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SUCCESSFUL PROPOSALS
Part 1
WIPP is a national nonpartisan public policy organization,
advocating on behalf of nearly 4.7 million businesses women
representing 75 business organizations. WIPP provides timely
economic policy information and identifies important trends and
opportunities to its membership.
www.WIPP.org
Give Me 5
• National program from WIPP & American Express OPEN designed to
educate women business owners on how to apply for and secure federal
procurement opportunities.
• Give Me 5 works to increase the representation of Women Business
Owners that win government contracts. We provide accessible business
education tools to assist both new and experienced federal contractors.
• Women Business Owners could gain more than $4 billion in annual
revenues if the 5% contracting goal set by Congress was reached.
SUCCESSFUL PROPOSALS
Part 1
The solicitation
communicates to offerors
the ground rules
concerning the evaluation
process that will be used
The Key---

Respond exactly to what is requested
in the solicitation!
This is called being “responsive”
TEN GROUND RULES
FIRST STEP:




Make a copy of the solicitation
Save the original in a file
Use a copy for a working copy
Do the same with every document
received in connection with the
solicitation.
STEP TWO



Read the solicitation carefully 3X
Find and attach a copy of every
incorporated clause and document
http://farsite.hill.af.mil/vffara.htm
Use a binder to manage this
paperwork
STEP THREE
Mark everything in the proposal that requires
your action
 Use colored highlighters/stick-on notes
 One for actions to prepare proposal
 Another color for actions required in
performing the contract
 timing and pricing
STEP FOUR




Make a plan
Who will assist you?
Make a list of action steps in Third Step
with who is responsible and when due
(do this even if it is just you)
Put one person in charge to coordinate
STEP FIVE

Implement the action items
STEP SIX



Compile all the documents necessary
for a complete proposal, put in
proper sequence
Type a cover page identifying name
of offeror, the solicitation number,
date and time due, and customer’s
name and address
Be sure to sign where required
STEP SIX (cont.)




Save a copy for your files
Save another copy for your working file
Do not bind proposal unless instructed to
in the solicitation; however
Present attractive proposal
STEP SEVEN

Control the bid-period
communications carefully:



Contact with customer by only one
person
All contact documented in writing by fax,
letter or e-mail
Keep a clear paper trail
STEP EIGHT



If formal negotiations are initiated by
customer, clarify the procedures
Do not agree to anything until you
are sure how it links to other things
to be agreed upon
Make a list of everything you agree to
and in the end ask your customer
whether this constitutes everything
STEP NINE


When you get the contract, compare
to your list of things agreed to
Make a working copy and save
original in your audit-trail file
STEP TEN

Perform the work as agreed
DETERMINE TYPE OF SOLICITATION


IFB = Invitation For Bid: Your price
complies exactly with what is specified, no
deviations- no negotiation
RFP = Request For Proposals: You submit
how to solve problem along with your
price. Negotiation may or may NOT occur
TO BID OR NOT TO BID
CONSIDER:
 SPECIFICATION
 DELIVERY SCHEDULE AND LOCATION
 PACKAGING AND PRESERVATION
REQUIREMENTS
 SPECIAL TEST PROCEDURES
 IS INCUMBENT BIDDING?
TO BID OR NOT BID
CONSIDER:





FIRST ARTICLE
COMPATABILITY WITH EXISTING
PRODUCT LINES/SERVICE
POTENTIAL FOR LONG-TERM BUSINESS
TECHNICAL EXPERTISE REQUIRED
PAST PERFORMANCE REQUIRED
TO BID OR NOT BID
CONSIDER:
 JOINT VENTURE AND
SUBCONTRACTING ARRANGEMENTS
 WHO ARE THE RIGHT KEY
PERSONNEL?
 CAN YOU CONNECT ALL REQUIRED
TASKS WITH DELIVERABLES?
YOU NEED TO BE RESPONSIVE





Fill out all forms completely
Authorized signatures
Follow the solicitation’s format
Respond to customer’s needs -- no more, no less
Correct address and send with time to spare
YOU NEED TO BE RESPONSIBLE


You have the ability to perform on
the contract
If allowed, you can subcontract parts
of the job to make you responsible
YOUR PRICE NEEDS TO BE REASONABLE


Your pricing must be reasonable to be
considered for most contracts
Difference between
BID- low price wins and
RFP- best value to the government wins
CONTENTS OF RFP
General
Instruction
and
Notice
to
Offerors
Representations
Proposal
and
Preparation
Certification
Instructions
General
and
Special
Clauses
Statement
of
Work
(SOW)
MAJOR CONTENTS OF RFP
Statement of
Work
(SOW)
•What is required
•Deliverables
EVALUATION
CRITERIA
•Discriminators. Describes
what is considered
important, very important,
or key
•Weights. Describes
what should be
emphasized
PROPOSAL
PREPARATION
INSTRUCTIONS
•Describes to offerors
how they should
format their proposal
•Describes to offerors
how and what they
should address in their
proposal
THEME DEVELOPMENT
Product
Information
_______
_______
_______
_______
_______
_______
_______
Intelligence
Gathering
_______
_______
_______
_______
_______
_______
_______
Your
Strengths
Competition
Information
_______
_______
_______
_______
_______
_______
_______
Customer
Contact
Information
_______
_______
_______
_______
_______
Statement
of
Work
_______
_______
_______
_______
_______
Management
Team
_______
_______
_______
_______
_______
_______
_______
_______
_______
_______
_______
_______
_______
_______
Technical
Proposal
_______
_______
_______
_______
_______
_______
_______
Management
Proposal
THEMES
_______
_______
_______
_______
_______
_______
_______
Industry
Data
Executive
Summary
Proposal
Preparation
Instructions
_______
_______
_______
_______
_______
• Proposal
Outline
_______
_______
_______
_______
_______
_______
_______
Cost
Proposal
_______
_______
_______
_______
_______
_______
_______
THE EXECUTIVE SUMMARY



Briefly state the problem or what the
government wants
Give an overview of the main
features of your solution or what you
are proposing to provide
Stress your prior work in this field
THE TECHNICAL PROPOSAL

SUGGESTED OUTLINE
 Identify requirements from RFP
 Restate the basic problem clearly
 State the best solutions (yours)
 Show how you will implement your solution;
may include systems engineering concepts,
subsystem analysis, risk assessment,
manpower consideration, etc.
THE MANAGEMENT PROPOSAL
MUST DESCRIBE HOW THE PROPOSED
PROJECT WILL BE MANAGED
SUGGESTED OUTLINE:
 ORGANIZATION – Start with company
organization and show where project will
fit. Show individual’s name in each
organizational block.
THE MANAGEMENT PROPOSAL



CAPABILITIES – Related experience, past
performance and other factors favorable to the
proposal.
FACILITIES - Show all the facilities that are
available and are to be used in proposed program.
Special equipment and how it will be used.
Highlight unique or superior facilities.
SUPPLIERS
THE MANAGEMENT PROPOSAL


KEY PERSONNEL – Include bio sketches on
each key individual in the project. Include
those who have made substantial contact
with the agency (when it makes sense).
SUBCONTRACT AND TEAM MANAGEMENT
AND CONTROL –
Explain why using subcontractors is best.
THE MANAGEMENT PROPOSAL



CAPABILITIES – Related experience, past
performance and other factors favorable to
the proposal.
FACILITIES - Show all the facilities that
are available and are to be used in
proposed program. Special equipment and
how it will be used. Highlight unique or
superior facilities.
SUPPLIERS
THE COST PROPOSAL



THERE MAY OR MAY NOT BE ANY
NEGOTIATION
DATA DISPLAYED TO LEVEL
REQUIRED IN REQUEST
PRICING DATA DEVELOPED
CONCURRENT WITH TECHNICAL
AND MANAGEMENT APPROACH
THE NEGOTIATION PLAN
STRATEGY:
 KNOW BOTTOM LINE PRICE IF YOU
ARE ASKED TO NEGOTIATE
 DEVELOP YOUR DATA TO SUPPORT
PRICE
 REHEARSE NEGOTIATION SESSION
WITH TEAM MEMBERS USING YOUR
“DEVIL’S ADVOCATE”
HOW EVALUATORS SCORE
(RATE) PROPOSALS
HIGH
LOW
PROPOSAL NARRATIVE
I understand
the problem;
I can do it
I understand
the problem;
I have several
options
I understand
the problem;
I have a low
risk option
I understand the
problem; I have a
low risk option
and here are the
places I’ve done
this before
I understand the
problem; I’ve done it
and here are the places
where we’re doing it
now and all are
delighted customers
PROPOSAL COMMUNICATION



Key is to get proposal liked early
Your proposal must be understood
first time it is read
Give the customer a document that
looks good
SOURCE SELECTION PROCESS
RFP
Solicitation Issued
Preproposal Conference
Proposals Received
Technical Evaluation
Questions & Discussions
Competitive Range (short list)
Oral Presentation
Cost Evaluation
Site Visits
Best and Final Offers Received
Technical Evaluation
Cost Evaluation
Selection
Negotiations
Award
IN SUMMARY: KNOW YOUR
PRODUCT/SERVICE


Be able to do what you say you’re
going to do. Poor contract
performance will adversely impact
your ability to gain future contracts.
Learn what the customer needs.
Tailor your presentation to the
specific customer.
IN SUMMARY: READ THE RFP

Background & Description of Project




If you can provide only part of the
solution consider teaming arrangements
Look for subcontracting opportunities
Proposal Preparation Instructions
Evaluation Criteria
IN SUMMARY: UNDERSTAND
THE REQUIREMENT




Propose the right key personnel
Demonstrate experience with directlyrelated work
Clearly identify how you will perform
key requirements
Connect tasks and deliverables
TYPICAL PROPOSAL PROBLEMS
Evaluators have revealed these typical
problems:





Proposals that are too wordy or unclear
Poor proposal quality – washed out or all black
and white graphics, spelling errors and typos,
poor quality copying, etc.
Poor response to RFP requirements
Poor approach to solving the problem
Inherent deficiencies – missed requirements here
and there, inaccuracy of data, etc.
QUESTIONS FOR DEBRIEFING




Was our proposal responsive to your needs? If
not, which ones did we miss?
Did we meet all the solicitation requirements? If
not, where were we deficient?
Did it sound like we understood your project? If
not, which aspects did we come up short on?
Did we clearly call out the benefits to you of our
approach? If not, which ones did we miss?
QUESTIONS FOR DEBRIEFING
Was our technical approach to resolving your
problem adequate? If not, what was it lacking?
 Was our approach to managing the project what
you were looking for? If not, how could we have
improved it?
 Were our costs too high?
 Was the proposal easy to understand and follow?
If not, which sections did you have trouble with?
Use the Debriefing as a Positive RelationshipBuilding Experience!

TAKEAWAYS

Organize and standardize your company info
 Key personnel
 Resumes
 Quality control plan
 Management approach

Become familiar with FAR contract requirements

Ensure reps and certs are up to date
QUESTIONS
Barbara English
English Solutions
barbara@benglishsolutions.com
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