creating effective proposals proposal process c o n s u l t i n g
TRANSCRIPT
Creating Effective Proposals
Proposal Process
C O N S U L T I N G
C O N S U L T I N G
Proposal Process
The Proposal Itself
Following the process
Planning, planning, planning
C O N S U L T I N G
Proposal Process
The RFP: Obtaining Your Copy
Proposal Coordinator - assigned by Partner, copying responsibility
Recipients: Partner
Proposal Manager
BDM(s)
Support staff
Writers
Legal Counsel (if appropriate)
Always keep extra copies on-hand
C O N S U L T I N G
Proposal Process
What to Do When There is No RFP
Refer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager
Contains much of the information found in an RFP
Serves as the RFP for the proposal
Analyze the Business Opportunity outlined in the OFS just as you would an RFP
Is there a compelling reason to bid?
Rely on the KPMG contact’s knowledge about the client, the opportunity, and the competition
C O N S U L T I N G
Proposal Process
Organizing the Proposal Response
C O N S U L T I N G
Proposal Process
Proposal Roles/Responsibilities
Partner
– Works with BDM/Sales Lead to validate client needs; identifies and assigns proposal team resources; approves proposed KPMG approach and final pricing; reviews proposal prior to production; signs proposal.
Proposal Manager
– Day-to-day management of the proposal team, sections, and production; sets schedule and delegates assignments; ensures punctual completion of proposal tasks and overall proposal quality; owns the proposal creation process; works with Partner to create themes.
Proposal Coordinator
– Copies and distributes RFP/OFS; creates and enforces proposal calendar; manages version control for all sections; helps coordinate production/delivery effort.
C O N S U L T I N G
Proposal Process
Proposal Planning Pieces
Typical Proposal Outline
– Executive Summary
– Technical Approach/Work Plan/Project Schedule
– Staffing Qualifications/Resumes
– Project Management
– Team Quals/Past Performance (project engagements)
– Cost
– Assumptions
Proposal Contact List
Calendar/Schedule
Production Checklist
C O N S U L T I N G
Proposal Process
Develop Outline with Assignments
Use the proposal format section number of the RFP
Mirror RFP section numbers/titles verbatim
Include RFP requirements and evaluation criteria numbers for writer reference
Filename
RFPSect. #s Section Title Writer
Draft Done
Review Done
X1_exsumm 1.0 ExecutiveSummary
Johnson
C O N S U L T I N G
Proposal Process
Developing a Calendar/Schedule
Key events: Proposal kickoff
Storyboards - section brainstorming sessions
Draft questions about RFP due to client contact
Final questions due to the client
Drafts due (Blue Team, Red Team, Final)
Final manager/Partner review(s)
Work plan and costing due dates
Final edit and formatting (together if possible)
Production (print, proof master, copy, assemble, and ship!)
Proposal delivery time
Other RFP dates such as orals and contract award
Any scheduled absences/vacations of team members
Developing Tip: Back up from final due date for each activity.
C O N S U L T I N G
Proposal Process
Proposal Kickoff
Stresses importance and purpose of deal - Partner, Proposal Manager, and BDM
Introduces calendar/schedule
Win themes and discriminators
Assigns roles and responsibilities
Guidelines to writers
Question submission procedures
Technical/business solution overview
Response assumptions
Competition -- other bidders
C O N S U L T I N G
Proposal Process
Proposal Theme Definitions
A recurring thought
A point of emphasis
An advantage
A discriminator
An undeniable truth
A unique feature
A compelling point
A competitor’s disadvantage
C O N S U L T I N G
Proposal Process
Why We Need Themes
Picture the mindset of the customer: I don’t know who KPMG is
I don’t know KPMG’s capabilities
I don’t know KPMG’s related/relevant experience
I don’t know your past performance
I don’t know your technical approach
I don’t know your management style
I don’t know what you’re selling
C O N S U L T I N G
Proposal Process
Proposal Theme Examples
Good Theme: “KPMG has been serving the higher education
community for over 25 years. Our practitioners average 10 years of experience, and were either groomed in higher education or have consulted in this market for several years.”
Bad Theme: “KPMG is unquestionably the best of the Big Five
companies.”
C O N S U L T I N G
Proposal Process
First Draft (Blue Team) Review
Checkpoint for Partner/BDM/Proposal Manager
Limited to proposal contributors only
Draft should be complete, but can be rough in spots
Focus on identifying serious weaknesses and inconsistencies, and on RFP-compliance
not a time for line editing
Usually occurs 3-5 days before Red Team
Be constructive
no finger-pointing, defensive rebuttals, or whining
Emphasis on preparing a solid Red Team draft
C O N S U L T I N G
Proposal Process
Red Team Review
Generally limited to non-authors, senior staff members
includes representatives from both prime and subs
Draft should resemble the proposal as it will be delivered
Red Team’s job is to be critical and to find fault
expect it; don’t argue; don’t get angry or defensive
Proposal should be scored to show strengths/weaknesses
Reviewers should make specific and constructive comments
Red Team debrief should occur 3-5 days before due date
Post-Red Team debrief -- new assignments are made
often reduces size of proposal team
C O N S U L T I N G
Proposal Process
Final Mgmt. (Gold Team) Review
Final pre-production review Generally involves Partner, BDM, Proposal Manager
2nd Partner review required for bids of $500K and up
Last opportunity to verify scope, themes, message
Final validation of compliance, completeness, and accuracy
Proposal Manager has province over all final changes
C O N S U L T I N G
Proposal Process
Final Edit
Assigned by Proposal Coordinator
include second reviewer, if necessary
Consistency -- some things to look for:
Project name
Acronyms (spelled out once at the beginning?)
Terminology (does it match the RFP, if applicable?)
Places
Customer name
Internal KPMG groups and divisions
Format of resumes and qualifications
Bullets
Headers and footers
C O N S U L T I N G
Proposal Process
Looks Aren’t Everything, but...
Pick out a few pages to “colorize”
Develop/print Executive Summary in color
Develop an interesting and thematic cover(use client-specific graphics, concepts)
Use binders, card stock, pre-printed tabs
C O N S U L T I N G
Proposal Process
Production Planning
Prop. Manager assigns repro responsibility
Plan in advance
Book a central production room early on
Set aside time for a final quality check of your reproduction master
Use a high-quality binder
Package Cost Volume separately, if allowed
Allow plenty of time, even if outside source It will take longer than you think
C O N S U L T I N G
Proposal Process
Any Questions?
Carl Rosenblatt
BDST Manager, Public Services
Tyson’s Tower
703 747-6508