1. Proposing Client Solutions Sherran S. Spurlock January 10, 2006

2. 1/10/06 Sherran Spurlock Proposal Principles Sales Document - Why MBP? Sales Document - Why MBP? Persuasive – not just informative Persuasive – not just informative 100% responsive- mirror instruction 100% responsive- mirror instruction Compliance checklist Compliance checklist Must be truthful and accurate Must be truthful and accurate Make pages easy to read and follow Make pages easy to read and follow Professional appearance – image is important Professional appearance – image is important

3. 1/10/06 Sherran Spurlock Common Issues and Problems Procrastination: Just because the proposal is not due for 45 days does not mean we don't need to begin work on it immediately. Procrastination: Just because the proposal is not due for 45 days does not mean we don't need to begin work on it immediately. The "oops" factor: Missing a key element required to submit and not realizing it until the day before its due. The "oops" factor: Missing a key element required to submit and not realizing it until the day before its due. Indecisiveness - who should decide what, what projects, what people to use.... Indecisiveness - who should decide what, what projects, what people to use.... Lack of direction - A person or group says they have everything under control then realize they do not. If firm foundation were laid to begin with, this would be evident early on. Lack of direction - A person or group says they have everything under control then realize they do not. If firm foundation were laid to begin with, this would be evident early on. Time Constraints - One person or group trying to 'control' the proposal or conversely, being assigned the brunt of the proposal with no consideration for other workload. Time Constraints - One person or group trying to 'control' the proposal or conversely, being assigned the brunt of the proposal with no consideration for other workload.

4. 1/10/06 Sherran Spurlock Proposal Development Planning is everything Planning is everything Quality of submittal Quality of submittal Efficiency of the team Efficiency of the team Stress level Stress level Interactive team effort with clearly defined roles Interactive team effort with clearly defined roles Red team reviews and management involvement Red team reviews and management involvement Know where you’re going before beginning to write ANYTHING! Know where you’re going before beginning to write ANYTHING!

5. 1/10/06 Sherran Spurlock Assess Opportunity/Initial Strategy Systematic process Systematic process Analyze bid request Analyze bid request Develop client profile Develop client profile Develop competitor profile Develop competitor profile Assess MBP capabilities Assess MBP capabilities Estimate cost to pursue? Profitability? Estimate cost to pursue? Profitability? Identify potential risk Identify potential risk

6. 1/10/06 Sherran Spurlock Go/No Go Decision Based on fact – not emotion Based on fact – not emotion Do we know the client? Do we know the client? Can we identify the issues and drivers? Can we identify the issues and drivers? Is the work core competency? Is the work core competency? Who is the competition? Is it wired? Who is the competition? Is it wired? Will this meet our strategic target plans? Will this meet our strategic target plans? What have we done to position for this project? What have we done to position for this project? Do we have the resources? Need to team? Do we have the resources? Need to team? Is it Funded? Will project meet our profit goals? Is it Funded? Will project meet our profit goals?

7. 1/10/06 Sherran Spurlock Planning the Proposal Start yesterday! Start yesterday! Proposal Manager Proposal Manager Assembles proposal team Assembles proposal team Manages like any other project Manages like any other project Encourages creativity Encourages creativity Directs responsibilities Directs responsibilities Clearly defines roles and responsibilities Clearly defines roles and responsibilities Keeps everyone on schedule Keeps everyone on schedule

8. 1/10/06 Sherran Spurlock Proposal Development Team Project Manager, Technical Expert, Teaming Partner, BD, Marketing, Production Manager Project Manager, Technical Expert, Teaming Partner, BD, Marketing, Production Manager Defines Scope of Service Defines Scope of Service Review T&Cs, cost, and terms Review T&Cs, cost, and terms Create Create Milestone schedule Milestone schedule Client profile Client profile Competitor profile Competitor profile Key issues analysis Key issues analysis RFP compliance checklist RFP compliance checklist List of questions List of questions Develop WIN Strategy Develop WIN Strategy

9. 1/10/06 Sherran Spurlock Win Strategy-using client issues Client ISSUE Our SOLUTION Client BENEFIT Our PROOF

10. 1/10/06 Sherran Spurlock Prepare the WIN Strategy Describe Describe Opportunity Opportunity Client’s business goals Client’s business goals Develop client issues worksheet Develop client issues worksheet Develop T charts Develop T charts Highlight MBP strengths Highlight MBP strengths Mitigate MBP weaknesses Mitigate MBP weaknesses Neutralize Competition’s strengths Neutralize Competition’s strengths Ghosts (enhances) competition's weaknesses Ghosts (enhances) competition's weaknesses

11. 1/10/06 Sherran Spurlock Prepare WIN Strategy (cont.) Identify proposal theme that highlights strategy Identify proposal theme that highlights strategy For each issue, create solution – benefit - proof For each issue, create solution – benefit - proof Look for innovative solutions Look for innovative solutions Cost reductions or innovative pricing opportunities Cost reductions or innovative pricing opportunities Instruct writers on strategies designed to differentiate MBP Instruct writers on strategies designed to differentiate MBP

12. 1/10/06 Sherran Spurlock Build a Storyboard Planning tool – becomes the “Draft” Planning tool – becomes the “Draft” Focuses writers on Focuses writers on Solving client’s issues Solving client’s issues Answering “Why MBP” Answering “Why MBP” Storyboard review encourages teamwork Storyboard review encourages teamwork Ensures group input Ensures group input Instigates ideas Instigates ideas

13. 1/10/06 Sherran Spurlock Example of a Storyboard Section Theme Statement (2 sentences – main point of topic) Theme Statement (2 sentences – main point of topic) Tell HOW and What Tell HOW and What State benefit of our approach State benefit of our approach Answer WHY MBP Answer WHY MBP Cost Reduction Ides Identify all ideas that could significantly lower client cost of service, cost of facilities, or of operations. Quantify the potential cost savings. Writer will use ideas listed as guide Writer will use ideas listed as guide

14. 1/10/06 Sherran Spurlock Wall Review A mock-up of the proposal A mock-up of the proposal Schedule dedicated proposal room Schedule dedicated proposal room Appoint person responsible to manage Appoint person responsible to manage Pin up WIN Strategy, RFP, Schedule, Client issues worksheet, and T charts Pin up WIN Strategy, RFP, Schedule, Client issues worksheet, and T charts Set it up in sections Set it up in sections

15. 1/10/06 Sherran Spurlock Visuals Can be very powerful Can be very powerful Include in each section Include in each section Fit the theme of the proposal Fit the theme of the proposal Must be client related Must be client related Have a reason to be included Have a reason to be included Graphics must be simple and to the point Graphics must be simple and to the point Use captions and text as support Use captions and text as support

16. 1/10/06 Sherran Spurlock Red Team Review Upper Management Upper Management Someone not involved in proposal process Someone not involved in proposal process Read draft as if client Read draft as if client Using Compliance Checklist generated by team – check for: Using Compliance Checklist generated by team – check for: Accuracy Accuracy Compliance Compliance Completeness Completeness Responsiveness to RFP Responsiveness to RFP Does it tell our story? Does it tell our story? Message comes across - does not sound like stock verbiage Message comes across - does not sound like stock verbiage

17. 1/10/06 Sherran Spurlock Editing Editor should be someone other than writer Editor should be someone other than writer Check write ups for: Check write ups for: Grammar, spelling, word usage, etc. Grammar, spelling, word usage, etc. Compliance Compliance Consistent style Consistent style Clarity Clarity Does it use the client’s language? Does it use the client’s language? Is the design consistent and easy to follow? Is the design consistent and easy to follow? Do graphics and visuals sell? Client related? Do graphics and visuals sell? Client related? Time consumer – save enough time to edit and rewrite! Time consumer – save enough time to edit and rewrite!

18. 1/10/06 Sherran Spurlock The Executive Summary Usually read by decision maker Usually read by decision maker One page - use benefit related topics One page - use benefit related topics Write for high level decision maker Write for high level decision maker Outline Outline Opening Opening Body - client issues with solutions, benefits, proof Body - client issues with solutions, benefits, proof Close - asking for the business Close - asking for the business

19. 1/10/06 Sherran Spurlock Post Proposal Make sure it arrived Make sure it arrived Team conducts port mortem Team conducts port mortem Lessons learned Lessons learned Response Response Proposal development Proposal development Client debrief Client debrief Get ready for the Short List Presentation! Get ready for the Short List Presentation!

20. 1/10/06 Sherran Spurlock Wrap Up Upfront planning provides client solution proposals that WIN! Upfront planning provides client solution proposals that WIN! Questions? Comments?