gwiq-11€¦ · labor hour gsa schedules doe nih hhs letter contract f&o fda doi cms bpa sb...

GWIQ-11:Ready for Stronger Proposals? Tips for Winning on Value, Not Just Price

Sarah Bednarz, CF APMPChickasaw Nation Industries, Inc.

Speaker Introduction

Service Without Reservation

Sarah Bednarz, CF APMP

Director , Capture and Proposal

Over 12 years of proposal experience

Shipley trained

APMP Certified

Large range of experience

Contract Types Competition Type

Samples of Federal Customers with winning proposals

Multi Award IDIQ

BOA SOCOM DLA OMB

Single Award IDIQ

8(a) Competitive

FAA HIS DOC

BOA 8(a) Sole Source

DoD- all branches

HUD USPTO

Task Orders Small Business BIA IRS EducationLabor Hour GSA Schedules DOE NIH HHSLetter Contract F&O FDA DOI CMSBPA SB Competitive CDC TSA CBPT&M Hubzone FHA Treasury USCGCPFF ISBEE GSA FRRB DOJFFP Limited Comp NSA NASA FBICPAF DOL BLS DOS

DOT IRS VA

Jenna Young, CF APMP

Proposal Manager

Over 4 years of proposal experience

Shipley trained

APMP Certified

About Chickasaw Nation Industries, Inc.


Information

Technology

Defense Logistics

Aviation

Engineering

Health Consulting

Modeling &

Simulation

Energy &

Manufacturing

CNI Divisions

CONTRACT VEHICLES:

8a STAR II: C1-FA1; 738X: 595-21; PSS: 874-1, 520-13, C595-21; IT 70: 132-51; MOBIS; FABS; eFast

Chickasaw Nation Industries, Inc. (CNI) is one of the largest tribally-owned Federal

contractors in the United States. Our Civilian Division develops cutting-edge solutions for

Federal customers nationwide through industry-leading professionals with comprehensive

proficiencies in human capital support, logistics support, health solutions, IT services,

and business consulting and support. Using our knowledge, experience, and expertise,

our team consistently presents results that permits organizations to exceed their goals.

We offer the flexibility and customer service of a smaller company with the ample resources of a larger organization.

Our experts apply innovation to every project to increase efficiencies, and conserve customers time and costs.

CNI has multiple LLCs which are 8(a) certified and offer subcontracting opportunities.


Evaluation Criteria

What is Evaluation Criteria?


Evaluation Criteria is the standards by which accomplishments of required technical and

operational effectiveness and/or suitability characteristics or resolution of operational

issues may be assessed. The criteria will normally be stated in Section M of a Request

for Proposal (RFP) and the Source Selection Plan (SSP)

But what does this really mean and how do they

really evaluate????

Evaluation Simplified


All source selections should ensure that the Government selects the contractor

proposing the best value to the Government (LPTA or tradeoff).

General knowledge of who is evaluating

Know the general process of how they evaluate

Knowing this should only shape your path, not be your path.

Link Value to your Differentiators and Proof



Think Like an Evaluator

Setting up for Success


Understand the amount of time the reviewers spend to evaluate

There is a very technical process they go through to make sure they conform to the

FAR and ensure all the paperwork you have submitted conforms - How can you help?

o Generate a cross-reference matrix

o Outline to section L and infuse PWS/SOW, and L requirements

o Everything in section L and M should be a header, do not make them search for

anything

Don’t make the Government review noncompliant proposals. You are not only wasting

their time, but yours. Even if they wanted to award to you, this is grounds for protest,

so they will not. You need to have a trained compliance review team. This should never

be your core team.

Remember: Their goal is to not have a protest!

Getting a Low Risk Score


A large part of the evaluation committee’s responsibility to ensure they minimize risk to

the Government.

How?

Your experience, technical capabilities, and financial stability should be highlighted

throughout. If you offer a great technical solution, but you have never done this type

of work you will be high risk. You should minimize these risks with teaming and

qualifying pursuits.

Know Who Is Evaluating


You will not know the names of the reviewers, but you should know in general who is

looking- examples, the contracting shop and the program shop

The person who evaluates the technical is almost never the one who knows the prices

How the formatting is set up can give you clues

Do they want it tabbed out a certain way

Someone is looking at the things you didn’t provide, such as CPARS

Your Role


To provide a compelling, compliant proposal, that is easy to evaluate.

A few common mistakes:

Not infusing the evaluation requirements into your response. Sometimes you are

being evaluated on something that was not listed in the instructions.

Not identify criteria within your response.

Thinking you know best and creating your own format.


Winning on Value

Winning on Value


What is a value proposition?

An innovation, service, or feature intended to make a company or product attractive to

customers.

Defining Value


What is value?

A win theme?

A unique selling point?

A marketing slogan?

A set of features and benefits?

A group of differentiators?

Win Themes and Marketing Slogans


“We believe in the enterprise.”

“We are a one-stop shop for all your data security requirements.”

“As the incumbent, we understand your requirements.”

“Our approach ensures the constant consideration of innovative solutions.”

“Our approach reduces lifecycle costs because it is more efficient.”

“Our solution will integrate into your technical environment seamlessly”

“We exceed the minimum requirements.”

“Customer success us our mission”

Why do these not work??

Because they are focused on US, not the CUSTOMER

and they do no measure customer benefit

What is a Value Proposition Then?


It is a promise to the customer.

Where

Values= the value of our solution

Costs= the cost of our solution

Valuea= the value of the next best alternative

Costa= the value of the next best alternative

(Values- Costs) > (Valuea-Costa)

Four steps to successful value


Link your value to differentiators and proof

Monetize the value

Calculate the gain

Identify the value the customer wants

Identifying the Customer Wants


Identify the value the customer wants

o Improved financial performance

o Operational efficiency

o Reduced errors and rework

o End-user satisfaction

How will you measure success for this

project?

Have you done similar projects and how do

you measure their success?

Are you looking for a specific return on

investment?

Areas of Measurable Impact


Cost Reduction

•Value based on improving total cost ownership

Revenue Increase

•Value based on generating more sales

Cost Avoidance

•Value based on eliminating risk or waste

Risk Reduction

•Value based on avoiding or mitigating problems

Calculate the Gain


Establish the current baseline of performance

Calculate the improvement

Show the improvement graphically

Use anecdotal evidence (Past performance, testimonials, analyst reports, etc.)

Baseline data from the client- using GovWin

customer data is the best starting point for

this

Research data on the client and industry-

GovWin has loads of data to draw from,

already organized for quick use

Pull other public data or data you have

collected

Monetize the Value


Three main ways to monetize include:

Baseline data regarding the area of performance

An agreed upon estimation of probable gain, based on data from other customers

Articulation of the value of the gap between current performance and potential performance

Show it graphically for maximum impact!

We estimate you will save $700,000 a year from

reduced workers compensation claims.

Reduction of 10 claims a year= $200,000 saved in lost time

$450,000 saved in $50,000 saved in training replacement and temporary staff

Link Value to your Differentiators and Proof


Create a table that has your differentiator and linked to what the value is:

Differentiator Financial Technical Social

First to market More time perfecting product

Web-based architecture Cost savings of $x

Baseline Data


Baseline data from the client -

using GovWin customer data is

the best starting point for this

Baseline Data


Teaming Opportunities


FOIA Access


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