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TRANSCRIPT
GWIQ-11:Ready for Stronger Proposals? Tips for Winning on Value, Not Just Price
Sarah Bednarz, CF APMPChickasaw Nation Industries, Inc.
Speaker Introduction
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Sarah Bednarz, CF APMP
Director , Capture and Proposal
Over 12 years of proposal experience
Shipley trained
APMP Certified
Large range of experience
Contract Types Competition Type
Samples of Federal Customers with winning proposals
Multi Award IDIQ
BOA SOCOM DLA OMB
Single Award IDIQ
8(a) Competitive
FAA HIS DOC
BOA 8(a) Sole Source
DoD- all branches
HUD USPTO
Task Orders Small Business BIA IRS EducationLabor Hour GSA Schedules DOE NIH HHSLetter Contract F&O FDA DOI CMSBPA SB Competitive CDC TSA CBPT&M Hubzone FHA Treasury USCGCPFF ISBEE GSA FRRB DOJFFP Limited Comp NSA NASA FBICPAF DOL BLS DOS
DOT IRS VA
Jenna Young, CF APMP
Proposal Manager
Over 4 years of proposal experience
Shipley trained
APMP Certified
About Chickasaw Nation Industries, Inc.
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Information
Technology
Defense Logistics
Aviation
Engineering
Health Consulting
Modeling &
Simulation
Energy &
Manufacturing
CNI Divisions
CONTRACT VEHICLES:
8a STAR II: C1-FA1; 738X: 595-21; PSS: 874-1, 520-13, C595-21; IT 70: 132-51; MOBIS; FABS; eFast
Chickasaw Nation Industries, Inc. (CNI) is one of the largest tribally-owned Federal
contractors in the United States. Our Civilian Division develops cutting-edge solutions for
Federal customers nationwide through industry-leading professionals with comprehensive
proficiencies in human capital support, logistics support, health solutions, IT services,
and business consulting and support. Using our knowledge, experience, and expertise,
our team consistently presents results that permits organizations to exceed their goals.
We offer the flexibility and customer service of a smaller company with the ample resources of a larger organization.
Our experts apply innovation to every project to increase efficiencies, and conserve customers time and costs.
CNI has multiple LLCs which are 8(a) certified and offer subcontracting opportunities.
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Evaluation Criteria
What is Evaluation Criteria?
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Evaluation Criteria is the standards by which accomplishments of required technical and
operational effectiveness and/or suitability characteristics or resolution of operational
issues may be assessed. The criteria will normally be stated in Section M of a Request
for Proposal (RFP) and the Source Selection Plan (SSP)
But what does this really mean and how do they
really evaluate????
Evaluation Simplified
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All source selections should ensure that the Government selects the contractor
proposing the best value to the Government (LPTA or tradeoff).
General knowledge of who is evaluating
Know the general process of how they evaluate
Knowing this should only shape your path, not be your path.
Link Value to your Differentiators and Proof
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Think Like an Evaluator
Setting up for Success
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Understand the amount of time the reviewers spend to evaluate
There is a very technical process they go through to make sure they conform to the
FAR and ensure all the paperwork you have submitted conforms - How can you help?
o Generate a cross-reference matrix
o Outline to section L and infuse PWS/SOW, and L requirements
o Everything in section L and M should be a header, do not make them search for
anything
Don’t make the Government review noncompliant proposals. You are not only wasting
their time, but yours. Even if they wanted to award to you, this is grounds for protest,
so they will not. You need to have a trained compliance review team. This should never
be your core team.
Remember: Their goal is to not have a protest!
Getting a Low Risk Score
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A large part of the evaluation committee’s responsibility to ensure they minimize risk to
the Government.
How?
Your experience, technical capabilities, and financial stability should be highlighted
throughout. If you offer a great technical solution, but you have never done this type
of work you will be high risk. You should minimize these risks with teaming and
qualifying pursuits.
Know Who Is Evaluating
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You will not know the names of the reviewers, but you should know in general who is
looking- examples, the contracting shop and the program shop
The person who evaluates the technical is almost never the one who knows the prices
How the formatting is set up can give you clues
Do they want it tabbed out a certain way
Someone is looking at the things you didn’t provide, such as CPARS
Your Role
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To provide a compelling, compliant proposal, that is easy to evaluate.
A few common mistakes:
Not infusing the evaluation requirements into your response. Sometimes you are
being evaluated on something that was not listed in the instructions.
Not identify criteria within your response.
Thinking you know best and creating your own format.
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Winning on Value
Winning on Value
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What is a value proposition?
An innovation, service, or feature intended to make a company or product attractive to
customers.
Defining Value
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What is value?
A win theme?
A unique selling point?
A marketing slogan?
A set of features and benefits?
A group of differentiators?
Win Themes and Marketing Slogans
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“We believe in the enterprise.”
“We are a one-stop shop for all your data security requirements.”
“As the incumbent, we understand your requirements.”
“Our approach ensures the constant consideration of innovative solutions.”
“Our approach reduces lifecycle costs because it is more efficient.”
“Our solution will integrate into your technical environment seamlessly”
“We exceed the minimum requirements.”
“Customer success us our mission”
Why do these not work??
Because they are focused on US, not the CUSTOMER
and they do no measure customer benefit
What is a Value Proposition Then?
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It is a promise to the customer.
Where
Values= the value of our solution
Costs= the cost of our solution
Valuea= the value of the next best alternative
Costa= the value of the next best alternative
(Values- Costs) > (Valuea-Costa)
Four steps to successful value
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Link your value to differentiators and proof
Monetize the value
Calculate the gain
Identify the value the customer wants
Identifying the Customer Wants
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Identify the value the customer wants
o Improved financial performance
o Operational efficiency
o Reduced errors and rework
o End-user satisfaction
How will you measure success for this
project?
Have you done similar projects and how do
you measure their success?
Are you looking for a specific return on
investment?
Areas of Measurable Impact
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Cost Reduction
•Value based on improving total cost ownership
Revenue Increase
•Value based on generating more sales
Cost Avoidance
•Value based on eliminating risk or waste
Risk Reduction
•Value based on avoiding or mitigating problems
Calculate the Gain
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Establish the current baseline of performance
Calculate the improvement
Show the improvement graphically
Use anecdotal evidence (Past performance, testimonials, analyst reports, etc.)
Baseline data from the client- using GovWin
customer data is the best starting point for
this
Research data on the client and industry-
GovWin has loads of data to draw from,
already organized for quick use
Pull other public data or data you have
collected
Monetize the Value
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Three main ways to monetize include:
Baseline data regarding the area of performance
An agreed upon estimation of probable gain, based on data from other customers
Articulation of the value of the gap between current performance and potential performance
Show it graphically for maximum impact!
We estimate you will save $700,000 a year from
reduced workers compensation claims.
Reduction of 10 claims a year= $200,000 saved in lost time
$450,000 saved in $50,000 saved in training replacement and temporary staff
Link Value to your Differentiators and Proof
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Create a table that has your differentiator and linked to what the value is:
Differentiator Financial Technical Social
First to market More time perfecting product
Web-based architecture Cost savings of $x
Baseline Data
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Baseline data from the client -
using GovWin customer data is
the best starting point for this
Baseline Data
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Baseline Data
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Teaming Opportunities
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FOIA Access
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