win federal contracts in an uncertain...
TRANSCRIPT
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Win Federal Contracts in
an Uncertain Economy: SF330 Form Secrets to
Getting Shortlisted
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AIA Best Practices
SMPS is a Registered Provider with The American Institute of Architects Continuing Education Systems. Credit earned on completion of this program will be reported to CES Records for AIA members. Certificates of Completion for non-AIA members are available on request.
This program is registered with the AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
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Neal Couture, CPCMExecutive DirectorNational Contract Management Association
Your Presenters
Cindy Sears-Clemmons, CPSMMarketing Manager, Federal Management Group Jacobs Carter Burgess
Federal Government Procurement Overview1
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History of Federal Contracting
Foundation in English Common Law, and the Magna Carta.
Revolutionary era: munitions and rations, lack of financing or support
U.S. Constitution: strong central government, taxes, appropriations, common defense
Civil War era: specification challenges due to technology advancements, profiteering, irredeemable paper money
Pre-WWI: lack of standardization, high prices, “flying machine” contract
WWII: “arsenal of democracy”, enormous expenditures, new technologies, full industrialization of government
Post-WWII: explosion of procurement regulation, public policy
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Evolution of Procurement Practices
Pre-1990’s (the old way):
Hyper-specification – 19” thick documents.
Paper based.
Sealed bids, low price wins.
The current era:
Best Value.
Performance-based.
Commercial item preference.
Past performance data.
Electronic commerce.
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Federal Government Procurement Guiding Principles
1. Deliver on a timely basis the best value product or service to the customer.
2. Maximize the use of commercial products and services.
3. Use contractors who have a track record of successful past performance or who demonstrate a current superior ability to perform.
4. Promote competition.
5. Conduct business with integrity, fairness, and openness.
6. Fulfill public policy objectives.
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Special Considerations When Contracting with the Government
Authority to contract – Contracting Officer.
Representations and Certifications - ORCA.
Contract opportunities must be publicized.
Right to certain unilateral actions, including terminating the contract.
Right to inspect your records.
Your rights to protest contract awards and dispute Government decisions.
Socio-economic programs.
Labor laws applicable to contracts for services.
Opportunity for public to comment on proposed acquisition policies and procedures.
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Contract Types
Fixed Price
Places upon the contractor maximum risk and full responsibility for all costs and resulting profit or loss.
Provides maximum incentive for the contractor to control costs and perform effectively.
Imposes a minimum administrative burden upon the contracting parties.
Cost reimbursement
Provide for payment of allowable incurred costs, to the extent prescribed in the contract.
Establishes an estimate of total cost for the purpose of obligating funds and establishing a ceiling that the contractor may not exceed (except at its own risk) without the approval of the contracting officer.
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Solicitation TypesNegotiated procurement (FAR Part 15)
Source Selection Authority (SSA) and Source Evaluation Team.
Request for Proposals (RFP)
Technical requirements
Proposal instructions
Evaluation factors
Firms submit their proposals (offers).
Evaluate offers using evaluation factors.
Exchanges with offerors after receipt of proposals.
Competitive range decision.
Proposal revisions.
Select the proposal that represents the best value to the government.
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Solicitation TypesSealed bidding (FAR Part 14)
Invitation for Bids (IFB).
Bids evaluated without discussions.
Public opening of bids.
Award made to responsible bidder whose bid, conforming to the invitation for bids, will be most advantageous to the Government, considering only price and the price-related factors included in the solicitation.
Only fixed price contracts used.
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Other Ways to Procure
Interagency acquisitions.
GSA Schedule contracts.
Governmentwide Acquisition Contracts (GWACs) (for IT).
Simplified acquisition procedures.
Purchase cards.
Blanket Purchase Agreements (BPAs).
Purchase orders.
Imprest funds – cash.
SF44 Purchase Order – Invoice - Voucher
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Socio-economic programs
Small Business Set-asides.
SBA’s 8(a) Business Development (BD) Program.
Small Disadvantaged Business Participation Program.
Historically Underutilized Business Zone (HUBZone) Program.
Service-Disabled Veteran-Owned Small Business Procurement Program.
Each program requires contractor registration before being considered for contract awards.
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Is Your Firm Prepared to Deal With the Federal Government?
Put in place infrastructure and talent.
Written code of business ethics and conduct.
Records retention procedures.
Contract management expertise.
Verify your accounting system will comply.
Payroll administration.
Cost accounting (for cost reimbursement contracts).
Electronic Funds Transfers (EFT).
Register as a Contractor on CCR.
Register for socio-economic programs if eligible.
Find Federal Contracting Opportunities.
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Essential Resources
Federal Acquisition Regulation (FAR)
http://www.arnet.gov/far/
Contractor Central Registration (CCR)
http://www.fedbizopps.gov
Online Representations and Certifications (ORCA)
https://orca.bpn.gov/
Small Business Administration (SBA)
http://www.sba.gov/
General Services Administration (GSA)
http://www.gsa.gov/
FedBizOps
http://www.fedbizopps.gov/
SBA Sub-Net
http://web.sba.gov/subnet/
Guide to Selling to the Government http://www.business.gov/guides/contracting/
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Critical Success Factors
1. Understand your client’s environment.
2. Know your clients – the end user and the contracting officer.
3. Make it easy for your client to hire you by establishing contract vehicles – GSA schedule, GWAC, BPA, etc.
4. Take advantage of all socio-economic programs.
5. Comply with all contract requirements, not just the technical aspects.
Questions and Comments
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Understanding the SF330 Form2
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Introduction
POLL QUESTION
How experienced are you with the SF 330?
1. Not experienced
2. Somewhat experienced
3. Very experienced
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Overview
The Purpose - One proposal format for many agencies
Evaluates a firm’s abilities to deliver services for a proposed project or contract
SF 330 Approved in December 2003 Mandatory in June 2004
Replaces SF 254/255 that was in use since 1975 Obtain blank form and instructions from
www.gsa.gov/forms The SF 254/255 is still in use by public institutions, state
and local government agencies. Some of these agencies use their own modified 255 form/instructions.
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Like SF 255, SF 330 Part I demonstrates contract specific qualifications
Unlike SF 255, requires organization chart
SF 330 Part I - 1 page/person
SF 330 Part I - 1 page/project
No list of current Federal work (formerly SF 255 Block 9)
Unlike SF 255, required matrix of key personnel and example projects Emphasis on demonstration of relationship between
the example projects and the proposed team.
OverviewSF 255 vs. SF 330 Part I
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SF 254 – one per firm with each submission
SF 330 Part II General Qualifications – one for each firm or branch office with key involvement on the team
Employees are coded by discipline
Uses expanded and updated profile code list
Simpler revenue information
No example projects
OverviewSF 254 vs. SF 330 Part II
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General
Know your client
Relationship with client Positioning
Always schedule a debriefing if offered Win or lose
Keep notes on any formatting preferences expressed by the agency Color or no color?
Lots of photos?
2 page resumes?
2+ page project pages?
IDIQ as project page or stand-alone task orders?
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General
Basic
The form comes with directions – Follow the directions
Fill in the requested information
Follow all the specialized directions and criteria in the solicitation notice
Do not include info that was specifically excluded by the notice.
Since the sections are interrelated, consistency is important
Use team reviews to gather comments and improve product
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Just filling out the form is not enough anymore in this competitive environment to come out ahead
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SF 330 Part I
Sections A-C
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SF 330 Part I
Section D – Organization Chart
Check the box that indicates that the org chart is attached.
Clearly show lines of authority
Illustrates there are the required number of professionals in the required disciplines
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SF 330 Part I
Selecting your team
Remember the 330 emphasizes relationships Tip - Use an expanded G matrix
to plot possible people and projects
Can inform team decisions, but shouldn’t be the only driver
The most X’s doesn’t always yield the most relevant project
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SF 330 Part I
Section E - Resumes
Capabilities of key players
Too much information can obscure what is really important
Be consistent with formatting and narrative style - attention to detail is the mark of “best-in-class”
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SF 330 Part I
Section E – Resumes
Block 12 – Match name on Section D - Org Chart and Section G – Matrix Block 26
Block 13 – Role must match Org Chart and Section G -Matrix Block 27
Block 14 – If the person has worked at the firm less than one year, suggest not listing the months – say 1 or <1
Block 15 - This is the legal name of your firm
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SF 330 Part I
Section E - Resumes
Block 16 - Show highest degree unless the discipline of the person’s other degree is also relevant
In Block 17 if the individual has multiple registrations, include the ones requested by the RFP, or others that may be relevant.
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SF 330 Part I
What’s wrong? Two resumes from the same proposal.
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SF 330 Part I
What’s wrong? Two resumes from the same proposal.
• Inconsistent formatting
• Years with current firm
less than 1
• Gives information not
asked for
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SF 330 Part I
Section E Resumes
Emphasize relevancy and client benefit as a thread through each section
Block 18 – Other Professional Qualifications Many firms merely list publications or organization
memberships
Opportunity to prove that the person is the right person for that role Can use narrative or bullets
Number of years or projects handled as a PM
Experience with the agency
Unique skills or expertise
Experience with solicitation criteria
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SF 330 Part I
Block 18 Example
18. OTHER PROFESSIONAL QUALIFICATIONS (Publications, Organizations, Training, Awards, etc.): Recipient of Golden Castle Award 2004, National Association of Environmental Professionals, DUKE Environmental Leadership Program –Implementation of NEPA
18. OTHER PROFESSIONAL QUALIFICATIONS (Publications, Organizations, Training, Awards, etc.): Mr. X is a certified Project Management Professional with experience managing the design of large military facilities, many under DoD indefinite delivery contracts. He has also served as project manager for public sector on-call contracts, having managed 6 contracts with 135 total task orders.
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SF 330 Part I
Block 18 Example
18. OTHER PROFESSIONAL QUALIFICATIONS (Publications, Organizations, Training, Awards, etc.): Ms. X has experience managing Federal A-E IDIQ design and program management contracts and specific knowledge of agency design criteria, lessons learned, prototype documents and design/construction challenges. Her past experience with design, procurement and construction challengeswill enable her to take valuable lessons learned in each phase and transfer that knowledge to the design process to help save overall program construction dollars.
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SF 330 Part I
Section E - Resumes
Block 19 – Relevant Projects
No more than five project examples – usually one page
Section F projects listed first
Same order as in Section F
19.a.(1) Title and Location – Use the same name everywhere you mention the project
If it is a task order from a larger IDIQ, may reference the contract and agency
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SF 330 Part I
Section E - Resumes
Block 19 – Relevant Projects
19.a.(2) Year Completed
The directions say: If any of the professional services or construction projects are not complete, leave Year Completed blank and indicate the status in Brief Description and Specific Role (block(3)).
Often see “Ongoing” or “N/A” in this field
Whichever you do, do it consistently on every resume
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SF 330 Part I
Section E - Resumes
Block 19 – Relevant Projects
19.a.(3) Brief Description
(Brief scope, size, cost, etc.) PLUS
Emphasize systems or components for which the person was responsible
Relevance of the project to the contract you are pursuing
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SF 330 Part I
Section E - Resumes
Block 19 – Relevant Projects
19.a.(3) Brief Description
Specific Role
Should support role proposed on this contract
Can name role first or last or in body of description, just do it consistently on everyresume
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SF 330 Part I
Section E – Resumes - Example
Block 19 – Relevant Projects
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SF 330 Part IResumes – Sample Layouts
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SF 330 Part IResumes – Sample Layouts
Relevant details
about expertise
Role on
project
examples
supports role
assignment
Description tells
what she did
Description tells
what he did
Consistent use
of Ongoing
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Questions and Comments
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SF 330 Part I
Section F - Projects
Show experience in the project type and relationships with team members
Consistency counts – project name and dates
Relevancy rules
No more than 10; subconsultant projects may be used
If client allows, can use more than one page per project
Somebody on the team should have worked on example projects
Make sure it’s the right somebody
Address relevancy and what the agency says they want to know about each project
Verify that contact names/references AND that they will give a good reference
Beyond the facts – sell the firm
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SF 330 Part I
Section F – Projects
Block 24 Brief Description of Project and Relevance to This Contract.
Indicate scope, size, cost, principal elements and special features of the project. Discuss the relevance of the example project to this contract. Enter any other information requested by the agency for each example project.
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Section F - Projects
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Section F - Projects
• Relevancy Statement
• Checklist of relevant services
• Consistent page layout
Client Satisfaction Quote
Highlight key words
Info about Complexity, Challenges,
and Solutions/Results
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SF 330 Part I
Section F – Projects
Block 25 Firms from Section C Involved with This Project. Indicate which firms (or branch offices, if appropriate) on the project team were involved in the example project, and their roles. List in the same order as Section C.
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SF 330 Part IProjects – Sample Layouts
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SF 330 Part IProjects – Sample Layouts
Address
Relevancy
Address
RelevancyAddress
Relevancy
Client
Satisfaction
Includes Relevant
Accomplishments/
Performance Ratings
Client
Concerns
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SF 330 Part I
Section G - Matrix
Purpose - Are they getting the “A” team that worked on the example projects?
Order of names and projects must match what you did in Section E - Resumes and Section F -Projects.
Strive for consistency
If its X’d on the matrix, find it on resume – main rule of thumb
Names of projects must match name used in other places in the proposal
Follow specialized directions in the solicitation
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SF 330 Part I G - MatrixWhat did the reviewers see?
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Does not
show shared
experience
SF 330 Part I G - MatrixWhat did the reviewers see?
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SF 330 Part I
Section H – Additional Information Respond to the RFP an all criteria exactly
Follow all the specialized directions
Compliance Checklist, Font and Size, Page Count
Make it easy for the reviewer to find and check off responses
Headings, color, outline numbering
Match numbering scheme in solicitation
Consider a table of contents
Executive summary/conclusion
Customize everything
Provide “proofs” to back up your claims
All illustrations/tables/charts need action captions
Direct the reader to conclusion you want them to draw – connect the dots for them
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SF 330 Part I
Section H – Additional Information
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SF 330 Part I
Section H – Additional Information
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SF 330 Part I
Section I – Authorized Representative
The person who signs this should have the appropriate level of signature authority to commit the firm
Signature makes the document a legal instrument that becomes part of your contract with the government
Lack of Section I or signature can be grounds for elimination
I. AUTHORIZED REPRESENTATIVE
The foregoing is a statement of facts.
31. SIGNATURE 32. DATE
March 13, 2008
33. NAME AND TITLE
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SF 330 Part II
Shows overall resources of the firm
A part II must be shown for every office or consultant firm listed in Section C
Must have a unique DUNS number for each office location in your company
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SF 330 Part II
The small business status in Block 5b should reflect what is in the firm’s Central Contractor Registration record (CCR.gov) determined by the Small Business Administration – not a state or regional certification (e.g., Texas HUBzone)
Block 7 shows the ultimate owner
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SF 330 Part II
The Part II is facts-based but does require some strategy
Block 9 Employees by Discipline
20 discipline codes may be shown
If solicitation requires a certain discipline make sure it is at least represented on one of the Part IIs
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SF 330 Part II
Block 10 Profile of Firm’s Experience
Select up to 22 profile codes
Last five years
Watch relevance to the proposed contract
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Common Pitfalls (or good ways to get eliminated)
Is Section I of the SF 330 Part I signed?
Are all SF 330 Part IIs signed?
Have they been signed within the time period specified?
Is there a Part II for every prime office and every consultant listed in Section C?
Are the prime, JV, and/or all consultants in CCR?
Has the required number of personnel been submitted in the required disciplines?
Do our personnel have the required registrations/certifications?
Have we addressed all the criteria in the solicitation?
Are we within the specified page count?
See also “SF 330 Last Chance Checklist”
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Conclusion
Customize everything
Emphasize relevancy and client benefit
Take the extra steps to maximize the opportunities to sell your firm
Keep relationships between Sections tight and consistent
Questions and Comments
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Your comments and suggestions are always welcome. Please direct them to Senior Education Manager Mark DellaPietra at [email protected].
Thank You!
Neal [email protected]
Cindy [email protected]