Key Opportunity Action Plan

• Prepared by Michael C. Barnes

Mission Statement

Assure that key customers are supported. Assure that our partners identify and win large complex

deals. Identify and coordinate resources to win identified key

opportunities. Monitor sales activities and provide vision and leadership as

required. Advise and accept responsibility for:

– bid strategies and capture plans,– coordination of Sales Account Manager’s roles for

cross-geo program capture,– defining the architecture and,– developing our partners into effective NorhTec

Advocates. Own the Architecture

Action Plan

Know the customer Fill the funnel with new opportunities Create a matrix of solutions for each business unit and

match these solutions against opportunities Influence the architecture Monopolize the partners Prioritize Opportunities Develop a Capture Plan Execute Win

Action Plan

Know the Customer– Research your customer’s demographics– Learn as much as possible about budgets,

politics, economics and anything else that makes you an expert about your customer

– Look for patterns– Study the organization chart of the company and

know who makes decisions and what the decision process is.

– Make a list of key influencer's inside the organization.

Action Plan

Fill the funnel– Know all opportunities as soon as

possible. Track budgets, financing and any source of information that will create the largest pool of opportunities.

– Identify opportunities first, quantify later

Action Plan Create a matrix of solutions for each business unit and match

these solutions against opportunities.– Create a list of all sub-industry

classifications. - Examples

– Transportation• Ports• Air• Railways• Shipping• Trucking

– Under each sub-industry classification, try to find NorhTec based or potential NorhTec based solutions.

– As opportunities occur, match these against the list of identified solutions.

Action Plan

Influence the Architecture– Once the opportunity is identified and, it is

important that we influence the customer towards our solution. Make the customer aware that NorhTec has a solution and influence the customer to write their requirements around that solution.

Action Plan

Monopolize the Partners– Form strong relationships with potential solution

providers. Make sure they favor their solution on NorhTec. If that vendor has a good relationship with the customer, exploit it. If the vendor has no relationship, help them build one.

– Don’t allow key providers to develop relationship stronger than the one you have with the customer. Monopolize their time--monopolize their mind-share.

Action Plan

Develop a Capture Plan– Once you have identified an opportunity,

matched up the solutions and partners, and influenced the customers, it is now time to develop a capture plan.

- A capture plan is a document that is shared among all partners and participants to provides all the relevant information and outlines a strategy to win.

- The capture plan is a living document that predicts the future and records the past

- Identify the resources required to win the project

Action Plan

Develop a Capture Plan– Elements of a Capture Plan

- Background -- description of the opportunity– Customer– Primary Application– Confirming Documentation -- articles, web sites, etc.

- Description– Contract Type – Equipment Type and Quantity– Value

• Total• NorhTec

Action Plan

Develop a Capture Plan– Example (continued)

- Milestones– Purchase Schedule

• Design Stage• Call for Tenders• Interview with Interested Parties• Benchmarking• Award• Delivery Schedule

Action Plan

Develop a Capture Plan– Example (Continued)

- Probability of Go- Strategic Value- Fit with business strategy- What Happens if NorhTec does not bid?

– Evaluation Criteria- Mandatory Requirements

– Approach to meet this Criteria– Pricing Strategy– Competitive Analysis– Resources required to win

Action Plan

Develop a Capture Plan– Example Continued

- Proposed Coverage Model– Industry Manager– Proposal Manager– Program Manager– SAM (Strategic Account Manager)– Pricing– SE (System Engineer)– Writers– Consultants

Action Plan

Develop a Capture Plan– Example– Business Case

- List out Revenue for program and revenue for NorhTec for the life of the program

- Summary- Conclusion

Action Plan

Prioritize Opportunities– Weight each opportunity based on

criteria established by the region.– Only eliminate opportunities that have no

potential of capture. – Evaluate each opportunity on

- Reward for successful capture- Consequences of not winning/bidding

– Higher priority programs must receive more focus (disregarding time)

– Work as many projects as possible without detracting from the most important ones

Action Plan

Execute– Manage the successful completion of

whatever steps required to win the business

- If the opportunity is sole-source, make sure that all white papers, documentation and offers are completed.

- If the opportunity is competed, make sure that all the steps outlined in the Proposal guide are executed properly.

Action Plan

Win– The only reason we do all this work is to

win.