Overview of Capture & Proposal Management

forPMI-Baltimore Chapter

Michael HackettJuly 2012

PurposePurpose

• To provide an overview of:• Capture Management • Contracting processes with Dept of Defense • Proposal Management

• To have PMI-Baltimore Chapter personnel better prepared to support their company with growth

• Promote Project Management skills in Business Development

Hope you learn something that can be immediately applied!

AgendaAgenda• Business Development Process

• Capture Management

• Your Company’s Growth?

• BD-CMM Model

• Capture Plans –Build a Story!

• Proposal Process Overview

• Proposal Writing

• Closing Thoughts…..

Code of Conduct:

Feel free to ask questions that will

help overall understanding of

material.

Space, Networks & Space, Networks & CommunicationsCommunications

Logistics Logistics ServicesServices

OVER 50 YEARS PROVIDING QUALITY GOVERNMENT SERVICES

• Bendix Radio (1950)• Bendix Field Engineering Corporation (1961)• AlliedSignal Technical Services Corporation

(1993)• Honeywell Technology Solutions Inc. (2000)

-Dimensions International Acquired (2007)

PROFILE• Wholly-owned subsidiary headquartered in

Columbia, MD• ~ 6,000 employees • Over 100 locations: 21 countries, 33 states, the

District of Columbia• More than 100 active contracts

HERITAGE

Honeywell Technology Solutions Inc.

Premier Provider of Solutions and Services!

Technical Technical ServicesServices

Transition Negotiate Propose Pursue

Business Development Process

Sales/Opportunity

Team

ProposalTeam

DeliveryTeam

PositionStrategize

Includes traditional sales and marketing

Acknowledges different benchmarks applicable based on process goals

Seeks common best practices

MarketingTeam

Business Acquisition Process - Business Acquisition Process - COMPLEX COMPLEX

Identify specific targets of opportunity within approved markets as defined in the Strategic Plan.

Assess the position of the customer, the competitors, and your company, and develop a preliminary win strategy.

Refine the win strategy and develop a plan to capture the bid.

Assess the effectiveness of the process and the product following proposal delivery and notification of award, and communicate results for lessons learned.

The Capture Manager is responsible for winning the opportunity!

IdentifyPhase

QualifiedPhase

ProposalPhase

CapturePhase

Post-AwardPhase

Write proposal, Q&A, Past Performance, BAFO, and Orals.

-10 months

RFP Released

-12 months-24 months

Contract Shutdown

Contract Performance

Typical GovernmentContracting Process

Develop Acquisition

Strategy and Plan

Approval and Funding

Establish Source Selection Authority

Develop SOW

Contract Start-Up

Conduct Market Research

Send Draft Documents

Conduct Bidders Conference Release RFP

Answer Company Questions

Receive Proposals and Evaluate Announce Award Debrief with

Companies

10

321

6

4

5

9

7 8

1211

13 1514

How does your company plan for growth?

• What processes does your company have to provide guidance on how to conduct BD?

• Who is responsible for growth? • Do they have the authority to implement and

obtain necessary resources for support?• Does the company have the infrastructure to

support growth?• What incentive is there to support BD efforts?

Top-Level View of the BD-CMMFocus People CapabilitiesKey Process

Categories Customer

Improving Performanceand Synergy

Building Competenciesand Teams

Enhancing Systemsand ProcessesThemes Increasing

Customer Value

Levels Key Process Areas (KPAs)

Optimizing Innovation and Transformation

Initial Ad Hoc

Managed Relationship Management

Defined Solution Development

Repeatable Response Generation

Enterprise Influence Quantitative Process

Management

Organizational Tactics Quality Management

Business Development Administration

Quality Control

High-Performance Teams

Organizational Competencies Development

Individual Skills Development

Business Develop Systems Integration

Infrastructure Management

Business Develop-ment Processes

Support Systems

Sales/Capture Procedures

Work Environment

Optimizing

Managed

Defined

Repeatable

Initial

5

4

3

2

1

Source: BD-Institute International www.bd-institute.org

Components of the Model

Common FeaturesCommon Features

Implementation/institutionalization

Address Contain

•Commitment to Perform•Ability to Perform•Activities Performed•Measurement•Verification

Common FeaturesCommon Features

Implementation/institutionalization

AddressAddress ContainContain

•Commitment to Perform•Ability to Perform•Activities Performed•Measurement•Verification

Key Process Areas (KPAs)Key Process Areas (KPAs)

Goals

Achieve Organised by

Areas where an organization should focus to improve its process.

Key Process Areas (KPAs)Key Process Areas (KPAs)

Goals

AchieveAchieve Organised byOrganised by

Areas where an organization should focus to improve its process.

Key PracticesKey Practices

Activities orInfrastructure

Describe

•Essential process elements

•Communicate widely applicable principles

Key PracticesKey Practices

Activities orInfrastructure

DescribeDescribe

•Essential process elements

•Communicate widely applicable principles

Indicate Contain

Maturity LevelsMaturity Levels

ProcessCapability

1. Initial2. Repeatable3. Defined4. Managed5. OptimisingIndicateIndicate ContainContain

Maturity LevelsMaturity Levels

ProcessCapability

1. Initial2. Repeatable3. Defined4. Managed5. Optimising

Source: BD-Institute International www.bd-institute.org

What is Capture Management?

Capture Management is the process of winning an opportunity from identification through award and execution by:

1.Understanding the client’s requirements and expectations

2.Understanding the environmental and political conditions

3.Developing management, technical, pricing and teaming

strategies

4.Positioning your company for winning

5.Sharing lessons learned for future bids

Strategic Thinking(Planning & Positioning)

Customer

Competitive Landscape

Your CompanyProcess, Metrics,

Deliverables, Innovations

Tactical Thinking(Project and Proposal Mgmt)

Actions

Capture Plan

Tollgate Reviews

Proposal

Budget

•Organization•Key Decision Makers•Politics•Hot Buttons•Problems•Buying History•Influence RFP

•Competition•Teammates•Customer Intimacy•Past Performance•Technical Capability•Global Environment

•Take all the information gathered and weave into Win Strategy

Capture ManagementCan we win? How will we win?

Win Strategy

Elements of a Capture PlanExternal and Internal Analysis

1. Executive Summary2. Opportunity Information and

Assessment3. Customer Intelligence and

Communication4. Teaming Analysis and Status5. Competitor intelligence and Analysis6. Your Company’s Competitive

Strategy7. Value Proposition and Solution8. Key Personnel and Staffing9. Pricing Strategy10. Past Performance11. Risk Management

1. Elevator Speech2. Customer, schedule, deliverables3. Org., decision makers, reqts, and

hot buttons4. Products/Services, past

performance, relationship with customers, rates

5. SWOT Analysis6. How does this position us?7. What do we offer that is unique?8. What expertise can we propose?9. Price to Win?10.PP to site and/or survey to CO?11.What are the risks and what are

we doing about it?

Win Strategies, Discriminators, Themes

Win Strategy – a strategic assessment of what it will take to win a procurement and a plan for how we can get there. Should address all key evaluation criteria. The strategy should provide an attractive solution for the customer that stands apart from the competition, neutralize strengths the competition may have, and come in at a very competitive price.

Discriminators – something unique that only we can offer; no one else can make the same claim. Government evaluators look for discriminators in proposals to help them justify their decision. Tests for a winning discriminator:

• Is it important in the eyes of the customer?• Is it unique to your approach?• Is it credible and defensible for you and not for the competitor?

Ghosting – a way to sell ourselves and “unsell” the competition by alluding to competitors’ weaknesses and our strengths. By ghosting, we try to influence the customer’s opinion by countering the messages of competitors and highlighting our strengths.

Themes… Why Should the Customer Select Us?

   

• Themes are specific messages that are communicated throughout the proposal. They are intended to substantially influence the customer to choose us over the competition.

• Themes present a rationale for why we should WIN

• Themes answer the question: “WHY SHOULD THE CUSTOMER PICK US?” “What makes us special?” “Why not the competition?”

• Themes should represent a BENEFIT TO THE CUSTOMER  

Example: The Right People, Right Time at the Right Price

Build a Story!Customer /Evaluators1. What is the customer

concerned about?2. How are you going to

resolve their problem or issues?

3. Why should they select your solution?

4. What are the risks of not selecting your solution?

Company Management Plan linked to customers’ needs to include:-Corporate reachback for support-Team and Organization (Roles, Responsibilities, Authority, Lines of communication, etc..)-HR: Recruiting, Staffing and Retaining-Contracts and Subcontracts-Financial Business Mgmt-Procurement-Quality and Safety-Information Technology-Risk Mgmt-Technical Solution – Tech Volume-Past Performance and For Examples-Pricing Volume

Know your Competition!

Pursuit Team Organization: (Sample of Complex Proposal)

BD/Ops ExecutivesBD/Ops Directors VPs/Directors

Capture Manager(BD CM, SD, or Ops)

Teammate (TM) Leads

(Key POCs/Interfaces)Program Manager(maybe other keys)

Proposal Manager

Proposal Coordinator

Editing, desktop publications, graphics

Management Volume Mgr/Lead

Technical Volume Mgr/Lead

Past Performance Volume Mgr/Lead

Contracts/Cost/Price Volume Mgr/Lead

Technical Writers, TM, Ops/SMEs &

ESUs

Technical Writers, TM, Ops/SMEs &

ESUs

Technical Writers, TM, Ops/SMEs &

ESUs

Contracts, SC, HR, IT, Pricing, PBM, Fac, SB,

Procurement . . .

Sources of Capture and Proposal Management Training

• Association of Proposal Management Professionals www.apmp.org • Shipley Associates www.shipleywins.com • Hy Silver and Associates www.hsilver.com • Capture Planning www.captureplanning.com • Business Development Institute International www.bd-institute.org • Lohfeld Consulting Group Inc. www.Lohfeldconsulting.com

There are many others in the MD/DC/VA area!!

RFP / Proposal Phase

Request for Proposal

Analyzing the RFPAnalyzing the RFP

The typical RFP sections contain the following information:

Schedule Sections A-H

Contract Section I

List of Documents, Exhibits, Attachments Section J

Representatives and Instructions Sections K-M

Analyzing the RFPAnalyzing the RFP

The typical RFP sections contain the following information:

Section A: Solicitation/Contract Form (e.g., SF33). Customer, date of issue, date and location of delivery, solicitation number, and point of contact.

Section B: Supplies or Services and Prices/Cost. Contract Line Items (CLINS) to be priced.

Section C: Description/Specification/ Work Statement. Scope of work to be performed, standards of workmanship, and position qualifications.

Section D: Packaging and Marking. Point of delivery.

Analyzing the RFP (Continued)Analyzing the RFP (Continued)

Section E: Inspection and Acceptance. Quality Program requirements.

Section F: Deliveries of Performance. Period and place of performance.

Section G: Contract Administration Data.

Section H: Special Contract Requirements. Organization conflict of interest, list of key personnel, cost reporting requirements (e.g., Cost/Schedule Status Report [C/SSR]), Notice of Service Contract Act (SCA) applicability, subcontracting plan, and transition data.

Section I: Contract Clauses.

Section J: List of Attachments. Attachments can include SOW, Wage Determination, position descriptions, and Government-Furnished Equipment (GFE) lists.

Section K: Representations and Certifications. Representations, certifications, and other information.

Section L: Instructions, Conditions, and Notices to Offerors. Proposal preparation instructions, pre-proposal conference, bidders’ library information, security clearance requirements, and alternate proposal requirements.

•Section M: Evaluation Factors for Award. Evaluation criteria.

Analyzing the RFP (Continued)Analyzing the RFP (Continued)

Authors should be familiar with entire RFP, especially Sections L, M, and the SOW. You have to read the RFP carefully because some

requirements may need to be addressed in both the Technical and Management volumes and as a separate plan.

Process Overview and Schedules – Complex Proposal

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

RFP Issued

& CopiedAnalysis/

Preparatory Work

KickoffMeeting

Develop/ReviewWorksheets

Write First Draft

Write Final Draft Final Production Delivery

Red TeamReview

Red TeamReview

CP792003b.ppt

16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

RFP Issued

& Copied Analysis/ Preparatory

Work

KickoffMeeting

Develop/ReviewWorksheets Write First Draft

Pink Team Review Write Second Draft Red Team Review

Red TeamReview Write Final Draft Final Production Delivery

cp792003a.ppt

Sample 30-Day Sample 45-Day

• After Solicitation (RFP) Release / Leadership Go Decision• Includes Proposal Development & Submittal

(not Post-proposal work: Q&A, Orals, FPR)• 30 or 45 Day Schedules

• Distribute and Analyze RFP• Develop Structure and Outline• Determine Schedule and Activities• Refine Org Chart• Develop Proposal Plan

ProposalDelivery

FinalProduction

Develop/Review

StoryboardsWrite First

DraftPink Team

ReviewWrite

SecondDraft

Red TeamReview

Write FinalDraft

CostStrategyReview

GatherCost Data

DevelopRates

BidReview

GenerateCost

Proposal

Red TeamReview

Kick-offMeeting

PreliminaryActivities

RFPRelease

Tech/Mgmt/Past Performance Proposal Process

Cost Proposal Process

Proposal Process – Post RFP Release

Resources & Training

• Help the proposal team identify, evaluate, and agree upon proposal approach early in the development cycle.

• Formally provide authors with their assignments and initial guidance.

• Have authors think through and summarize their approach in outline form before starting to write!

• Provide a quick-look at overall approach to fine tune it early:– Outline of Approach– Features and Benefits of Approach– Theme Statement– Draft graphics– Innovations– Risks– Past Performance or examples of proven approaches

Storyboards!

Reqt’sHot

Buttons

What How

Past Performance For Example

GraphicsInnovations

Risks & Mitigation

Proposal Writing – “101”

Compliant

Compelling

L & M

Features , Benefits and Substantiation

Writers should focus on each of these elements to Hit the Target!

Win Themes &

Discriminators

SOW

Grab Their Attention Without Reading!

Think Like A Kid!

Who?

What?

Where?

When?

Why?

Key Proposal Terms - REVIEWSKey Proposal Terms - REVIEWS

• Black Hat and Blue Team Reviews: A countermeasure tactic used to strengthen our win strategy. Key individuals simulate our competitor’s perception of our company’s strengths, weaknesses, and strategies. This input is then used to anticipate our competitors’ probable approach to beating us. The results are strategies, themes, discriminators, and solutions developed to respond to these specific threats.

• Pink Team: An internal review, conducted early in the proposal process to ensure that the authors are on the right track and storyboards match Capture Plan

Key Proposal Terms - REVIEWSKey Proposal Terms - REVIEWS

•Red Team: Conducted when a complete draft of the proposal has been prepared. Made up of people who are independent in developing the proposal. A review for compliance and messaging.•Gold Team: A final high-level review of the proposal to ensure that Red Team changes have been made and that the proposal is ready to be submitted.•Book Check: The complete check of every page in each copy to ensure printing/production was completed correctly.

Ex: Human Resources (HR): Roles/Responsibilities

• HR Proposal Strategy• Coordination of Job Fairs• Initial resume & candidate assessment• Recruiting & Hiring (including key personnel)• Labor Mapping• Total Compensation Plan• Staffing Strategy Plan• Job Descriptions• Union Strategy & Approach• Collective Bargaining Agreements• Talent Management Plan• Learning/Training programs• Proposal Content as required• Contract Start-up Activities (Post Award)

Key Deliverables:1. Labor mapping & salary ranges2. Job Descriptions3. Benefits & Total Compensation Plans4. Proposal input for learning & training programs

KeyActivities

Capture Mgmt Aligns with PMP

• Integration Mgmt• Scope Mgmt• Time Mgmt• Cost Mgmt• Quality Mgmt• HR Mgmt• Communication Mgmt• Risk Mgmt• Procurement Mgmt

Cuts across OrganizationBid to the RFP!Meet customer deadlinesPrice to Win /B&P budgetsEnsure accuracy Recruit, Staff, Comp PlansThroughout all phases/levelsIdentify and Mitigate/AcceptInclude BOMs, Suppliers

Why should Project Managers be concerned about Capture Management?

• A growing discipline/approach that can be developed within your company

• Increase your Project Mgmt skills across disciplines for a multitude of stakeholders

• You can assist your company to increase revenue, customer base, and hopefully be rewarded for efforts!

• Promote the proper use of Project Mgmt techniques and demonstrate application of the tools

Everyone is responsible for Business Development!

Michael HackettProgram Manager

HoneywellWork: 410-964-7766Cell: 410-585-4595

Michael.Hackett@Honeywell.com