sbdl.shipleywins.comSbdl Shipley Wins Shipley Associates

I Introduction 0 Market Segmentation 1 Long-Term Positioning 2 Opportunity Assesments 3 Capture Planning 4 Proposal Planning 5 Proposal Development 6 Post-Submittal ActivitiesCustomers Lifecycle Phases Milestones Upper Management Marketing and Business Development Program and Technical Management Capture Team Proposal Management Team Proposal Writing & ProductionSample Time Frames Output Produce a program plan and acquisition budget. Develop acquisition/purchasing plan. Draft Statement of Work (SOW). Set evaluation criteria. Release Draft RFP/RFQ/Tender Meet with prospective bidders; revise RFP as needed Release final RFP/RFQ/Tender Collect questions; hold bidder’s conference, refine evaluation criteria/process; finalize evaluation team. Evaluate proposals; issue questions. Hold discussions. Negotiate. Award Debrief bidders. Phase 0 Market Segmentation Phase 1 Long-Term Positioning Phase 2 Opportunity Assessment Phase 3 Capture Planning Phase 4 Proposal Planning Phase 5 Proposal Development Phase 6 Post-Submittal Activities Marketing/Campaign Decision Interest Decision Pursuit Decision Blue Team Black Hat Preliminary Bid Decision Proposal Kickoff Pink Team Bid Decision Validation Proposal Solution Freeze Update Kickoff Pink Team Update Red Team Green Team Gold Team Proposal Submittal FPR Submittal Final Offer Decision White Hat 1 Identify and explore strategic market areas 2 Assess market direction, potentials, and postures 3 Benchmark capabilities, analyze strategic relationships, etc. 4 Position assets (alliances, acquisitions, R&D, capital, etc.) 5 Define marketing/ campaign strategy options; make recommen- dations 6 Make marketing/ campaign decision and deploy teams 7 Investigate data and options in marketing/ campaign area 8 Develop and align marketing/ campaign plan 9 Establish criteria to prioritize new business opportunities and build prospect relationships 10 Implement marketing/ campaign plan 11 Target specific opportunities and prepare interest decision recommend- ation 12 Make interest decision and assign lead for opportunity assessment 13 Gather preliminary customer/ program intelligence 14 Participate in industry briefings and other meetings 15 Cultivate initial position with customer 16 Understand basic customer requirements 17 Define probable competitors 18 Analyze business fit, competitive potential, and initial competitive pricing range 19 Prepare pursuit recommend- ations 20 Make pursuit decision and assign capture manager 21 Establish capture core team 22 Extend customer contacts 23 Gather program intelligence and analyze data 24 Initiate capture strategy and plan 25 Develop capture/ proposal budget 26 Review and approve capture plan and win strategy (Blue Team review); schedule status reviews 27 Implement capture strategy, action plans, and initial pricing strategy 28 Support customer needs analysis and requirements definition 29 Collaborate with customer on potential solution 30 Update competitive pricing range 31 Make early make/buy decision and initiate teaming/ subcontr- actors 32 Conduct Black Hat review 33 Update capture strategy; mock up executive summary 34 Prepare preliminary bid/no-bid recommend- ations 35 Make preliminary bid/no-bid decision; dedicate program and proposal managers 36 Extend Customer contacts, intelligence gathering, and tech/mgmt/ cost/price approaches from capture plan 37 Develop proposal strategy 38 Define proposal tasks, detailed budget, and schedule 39 Review and approve proposal strategy, pricing, and cost 40 Develop draft WBS and dictionary 41 Prepare program schedule 42 Initiate detailed make/buy plan 43 Write in-house, subcontractor, and/or teaming SOW(s); account for subcontractor pricing and cost 44 Develop initial proposal ouitline 45 Draft proposal management plan 46 Support customer definition of needs and requirements 47 Define detailed baseline offering 48 Receive, review, and comment on draft solicitation 49 Update winning price 50 Define cost drivers and update target price in competitive range 51 Identify proposal team members and assignments 52 Establish team area and library 53 Initiate preparation of PDWs 54 Prepare estimating guidelines 55 Create SOW/WBS/ BOE responsibility matrix 56 Prepare writers’ packages and gather re-use materials; assign cost bogies to BOEs 57 Draft executive summary 58 Hold proposal kickoff meeting 59 Complete and review PDWs; prepare mock-ups/ OPPs 60 Hold peer review and finalize materials for Pink Team 61 Hold Pink Team review, including cost volume and initial bottom-up cost estimate 62 Update PDWs and mock-ups/OPPs in response to Pink Team 63 Begin early draft/ presentation development (if required to meet goals) 64 Receive and analyze customer solicitation 65 Prepare final bid/no-bid recommend- ation 66 Review and validate the bid decision 67 Finalize team and sub-contractor relationships 68 Attend the pre-proposal conference 69 Impose solution freeze; finalize WBS and WBS dictionary, SOW(s), responsibility matrix, program schedule, make/buy plan, etc. 70 Create compliance checklists, proposal response matrix, etc. 71 Finalize proposal management plan 72 Hold proposal update kickoff meeting 73 Finalize/ review PDWs and mock-ups/OPPs in response to customer solicitation 74 Develop proposal text/visuals or script/ presentation/ video 75 Write task description estimates and rationales 76 Roll up and review costing figures 77 Hold status and compliance review meetings 78 Review drafts and visuals; rehearse presentation 79 Prepare proposal drafts/ presentation and costs for Red Team and, if separate, Green Team reviews 80 Hold Red Team review, including price, or separate Red and Green Team reviews 81 Address Red Team and Green Team comments and finalize draft/ presentation/ video 82 Conduct final compliance check and publish” proposal deliverables 83 Conduct final legal, cost, and management reviews; hold Gold Team 84 Submit proposal 85 Organize and maintain proposal document- ation 86 Identify, write, and transmit proposal lessons learned 87 Update capture plan/closure strategies for customer questions, discussions, orals, FPR pricing, and negotiation 88 Respond to customer questions and support fact finding 89 Participate in discussions, orals, etc. 90 Revalidate proposal pricing strategy 91 Receive customer request; respond to FPR 92 Review, approve, and submit the FPR 93 Update strategy and negotiate contract 94 Prepare and implement program transition plan 95 Request and attend customer debriefing; conduct White Hat review 96 Hold a victory party (win or lose) including review teamsCyclical Iterative 1-3 Months 3-12 Months 1-6 Months 1-3 Months 3-6 MonthsMarket segmentation includes activities that help you evaluate your marketplace and identify segments of the market in which you want to compete. The successful, long-term development of new business depends on focusing business planning according to your corporate long-term plans. These plans ensure management and marketing focus and precede discrete opportunity targeting. The "best case" scenario is that you position yourself so well and become so entrenched with the customer that you eliminate the need for an RFP altogether. Unfortunately, sole source awards of significance are rare. The best option is to plan your moves in the marketplace far enough in advance to accomplish those things that will ensure success. In Phase 2, you make informed decisions about the opportunity and your ability to pursue it, ans obtain and assign the resources to do so. The management influence from the top down—from mission or vision statement all the way to proposal plans—must be balanced or affected by the customer input from the bottom up. Good planning and preparation save thousands of Bid and Proposal (B&P) dollars. Most of the front-end planning and preparation should be done by a core team consisting of a proposal manager, marketer, and volume leaders. These people set the...