This document provides guidance on developing a successful proposal strategy and response. It recommends interpreting technical requirements, developing a strategy that utilizes past performance and teaming partners, understanding the evaluation process, and marketing one's company through the technical response. It also provides tips on choosing relevant experience projects, writing resumes, enhancing past performance, and addressing questions and amendments. The document emphasizes researching competitors, qualifying for the opportunity, and convincing the reviewer of one's qualifications through factual responses backed by data and details.

1. • I - Interpret
• A - Answer
• M - Market

2. • Determine if you qualify technically and can provide a
competitive price
• Develop a strategy
• Utilize a Teaming Partners Past Performance
• Understand the variables in the evaluation process
• Compare the technical requirements to the evaluation
(L & M) and format to meet the requirements
• Utilize proposal tools and management techniques
• Interpret, Respond, and Market your company through your
technical response

3. • Utilize photos, graphics, charts, tables, maps, and
accolades
• Write cover letters, resumes, technical scopes,
management approaches, and organizational charts
• Enhance your Experience and Past Performance and
demonstrate relevancy
• Request and attend debriefings and utilize the information
• ACASS, CCASS and Past Performance ratings and how to
write around them
• Address Amendments, Questions, and En Notices
• Ask a question regarding a proposal
• “Quality Control” your final document
• Final production, delivery, and confirmation

4. • Review the requirements to determine if your firm qualifies.
• Review the technical questions AND the evaluation criteria.
• Determine if your price can be competitive.
SHOULD YOU SUBMIT ON THIS? GO/NO GO Decisions

5. What sets your company apart from the rest?
Did you work for this client before?
Are you geographically desirable?
Are you strong enough to submit
or
do you need a teaming partner, if allowed?
Which projects and resumes are stronger?
Did you provide this service, or product
before for them?
Win Theme

6. As your writers unfold the facts during interviews the strategy can evolve and become stronger.
your competition and figure out why they are stronger.
Research

7. Company X has built many multi-million dollar facilities, but they were commercial facilities.
Company X
Federal Experience Rating WEAK
Your Company
• Proposal strategy should call out strengths that inadvertently point out their weakness:
Unlike other providers, Your Company understands the processes and procedures
required by the federal government – VERY IMPORTANT
• Your Company’s team has federal experience, such as _________
STRONG
• Your Company has built several facilities with like materials STRONG
Example

8. This strategy will work for a service or product. It is very important that you demonstrate an
understanding of all the processes through past experience.
Strategy

9. A review of the proposals will often tell you if a Joint Venture or Teaming is acceptable.
YOU MUST provide a Joint Venture Agreement or a Teaming Agreement with your proposal when
you utilize another companies Experience and Resumes.
Companies will often use ONLY the resumes without an agreement, but portrait those employees
as their own.
Utilizing A Teaming Partners Capabilities

10. A review of the proposals will often tell you if a Joint Venture or Teaming is acceptable.
YOU MUST provide a Joint Venture Agreement or a Teaming Agreement with your proposal when
you utilize another companies Experience and Resumes.
Companies will often use ONLY the resumes without an agreement, but portrait those employees
as their own.
Utilizing A Teaming Partners Capabilities

11. In order to put together a proposal that meets the evaluation criteria, you must review BOTH
Sections L and M and find a compromise between the two with your response.
Section L – The requirements with the format that you must follow
Section M – Explains the requirements in further detail with an evaluation criteria
Section L vs Section M

12. To organize all of your
proposals use
Libraries and Databases
To organize individual
Proposals use
• Outlines
• Matrix
• Calendars
• Tasks
• QA checklist

20. YOUR PAST EXPERIENCE WITH SIMILAR WORK
Graded on relevancy to the project scope and will qualify you to perform on the award
READ THE RFP carefully. Sometimes you MUST use the same projects for Experience and
Past Performance. Each RFP clearly outlines the requirements.
What is the difference between Experience and Past Performance?
Graded on how you performed on a project, so chose projects that have good performance
ratings or references.
CCASS are accepted in place of Past Performance Questionnaires on a case by case basis,
so ask the question if it is not clear.
Experience
Past Performance

21. Example of bad representation due to poor writing from a marketing person without
technical knowledge
General Scope of Construction
Project: This contract contained exterior work elements outside the building which
included utilities, earthwork paving, sidewalks, curbs, gutter, screen walls and exterior
elevation enhancements. An entry walk area and pedestrian site lighting were
installed along the walkways. Additional electrical and telecommunication services
were provided and the Latrine and Administration Area required interior finish
upgrades. A special concrete floor finish system SC-1 and SC-2 replaced the original
sealed concrete floor system. Architectural Mechanical Equipment Enclosure and
decorative fencing was incorporate in lieu of chain-link fencing

22. • Relevancy to the Project Scope
• Geographically located
• Magnitude and Performance period
• Proposed Team members performed on these
projects
• Projects for IDIQ Contracts or Stand Alone Project
• Diversity – Demonstrate that your company can
perform a diverse range of services.
• Use projects that utilized the same diverse range
of services or projects that will be performed on the
contract.
How Do You Choose The Experience?

23. Example of a good project
Construction of an Air Force Reserve Center
• New Construction
• MEP
• Site Work
• Parking
• Roofing
• LEED Silver
• Multistory
• Federal Facility
Example of a weak project
• Roof Repair, building 145

24. Evaluate what types of
opportunities you will be chasing
BEFORE you write your past
performance
Utilize the original RFP,
specifications, award letters,
contracts, modifications,
subcontractor lists, project
plans, schedules, weekly project
reports, CCASS, ACASS,
photos.
Project summaries should
include technical details that
give general information as well
as marketing details such as:
• CCASS comments,
• reference letter quotes,
• schedule and budget
• accurate dates
• magnitude
• official project name
• location and basic information
Project photos should
demonstrate technical details,
not just pretty pictures. An
example of this would be a high
bay ceiling photo for a hangar
proposal, photos of the
maintenance area, for a
maintenance proposals, or
mechanical rooms, parking, and
other relevant features.
Prepare a master write up for
each project in ONE file, with
page breaks for a few various
versions.
Evaluate Summaries Project photos

25. Write your project as a diverse group of trades and clearly outline from NTP to project close-out what these trades
were and how they were performed.

26. For example, a Border Patrol Station could have
• Parking
• Security Fencing and Access Control, CCTV
• A fitness area
• Secure Holding area
• HVAC
• Plumbing
• Electrical
• Communications and IT
• Landscaping and Exterior Lighting
• Prefabricated Metal Building Installation
• Vehicle Wash Area and Garage
• Dog Kennel areas

27. This Border Patrol Facility could be used as Experience in these types of proposals:
• Communications
• Security Fencing and Access Control
• Landscaping
• Parking and Exterior lighting
• Fitness Center
• Administrative Buildings
• Prefabricated Metal facility / Slab on Grade
• Dog Kennel Construction
• TEMF facilities with Vehicle Maintenance
and Wash Areas
IF you don’t write your
projects with diverse
trades, you will not be
able to demonstrate
relevancy to many
projects you want to
bid.

28. or organized catalog system to document the various
Uses for your projects
Database

29. • Federal resumes are project oriented and should list each project the team member has worked
on in the past
• Projects should be dated from start to completion
• Provide a few sentences regarding their role on the project
EX: (WRONG WAY) Project Manager
(RIGHT WAY) As Project Manager, provided oversight of the Superintendent, prepared a budget,
schedule, and weekly reports. Coordinated with the Quality Control Manager to ensure……..
Project was on schedule and on budget. Received and “Outstanding CCASS”.
• For each proposal, move relevant projects to the top, however, make sure that the years of
experience are still demonstrated. Do not use only projects from their past two years if five years
of experience is required.
• Make sure that the descriptions of what was done on the project match what was supposed to
occur per a typical contract.
• Point out which projects were utilized in the proposal with a box, asterisk, or some type of
marking.

30. DO NOT
Point out that the projects were not
executed by your own company,
Show inaccurate chains of command, or
demonstrate that you may not understand
federal contracting or the contract
requirements of your municipal or private
sector client.
DO NOT
Put your competitors projects on the
resume if you know they are bidding.

31. • Look for areas where you could provide
a quick and convincing response with
photos, graphs, charts, maps.
• Back your response with FACTUAL
data, not marketing fluff.
• Read the question carefully and make
sure you understand what is required.
• Gather your data for the answer and
review it critically.
• Outline your response, then write a
basic response with factually based
answers
THE KEY
Convince the reviewer that you have the qualifications – not just that you have the right answer.
SELL Your Company!
How to Answer

32. FORKLIFT EXAMPLE
How to Answer
Does your forklift meet the minimum requirements?
Initial Answer: Yes, our forklift meets the minimum requirements.
Better Answer: Not only does our forklift meet the minimum requirements, but exceeds the
requirements with a speed of 65mph.
Even Better Answer: Not only does our forklift meet the minimum requirements, but exceeds
the requirements with a speed of 65mph. The illustration below provides our most recent test
documentation for our forklift. In exceeding these speed requirements, our forklift can
provide an estimated 20% increase in productivity, XXXXXXXX, and XXXXXXXX. We have
provided a graph as Figure X below that illustrates the increased productivity for a typical
workday.

33. M-2.3.2. Subfactor 1 - Management of Multiple Projects.
This subfactor is met when the offeror provides sufficient evidence or documentation that demonstrates they
have experience in the successful management and execution of multiple (4 or more) construction projects
during the same period of time within the past 3 years and provides the project titles, a brief description of
the project scope, project location (city and state), and project cost (minimum of $100K). Also must
provide project owner‘s contact information (name and telephone number).
NOTE: This chart could not contain all the required information, so additional narratives should follow.

34. M-2.3.3. Subfactor 2 - Experience in Managing Multiple Trades.
This subfactor is met when the offeror provides sufficient documentation to demonstrate they have
experience in successfully managing multiple trades (electricians, plumbing, etc.) with in house personnel on
a minimum of two project within the past 3 years and provides the project title, a brief description of the
project scope, project location (city and state), and project cost (minimum of $100K). Documentation will
need to be provided that the company has personnel with more than one trade in house. Also must provide
project owner‘s contact information (name and telephone number).

35. M-2.4. Factor Three - Past Performance
M-2.4.1. The purpose of the past performance evaluation is to allow the Government to assess the offeror‘s
ability to perform the efforts described in this RFP based on the offeror‘s demonstrated present and past
performance. The Government will seek relevant past performance information from the efforts from (1) past
and present efforts provided by the offeror (using questionnaires forwarded by the offeror to past or current
customers) and (2) data independently obtained from other Government and commercial sources such as the
Construction Contractor Appraisal Support System (CCASS) and Past Performance Information Retrieval
system (PPIRS). The evaluation process will use past performance as ―Acceptable‖ or ―Unacceptable‖
basis. Offerors may be given the opportunity to clarify relevance or adverse past performance to which the
offeror has not previously had an opportunity to respond through clarifications.

36. What is the difference between Experience and Past Performance?

37. Color coded by Prime, Subs, Architects and Other Team Members
Lines of communication and Authority
Review
Quality Control Personnel for lines of authority and specifications
Org chart should have the position and name of the employee
Client should always be on top

38. L.2.2.1 Organization Structure and Proposed Overall Staffing:
Provide a chart showing proposed staffing for this program. This chart must include overall number and
classification of all personnel. The Contractor shall supplement the chart with the following data:
L.2.2.1.1 Name of contractor’s project management for the program.
The degree of authority the manager will have for total direction of the program shall be specified. This
position requires a minimum of three (3) years work experience involving one year of supervisory experience.

39. L.2.2.1.2 Positions in organization chart occupied by the current employees.
L.2.2.1.3 Positions requiring recruitment action and probable recruitment source.
L.2.2.1.4 When specific individuals have been identified, resumes shall be attached outlining their
work experience, qualifications, and formal education. In other instances, target qualifications for
recruitment shall be attached for all other positions in organization chart.
L.2.2.1.4.1 For each position proposed for this program, provide a position description which includes
major duties, qualifications, and work site.

40. REVIEW THE SPECS for details on each role and chain of command.
Project Manager always answers to the Program Manager
Superintendent always answers to the Project Manager.
However, the Safety and Quality Control roles will vary. If the chain of command seems wrong,
ask a question.
You only need to address the key team members.
Review the Specifications and not only the RFP
for the full staff requirements.
RFPs are stock and will say “at a minimum, supply the…..”
• Key Team Members and their Role
• State the chain of command
• Role on the proposed project
• Past experience from resume

41. HOW WILL YOU APPROACH THE PROJECT?
Technical Details from the SOW and specifications provided with the RFP
Charts, Graphs, maps and Tables
Value Engineering ideas have to be presented as “IF DESIRED”.
Stick to only what was required and priced and match this to the estimators pricing.
Betterments should not be added unless asked for, or unless you were allowed to provide pricing for
these.
You will be held to your technical proposal
whether you priced these items or not.
Review documents provided by outside
team members carefully.

42. EMR Ratings. Requirements vary from proposal to proposal.
Review your scope of work in the Specifications for details on Safety.
For Example, an Airfield project will have additional safety requirements that need to be in your safety
section.
Various plans must be mentioned that pertain to the project you are proposing on such as Confined
Spaces, Fall Protection.
Other items such as PPE, weekly meetings and reports, can be stock pieces of your safety technical
response. The specs have these requirements.

43. Quality Control Plans are typically only important to certain government entities, but always good to
mention company wide.
The VA often does not often require a Quality Control Manager on each project, however it is very
often required on the USACE projects. READ EACH REQUIRMENT AND ASK QUESTIONS.
Quality Control as a company practice is always a good discussion in your Company Overview.

44. Meet with your estimator prior to finalizing the technical and ask the following questions:
Are their any unique requirements that I could discuss to show a better understanding of the scope.
Example – To bring a building renovation up to LEED Silver, the entire roof would have to be
reconstructed.
What staff members did you price and were they onsite full time?
Your org chart and management approach should match this.
Did you price a jobsite trailer (technical approach), equipment, etc.
Any long lead items such as HVAC, structural steel, bleachers, etc.

45. Sell your company’s capability with random text boxes and call out boxes.
CCASS REMARKS that are relevant to the section. For example, in the Quality Section, put a photo
of a project that got high marks for Quality and below the photo put that CCASS mark and comment.
Experience relevancies should be called out so that they can easily qualify your project. Make it very
obvious to the reviewer that you have met each requirement.
Your cover letter should mention projects that did not qualify for the Experience or Past performance or
have additional information that would sell your company but was not required.
“Outstanding” CCASS Rating
“ XYZ Construction responded to each task order quickly
and managed the project like an experienced team.”

46. Rambling marketing speak and stick to factually based statements.
Poor Example: XYZ Company values each client and strives to provide quality in every project we
undertake. Our team members are highly qualified and experienced and have a total of 105 years of
experience in the industry. XYZ Company can provide excellent service that will exceed all
expectations.
Eliminate

47. Format the proposal according to every requirement -
numbering and lettering as required.
First answer the question very clearly and factually.
Market yourself after it is clear that you have answered the
requirements.
MEET ING all the requirements is of utmost importance.
Exceeding them within the confines of the format is what
wins awards.
DO not put additional information that does not meet the
requirements, but do provide documentation that backs your
statements.

48. Salary Ranges
Coordinator – $36K and up
Writer – $70K and up
Director - $85,000 and up
Vice President - $100,000 and up
Tenacity
Salesmanship
Technical Knowledge
Graphic Design Skills
Communication and Interviewing Skills
Open-mindedness
Writing and Editing
Ability to Work Long Hours and Weekends
Ability to Work in a Team Environment
Ability to Switch Gears Quickly
Should you hire a full time proposal person?
What skill-sets do your proposal team
members need to have.