Low Cost the most important criterion?

What is their What is their Value PropositionValue Proposition? What are the ? What are the Stated and Unstated Evaluation Criteria in THIS Stated and Unstated Evaluation Criteria in THIS Competition?Competition?

What are their near & long term What are their near & long term NeedsNeeds?? Have you identified the key Source Selection Have you identified the key Source Selection

Decision MakersDecision Makers? ? Do you know their ‘hot button’ and biases?Do you know their ‘hot button’ and biases? Have you worked with all Decision Makers & what are your Have you worked with all Decision Makers & what are your

relationships?relationships?

IV. Make IV. Make ContactContact to let the Customers know to let the Customers know YOUYOU

Do you have a Customer Contact Plan?Do you have a Customer Contact Plan? Does it include ALL Decision Makers – Does it include ALL Decision Makers –

Supporters as well as Detractors?Supporters as well as Detractors? Are you matching your people with the Are you matching your people with the

Customers’ at the right levels?Customers’ at the right levels? Who is going to visit whom, towards what Who is going to visit whom, towards what

goal, and at the appropriate time?goal, and at the appropriate time? Are your visits planned to benefit the Are your visits planned to benefit the

customer – to give & to receive customer – to give & to receive information – a ‘Structured Sales Call’?information – a ‘Structured Sales Call’?

V. Understand Customers’ Acquisition V. Understand Customers’ Acquisition Process Process and and Upcoming SolicitationsUpcoming Solicitations

How does THIS Customer buy products or How does THIS Customer buy products or services? Is everything competed? If not, what are services? Is everything competed? If not, what are the justifications for Sole Source awards?the justifications for Sole Source awards?

Have you been part of Previous Competitions with Have you been part of Previous Competitions with This customer? This customer?

What is the process followed by This Customer: What is the process followed by This Customer: Does he solicit industry inputs?Does he solicit industry inputs? Is he open to discussions – until when?Is he open to discussions – until when? Does he release Draft Solicitations?Does he release Draft Solicitations? Does he favor FFP, CPFF, CPAF, CPIF contract types?Does he favor FFP, CPFF, CPAF, CPIF contract types? How onerous are the Contract Terms & Conditions?How onerous are the Contract Terms & Conditions?

When and How did you first find out about the When and How did you first find out about the Upcoming Solicitation?Upcoming Solicitation?

VI. Understand VI. Understand YOUR Product or ServiceYOUR Product or Service – – Features/Benefits, Weaknesses, Features/Benefits, Weaknesses,

Costs…Costs… Do you have an Honest Understanding of Do you have an Honest Understanding of

your product or service - the Good, the your product or service - the Good, the Bad, and the Ugly?Bad, and the Ugly? Don’t drink your own bath water!Don’t drink your own bath water!

What are the Customers’ perceptions What are the Customers’ perceptions (more important than the truth)?(more important than the truth)? Technical PerformanceTechnical Performance Reliability, maintainabilityReliability, maintainability Maturity, riskMaturity, risk Past experience and performance (they’re Past experience and performance (they’re

different)different) CostsCosts

Don’t confuse Features with BenefitsDon’t confuse Features with Benefits

VII. VII. DocumentDocument as much as possible BEFORE as much as possible BEFORE Solicitation Release – company, Solicitation Release – company,

product,..product,.. Create a thorough description of each Create a thorough description of each Product/ServiceProduct/Service you you

offer, defining:offer, defining: Function/capability, applications,…Function/capability, applications,… PerformancePerformance Development history, design maturityDevelopment history, design maturity Reliability, maintainabilityReliability, maintainability

Create a thorough description of your Create a thorough description of your CompanyCompany defining: defining: Business scope, range of products/servicesBusiness scope, range of products/services Company history & OrganizationCompany history & Organization Financial stabilityFinancial stability Key personnel resumesKey personnel resumes Client/Customer baseClient/Customer base Program Performance as well as Experience Program Performance as well as Experience

This will become:This will become: the ‘fodder’ for creating a ‘qualification document’ through the ‘fodder’ for creating a ‘qualification document’ through

which your company will get on the bidders list, AND which your company will get on the bidders list, AND The ‘fodder’ for creating proposal material in response to a The ‘fodder’ for creating proposal material in response to a

specific solicitationspecific solicitation

VIII. VIII. Begin ResponseBegin Response BEFORE Solicitation BEFORE Solicitation ReleaseRelease

Use Use Draft SolicitationDraft Solicitation OR Postulate one OR Postulate one Start by Establishing a Start by Establishing a WIN STRATEGYWIN STRATEGY – the basis on – the basis on

which you believe you can be selected over which you believe you can be selected over competitorscompetitors Areas: full compliance, highest performance, lowest risk, Areas: full compliance, highest performance, lowest risk,

lowest maintainability, lowest cost, teaming,….?lowest maintainability, lowest cost, teaming,….? Must reflect assessment of Competitors’ likely Win StrategyMust reflect assessment of Competitors’ likely Win Strategy MUST include a Price-to-WinMUST include a Price-to-Win Don’t confuse GOALS (where I want to be) with STRATEGY Don’t confuse GOALS (where I want to be) with STRATEGY

(how I get there)(how I get there) Don’t confuse STRATEGY (a message only for internal Don’t confuse STRATEGY (a message only for internal

company consumption) with THEMES (messages in the company consumption) with THEMES (messages in the Proposal for Evaluators’ consumption)Proposal for Evaluators’ consumption)

Don’t wait until the Solicitation is releasedDon’t wait until the Solicitation is released before you before you start – you’ll never have enough time to do the job start – you’ll never have enough time to do the job rightright

IX. Develop the IX. Develop the TOTAL SolutionTOTAL Solution ReflectingReflectingStrategy: Technical, Program, Support, Strategy: Technical, Program, Support,

Price….Price…. Let the Win Strategy DRIVE the FACTSLet the Win Strategy DRIVE the FACTS of your proposal – NOT of your proposal – NOT

vice versavice versa FACTSFACTS (the Integrated Baseline) include: (the Integrated Baseline) include:

Technical ApproachTechnical Approach (WHAT, HOW): description, specification, (WHAT, HOW): description, specification, evidence of performance, design maturity/risk, R/M/S, T&E, evidence of performance, design maturity/risk, R/M/S, T&E, processes,….processes,….

Program DesignProgram Design (WHO, WHEN, WHERE, HOW): specific to the (WHO, WHEN, WHERE, HOW): specific to the program being bid; includes organization, personnel, schedule, program being bid; includes organization, personnel, schedule, processes, deliverables, support concept; SOW, IMP, IMSprocesses, deliverables, support concept; SOW, IMP, IMS

Management PlanManagement Plan (ability to perform) – NOT necessarily specific to (ability to perform) – NOT necessarily specific to the program being bid; includes facilities, tools, fiscal stability, the program being bid; includes facilities, tools, fiscal stability, past performance, ….past performance, ….

Cost/PriceCost/Price includes: WBS, CLINs, BOEs, ….. includes: WBS, CLINs, BOEs, ….. Note that the WHYs are missing here, yet MUST be captured Note that the WHYs are missing here, yet MUST be captured

(trade studies ?) for inclusion in Proposal Documents(trade studies ?) for inclusion in Proposal Documents

X. X. FACTSFACTS beforebefore DOCUMENTATIONDOCUMENTATION Don’t Write until you know what to Don’t Write until you know what to

write aboutwrite about Let the Solicitation DRIVE the DocumentsLet the Solicitation DRIVE the Documents – AND – AND reflect the FACTSreflect the FACTS Section L - Instructions for Proposal Structure & ContentSection L - Instructions for Proposal Structure & Content Section M – Evaluation Criteria (areas, factors, weighting)Section M – Evaluation Criteria (areas, factors, weighting)

Create a Create a Content Compliance MatrixContent Compliance Matrix – to map EVERY – to map EVERY requirement to a Document Section & Subsectionrequirement to a Document Section & Subsection

Start with developing and reviewing Start with developing and reviewing Storyboards or Storyboards or Module SpecificationsModule Specifications – to define Objective of a – to define Objective of a ‘proposal chunk’‘proposal chunk’

The The StorymapStorymap: Allocate document ‘real estate’ to : Allocate document ‘real estate’ to Section/SubsectionsSection/Subsections

Define ‘Define ‘ArtArt’ first, then sketch the art, then create ’ first, then sketch the art, then create final artfinal art

Write in Write in BulletsBullets first, then review, then fill in first, then review, then fill in Text Text lastlast

Include an Objective Include an Objective Red Team ReviewRed Team Review

Parting ThoughtsParting Thoughts WinnersWinners Plan Ahead and Start Early Plan Ahead and Start Early WinnersWinners Know Why They Are Bidding Know Why They Are Bidding WinnersWinners Develop a Coherent and Effective Strategy Develop a Coherent and Effective Strategy WinnersWinners Address the Customer’s Needs Address the Customer’s Needs WinnersWinners Treat the Proposal as a Selling Document, Treat the Proposal as a Selling Document,

Not a Not a Technical Tour-de-forceTechnical Tour-de-force WinnersWinners Sell Benefits, Not Features Sell Benefits, Not Features WinnersWinners Produce Proposals That Are Well Written, Produce Proposals That Are Well Written,

Visually Effective, and Highly EffectiveVisually Effective, and Highly Effective

Winners Do What Losers Think is Too HardWinners Do What Losers Think is Too Hard

Getting Government FundingGetting Government Funding

Small Business Innovation Research (SBIR)Small Business Innovation Research (SBIR)&&

Small Business Technology TRansfer Small Business Technology TRansfer (SBTR)(SBTR)

““The purpose of DoD's SBIR and STTR The purpose of DoD's SBIR and STTR programs is to harness the innovative programs is to harness the innovative

talents of our nation's small technology talents of our nation's small technology companies for U.S. military and companies for U.S. military and

economic strength”.economic strength”.

SBIRSBIR:: Set-aside program for small business Set-aside program for small business

concerns to engage in federal R&D concerns to engage in federal R&D ----

with potential for with potential for commercialization.commercialization.

STTRSTTR:: Set-aside program to facilitate Set-aside program to facilitate

cooperative R&D between small cooperative R&D between small business concerns business concerns andand U.S. U.S.

research research institutions -- with potential institutions -- with potential forfor commercialization. commercialization.

Program DescriptionsProgram Descriptions

Small Business Innovation Small Business Innovation ResearchResearch (SBIR) – since 1982 (SBIR) – since 1982

“…… “…… a highly a highly competitivecompetitive program that program that encourages small business to explore their encourages small business to explore their technological potential and provides the technological potential and provides the incentive to profit from its incentive to profit from its commercializationcommercialization. By including qualified . By including qualified small businesses in the nation's R&D arena, small businesses in the nation's R&D arena, high-tech innovation is stimulated and the high-tech innovation is stimulated and the United States gains entrepreneurial spirit as United States gains entrepreneurial spirit as it meets its specific research and it meets its specific research and development needs”. development needs”.

DoD’s SBIR Program DoD’s SBIR Program Qualifications

• US, for-profit, <500 employees• Work done within US• Phase 1: 2/3 work by SB firm• Phase 2: ½ work by SB firm

$1B funding in FY2004

Small Business Technology Small Business Technology TRansfer (SBTR)TRansfer (SBTR)

“… “….. an important new small business .. an important new small business program that expands funding program that expands funding opportunities in the federal innovation opportunities in the federal innovation research and development arena. research and development arena. Central to the program is expansion of Central to the program is expansion of the public/private sector partnership to the public/private sector partnership to include the include the joint venture opportunitiesjoint venture opportunities for small business and the nation's for small business and the nation's premier nonprofit research institutions”. premier nonprofit research institutions”.

SBIR/STTR ProgramsSBIR/STTR Programs

$1.6B awarded

in FY2003

More than 50% of awards made

to companies with <25 employees

SBIR AND STTR PROGRAMSSBIR AND STTR PROGRAMSCRITICAL DIFFERENCESCRITICAL DIFFERENCES

Research PartnerResearch Partner

SBIRSBIR: Permits (encourages) research : Permits (encourages) research

institution partnersinstitution partners [ ~ 33% Phase I and 50% Phase II R&D] [ ~ 33% Phase I and 50% Phase II R&D]

STTRSTTR: Requires research institution : Requires research institution partners (e.g., universities) partners (e.g., universities)

[ 40% small business and 30% research [ 40% small business and 30% research institution]institution]AWARD ALWAYS MADE TO SMALL BUSINESS

SBIR AND STTR PROGRAMSSBIR AND STTR PROGRAMSCRITICAL DIFFERENCESCRITICAL DIFFERENCES

Principal InvestigatorPrincipal Investigator

SBIRSBIR: Primary (>50%) employment : Primary (>50%) employment must be with small business must be with small business

concernconcern

STTRSTTR: Primary employment not stipulated: Primary employment not stipulated

[PI can be from research institution and/or [PI can be from research institution and/or

from small business concern]from small business concern]

ARGONARGON ENGINEERING ASSOC., INC.VA ENGINEERING ASSOC., INC.VASBIR Contract AwardsSBIR Contract Awards

CONTRACTCONTRACT Phase Phase AmountAmountNAVY-99-170 NAVY-99-170 11 $69,961 $69,961

NAVY-99-173 NAVY-99-173 11 $99,402 $99,402

NAVY-99-173 NAVY-99-173 2 2 $1,700,633 $1,700,633

NAVY-00-031 NAVY-00-031 1 1 $99,942 $99,942

NAVY-00-031 NAVY-00-031 22 $1,499,599 $1,499,599

NAVY-01-048 NAVY-01-048 11 $98,391$98,391

SOCOM-02-009 SOCOM-02-009 11 $99,986 $99,986

SOCOM-02-012 SOCOM-02-012 11 $99,941$99,941

TOTAL $3,767,855TOTAL $3,767,855

Key ResourcesKey Resources United States SBA OnLine: United States SBA OnLine:

www.sbaonline.sba.gov/www.sbaonline.sba.gov/

NH Small Business Administration: NH Small Business Administration: www.sba.gov/nh/www.sba.gov/nh/

Business Utility Zone Gateway: Business Utility Zone Gateway: www.buzgate.org/nh/index.htmlwww.buzgate.org/nh/index.html

Central Contractor Registration: Central Contractor Registration: www.ccr.gov/www.ccr.gov/

BusinessLaw.gov: BusinessLaw.gov: www.businesslaw.gov/viewstate.cfm?catid1=501www.businesslaw.gov/viewstate.cfm?catid1=5019999

http://www.sbaonline.sba.gov/

http://www.sba.gov/nh/

http://www.buzgate.org/nh/index.html

http://www.ccr.gov/

http://www.businesslaw.gov/viewstate.cfm?catid1=50199

http://www.businesslaw.gov/viewstate.cfm?catid1=50199

More ResourcesMore Resources

DoD SBIR/STTR:DoD SBIR/STTR: www.acq.osd.mil/sadbu/sbir/homepg.htmwww.acq.osd.mil/sadbu/sbir/homepg.htm

www.dodsbir.netwww.dodsbir.net

SBIR World:SBIR World: www.sbirworld.com

SBIR Gateway:SBIR Gateway: www.zyn.com/sbir/

http://www.acq.osd.mil/sadbu/sbir/homepg.htm

http://www.dodsbir.net/

http://www.sbirworld.com/

http://www.zyn.com/sbir/

More ResourcesMore Resources

DoD SBIR/STTR:DoD SBIR/STTR: www.acq.osd.mil/sadbu/sbir/homepg.htmwww.acq.osd.mil/sadbu/sbir/homepg.htm

www.dodsbir.netwww.dodsbir.net

SBIR World:SBIR World: www.sbirworld.com

SBIR Gateway:SBIR Gateway: www.zyn.com/sbir/

http://www.acq.osd.mil/sadbu/sbir/homepg.htm

http://www.dodsbir.net/

http://www.sbirworld.com/

http://www.zyn.com/sbir/