Creating Effective Proposals Proposal Process C O N S U L T I N G

Proposal Process The Proposal Itself Following the process Planning, planning, planning

C O N S U L T I N G Proposal Process The RFP: Obtaining Your Copy Proposal Coordinator - assigned by Partner, copying responsibility Recipients: Partner Proposal Manager BDM(s) Support staff Writers Legal Counsel (if appropriate) Always keep extra copies on-hand

C O N S U L T I N G Proposal Process What to Do When There is No RFP Refer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager Contains much of the information found in an RFP Serves as the RFP for the proposal Analyze the Business Opportunity outlined in the OFS just as you would an RFP Is there a compelling reason to bid? Rely on the KPMG contacts knowledge about the client, the opportunity, and the competition

C O N S U L T I N G Proposal Process Organizing the Proposal Response

C O N S U L T I N G Proposal Process Proposal Roles/Responsibilities Partner – Works with BDM/Sales Lead to validate client needs; identifies and assigns proposal team resources; approves proposed KPMG approach and final pricing; reviews proposal prior to production; signs proposal. Proposal Manager – Day-to-day management of the proposal team, sections, and production; sets schedule and delegates assignments; ensures punctual completion of proposal tasks and overall proposal quality; owns the proposal creation process; works with Partner to create themes. Proposal Coordinator – Copies and distributes RFP/OFS; creates and enforces proposal calendar; manages version control for all sections; helps coordinate production/delivery effort.

C O N S U L T I N G Proposal Process Proposal Planning Pieces Typical Proposal Outline – Executive Summary – Technical Approach/Work Plan/Project Schedule – Staffing Qualifications/Resumes – Project Management – Team Quals/Past Performance (project engagements) – Cost – Assumptions Proposal Contact List Calendar/Schedule Production Checklist

C O N S U L T I N G Proposal Process Develop Outline with Assignments Use the proposal format section number of the RFP Mirror RFP section numbers/titles verbatim Include RFP requirements and evaluation criteria numbers for writer reference Filename RFP Sect. #s Section TitleWriter Draft Done Review Done X1_exsumm1.0 Executive Summary Johnson

C O N S U L T I N G Proposal Process Developing a Calendar/Schedule Key events: Proposal kickoff Storyboards - section brainstorming sessions Draft questions about RFP due to client contact Final questions due to the client Drafts due (Blue Team, Red Team, Final) Final manager/Partner review(s) Work plan and costing due dates Final edit and formatting (together if possible) Production (print, proof master, copy, assemble, and ship!) Proposal delivery time Other RFP dates such as orals and contract award Any scheduled absences/vacations of team members Developing Tip: Back up from final due date for each activity.

C O N S U L T I N G Proposal Process Proposal Kickoff Stresses importance and purpose of deal - Partner, Proposal Manager, and BDM Introduces calendar/schedule Win themes and discriminators Assigns roles and responsibilities Guidelines to writers Question submission procedures Technical/business solution overview Response assumptions Competition -- other bidders

C O N S U L T I N G Proposal Process Proposal Theme Definitions A recurring thought A point of emphasis An advantage A discriminator An undeniable truth A unique feature A compelling point A competitors disadvantage

C O N S U L T I N G Proposal Process Why We Need Themes Picture the mindset of the customer: I dont know who KPMG is I dont know KPMGs capabilities I dont know KPMGs related/relevant experience I dont know your past performance I dont know your technical approach I dont know your management style I dont know what youre selling

C O N S U L T I N G Proposal Process Proposal Theme Examples Good Theme: KPMG has been serving the higher education community for over 25 years. Our practitioners average 10 years of experience, and were either groomed in higher education or have consulted in this market for several years. Bad Theme: KPMG is unquestionably the best of the Big Five companies.

C O N S U L T I N G Proposal Process First Draft (Blue Team) Review Checkpoint for Partner/BDM/Proposal Manager Limited to proposal contributors only Draft should be complete, but can be rough in spots Focus on identifying serious weaknesses and inconsistencies, and on RFP-compliance not a time for line editing Usually occurs 3-5 days before Red Team Be constructive no finger-pointing, defensive rebuttals, or whining Emphasis on preparing a solid Red Team draft

C O N S U L T I N G Proposal Process Red Team Review Generally limited to non-authors, senior staff members includes representatives from both prime and subs Draft should resemble the proposal as it will be delivered Red Teams job is to be critical and to find fault expect it; dont argue; dont get angry or defensive Proposal should be scored to show strengths/weaknesses Reviewers should make specific and constructive comments Red Team debrief should occur 3-5 days before due date Post-Red Team debrief -- new assignments are made often reduces size of proposal team

C O N S U L T I N G Proposal Process Final Mgmt. (Gold Team) Review Final pre-production review Generally involves Partner, BDM, Proposal Manager 2nd Partner review required for bids of $500K and up Last opportunity to verify scope, themes, message Final validation of compliance, completeness, and accuracy Proposal Manager has province over all final changes

C O N S U L T I N G Proposal Process Final Edit Assigned by Proposal Coordinator include second reviewer, if necessary Consistency -- some things to look for: Project name Acronyms (spelled out once at the beginning?) Terminology (does it match the RFP, if applicable?) Places Customer name Internal KPMG groups and divisions Format of resumes and qualifications Bullets Headers and footers

C O N S U L T I N G Proposal Process Looks Arent Everything, but... Pick out a few pages to colorize Develop/print Executive Summary in color Develop an interesting and thematic cover (use client-specific graphics, concepts) Use binders, card stock, pre-printed tabs

C O N S U L T I N G Proposal Process Production Planning Prop. Manager assigns repro responsibility Plan in advance Book a central production room early on Set aside time for a final quality check of your reproduction master Use a high-quality binder Package Cost Volume separately, if allowed Allow plenty of time, even if outside source It will take longer than you think

C O N S U L T I N G Proposal Process Any Questions? Carl Rosenblatt BDST Manager, Public Services Tysons Tower