SPAC2011_Presentation_Geren Williams (13October2011)(FINAL LOCKED)

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SPAC 2011

Sponsored by Georgia, Florida, and Carolinas APMP Chapters

Mise En Place

(“everything in place”)

for Capture

Introducing to the Proposal Professional

a General Framework for Capture

Management

SPAC 2 11Southern Proposal Accents Conference

Geren L. Williams, Vice-President of Capture Management for CACI, Inc.

1



Sample Text goes here

SPAC 2011

Sponsored by Georgia, Florida and Carolinas APMP Chapters 2

The proposal is the end-game in a larger, longer process ofwinning the opportunity

“A proposal is not an isolated event but

a critical part of a larger process. As such,

a proposal doesn’t introduce the solution but confirmswhat has already been offered to the customer,

unofficially validated, and now must be formally defined

to be accepted.”

—Terry Bacon and David Pugh,

Powerful Proposals




SPAC 2011


Ninety percent of a competition is already decided by thetime an RFP is released

By the time the RFP is released, there is little, if any, opportunity to influence theacquisition strategy or the client’s perceptions

InitialContact

OpportunityIdentification

70%

ProposalRFP

20% 10%

Conditioningthe Market

Conditioningthe Customer

Conditioningthe Deal




SPAC 2011


Ninety percent of a competition is already decided by thetime an RFP is released

The acquisition strategyis in place

• Timing of submission,evaluation, and award

• Type of contract(e.g., best value)

• Scope of work

• Terms and conditions

• Value of contract

• Client procurement leads The evaluation criteria

have been established

• Factors and standards

• Weighting

The client has formed a view of the

offerors

• Top-tier companies

• Capabilities andbusiness models

• Relative strengths and weaknesses




SPAC 2011


Writing a content-rich proposal depends on the informationgathered, and the decisions made, during capture

Assessments of client needs and competitorcapabilities drive decisions about what to offer andhow to compete

Substantive proposal content is determined by thedecisions made about what to offer, about how tooperate after award, and about our overall valueproposition

Benefits, themes, and win arguments are based ondecisions about how your team will compete and itsoffer definition




SPAC 2011


The goal of this framework is to lay the groundwork fordeveloping a winning proposal

This framework identifies 5 layers or“Dimensions” of capture

It focuses on developing a strong strategy andplan to pursue, and ensures that we are wellpositioned going into proposal development

This framework is NOT a process map. It is aset of guidelines that promotes logical and

efficient capture management This framework is a work plan that guides

capture teams from first client contact toearly proposal development

5 Layers (Dimensions) of Capture

DEFINITION

DATA

OBJECTIVES

PLANS

OUTCOMES




SPAC 2011


DEFINITION

DATA

OBJECTIVES

PLANS

OUTCOMES

(i) The set of activities conducted to win business (ii) such that theprobability of win justifies the cost to compete — the business case

This framework is NOT a process map. It is a set ofguidelines that promotes winning capture management

Capture PlanCall/Contact

Plan

ProposalPreparation

Plan

Influence ClientPerception

Establish PriceStrategy /

Determine PTW

Shape theAcquisition

Define aWinningSolution

Build aDominant Team

Gather Info andResources to

Write Proposal

Develop aWinning Strategy

CaptureOutcomes

Initial CaptureAssessment

Client/OpportunityAssessment

MarketAssessment

InternalAssessment




SPAC 2011


Capture is all the activities a company conducts to raise its

probability of win (pWin) such that the pWin justifies the cost

to compete. Capture occurs between the time a companydecides to pursue an expected government contract and the

time the RFP is released.

The real work of capture is understanding how to competeand win…and changing the game so you can win

DEFINITION(i) The set of activities conducted to win business

(ii) such that the probability of win justifies the costto compete— the business case




SPAC 2011


Initial Capture Assessment… involves conducting an independent assessment of an on-

going capture activity to determine the maturity of the effort

and to identify information, resources, and actions that need

to be conducted in the time remaining until RFP release

A winning strategy must reflect knowledge of the client, thecompetitive situation, and your team’s capabilities

DATAInitial Capture

Assessment


MarketAssessment

InternalAssessment




SPAC 2011


Client / Opportunity Assessment… involves understanding the customer's needs, issues,

motivators, and hot buttons. This further involves a

comprehensive understanding of all aspects of the acquisition


DATA


MarketAssessment

InternalAssessment





SPAC 2011



Market Assessment… involves understanding the capabilities of all market players,

their solutions, and the customer's perceptions of everycompetitor’s relative standing in the competition

DATAMarket

Assessment


InternalAssessment





SPAC 2011



Internal Assessment… involves understanding your company’s capabilities and

solutions; it involves detailing gaps in capability that need tobe addressed

DATAInternal

Assessment


MarketAssessment





SPAC 2011


There are seven key objectives of capture that act asguiding principles for a team throughout a capture effort

Influence Client Perception… involves interactions with individual clients that foster

positive views of us. Need to create positive predispositiontoward our capabilities, personnel, and service offerings prior

to RFP release

OBJECTIVES

Influence Client

Perception

Establish PriceStrategy /Determine

PTW

Shape the

Acquisition


Build aDominant

Team

Gather Infoand Resources

to WriteProposal

Develop aWinning

Strategy

Influence Client

Perception




SPAC 2011



Shape the Acquisition... involves interacting with client staff to understand acquisition

objectives and explore mutually beneficial alternatives. At aminimum, we must convince the client to change rules that put us

at a disadvantage. Rules include all aspects of the acquisition

strategy, solicitation documents, and evaluation processes

OBJECTIVES


PTW

InfluenceClient

Perception


Build aDominant

Team


to WriteProposal

Develop aWinning

Strategy

Shape the

Acquisition




SPAC 2011



Develop a Winning Strategy... involves identifying and prioritizing the client’s most

pressing hot buttons and critical issues. These are thenorganized into “Win Themes.” Win themes are subsequently

crafted into fact-based “Win Arguments.” Win arguments

identify CACI features and examples of successful performance

OBJECTIVES


PTW

InfluenceClient

Perception


Shape the

Acquisition


to WriteProposal

Build aDominant

Team

Develop a

Winning Strategy




SPAC 2011



Establish Price Strategy / Determine PTW... involves a series of pricing work sessions that begin at the

outset of capture. Initial discussions begin with overarchingprice strategy. Subsequent discussions craft specific price

points that represent the “Price-To-Win” (PTW) amount for

the procurement

OBJECTIVES

Develop aWinningStrategy

InfluenceClient

Perception


Shape the

Acquisition


to WriteProposal

Build aDominant

Team

Establish PriceStrategy /

Determine PTW




SPAC 2011



Gather Information and Resources to Write the Proposal... prepares the client team for the transition from capture to proposal. It

includes selecting and preparing the proposal team, forecasting necessaryinfrastructure needs, gathering information needed to develop detailed,

specific proposal content; and developing long lead time proposal items such

as resumes, past performance, OCI mitigation plans, etc...

OBJECTIVES


InfluenceClient

Perception


Shape the

Acquisition


PTW

Build aDominant

Team

Gather Info andResources to

Write Proposal




SPAC 2011



Define a Winning Solution... involves Interacting with client staff at many levels -- including technical

discussions about issues, challenges, and potential solutions. Involvesdetermining capabilities and service offerings that meet or exceed client

requirements. Our offer must be differentiated in ways that the client

values and can afford. Offer design requires us to understand the real work

and the alternatives offered by our competitors

OBJECTIVES


InfluenceClient

Perception


to WriteProposal

Shape the

Acquisition


PTW

Build aDominant

Team





SPAC 2011


All plans must be written and updated regularly to reflectthe most current thinking of the team

Capture Plan... involves documenting in a single written plan your capture team’s

strategic and tactical plan for achieving capture goals. This will bethe central document that the team will use as it pursues an

opportunity. It is updated as additional requirements become

known and additional intelligence becomes available.

PLANS Capture Plan Call/ContactPlan

ProposalPreparation

Plan




SPAC 2011



Call/Contact Plan... involves documenting your plan for interacting with client

staff at many levels -- including technical discussions, whitepapers, and working sessions about issues, challenges, and

potential solutions (this includes the contracting office).

PLANSCall/Contact

PlanCapture Plan

ProposalPreparation

Plan




SPAC 2011



Proposal Preparation Plan... Involves documenting your plan for preparing to transition from

capture to proposal. It includes selecting and preparing the proposalteam, forecasting necessary infrastructure needs, gathering

information needed to develop detailed, specific proposal content; and

developing long lead time proposal items such as resumes, past

performance, OCI mitigation plans, etc...

PLANS

ProposalPreparation

Plan

Capture PlanCall/Contact

Plan




SPAC 2011


Structured around activities andinformation needed to make key decisionsabout how to compete and win

Accomplishes strategic positioning prior

to RFP release

Gathers all information needed to write a

high-scoring, winning proposal

This framework offers a set of deliberate, planned activitieswith defined objectives




SPAC 2011

Sponsored by Georgia Florida and Carolinas APMP Chapters 25

Thank You!

Any Questions?

Geren L. WilliamsVice-President of Capture Management

CACI, Inc.240-381-9695

[email protected]

SPAC2011_Presentation_Geren Williams (13October2011)(FINAL LOCKED)

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