Presentation by Pat Dotter, ACAS with the Minnesota PTAC. Sponsored by US SBA North Dakota and ND PTAC.

1. Writing Winning Proposals
Webinar for SBA Contracting Series
Pat Dotter
Southwestern Area Manager, PTAC MN
www.mnptac.org
July 18, 2013
www.mnptac.org

2. Understand
Uniform Contract Format
• Part I -The Schedule (Sections A -H)
• Part II -Contract Clauses (Section I)
• Part III -Attachments/Exhibits (Section J)
• Part IV –Representations, Selection Criteria, and
Instructions (Sections K -M)
(also found in Instructions to Offerors, Vendor Instructions)
www.mnptac.org

3. Uniform Contract Format
Part I—The Schedule (solicitation)
• Section A--Solicitation/Contract Form
• Section B--Supplies/Prices
• Section C--Descriptions/Specs/SOW
• Section D--Packaging/Marking
• Section E--Inspection & Acceptance
• Section F--Deliveries or Performance
• Section G--Contract Admin. Data
• Section H--Special Contract Provisions
www.mnptac.org

4. Uniform Contract Format
• Part II--Contract Clauses
– Section I--Contract Clauses
• Part III--Attachments/Exhibits
– Section J--List of Attachments
• Part IV--Representations & Instructions
– Section K--Representations & Certifications
– Section L--Instructions/Notices
– Section M--Evaluation Criteria
Consult: FAR Part 15.204 -Contract Format
www.mnptac.org

5. NOW WHAT?
1. Download the solicitation documents (All Files)
1. Read Me First
2. Vendor Response Document
3. Solicitation
4. Standard Form (s)
5. Clauses Incorporated by Reference
6. Attachments - Price proposal, Subcontracting
Plan, Commercial Sales Practice, etc.
Could be up to 25+ separate documents
www.mnptac.org

6. Get Organized
• Duplicate working copies of solicitation
• 3-ring binders, markers, post-its, flags
• Paperless, too
• Review solicitation with key players
• Engineering, Production, Accounting,
Pricing, etc.
• READ, READ, READ
www.mnptac.org

7. Preparing to Respond
READ
• READ Solicitation - FIND
– Directions
– Evaluation criteria
– Deliverables, Pricing Documents
– Fill-ins
– Items that will need attention
– Add-ins you might need to prepare
– Standard Forms
– Clauses
• Continue to monitor the posted solicitation!
www.mnptac.org

8. Preparing to Respond - READ
• READ Solicitation – second time!
– Directions
– Evaluation criteria
– Deliverables, Pricing Documents
– Fill-ins
– Items that will need attention
– Add-ins you might need to prepare
– Standard Forms
– Clauses
• Prepare Questions
– List of Questions for CO? (time restraint)
– Highlight areas of concern
www.mnptac.org

9. Preparing to Respond
READ
• READ Solicitation – Third Read
– Directions
– Evaluation criteria
– Deliverables, Pricing Documents
– Fill-ins
– Items that will need attention
– Add-ins you might need to prepare
– Standard Forms
– Clauses
Forget anything?????
www.mnptac.org

10. Preparing to Respond
• READ Solicitation – Team Concerns?
– Directions?
– Evaluation criteria?
– Deliverables, Pricing?
– Fill-ins?
– Items that will need attention?
– Standard Forms?
– Add-ins you must prepare?
– Technical Proposal included?
– Past Performance – describing projects that are similar –
Performance Based Contracting?
www.mnptac.org

11. Make a Decision Go – No Go? *
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12. NO GO?
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13. NO BID - What does that mean? *
• If you decide NO BID
– Stay in the Game
– Submit No Bid letter
– Explain why
• Results
– Stay on their list for future
– Prove interest and capability
– Possible modification to Solicitation
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14. Go !
www.mnptac.org

15. Before Preparing Responses
• READ – make sure you understand
– Directions
– Evaluation criteria
– Deliverables, Pricing
– Fill-ins
– Items that will need attention
– Standard Forms
– Add-ins you must prepare
– Clauses
www.mnptac.org

16. Preparing Responses
READ
• READ Solicitation - Understand
– Directions
– Evaluation criteria
– Deliverables
– Fill-ins
– Items that will need attention
– Add-ins you might need to prepare
– Standard Forms
– Clauses
www.mnptac.org

17. • Things to consider before writing
• Proposal writing tips
• Organizing yourself
• Understand Uniform Contract Format - RFP
• Typical evaluation criteria
• Theme development
• Keys to proposal success
• Typical elements of successful proposals
• Why proposals lose points
HOW TO’s - PROPOSAL WRITING *
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18. Things to consider before writing
•Who your audience is
•Why are you writing to them
•What are you trying to say to them
•How are you trying to say what it is that you’re saying
•What are you going to tell them
www.mnptac.org

19. Basically…
• Tell them what you are going to tell them,
what they have asked you to tell them
• Tell them
• Tell them what you told them
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20. Writing Tips *
• The craft of writing
– Language, Diction, Style, Emphasis
• The virtues of writing
– Brevity, Simplicity, Variety, Significant Detail
• The graces of writing
– Sense, Appeal, Irony, Imagery, Rhythm
• The Art of writing
– Enthusiasm, Restraint, Sincerity
www.mnptac.org

21. Get Organized
• Duplicate working copies of solicitation
• 3-ring binders, markers, post-its, flags
• Paperless, too
• Review solicitation with key players
• Engineering, Production, Accounting,
Pricing, etc.
• READ, READ, READ
www.mnptac.org

22. Understand
Uniform Contract Format
• Part I -The Schedule (Sections A -H)
• Part II -Contract Clauses (Section I)
• Part III -Attachments/Exhibits (Section J)
• Part IV –Representations, Selection Criteria, and
Instructions (Sections K -M)
www.mnptac.org

23. Uniform Contract Format
Part I—The Schedule
• Section A--Solicitation/Contract Form
– formal contract forms (original contract Form 1449 and
amendment forms SF30) and the table of contents.
• Section B--Supplies/Prices
– forms regarding prices/costs that will need to be completed
(and must match any pricing templates submitted) at the
time of response submittal. The exact requirements will vary
depending upon the type of contract that is being offered –
Firm, Fixed Price, Time & Materials, etc.
www.mnptac.org

24. Uniform Contract Format
Part I—The Schedule
• Section C--Descriptions/Specs/SOW
– outlines the requirements for the work to be performed on the
contract. This is extremely important to read and understand it
will give you a great deal of insight into the contract and how it
will work. A clear understanding of this is necessary for your
response.
• Section D—Packaging/ Marking
– lists all of the clauses that are incorporated by reference for
packaging and marking. Be sure to read which ones are
included and understand their impact on the contract. This will
affect your response …
www.mnptac.org

25. Uniform Contract Format
Part I—The Schedule
• Section D--Packaging/Marking (continued)
– This will affect your response in certain sections of the
contract. This section also includes instructions for
packaging, handling and transportation, if any
• Section E--Inspection & Acceptance
– lists all of the clauses that are incorporated by reference for
packaging and marking. Be sure to read which ones are
included and understand their impact on the contract. This
will affect your response
www.mnptac.org

26. Uniform Contract Format
Part I—The Schedule
• Section F--Deliveries or Performance
– includes any clauses that are incorporated by reference for
deliveries and performance. This section may also show the
period of performance for the final contract (warning – this
date will change if the RFP release and award are
delayed). There may also be an Option to Extend Completion
Date and Shipping Instructions. These Shipping Instructions
may not match those for the proposal response, so, for
delivery of your response follow those specifically addressing
that delivery (see Section L).
www.mnptac.org

27. Uniform Contract Format
Part I—The Schedule
• Section G--Contract Admin. Data
– includes any clauses that are incorporated by reference for
contract administration data. It may also describe the
process for submission of vouchers for payment, technical
direction, contractor request for Government provided
equipment (GPE), list of installation accountable Government
property, physical inventory of capital personal property,
contract management requirements, security/badging
requirements for foreign national visitors and
employees/representatives of foreign contractors, and
identification of employees.
www.mnptac.org

28. Uniform Contract Format
Part I—The Schedule
• Section H--Special Contract Provisions
– includes any clauses that are incorporated by reference for
special contract requirements. It may also include
administrative leave; representations, certifications, and
other statements of offerors; task ordering procedure; key
personnel and facilities; limitation of future contracting; and
observance of legal holidays. All of these articles must be
taken into account in both the written and cost response
www.mnptac.org

29. Uniform Contract Format
• Part II--Contract Clauses
– Section I--Contract Clauses
• Part III--Attachments/Exhibits
– Section J--List of Attachments
• Part IV--Representations & Instructions
– Section K--Representations & Certifications
– Section L--Instructions/Notices
– Section M--Evaluation Criteria
Consult: FAR Part 15.204 -Contract Format
www.mnptac.org

30. Evaluation Factors *
• Past performance
• References
• Financial stability
• Approach
• Qualifications of staff and team members
• Management
• Safety, delivery, warranty, etc.
www.mnptac.org

31. Theme Development
Proposal = Sales Document
Offeror tells Buyer:
• Understand requirements
• Knows what is important to the buyer
• Capability to satisfy government’s requirements
• Unique plan
• Convince buyer that offeror is better qualified than
the competition
Capture Strategy = Theme
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32. Capture Strategy = Theme
• After comprehensive examination of solicitation
package
• Consider market research information
• Develop key reason why government should
purchase from offeror rather than competitor
(Capture strategy)
• Capture Strategy woven throughout proposal
reminding buyer yours is best solution
(Theme)
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33. Theme Development
Strategic Points
• Your Strength
– What separates you from the pack
– How you will provide more ―bang for their buck‖
• Convince – YOU ARE the ONE
– Value
– Quality
– Experience
• Advanced methods
www.mnptac.org

34. Proposal Evaluation Goals *
• Experience with supplies/services
• Technical Capabilities
• Soundness of quality control program
• Management Capabilities
• Caliber of purchasing process
• Performance history
More details the better, affects the source selection
NO POOR CHOICES
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35. Capabilities Statement *
• Used to evaluate the businesses capacity to perform
• Used to make final decision, B2B comparison
• Should include:
– - experience
– - competence – office, systems
– - key personnel & qualifications
– - facilities
– - understanding of work to be performed
www.mnptac.org

36. Capabilities Statement
• This should be a living document
Updated on a regular basis
Any time changes occur
• Different document created from this base
for each specific agency or solicitation
Should align with the project focus
Project focus changes, key people
www.mnptac.org

37. Past Performance Narrative *
• This should be a living document base
– Created at end of every project
– Archived for future use in Solicitations
• Narrative should include:
– Specifics of the project
– Attention to details, methods, systems
– Key personnel involved, qualifications
– Project focus, results
www.mnptac.org

38. Past Performance Narrative
• Should also include:
– Any problems that occurred
– Subsequent resolutions
– Key players, names, contact info
– Key agency/company people, info, contacts
• From this database, future agency specific documents
will be created as needed
www.mnptac.org

39. Past Performance Narrative
• Each new document created should:
– Align with the particular project focus
– Provide the appropriate key personnel
– Meet the requirements of that particular
solicitation (page limitations, font size, etc)
– Follow all instructions
• Ultimate Goal – you project the exact type of
company, with exact capabilities for the needed for
project proposed
www.mnptac.org

40. Requires great deal of supporting
information and must be specific
Information used to eliminate contractors who are not
qualified to perform the work
Element of Government Risk Management
Proposal Evaluation Goals *
www.mnptac.org

41. Successful Proposals: *
• Convince -
– you understand requirements
• Convince -
– you can solve their problem(s)
• Convince -
– you can provide value, best bang for the buck!
• Convince -
– you can do the job
• (facts, figures, references, insights, and resumes)
www.mnptac.org

42. Elements of Successful Proposals *
• Executive summary – 2 page cover *
• Responsiveness/compliance matrix
• Indexes
• Bullets
• Table of contents
• Graphics
• Headers and footers
• Followed Directions
www.mnptac.org

43. Proposals Lose because: *
• Failure to follow instructions
• Questionable understanding of requirements
• Incomplete responses—no specifics
• Noncompliance with specification
• Insufficient resources or insufficient information about
resources
• Technical/price imbalance
• Poor proposal organization –not logical
• Wordiness
www.mnptac.org

44. Proposals Lose because:
• Failure to show relevance of past performance
• Unsubstantiated rationale for approaches
• Restating requirements without explaining how they will
be performed
• Unprofessional appearance, typos, unnumbered pages,
smudges, poor grammar, white out, etc.
www.mnptac.org

45. Technical Proposals
Lose because they failed to:
• Demonstrate management past performance
• Experienced personnel
• Technical aspects of SOW
• Safety concerns
• Facilities - capabilities
• Past performance
• Quality Assurance – product, process, accounting
• Environmental concerns
• Security
www.mnptac.org

46. Cost Proposal cautions:
• Make best offer first time
• BAFO request may come into play, but don’t count on it
• Double-check numbers
• Make it easy to read
• Separate task developing cost proposals
• Not in business to lose money
• Recover costs & ROI
• Need good indirect rates
www.mnptac.org

47. Final Prep - Responses
• Follow Requirements– (read all directions)
– Directions – task list
– Evaluation criteria – copy to every writer
– Deliverables – checklist, time line, responsibility
– Fill-ins – assign main person
– Items that will need attention - list
– Standard Forms – how many, for what
– Add-ins you must prepare – what, who, when
www.mnptac.org

48. Final Prep - Response
• READ Solicitation
• Make sure:
– Directions – font, sizes, page limitations, margins
– Evaluation criteria – as above
– Deliverables – followed above?
– Fill-ins – followed above?
– Add-ins you might need to prepare, sol #, Company
name?
– PUNCTUATION
www.mnptac.org

49. Final Prep of Responses
• READ Solicitation - Check
– Directions – anything missed
– Evaluation criteria – met all requirements
– Deliverables – all present and accounted for
– Fill-ins - complete
– Items that will need attention - checked
– Add-ins you might need to prepare – done?
– Standard Forms – filled in, dated, signed
– Clauses – filled in?
www.mnptac.org

50. Final Prep of Responses
Package - Delivery
• According to directions
– Electronic, Paper, Paper & Electronic, # copies
– Cover, bind, not bind, envelope, clip
– Date, time stamped, receipts, proof
– Deliverables – all present and accounted for?
– IN ORDER?
– Standard Forms – filled in, dated, signed
www.mnptac.org

51. Request a Debriefing!
Win or Lose *
• Learn from it
– Anything missing?
– Anything to improve?
– What would have made it a winner?
• Strive to be the best all of the time!
www.mnptac.org

52. Questions?
No question or concern should go unanswered,
It may be the one to help MAKE the cut!
Good Luck!
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