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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
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
Q&A
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