Capture Planning

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Capture Planning for Government Contractors

Capture Planning for Government Contractors

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  • 1. 1 904.620.2476 www.ptacnefl.org PaulArrington,Consultant P.Arrington@unf.edu Clare Dreyer, Consultant C.Dreyer@unf.edu Don Zavesky, Consultant Don.Zavesky@unf.edu
  • 2. Helping Businesses Grow & Succeed!  Training Programs  Over 100 programs each year  Topics range from basics to advanced business concepts  Business Resources  Business support resources  Business planning  Research and access information  Consulting Support  Certified business consultants  Federal, state, and local contracting  Confidential, one-on-one, no-cost 2 www.sbdc.unf.edu
  • 3. SB: 6,300 8(a): 150 Target Selection  Understand before you write  Write only winners  Team only with front- runners 3 All: 18,000
  • 4. Macro Trends in the Marketplace $550B in Federal Spending $200B in State & Local Spending Decreasing Budgets Incumbents Re-win 65-70% 35,000 GSA Contractors 650,000 SAM Registrations Competition for Each Task Order Increased Use of Multiple Award Contracts
  • 5. What is Capture Planning  Identify,research, qualify,and better understand prospects  Assess environmentsand marketplaces  Implementwinning solutions 5 Captures Information. Captures Contracts.
  • 6. Improved Understanding & Position  Presents upfrontstrategicand tactical information  Identifiesstrengthsand weaknesses  Streamlinesproposaldevelopment 6
  • 7. Why is Capture Planning Important?  More realistic understanding of each opportunity  Improved bid decisions  Improved proposal solutions and price-to-win strategy  Greater consensus and information transfer among proposal team members  Increases subcontracting opportunities and alignment with frontrunners  Saves time, reduces proposal costs, and improves win rates 7 Awards Risks
  • 8.  Start with a strategy  Start with what you can handle, and grow from there  Start by looking in your own backyard  Do what makes sense, you can’t do it all Tailor Your Approach to What Fits Best
  • 9. Select on Viable Targets  Focuson what you can really win — and win it!  Understand bonding,insurance,staffing,warranty, financial,& experiencerequirements  Stay with your competitivestrengths  Client type  Capability and resources  Geographic location 9 Why should they buy from me? What’s my value proposition?
  • 10. Understand Your Market Cycles  Subcontracting, subcomponent product/ service, augmentation support  Pop-up requirements, emergency response, project based  Rapid orders, automated awards, short response times, reverse auctions  Cyclical, reoccurring, long term, predictable  What are the recent procurement trends?  Whose budget is increasing, decreasing, or shifting?  What contract vehicles are being used?  Competitive, direct purchase, invitation only, BPA/MAC, GSA, etc.? 10
  • 11. Procurement Cycle/BD Lifecycle Contract Start Contract Start BasePeriod Option Yr. 1 Option Yr. 2 Industry Day Phase-In DRFP Pre-Proposal Conference/Site Visit Debriefing Prospects  Leads Pursuits  Targets Proposals  Wins Recompete Post-Sub.Prop. Plan/Dev.Capture Plan DevelopmentOpportunityAssessment Acquisition Forecast Sources Sought / RFI Pre-solicitation Notice Solicitation Issued Proposals Due Award Notice Go/No-Go BD/Capture Process Option Yr.4OptionYr. 3
  • 12. Identify Requirement Network with Buyers Respond & Build Team Read and Respond Read, Comment & Respond Attend & Network Read, Read, Read Listen, Look, Ask, and Learn Be Prepared to Respond The Process Submit Proposal Site Visits RFP Release Pre-Proposal Conferences Draft RFP Comments RFI Postings Sources Sought Industry Day Conferences Long-Term Forecasts Contract Award Do What was Promised; Win Recompete
  • 13. Who is buying? How do they buy? Who are they buying from now? Developing the Prospect List 13
  • 14. Historical & Current Federal Spending 14 https://www.fpds.gov
  • 15. FPDS-NG Extended Features 15 https://www.fpds.gov
  • 16. FPDS-NG Extended Features 16 https://www.fpds.gov Contracting Agency Name Est. Ultimate Completion Date Completion Date NAICS Code Product or Service Code Principal Place of Performance State Code Contractor Name Base and ExercisedOptions Value DEFENSE LOGISTICS AGENCY 04/06/2013 04/06/2013 336413 1620 FL NORTHROP GRUMMAN SYSTEMS CORPORATION $74,826.36 DEFENSE LOGISTICS AGENCY 03/29/2013 03/29/2013 336413 1620 FL MGM PRECISION TOOLING AND MANUFACTURING, LLC $65,000.00 DEFENSE LOGISTICS AGENCY 02/06/2013 02/06/2013 336413 1620 FL DULOND TOOL & ENGINEERING, INC. $39,100.00 DEFENSE LOGISTICS AGENCY 11/18/2012 11/18/2012 336413 1620 FL NORTHROP GRUMMAN SYSTEMS CORPORATION $76,964.00 DEFENSE LOGISTICS AGENCY 09/21/2012 09/21/2012 336413 1620 FL NORTHROP GRUMMAN SYSTEMS CORPORATION $43,707.00 DEFENSE LOGISTICS AGENCY 08/07/2012 08/07/2012 336413 1620 FL ASSOCIATED AIRCRAFT MANUFACTURING AND SALES, INC $570.00 DEFENSE LOGISTICS AGENCY 08/01/2012 08/01/2012 336413 1620 FL MGM PRECISION TOOLING AND MANUFACTURING, LLC $7,650.00 DEFENSE LOGISTICS AGENCY 07/23/2012 07/23/2012 336413 1620 FL NORTHROP GRUMMAN SYSTEMS CORPORATION $20,835.00
  • 17. Resources & Information 17 Description Website Federal Procurement Data System (FPDS) www.fpds.gov Federal Spending www.fedspending.org USA Spending www.usaspending.gov GSA Schedule Sales Query www.ssq.gsa.gov TransparencyFlorida www.myfloridacfo.com/Transparency Department of Management Services www.dms.myflorida.com National Association of State Procurement Officials www.naspo.org City of JAX, Procurement Division www.coj.net Association of Counties www.fl-counties.com
  • 18. Whose budget is increasing? Whose is decreasing? Are budgets shifting? Acquisition Forecasts and Procurement Trends 18
  • 19. Acquisition & Spending Forecasts 19 www.acquisition.gov
  • 20. DLA Requirements Forecast 20 https://www.dibbs.bsm.dla.mil/ DLA forecasted opportunities Next two years Refreshed monthly
  • 21. GSA Agency-Wide Forecasts 21 www.gsa.gov GSA Forecast
  • 22. NASA Acquisition Forecasts 22 www.hq.nasa.gov KSC Forecast NASA Forecast
  • 23. Resources & Information 23 Description Website Acquisition Central www.acquisition.gov Naval Sea Systems Command www.navsea.navy.mil Naval Supply Systems Command www.navsup.navy.mil GSA Forecast of Contracting Opportunities www.gsa.gov Florida Administrative Register & Code www.flrules.org Department of Management Services www.dms.myflorida.com National Association of State Procurement Officials www.naspo.org City of JAX, Procurement Division www.coj.net Association of Counties www.fl-counties.com
  • 24. You don’t have enough resources to bid everything. It’s a “opportunity rich” marketplace. Short-Range Opportunities 24
  • 25. Opportunity Rich Marketplace  30,000 federal contract actionsper day  3,000-4,000 solicitations posted everyday  Tens of thousandsState and municipalcontracts  Numerousuniversities,public institutions,schoolsystems  Millionsof subcontracting opportunities 25
  • 26. Prospects to Proposals to Customers  Limited time and resources  You can’t do it all, and do it well  If we commit to this opportunity, will we have the capacity to pursueanotheropportunity concurrentlyor later  Put your best efforts into your best opportunities 26
  • 27. Approaching BD  Let’s say you spend ½ of your time working on government BD; say, 1000 hoursper year 27 SB: 6,300 8(a): 150 All: 18,000 Exactmatch opportunities 1000 hrs. 5-Prime proposals @ 200 hrs. ea. 1000 hrs. 5-Proposals Exactmatch & SB teaming (horizontal marketexpansion) 600 hrs. 3-Prime proposals @ 200 hrs. ea. 400 hrs. 4-SB teaming proposals @ 100 hrs. ea. 1000 hrs. 7-Proposals Exactmatch,SB teaming,SB2LB subcontracting,mentor-protégés (vertical & horiz. market expansion) 200 hrs. 2-Prime proposals @ 200 hrs. ea. 300 hrs. 3-SB teaming proposals @ 100 hrs. ea. 300 hrs. 6- LB subcontractproposals @ 50 hrs. ea. 1000 hrs. 11-proposals
  • 28. Federal Business Opportunities (FBO) 28 Archived Documents Can Be Helpful
  • 29. DLA Internet Bid Board System 29
  • 30. FedConnect 30
  • 31. Dept. of Defense EMALL 31
  • 32. FedBid 32
  • 33. RFP-EZ 33
  • 34. Resources & Information 34 Description Website Federal Business Opportunities www.fbo.gov Defense Logistics Agency DIBBS www.dibbs.bsm.dla.mil Federal Connect www.fedconnect.net FedBid www.FedBid.com RFP-EZ www.rfpez.sba.gov Florida Administrative Register & Code www.flrules.org My Florida Marketplace www.myfloridamarketplace.com National Association of State Procurement Officials www.naspo.org City of JAX, Procurement Division www.coj.net Association of Counties www.fl-counties.com
  • 35. Can we do it? Can we win it? Do we want it? Optimizing the Pipeline 35
  • 36. Freedom of Information Act Request 36
  • 37. Freedom of Information Act Request  Federal governmentonly  Check agency website for what is already available  Written request; some agencies have forms  30 day standard responsetime; agenciesmay request extension 37 Preparing a FOIA Request  Description of information  Specify preferred format  Provide detail  Government will not conduct research  Research, computer time, and duplication fees may be required; let them know to notify you before incurring fees  Submit via email, mail, fax, hand delivery to agency FOI Officer
  • 38. Gathering Information & Intelligence  Previous solicitations,awards, contract history  Federal Business Opportunities (FedBizOpps)  Federal Procurement Data System (FPDS)  Subscription bid match services  Websites,discussiongroups,social media  Agency & site websites  Competitor websites  LinkedIn discussion groups  GovLoop blogs  Indeed, Monster, Careerbuilder 38
  • 39. Finding Connections  Online discussiongroups  Industryspecific associations/expos  Phone,email, correspondence  Newspapers  Industrymagazines  Online news media  Chambersof commerce  Classified ads 39
  • 40. Making Connections  Matchmakerevents  Industrydays  Site visits/pre-proposalconferences  One-on-onemeetings  Unions,suppliers,vendors  Employees 40
  • 41. Targets Bid Process: Developing Targets Stage 6: Active Proposal Target Targetisin proposal development Final go/no-godecision,within3days after RFPrelease:yes/no  Final Measurement of Opportunity  Start Proposal Stage 5: Pre-Proposal Target Validate biddecision:upliftyes/no  Analyze Information  Produce Drafts  Maintain Communication Links Stage 4: Qualified Pursuit Fullydevelopcaptureplan In place6monthsbeforesolicitation:upliftyes/no  Request FOIA Documents  Face-to-Face Activities  Broadcast Interest in Opportunity Stage 3: Assessing Pursuit OpportunityAssessment andIn-depth Analysis 5 weeks: upliftyes/no  Troll Social Media  Run Classified Ads  Conduct Phone/Online Research Stage 2: Developing Prospect Identify Opportunities 3 weeks: upliftyes/no  Bid Search Engines  FBO, FPDS, FedSpending  Acquisition Forecasts Stage 1: Watching Prospect Possiblefuture prospectand/orindicatorofprocurementtrends 2-10years: uplift yes/no  Long-term planning  Industry trends PursuitsProspects
  • 42. Bid Control Table, Keep it MovingStatus Opportunity Name Agency Type Value Contract Period Incumbent RFP Types Of Work Actions Items Need for Next Stage Active Proposal Target Student Support Services at the Federal Law Enforcement Training Center (FLETC), Artesia, NM Department of Homeland Security Small Business FFP $37.5M TCV $7.5M YCV 01/01/15 - 09/30/20 PSI, Corp. 04/28/14 Administrative Data Services Final check Confirm bonding requirements Pre-Proposal Target Base Operations (BASOPS aka BOS) Multi-functional logistical services at Fort Huachuca, AZ Department of the Army Full & OPEN CPAF $26M TCV $5.2M YCV 04/01/15 - 03/31/20 VT Griffin Services, Inc. 05/06/14 Administrative Base Operations Building Maintenance Divide responsibilities for writing among proposal team Pre-Proposal Target Vehicle Management and Operations (VMO) Services for Wright-Patterson AFB (WPAFB), OH Department of the Air Force Full & OPEN FFP $21.5M TCV $4.3M YCV 10/01/15 - 09/30/20 SERCO/SKE Services, Inc. 04/30/15 Administrative FM&O HVAC Review SOW requirements Distribute DRFP to team for comment Qualified Pursuit Installation Support Services For Public Works And Family Housing for Yuma Proving Ground (YPG), AZ Department of the Army Small Business CPAF $80M TCV $16M YCV 10/01/15 - 09/30/20 American Federal Contractors 02/10/15 FM&O Grounds HVAC Capture plan needs further development Qualified Pursuit Vehicle Management and Operations (VMO) Services for Wright-Patterson AFB (WPAFB), OH Department of the Air Force Full & OPEN FFP $21.5M TCV $4.3M YCV 10/01/15 - 09/30/20 SERCO/SKE Services, Inc. 04/30/15 Administrative FM&O Waste Management Schedule face-to-face with customer Qualified Pursuit Launch Operations & Support Contract (LOSC) for AFSC, Vandenberg AFB Department of the Air Force Small Business CPAF/CPFF $56M TCV $9M YCV 10/01/16 - 09/30/21 Call Henry 11/10/15 Base Operations Building Maintenance Emergency Management Submit FOIA request Assessing Pursuit A-76 Study for Directorate of Logistics Functions At Fort Leonard Wood, MO Department of the Army A-76 Full & OPEN FFP $125M TCV $25M YCV 10/01/16 - 09/30/21 Government 11/15/15 Base Operations Building Maintenance HVAC Develop capture plan Assessing Pursuit Management and Operation of the Waste Isolation Pilot Plant (WIPP), New Mexico Department of Energy Full & OPEN CPAF $1B TCV $100M YCV 10/01/16 - 09/30/21 Westinghouse True Solutions 01/24/16 FM&O Waste Management Build team feedback from competitive analysis Develop executive summary Assessing Pursuit Installation Support Services for Fort Irwin, CA Department of the Army Full & OPEN IDIQ $290M TCV $29M YCV 10/01/16 - 09/30/21 IAP World Services, Inc 03/15/16 Building Maintenance Custodial Grounds Need to define a subcontractor marketing strategy Developing Prospect Base Operating Support Services (BOSS) primarily for the Maintenance Center at Marine Corps Logistics Base (MCLB) Albany, GA Department of the Navy 8A Full & OPEN SDVOSB FFP $30M TCV $6M YCV 10/01/16 - 09/30/21 Unknown 03/15/16 Base Operations Building Maintenance FM&O HVAC Find out who the incumbent is. Developing Prospect Operations and Maintenance Support for the Plum Island Animal Disease Center (PIADC), Plum Island, NY Department of Homeland Security 8(a) Full & OPEN CPAF/FFP $50M TCV $10M YCV 07/01/17 - 06/30/22 Field Support Services, Inc 11/15/16 Building Maintenance FM&O HVAC Waste Management Check security and clearance requirements. Developing Prospect Commercial Facilities Management (CFM) Services for the Department of Housing and Urban Development (HUD), Washington, DC Department of Housing and Urban Development Full & OPEN FFP $35M TCV $7M YCV 03/01/17 - 02/28/22 Elliott-Lewis Corporation 12/02/16 Administrative Building Maintenance FM&O HVAC Review scope of work. Watching Prospect Operations and Maintenance of the National Foreign Affairs Training Center (NFATC), Arlington, VA Department of State Full & OPEN Small Business FFP $15M TCV $3M YCV 02/01/17 - 01/31/22 Consolidated Engineering Services, Inc., 11/20/16 FM&O Grounds HVAC Waste Management Check with operations manager to see if he will be involved. Watching Prospect Center Operations & Maintenance - Eight Major Trade Areas for the William J. Hughes Technical Center, Atlantic City, NJ Department of Transportation 8A SDVOSB FFP $48M TCV $9.6M YCV 09/29/17 - 09/28/22 All Star Services Corp. 01/29/17 Building Maintenance Custodial Emergency Management FM&O Grounds Confirm if this will be a SB contract. TargetsPursuitsProspects
  • 43. Understand and sell before you write, and write only winners Elements of a Capture Plan 43
  • 44. Strategic & Tactical Information Elements of a Capture Plan – Select, Scale, and Fit to Opportunity  Executive summary  Opportunity description  Contract requirements and reasons for the contract  Agency, site, & customer profiles  Customer issues and hot buttons  Competitive intelligence  Own competitive position  Bidder comparison  Teaming and subcontracting  Risks & mitigations  BOE/pricing-to-win assessment  Technical & management approach  Estimated requirements: staffing, equipment, deliverables, reporting, facilities  Actions plans  Attachments, FOIA info, photos  Win strategy  Themes & discriminators
  • 45. Opportunity Description 45 Element Description Customer Program Summary Key Requirements Deliverables Budget/Funding Schedule Type of Contract
  • 46. Customer Profile 46 Element Description Organization and Key Personnel Purchasing or Buying Process Evaluation Process Buying History and Trends
  • 47. Customer Issues and Hot Buttons 47 Issues & Hot Buttons Background Information Our Solution(s)
  • 48. Competitors 48 Competitor 3 Market Position Products/Services Historical Pricing Patterns Customer Relationship Capabilities and Experience Strengths Weaknesses Competitor 2 Market Position Products/Services Historical Pricing Patterns Customer Relationship Capabilities and Experience Strengths Weaknesses Competitor 1 Market Position Products/Services Historical Pricing Patterns Customer Relationship Capabilities and Experience Strengths Weaknesses
  • 49. Our Own Competitive Position 49 Competitive Position Market Position Products/Services Historical Pricing Patterns Customer Relationship Capabilities and Experience Strengths Weaknesses
  • 50. Other Elements  Estimateof winning price  Technical/managementsolution  Teaming and subcontracting  Win themes  Discriminators  Key personnel/resumes 50 Cost/Pricing Estimate Customer Budget Historical Pricing ROM/BOE (top down, bottom up) Probable “Best Value” Approach Probable “Low Bidder” Approach Labor (Exempt, SCA, Davis-Bacon) Equipment/Supplies ODCs Fee General and Administrative (G&A)
  • 51. Resources & Information 51 Description Website How to Build a Winning Capture Plan, Centurion www.youtube.com White paper: How to Build a Winning Capture Plan, Centurion blog.centurionresearch.com GovWin, Knowledge Base www.govwin.com/knowledge/capture-planning Capture Planning www.captureplanning.com Shipley and Associates, Capture Planning www.shipleywins.com/library/23.pdf OST Global Solutions, Inc. www.ostglobalsolutions.com
  • 52. Are we the frontrunner, are we on a choice team, or can we become a frontrunner? Making Pursuit Decisions 52
  • 53. Have you heard this?  Why not? We’re not working on anythingelse  Let’s play the percentages,25% of all bids win  Opportunityjust poppedup – let’s go for it  I just received a “honey” call  We’ll figureit out on the way  We have tremendous customerinsight – look at all this stuff I found on the internet  This contract is worth MILLION$!
  • 54. SWOT Analysis  Good method to understand how a particular procurement opportunityalignswith both your strengthsand weaknesses, and those of your likely competitors,before proceeding. ExternalOrigin Environmental attributes InternalOrigin Attributesofthe company Helpful To achieving the objective Harmful To achieving the objective Strengths What advantages do we have? What do we do better than anyone else? Cost? Quality? Service? Weaknesses What can we improve? What should be avoided? What will others see as weaknesses? Opportunities What are the elements of the project that could be exploited for advantage? Marketplace trends? Threats What are the elements in the environment that could cause trouble? Competitors? Requirements?
  • 55. Competitive Whiteboard DiscussionTechnical proposals will be initially evaluated with respect to six (6) major factors for determination of the competitive range. Technical factors are listed in descending order of importance. The technical proposal is worth more than the cost proposal; when technical proposals are relatively equal in technical merit, cost will increase in importance. OurCompany OurCo.w/sub Incumbent CompetitorA CompetitorB 15 pts. Management Plan of Operations 15 15 15 13 15 15 pts. Quality Control Plan 15 15 15 14 15 15 pts. Equipment, Staffing, & Management 13 13 15 13 13 10 pts. Experience 0 0 0 0 4-5 pts. • Experience on Government or similar contracts (4-5 pts.) 3 4 5 3 2 4-5 pts. • Key personnel relevant experience and knowledge (4-5 pts.) 4 4 5 4 4 2 pts. • Subcontractors (2 pts. if proposed) 0 2 0 0 2 25 pts. Past Performance 0 0 0 0 5 pts. • Factor 1: Conformance to contract requirements (5 pts.) 5 5 5 5 5 5 pts. • Factor 2: Timeliness of performance (5 pts.) 5 5 5 5 5 5 pts. • Factor 3 Resource utilization (5 pts.) 5 5 5 5 5 5 pts. • Factor 4: Responsiveness (5 pts.) 5 5 2 5 5 5 pts. • Factor 5: Customer satisfaction and cost control (5 pts.) 5 5 2 3 5 20 pts. Price 16 16 18 17 16 100 pts. 91 94 92 87 92
  • 56. A Strong Hand (prime or sub)  Preferred small business classification(s)  Past performance& expertise  Customer & competitive intelligence  Boots on the ground, relationships, known to the customer  Price-to-win solution  Products (features, pricing, warranties, discounts)  Services (staffing, equipment, approach)  Proposalcapability  Customer benefits  Innovation (evolution, not revolution)  Low-risk solution  Value, cost, performance, safety, quality 56
  • 57. Capture Lessons Learned  Internalself assessment – solicit feedbackfrom everyone  Request a debriefing for all proposals, winners and losers Unintended, but successful Planned and successful Failed and not planned Planned, but Failed SUCCESS FAILURE PLANNED UNPLANNED All efforts can be successful – winners, losers, and no-gos
  • 58. What you need to ask yourself. 58
  • 59. Summary 59  Optimize your pipeline,make it realistic  Scale & tailor to what fits best  Stop chasing bids, pursue winning opportunities  Develop 50-70% of proposalcontentupfront  Increase win rates
  • 60. How Florida PTACs Can Help  Understand government rules and regulations  Complete mandatory registrations and eligible SB certifications  Research award histories  Identify contracting opportunities  Review bids and proposals  Secure GSA/VA Schedules and contracts  Selling to federal, state and local government agencies 60 Who Does PTAC Support? Small Businesses Large Businesses Government Agencies Communities www.fptac.org
  • 61. Statewide Offices  40+ FSBDC offices and outreach locations  Over 250 peopleacross Florida  RegionalProcurement Technical AssistanceCenter (PTAC) Specialists www.fptac.org SBDC Location with PTACSpecialist SBDC Regionalor Satellite Center Outreach Location 61
  • 62. 62 904.620.2476 www.ptacnefl.org PaulArrington,Consultant P.Arrington@unf.edu Clare Dreyer, Consultant C.Dreyer@unf.edu Don Zavesky, Consultant Don.Zavesky@unf.edu