robin ritchey rti international - nc sbtdc · use the request for proposal (rfp) as a tool to write...
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Use the Request for Proposal (RFP) as a tool to write a winning proposal
Develop and present a winning strategy
Make it easy for evaluators to score your proposal with high marks
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Ensure federal or state governments spend your tax dollars according to acquisition regulations
Establish standard guidelines to ensure free and open competition
Communicate client needs and requirements
Provide instructions to potential offerors
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Government Need
Source Selection
Authority
(SSA) Established
SSA Writes Evaluation
Criteria/Draft RFP
RFP Issued
Proposals Evaluated
Competitive Range
Established
Questions/
Negotiations
Final Proposal
Revision
Contract Award
Amendment(s)
Debriefing Preproposal
Conference
Proposals Received
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Government writes RFP Government review
process/questions
Final
nego-
tiations/
award
RFP
Issued
Proposal
Due
3–6 months
1 week-
1 month
1–3 months 1 mo.
Procurement Timeline
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Section B: Pricing
Section C: Statement of Work (SOW)
Section L: Instructions
Section M: Evaluation Criteria
Also F (Deliverables), H (Special Contract Requirements), K (Representations and Certifications) and J (Attachments)
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Type of contract
◦ Amount of risk Government is willing to take (e.g. Cost reimbursement; Cost Plus Fixed Fee; Cost Plus Award Fee; Fixed Price)
Duration of contract
◦ Often base year + options; gives specific dates
Format to submit pricing (generally by task by year), caps, allowable/unallowable
◦ If pricing forms are provided, use them!
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Provides a detailed explanation of the work required by our clients
Gives context/background to the work
Identifies major capabilities needed to carry out work
Describes the order of work to be accomplished (i.e., tasks)
May be (intentionally) vague
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Specifies the organization of the proposal
Drives technical and business proposal outlines
Describes past performance instructions (e.g., types, #, date of projects)
Specifies format of the proposal (e.g., page length, font size)
Provides delivery information
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Criteria Points
Understanding the Problem 15
Technical Approach 35
Management Plan, Corporate Capabilities 25
Personnel 25
Possible technical score (Competitive Range) 100
Past Performance 15
Small Disadvantaged Business Participation Plan 15
Total possible points 130
Cost (realism) evaluation Subjective
“Best Value” award decision
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Section H, Special Contract Requirements
Section I, Contract Clauses
Section J, List of Attachments (SB Subcontracting Plan Format
Section K, Representations and Certifications
Section L, Instructions (pass through; Subcontracting Plan and Small Disadvantaged Business (SDB) Participation Plan—often in Business Volume)
Section M (evaluation criteria for plans)
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Some technical experts, but not all
Did not write the RFP
Read LOTS of proposals!
Likely don’t know anything about you
“Reluctant” participants—bored and busy!
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Information is vague
Sections contradict one another
Instructions and evaluation criteria are not consistent
Pricing instructions don’t make sense
Statement of Work is incomplete
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Reread the RFP carefully
Get second (or third or fourth) opinion
Make a reasonable assumption and move forward
Consider submitting questions to Government for clarification
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When to ask
Unclear or contradictory instructions
Unclear due dates/delivery
If you can make a fair and reasonable
assumption that is in your best interest,
don’t ask the question!
When not to ask
If answers might help our competitors
If question reveals our win strategy
If you have not scrutinized the RFP carefully
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Business/RFP Match
Bid Indication
Probably Action
Similar project/ Similar market
Strong Know product, market and customer. Focus on competition.
Similar product/ New market
Caution Learn the market. Establish your company in the market before focusing on competition
New product/ Similar market
Caution Make sure you have product to meet client needs, then focus on competition.
New product/ New market
Success unlikely
Drop. Pursuit requires detailed plan, far more resources than bids above
Shipley Associates, Proposal Guide, p 19
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“When writing a proposal, writing is the last thing you should do.”
--Pugh and Bacon, Powerful Proposals, 2005, pg 9
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Talk with client--understand their needs
Analyze your competition
Assemble your “A Team”
Set price target first (market driven), then design your approach (technical and management, including personnel)
Estimate cost of your design; close gap to reach price target
Ask others to critically review your win strategy
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Client Needs Unique Features of Your Approach
Proof or Example
Reduce cost E-entry® order entry software
Reduced order handling cost 30% on similar project
Expertise to support changes
In house experts in relevant fields
“Measles chart” listing experts/fields
On time performance
Contractor, client access to project dashboard
Current client quote; Offer to increase $ penalty if late
Ask yourself, “Is it Clear? Concise?
Credible? Compelling?”
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1. Be fully compliant with all sections of the RFP; “ante to get in the game”
o Evaluator checklist based on L and M
2. Differentiate yourself from competition in ways that matter to client
o Evaluators can easily cut and paste “why you” statements, with proof, into their score sheet to justify giving you high marks
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Proposal Compliance Matrix
RFP Ref Description
Proposal Location
C.1 Task 1: Management 1.1
C.1.1 Post award conference: Within the first week after contract award…
1.1.1
C.1.2 Schedules: The contractor shall… 1.1.2
L.1 Technical Approach Chpt. 1
L.1.1 Task 1: Management 1.1
M.1 Quality of Technical Approach Chpt. 1
M.2 Project Management 1.1
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Our E-entry® software will reduce your cost.
The intuitive, graphical user interface of
our E-entry ® software can reduce your
training time from 4 hours to 1 hour.
Is it Clear? Concise? Credible? Compelling?
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Our E-entry® software will reduce your cost.
The intuitive, graphical user interface of our E-entry ® software can reduce your training time from 4 hours to 1 hour.
Reduce your training time from four hours
to one hour due to the intuitive, graphical
user interface of our e-Entry ® software.
Is it Clear? Concise? Credible? Compelling?
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Cost Control: Outstanding
RTI has taken our budget challenges seriously
and has taken appropriate steps to reduce costs
and monitor spending while remaining flexible in
an ever-changing Federal budget climate.”
<client> report on RTI’s performance, Jan, 2012
On-time performance We submitted100% of your required
reports (50+) on time using same project
management system we propose for the
Improved Order Entry project.
“Proposals which merely offer to conduct a program in accordance with the requirements of the Government's scope of work will not be eligible for award.”
Tell them HOW you will do the work, not just what you will do.
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Poor: We offer fast, accurate assembly.
Good: To ensure fast, accurate assembly, nondestructible instructions are permanently attached beneath the instrument panel.
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State customer’s name before your name and much more often (10:1 ratio)
Active not passive voice
Use simple, straightforward language
Have someone else edit your proposal—no mistakes allowed!
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Read, and re-read the RFP delivery information; if it’s confusing, ask client
If delivering in person, visit in advance to ensure you will have access
If delivering by mail, ensure you can track package and confirm delivery
Always have a back-up plan that will meet delivery deadline—there is no room for error
Have proposal in customer’s hands 24 hours before it’s due
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Government Need
Source Selection
Authority
(SSA) Established
SSA Writes Evaluation
Criteria/Draft RFP
RFP Issued
Proposals Evaluated
Competitive Range
Established
Questions/
Negotiations
Final Proposal
Revision
Contract Award
Amendment(s)
Debriefing Preproposal
Conference
Proposals Received
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#1 reason: Non-compliant (don’t follow RFP)
Non-responsive to customer needs
Over bid the RFP’s specifications—too expensive
Bidder (or member of team) has performance problems or does not have sufficient, relevant past performance or corporate capabilities
Unprofessional in appearance—first impressions count!
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Develop win strategy that meets customer needs first; then write
Use RFP as “playbook” throughout process
Make it easy for evaluators to give high score in every section of proposal
Differentiate themselves from competition by showcasing the benefits to the customer of their unique approach
Demonstrate a fair and reasonable price
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