Integrating The Capture And Proposal Management Processes in Business Development


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To win new Federal Contracts, the Business Development team must have excellent capture management and proposal management skills. But how to do you transition from the Capture Management phase of the BD lifecycle to the proposal management phase? This presentation answers this question by describing the oft-forgotten "pre-proposal phase."

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  • Five phases of the BD process: Opportunity ID / Assessment = BD team is finding prospects and bringing to the CM for scrutiny Pursuit = CM begins to position us to win and ID necessary information Pre-proposal Preparation = integration between CM and PM to transition knowledge from CM to PM; begin developing response and resources; Proposal Development Post-submittal = knowledge management; debriefing; Final Proposal Revisions (FPR); orals; Q&A; etc. * Pre-proposal prep is the critical phase to integrate CM and PM
  • Business Development owns responsibility for lead generation and initial opportunity ID/qualification. They bring that back to Capture team to convince company they should invest in pursuit. When a company makes a decision to invest in pursuing a program, in becomes part of the Capture phase. The Capture team OWNS the pursuit all the way to closeout. The Proposal Manager SUPPORTS the capture activity and ultimately report up to the CM. It is critical that each company defines the leadership/ownership structure for each pursuit early so that there is no ambiguity and everyone is one the same page (you don’t want to spend the entire capture process fighting for power internally). Second row of chart shows each of the five phases of BD process with the necessary steps (in sequence) under each phase.
  • Pre-proposal phase is the most critical of the phases, and yet it is often skipped. It is the phase that allows capture and proposal products to integrate. Doing this phase can save significant time and money during proposal development.
  • Capture begins with decision to pursue an opportunity and then forming a capture team. Then you must understand the customer requirements before developing a preliminary solution. Begin positioning the solution with the customer and assess the competition. Develop win strategy and build teaming agreements. Reassess your decision. Set Price to Win and assess risks. Reassess again when the RFP is released.
  • Capture management is a continuous process. You must determine if you are making progress at regular intervals (gate reviews). Select a review team that will challenge you and ensure that the capture process is met. At review meetings, determine if action items have been accomplished (if not, why), set new action items for the next month, and brief the review team on the overall progress of the opportunity.
  • Capture Manager completes and maintains matrix Matrix is updated throughout capture period Rating is subjective Proposal executive uses rating in making final bid/no bid decision 10 steps in capture process; at the gate reviews, you should assess how well the CM is doing relative to each step. The chart should demonstrate progress over time. If no progress is being made, it is okay to re-assess your pursuit decision and/or change the action plan. It is critical that the review team holds the CM accountable for progress in each of these ten areas. (Let the team do their own assessment, and then critique them on the assessment and make them defend their self-evaluations)
  • * Elongate the proposal process so that many deliverables are written and polished before the RFP hits; it reduces stress and allows for more time to review proposal. Contention is it allows for better proposal writing and increased win rates. Proposal needs to be spun up before the RFP is released (in pre-proposal phase). Develop a “contract” between CM and PM to say--- all the things they need from each other to do their jobs. PM can help CM identify the information they should look for, and the items the PM can build for the CM to help them in their pursuit.
  • “ Beginning of pre-proposal phase” Set up hierarchical framework for use by proposal team Name of program 3. Capture bucket 4. At end of pursuit, buckets should be full
  • The proposal manager can develop these products for the capture manager, IF the CM’s documents are sufficient and in the repository.
  • Proposal manager requires input from the entire Capture Team to complete these products.
  • Complete an assessment of the pre-proposal phase the same way you do for the pursuit phase. Determine if adequate progress is being made and set action items for the Proposal Manager to complete.
  • Build a sample repository that capture managers and proposal managers (and team members) can look at for examples of “good” work products, e.g., an example of a phase 2 capture briefing/milestone review,…
  • Integrating The Capture And Proposal Management Processes in Business Development

    1. 1. Integrating the Capture and Proposal Processes Presenter: Bob Lohfeld Lohfeld Consulting Group, Inc.
    2. 2. Defining the BD life cycle <ul><li>1. Opportunity identification and assessment </li></ul><ul><li>2. Pursuit </li></ul><ul><li>3. Pre-proposal preparation* </li></ul><ul><li>4. Proposal development </li></ul><ul><li>5. Post-submittal </li></ul><ul><li>*Pre-proposal preparation phase provides linkage between capture and proposal processes </li></ul>
    3. 3. Defining the BD life cycle Preliminary Bid Decision RFP Release Capture phase BD Phase <ul><li>Identify opportunity </li></ul><ul><li>Meet with customer </li></ul><ul><li>Qualify opportunity </li></ul><ul><li>Start capture plan </li></ul><ul><li>Prepare opportunity assessment gate review package </li></ul><ul><li>Organize capture team </li></ul><ul><li>Understand customer requirements and objectives </li></ul><ul><li>Develop preliminary solution </li></ul><ul><li>Position solution with customer </li></ul><ul><li>Assess competition </li></ul><ul><li>Develop win strategy </li></ul><ul><li>Build/execute teaming strategy </li></ul><ul><li>Establish price to win </li></ul><ul><li>Assess risk </li></ul><ul><li>Conduct pursuit gate review </li></ul><ul><li>Assign proposal resources </li></ul><ul><li>Develop strawman RFP </li></ul><ul><li>Review solution against RFP </li></ul><ul><li>Review/approve storyboards </li></ul><ul><li>Identify and develop early-stage proposal products </li></ul><ul><li>Draft oral presentation </li></ul><ul><li>Finalize proposal development plan </li></ul><ul><li>Plan kickoff meeting </li></ul><ul><li>Conduct pre-proposal gate review </li></ul><ul><li>Confirm bid decision </li></ul><ul><li>Finalize and validate proposal outline, design, and resources </li></ul><ul><li>Conduct kickoff meeting </li></ul><ul><li>Finalize solution </li></ul><ul><li>Finalize storyboards and conduct Blue Team </li></ul><ul><li>Begin writing proposal </li></ul><ul><li>Review/approve price proposal approach </li></ul><ul><li>Conduct Pink/Red reviews and edit </li></ul><ul><li>Conduct Gold review </li></ul><ul><li>Produce and quality check proposal </li></ul><ul><li>Conduct proposal gate review </li></ul><ul><li>Conduct closure strategy </li></ul><ul><li>Clean up proposal files and archive </li></ul><ul><li>Receive award notice </li></ul><ul><li>Attend debrief </li></ul><ul><li>Assist with protests </li></ul><ul><li>Conduct lessons-learned review </li></ul><ul><li>Conduct continual improvement </li></ul><ul><li>Transition to operations </li></ul><ul><li>Hold win party! </li></ul>
    4. 4. Benefits of pre-proposal phase <ul><li>Improves solution and creates better solution documentation </li></ul><ul><li>Provides more time to develop/ review proposal products </li></ul><ul><li>Reduces peak proposal staffing levels by moving work ahead of RFP release (load leveling) </li></ul><ul><li>Reduces proposal development costs </li></ul><ul><li>Results in better overall proposal and higher win rate! </li></ul>
    5. 5. Capture management pursuit process 10. Hold capture reviews (monthly) 4. Position solution with customer 1. Form capture team 2. Understand customer requirements and objectives 3. Develop preliminary solution linked to customer objectives 9. Assess risk 5. Assess competition 8. Set price to win 7. Build team and sign teaming agreement 6. Develop win strategy
    6. 6. Capture management pursuit gate reviews <ul><li>Establish review team (best and brightest) </li></ul><ul><ul><li>Executive management </li></ul></ul><ul><ul><li>Multi-disciplinary team </li></ul></ul><ul><li>Review capture progress monthly </li></ul><ul><ul><li>Accomplishments and action items </li></ul></ul><ul><ul><li>Capture plan briefing (update) </li></ul></ul><ul><ul><ul><li>Understanding customer requirement </li></ul></ul></ul><ul><ul><ul><li>Solution development </li></ul></ul></ul><ul><ul><ul><li>Positioning, etc. </li></ul></ul></ul><ul><li>Assign new action items from review team </li></ul><ul><li>Assess pursuit progress </li></ul>
    7. 7. Assessment of capture management progress *Win probability considerations determined subjectively, but final win probability is objective evaluation Blue = excellent Green = good Yellow = limited accomplishment Red = unable to accomplish Capture Management Assessment Matrix Win Considerations Month 1 Month 2 Month 3 Month x 1. Form capture team 2. Understand customer requirements and objectives 3. Develop prelim solution linked to customer objectives 4. Position solution with customer 5. Assess competition 6. Develop win strategy 7. Build team and sign teaming agreement 8. Set price to win 9. Assess risk 10. Capture review overall assessment*
    8. 8. Pre-proposal phase <ul><li>Assign proposal manager to lead pre-proposal phase </li></ul><ul><ul><li>Becomes part of capture team </li></ul></ul><ul><ul><li>Develops pre-proposal capture management repository </li></ul></ul><ul><ul><li>Develops pre-proposal capture management products checklist </li></ul></ul><ul><ul><li>Creates pre-proposal products and populates repository </li></ul></ul><ul><ul><li>Prepares pre-proposal gate review </li></ul></ul>
    9. 9. Pre-proposal capture management repository <ul><li>Establish capture repository early in process and link it to your capture process </li></ul><ul><li>Use a document repository that will be accessible to the capture and proposal teams </li></ul><ul><li>Identify specific documents you need for the repository and specific products you will create </li></ul>
    10. 10. Examples of documents you need for repository <ul><li>Form capture team (capture step 1) </li></ul><ul><ul><li>Capture team roles and responsibilities </li></ul></ul><ul><ul><li>Capture team members and contact information (your dream team) </li></ul></ul><ul><ul><li>Subcontractors and points of contact </li></ul></ul><ul><ul><li>Resource utilization plan (part-time/full-time) </li></ul></ul><ul><ul><li>Campaign schedule </li></ul></ul><ul><ul><li>Capture Plan documentation </li></ul></ul>
    11. 11. Examples of documents you need for repository (cont.) <ul><li>Understanding customer requirements and objectives (capture step 2) </li></ul><ul><ul><li>Mission statement </li></ul></ul><ul><ul><li>Strategic plan </li></ul></ul><ul><ul><li>Processes, methodologies, and standards </li></ul></ul><ul><ul><li>Briefings (industry day…) </li></ul></ul><ul><ul><li>Organization chart </li></ul></ul><ul><ul><li>Statement of objectives (SOO) </li></ul></ul><ul><ul><li>Statement of work (SOW) </li></ul></ul><ul><ul><li>FOIA previous contract and mods </li></ul></ul><ul><ul><li>Previous RFPs </li></ul></ul>
    12. 12. Examples of documents you need for repository (cont.) <ul><li>Develop preliminary solution linked to customer objectives (capture step 3) </li></ul><ul><ul><li>Customer objectives list </li></ul></ul><ul><ul><li>Solution features/benefits </li></ul></ul><ul><ul><li>Customer preferences, key issues, and hot buttons </li></ul></ul><ul><ul><li>Solution overview description </li></ul></ul><ul><ul><li>Substantiating evidence and supporting data </li></ul></ul><ul><ul><li>System, subsystem, and/or business process diagrams </li></ul></ul><ul><ul><li>List of things we need to find out </li></ul></ul>
    13. 13. Examples of pre-proposal products you will create <ul><li>Strawman RFP for work you’re pursuing </li></ul><ul><li>Preliminary proposal outline </li></ul><ul><li>Proposal sections for early development </li></ul><ul><ul><li>Resumes </li></ul></ul><ul><ul><li>Past performance citations </li></ul></ul><ul><ul><li>Attached plans (configuration management, safety and health, etc.) </li></ul></ul><ul><li>Technical solution </li></ul><ul><ul><li>System diagrams </li></ul></ul><ul><ul><li>Features/benefits </li></ul></ul><ul><ul><li>Description of solution </li></ul></ul><ul><ul><li>Supporting data </li></ul></ul>
    14. 14. Examples of pre-proposal products you will create (cont.) <ul><li>Management solution </li></ul><ul><ul><li>Corporate and project organizational structure </li></ul></ul><ul><ul><li>Business process life cycle diagrams </li></ul></ul><ul><ul><li>Management reporting process </li></ul></ul><ul><ul><ul><li>Project deliverables </li></ul></ul></ul><ul><ul><li>Supporting data </li></ul></ul><ul><ul><ul><li>Team member data call </li></ul></ul></ul><ul><li>Pricing solution </li></ul><ul><ul><li>Initial pricing models </li></ul></ul><ul><ul><li>Supporting data </li></ul></ul>
    15. 15. Pre-proposal products (cont.) <ul><li>Competition assessment </li></ul><ul><ul><li>Who is bidding </li></ul></ul><ul><ul><li>SWOT analysis </li></ul></ul><ul><li>Win strategy </li></ul><ul><ul><li>Win theme allocated to each section </li></ul></ul><ul><li>Teaming strategy </li></ul><ul><ul><li>Gap analysis </li></ul></ul><ul><ul><li>Roles and responsibilities </li></ul></ul><ul><li>Draft executive summary </li></ul><ul><li>Proposal kickoff briefing </li></ul>
    16. 16. Assessing pre-proposal phase Blue = excellent, Green = good, Yellow = limited accomplishment, Red = unable to accomplish Readiness Assessment Considerations Month 1 Month 2 Month 3 Month x 1. Assign proposal manager and proposal resources 2. Establish capture/pre-proposal repository 3. Develop strawman RFP 4. Review solution against RFP 5. Review/approve storyboards 6. Identify and develop early-stage proposal products 7. Draft oral presentation 8. Finalize proposal development plan 9. Plan kickoff meeting 10. Conduct pre-proposal gate review
    17. 17. Lessons learned <ul><li>If you don’t know where you’re going, any path will get you there </li></ul><ul><ul><li>Capture plan/capture reviews are mandatory </li></ul></ul><ul><li>If you don’t build a repository, nothing gets archived </li></ul><ul><ul><li>Build it and define document requirements </li></ul></ul><ul><li>Your proposal can have a hot start or a cold start at RFP release </li></ul><ul><ul><li>Capture team/proposal manager must start early and hold joint accountability for pre-proposal phase </li></ul></ul>
    18. 18. For more information… <ul><li>Bob Lohfeld APMP-NCA Programs Chair </li></ul><ul><li>CEO Lohfeld Consulting Group, Inc. 940 South River Landing Road Edgewater, MD 21037 </li></ul><ul><li> </li></ul><ul><li>Visit our booth and register to win a Kindle! </li></ul>Copyright 2009 Lohfeld Consulting Group, Inc. All rights reserved.