rev up your sf330 to win federal work up your sf330 to win federal work presented by: nancy j....

Rev Up Your SF330 Rev Up Your SF330 to Win Federal Work

Presented by: Nancy J. Usrey, FSMPS, CPSM.

Some graphic examples have been removed.

© 2011 Partners Usrey – All Rights Reserved

LEARNING OBJECTIVES:

Learn methods for researching prospective client agencies marketing your services to them andagencies, marketing your services to them, and developing relationships that can increase your success in project pursuits.

Gain knowledge of the selection process and what the Federal client expects from its contractors.

Acquire insight to help you successfully respond to a solicitation using the form, as a Prime Contractor or a SubcontractorSubcontractor.

Understand the importance of tailoring and customizing your content and of differentiating your team

© 2011 Partners Usrey – All Rights Reserved 2

your content, and of differentiating your team.

Compared to what we ought to be, we are only half awake.

Willi JWilliam JamesPsychologistPhilosopher

Original ThinkerOriginal Thinker1842-1910


Success is really very simple…

Know your client.

Know your story.

Make good pursuit decisions.g p

Organize to win and deliver.

Use the SF330 to con ince Use the SF330 to convince your client that you are…

_____________________

Perform as though your reputation depends on it.


SF330 Part I: Contract Specific Qualifications

“Anybody who is any Anybody who is any good is different

from anybody else ” from anybody else.

— Felix Frankfurter


What information is required?

Everythingrequested by therequested by the SF330 Form

Everythingrequested by the S li it tiSolicitation


What information is required?

SF330 is for A/E services procurement.S t t ll f f lSome contracts allow a free-form proposal.

Either way… It’s all about details relationships and strategyIt s all about details, relationships and strategy.

It’s up to YOU to connect the dots so the reviewer gets the picture!Meet the requirements of the solicitation.Prove your team’s expertise.Differentiate your team from the competition.Preempt questions.


Can you customize the package?

Do not rearrange the form.Some change is acceptableSome change is acceptable. Follow agency guidelines.

But ASK…Binding methodCoverCover letter Table of contentsExecutive summaryDivider tabsDivider tabsSupplemental information

Watch out for page count limitations.


How will it copy?

8

Set the stage…


Section C: Proposed Team — Strategy

Demonstrate strength through team organizationthrough team organization.

Establish understanding of the project effort.the project effort.

Cover all capabilities listed in FedBizOpps notice.pp


Section C: Proposed Team — Sample


Section C: Proposed Team — Ideas

Simple Additions Fi l Firm logosColorSmall business statusSmall business statusPrevious working relationshipExpanded role descriptionp p


Section D: Organizational Chart of Team

Demonstrate understanding of the project effortof the project effort.

Cover every discipline listed in FedBizOpps notice.in FedBizOpps notice.

Show relationships and lines of responsibility and p ycommunication for project team (not corporate structure)structure).


Section D: Organizational Chart of Team

Consider the possibilities… How is your work effort How is your work effort

organized? How do disciplines interact? How do you integrate the How do you integrate the

owner, the client, the user, the consultant into the team?

Are there processes Are there processes you can show?

Is the work phased? grouped? Can o sho responsibilities Can you show responsibilities,

deliverables, relationships? Are there multiple

organizations?


organizations?

Section E: Resumes — Strategy

Showcase experience and expertise of individualsexpertise of individuals.

Block 18 gives you freedom. Use it!Use it!

Why is this person the right person for this project?p p j


Section E: Resumes — Sample and Ideas


Section E: Resumes — Strategy

Tailor the project description. Specific involvement of the individual Specific involvement of the individual Quantifiable facts about the size of the project Descriptive information about the project Specific relevance to the project you’re submitting on Specific relevance to the project you’re submitting on Status, if professional services or construction are incomplete.


Section E: Resumes — Ideas

Simple AdditionsReference to Section FPositioning statement Firm logo Firm logoColorPhotos?Photos?


Section F: Example Projects — Strategy

Prove your experience with focused project descriptionsfocused project descriptions.

Select those projects that “best illustrate the team’s qualifications for this contract.”

Must show competence and relevancerelevance.

Cover all the issues and criteria in the FedBizOpps notice.the FedBizOpps notice.

Keep them recent.

Check owner references


Check owner references.

Section F: Example Projects — Execution

Tailor the project description to reflect the FedBizOppsto reflect the FedBizOpps notice. Use terms from the notice. Address issues/components Address issues/components. Describe challenges and

solutions as they relate. Di d Discuss awards. Clearly show why this project

demonstrates your ability.

Include graphics if allowed.

Use captions to your


advantage.

Section F: Example Projects — Ideas

Consider the possibilities…How can youHow can you…Demonstrate experience?Create “sound bites”?Highlight what is really

important?Show what is relevant?


Section F: Example Projects — Ideas

Simple Additions Color Images Quotes Reference to resumes Reference to resumes Columns Subheads B fit t t t Benefit statements Desktop publishing Call outs


Section G: The Matrix — Strategy

Highlights the relationships and experience of your teamand experience of your team

Two-fold goal for the agency: Team’s working relationship Individuals’ experience on

the projects you claim as your team’s best experience


Section G: The Matrix — Sample


Section H: Additional Info — Strategy

Emphasis is on providing additional information requested by the agencyrequested by the agency.

Address the issues and evaluation criteria in the order they are presented in the FedBizOpps notice.y p pp

Know your story and relate it to your client’s issues.

Clearly demonstrate your team’s qualifications and abilities to meet the requirements in the notice.

P t ti b t k Preempt questions about any weaknesses.Make it relevant, easy to read, and simple to follow.



Connect the dots so thedots so they get the picture.g p


Key Road Signs

ALWAYS read the FedBizOpps solicitation!FedBizOpps solicitation!

Review line by line, phrase by phrase, word by word.by phrase, word by word.

Build a detailed evaluation worksheet.Must havesNice to haves

Use it to create your outline.

Ask questions for


Ask questions for clarification.

30

Key Road Signs

Command words:Shall beMustRestricted toRestricted toWill includeMandatory Wiggle words:MandatoryNeed to

Wiggle words:MayShouldMight

Look for pointing phrases…


Look for pointing phrases…

What other information is valuable?

Compliant, Comprehensive, Compelling Look for “may” phrases in the solicitation Consider other types of information that offer proof Identify issues the client may have missed Identify issues the client may have missed Anticipate questions, provide answers Persuade without fluff Persuade without fluff

“Elaborate brochures or other presentations b d h ffi i

“Elaborate brochures or other presentations b d h ffi ibeyond those sufficient to present a complete and effective response

to this announcement are not desired.”

beyond those sufficient to present a complete and effective response

to this announcement are not desired.”


Strategic Tips

Research every reference to a regulation, code, or source in the solicitation

Review your agency / installation relationship notes Review agency / installation plans and documents Brainstorm industry standards, expert approaches,

similar project challenges and solutions Identify best practices related to Identify best practices related to

contract typeWhere can you be innovative in

your approach to the project?What can you provide the agency

that others won’t or can’t?


that others won t or can t?

33

Response Tactics

Messages — “walk aways” F t d B fit WIIFM Features and Benefits — WIIFM Discriminators / DifferentiatorsUs (positives) vs Them (negatives)Us (positives) vs. Them (negatives)

Risk ManagementWhat issues concern the agency g y

or the end user? Relevant Experience — Tell them more.

P P f d Past Performance or Lessons Learned —What do you know that others don’t?

Visual Support — They really are worth 1000 words!


Visual Support They really are worth 1000 words!

34

How do they evaluate Section H?

Every Selection Panel is differentdifferent.

Every charge to a Selection Panel is different.

The common factor is: Evaluation is based on the SolicitationSolicitation.

The decision must be defensible.


How do they evaluate Section H?

Section H confirms what the panel already “knows” from Sections C D E F and G ORfrom Sections C, D, E, F, and G… OR

It changes the panel’s perception.

What that means is…Make sure you provide content where it will beMake sure you provide content where it will be

considered under the criteria.Anticipate questions and clearly answer them. Tell them what you want them to conclude,

and then prove it to them.


Section H: Additional Info — Execution

Make it easy for the reviewer to find information. I l d t bl f t t if t d Include a table of contents if warranted.Use headlines or font attributes.Highlight key information with call-out or graphicHighlight key information with call-out or graphic

boxes.Number the pages.

Summarize supplemental information attached.

Keep it short clear and relevant! Keep it short, clear and relevant!

Remember that a picture is worth many words… use graphics, charts, tables, graphs, anything visual!


use g ap cs, c a ts, tab es, g ap s, a yt g sua

Remember…

It's all about details, relationships and strategy. It's up to YOU to connect the dots so the reviewerIt s up to YOU to connect the dots so the reviewer gets the picture!Meet the requirements of the solicitation.Prove your team's expertise.Differentiate your team from the competition.Preempt questionsPreempt questions.


SF330 Part II: General Qualifications

“Anybody who is any Anybody who is any good is different

from anybody else ” from anybody else.

— Felix Frankfurter


Completing Part II: General Quals

A unique Part II for each office listed in Part I Section C MUST accompany an SF330 Part I submittalMUST accompany an SF330 Part I submittal.

Part II is not used to select your team… it is used to confirm that you are who you say you are.it is used to confirm that you are who you say you are.

There is typically no need to tailor Part II… do it once and spend your time on Part I.p y

Always include solicitation numbers, signatures and dates… even on your subconsultant Part IIs.


Block 1: Solicitation Number

Always include this number when Part IInumber when Part II accompanies a Part I submittal

Check subconsultants’ Part IIs


Blocks 2 through 8: Firm Information

Blocks 2, 3, 4 and 6 are unique to a specificare unique to a specific location or office. The address should match the

CCR d DUNS dCCR and DUNS records. The DUNS number is unique to

the address or division.

Blocks 5, 7 and 8 are for the company as a wholea whole.


Blocks 2 through 8: Firm Information


Block 9: Employees by Discipline

There are 62 Function Codes. Identify up to 20 disciplines Identify up to 20 disciplines

plus “Other Employees” Add a new discipline —

l F ti C d bl kleave Function Code blank Part IIs may use different

codes. Total in column 9c(1) will be

the same for every office. Make sure disciplines used in Make sure disciplines used in

Part I show here. Numbers for Firm and Branch

are only the same if you have


are only the same if you have one office.

Block 9: Employees by Discipline


Block 10: Profile of Firm’s Experience

Reflect experience of the office whose name andoffice whose name and address are listed in Block 2, not the entire firm.

Select 22 experience profile Select 22 experience profile codes from the 160 provided. Add a new category —

l P fil C d bl kleave Profile Code blank Decide whether to focus on

services or project types. Insert the description

assigned to the code in the instructions.


Do not list project examples.


Identify the appropriate range of revenue for each code.of revenue for each code. Use a reasonable estimate

not an exact amount.It’ t t t il It’s not necessary to tailor Part II to match a Part I. It’s not used to determine

your qualifications for a project.

However, you might build , y gone focused on services and one focused on project types.


yp

Block 11: Annual Average Revenues

Summarize revenues for the office in Block 2, not theoffice in Block 2, not the whole firm.

Federal Work A j t f f d l Any project for a federal

agency in the U.S. or abroad Prime or subconsultant Any work stemming from a

contract with the federal governmentg

Non-Federal Work Any project not performed

for a federal agency (even


for a federal agency (even one with federal assistance)

Block 11: Annual Average Revenues


Block 12: Authorized Representative

Use the individual listed in Block 6 or another corporate pauthority.

A signature makes the submittal a legal documenta legal document.



Know your client.

Know your story.

Make good pursuit decisions.g p

Organize to win and deliver.

Use the SF330 to con ince Use the SF330 to convince your client that you are…

_____________________

Perform as though your reputation depends on it.


“The toughest thing about success is that you’ve got to keep on being a success ” you ve got to keep on being a success.

— Irving Berlin


Questions?

Thanks for spending time with me!time with me!

Telephone: 972-463-3559Telephone: 972-463-3559972-768-5831

Email: [email protected]

Insider’s Guide to SF330 PreparationSPECIAL: 20% Discount for SMPS members

until January 15, 2012Contact: Amber Burke 414-291-8840


Contact: Amber Burke 414 291 [email protected]

Go get ’em!Go get em!


rev up your sf330 to win federal work up your sf330 to win federal work presented by: nancy j....

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