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Part 1 - The Foundations of Winning Proposals
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Part 1 - The Foundations of Winning Proposals
by Steve R. Osborne
Winning Government Business, 2nd Edition
Cover
Title Page
Copyright
About the Author
Dedication
Contents
Preface
Part 1 - The Foundations of Winning Proposals
Chapter 1 - Winning New Business from the Federal Government
Why Proposals?
Why Is Proposal Preparation So Difficult?
Puzzling RFP Structure and Content
Inconsistent or Confusing RFP Requirements
Insufficient Time
Lack of Proposal Skills and Experience
Lack of Tools and Processes
Winning
Common Proposal Mistakes
Key Characteristics Of Winning Bids
Keys To Winning Consistently
Value Of Winning
Solving The Problem
Gaining The Competitive Advantage
Chapter 2 - Anatomy of a Government RFP
Part I—The Schedule
Section A: Solicitation/Contract Form
Section B: Supplies or Services and Prices/Costs
Section C: Description/Specifications/Statement of Work
Section D: Packaging and Marking
Section E: Inspection and Acceptance
Section F: Deliveries or Performance
Section G: Contract Administration Data
Section H: Special Contract Requirements
Part II—Contract Clauses
Section I: Contract Clauses
Clauses Incorporated By Reference
Part III—List Of Documents, Exhibits, And Other Attachments
Section J: List of Attachments
Part IV—Representations And Instructions
Section K: Representations, Certifications, and Other Statements of Offerors or Respondents
Section L: Instructions, Conditions, and Notices to Offerors or Respondents
Section M: Evaluation Factors for Award
Chapter 3 - Federal Government Source Selection
The Federal Acquisition Regulation
The Federal Government Acquisition Process
Market Research
Acquisition Strategy and Methodology
Development of RFP Evaluation Factors, Subfactors, and Criteria
Source Selection Organization
Source Selection Plan
Overview of the Source Selection Process
Technical Evaluation
Scoring Systems
Technical Strength, Weakness, Uncertainty, and Deficiency
Proposal Risk
Proposal Risk versus Technical Weaknesses
Summary of Technical Evaluation
Winning the Technical Evaluation War
Past Performance Evaluation
Sources of Past Performance Information
Past Performance Assessment
Tips for Maximizing Past Performance Scores
Cost Evaluation
Integrated Assessment
Competitive Range
Comparative Analysis of Proposals
Final Source Selection
Part 2 - The Pre-Proposal Phase
Chapter 4 - Strategic Business Planning
Strategic Planning as Part of the Business Acquisition Process
Strategic Planning as a Competitive Advantage
Developing a Mission Statement
What
Who
How
Why
Value of the Mission Statement
Strategic Business Modeling
Lines of Business
Strategic Success Indicators
Strategic Activities
Assessing Necessary Culture
Organizational Performance Assessment
Competitor Analysis
Gap Analysis
Developing and Implementing Action Plans
Chapter 5 - Long-Term Positioning
Developing Customer Relationships
Visits by Senior Management
Annual Briefing of Your Company Capabilities
Other Customer Interactions
Customers versus Users
Collecting Market Information
Identifying Your Customer’s Long-Range Needs
Helping Your Customer Articulate Program Needs and Sell a Program
Becoming Familiar with Your Customer’s Procurement Practices
Identifying Future Programs
Building and Maintaining a Long-Range Schedule of Upcoming Procurements
Identifying Potential Competitors and Building Competitor Profiles
Tapping Sources of Competitor Information
Building a Strategic Marketing Database
Establishing A Bid And Proposal Library
Copies of Previous Proposals
Proposal Database
Graphics Database
Résumés for Key Personnel
Past and Current Performance Database
Lessons-Learned Database
Competitor Database
Marketing Information Database
Value of B&P Library
Chapter 6 - Building and Organizing the Capture Team
Capture Team Members
Capture Team Organization
Capture Team Roles and Responsibilities
Capture Manager
Proposal Manager
Program Manager
Production Manager/Proposal Administrator
Technical Volume Manager
Cost Volume Manager
Contracts Manager
Marketing Manager
Other Proposal Functions
Required Qualifications for Capture Team Leaders
Capture Manager
Proposal Manager
Production Manager/Proposal Administrator
Technical Volume Manager
Cost Volume Manager
Contracts Manager
Using Consultants
Assessing Your Need for Consultants
Selecting Consultants
Chapter 7 - Pre-Proposal Phase Activities
Making Bid Decisions
Bid Decision Criteria
Bid Decision Evaluation Form
Bid Committee
Practical Exercise
Pre-Proposal Conferences
Proposal Planning
Commenting on Draft RFPs
Writing Proposal Sections against the Draft RFP
Proposal Team Training
Chapter 8 - Bid Strategy
The When and Who of Developing Bid Strategies
Customer Assessment
Customer Name/Organization
Customer Buying Pattern
Customer Acquisition Strategy
Customer Documents
Past Performance with Customer
Program Requirements Assessment
Summary of Program Requirements
Schedule
Technical Disciplines Required
Personnel
Processes and Systems
Location and Facilities
Penalties and Other Special Requirements
Competitive Assessment
Developing a Bid Strategy
General Strategy
Developing Specific Bid Strategies
A Methodology for Developing Specific Bid Strategies
Cost as a Specific Bid Strategy
Reviewing Specific Bid Strategies after Final RFP Release
Customer Contact Plan
Capture Plan
Risk/Opportunity Components of Bid Strategy
Developing Bid Strategies For Service-Type Contracts
Bidding as the Incumbent
Bidding as the Non-Incumbent
Part 3 - The Proposal Development Phase
Chapter 9 - Analyzing Customer Requirements
Getting Started
Using RFP Ambiguity as a Competitive Advantage
Reading the RFP
Key Proposal Preparation Documents
Program Requirements Document
Proposal Requirements Document
Evaluation Criteria Document
Dissecting Evaluation Criteria
Document Configuration Management
Chapter 10 - Developing a Proposal Preparation Plan
Proposal Outline
Creating an Overall Proposal Outline
Proposal Requirements Matrix
Creating the Proposal Requirements Matrix
Author Guide
Sheet 1 of the Author Guide
Sheet 2 of the Author Guide
Example of Risk Mitigation
Chapter 11 - Effective Proposal Management
Proposal Responsibility Matrix
Detailed Proposal Schedule
Tier 1 Proposal Schedule
Tier 2 Proposal Schedule
Tier 3 Proposal Schedule
Managing Daily Proposal Progress
Basics of Proposal Management
Management Style
Work Environment
Proposal Work Schedule
Team Communications
Proposal Kickoff Meeting
Ready Access to Proposal Information
Co-location of the Proposal Team
Successful Proposal Managers
Chapter 12 - Writing the Winning Proposal
Writing to Evaluators
Writing the First Draft
Clear and Effective Communications
Revising the First Draft
Page-Limited Proposals
Editing and Revision
Graphics
Using Graphics Effectively
Types of Illustrations
Action Captions
Chapter 13 - Tips for Effective Proposal Writing
Present Tense
Active Versus Passive Voice
Concise Writing
Long Sentences
Ambiguous Writing
Chapter 14 - Preparing the Winning Cost Volume
Common Cost Proposal Mistakes
Cost Volume Evaluation
Contract Type and Cost
Contract Type and Cost Risk
Contract Type and Profit
Cost Strategy
Major Cost Components
Understanding the Relationships among Cost Categories
Managing Indirect Costs Effectively
Starting Point
Preparing Cost Estimates
Work Breakdown Structure
Quick-Look Cost Estimate
Price to Win Cost Approach
Initial Cost Estimates
Scrubbing Initial Cost Estimates
Preparing The Cost Volume
Executive Summary
WBS and WBS Dictionary
Explanation of Costing Approach
Cost Summaries
Basis of Estimate
Risk Management
Ground Rules and Assumptions
Maintaining Good Cost Performance Records
Best-Value Procurements
Chapter 15 - Proposal Reviews
Different Types Of Reviews
Storyboard Review
Pink Team Review
Red Team Review
Gold Team Review
Black Hat Review
Formal Versus Informal Reviews
Informal Author Guide Review
In-Process Pink Team Review
Red Team Review
Red Team Instructions
Conducting the Red Team Review
Debriefing of Red Team Results
Gold Team Review
Chapter 16 - Proposal Production
Production Organization and Management
Proposal Configuration Management
Configuration Management of Graphics
Internal Documentation Standards
Hard Copy and Electronic Proposal Submittal
Final Quality Assurance Check
Part 4 - Post-Proposal Submittal Phase
Chapter 17 - Post-Proposal Submittal Phase
Oral Presentations
Oral Presentations as Part of Formal Source Selection
Organizing Your Team
Practicing the Presentation
Presentation Tips
The Relative Importance of Oral Presentations
Other Oral Presentations
Responding To Post-Proposal Customer Inquiries
Developing Written Responses to Customer Inquiries
Preparing a Final Proposal Revision
Making a Good First Impression
Chapter 18 - Contract Award and Performance
Post-Award Debriefings
Making the Most of a Debriefing
Proper Behavior at a Government Debriefing
Closeout
Postscript
Appendix A - Sample Capture Plan
Customer Information
Program Requirements
Customer Key Evaluation Requirements (CKERs)
Competitors
Bid Strategy
Appendix B - Acronyms and Abbreviations
Index
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Preface
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Chapter 1 - Winning New Business from the Federal Government
Part 1
The Foundations of Winning Proposals
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