the competitivethe competitive edge for winning design ... · “specialize” in “writing...

The CompetitiveThe CompetitiveEdge for WinningDesign BuildP lProposalsPresented to

SAME Savannah PostSouth Atlantic Region Program ReviewProgram ReviewByCamille M. Krolikowski, RA

Savannah, Georgia30 June, 2011

Engineering | Architecture | Design-Build | Surveying | GeoSpatial Solutions

Overview

C id ti d P tiConsiderations and PreparationsRequests for Proposals Construction Contracts

Best Value Selection FormatsTwo Phase Design Build FormatTwo Phase Design Build Proposal Winning Tips

General Proposal GuidelinespCompetitive EdgesFatal Flawsa a a s

Protests

Copyright © 2010 Merrick & Company All rights reserved.

Considerations and Preparations

Pursuit of Federal ContractsPursuit of Federal ContractsInvolves:Commitment of ResourcesAcceptance of RiskspKnowledge of Process



Know your customer!!USACE DistrictMilitary/DoD CustomeryOther Federal Agencies

HOW?HOW?Visit; Ask Questions; Attend Conferences,

P R i St d W b itProgram Reviews; Study WebsitesStay engaged with your SAME organization!!

One of the best opportunities for networking and acquiring most current information!



Build Professional Relationships!!Find firms with Fed experienceFind firms with Fed experienceMentor – Protégé (Formal and Informal)

L fi k ll b i tLarge firms – seek small business partnersSmall firms – seek large & small business partners

B ild TBuild a TeamFill weak spots with recognized expertise/consultants

HOW?Attend Conferences; Network; Study Websites;Use Social/Professional Networks, e.g. LinkedinStay engaged with your SAME organization!!


y g g y g


New* Construction Contractors:Partner with an experienced** DB Construction ContractorPartner with an experienced** AE

N * AE FiNew* AE Firms:Subcontract to an experienced** AE firmBecome Designer-of-Record for experienced** Design-Build Construction ContractorDesign Build Construction Contractor

* “New” = new to federal contracting process


** “experienced” = in Federal work


It’s all about winning teams!gMost to least competitive partnerships:

Construction Contractor and AE design firmConstruction Contractor and AE design firm are both experienced in Fed/DoD workC t ti C t t i d AEConstruction Contractor experienced, AE designer notAE designer experienced, Construction Contractor notNeither Experienced



If you are serious about pursuing Federal work, y p g ,and despite whatever the economic times,

start now!sta t o

Fact:On average, it takes a construction contractor 1-2

years and an AE firm 3-5 years, to win the first y ycontract as a prime with a Fed Agency.

Every loss will in the end be a win as you learn what constitutes a winning proposal and you build

relationships and partnerships.



Who should develop a Proposal?Most knowledgeable people in the firms, both prime and subs – those with corporate “history” of firm

Beware of companies that claim to“Specialize” in “Writing Winning Proposals”

Develop in-house expertise, personnel with:Understanding of critical proposal elementsUnderstanding of critical proposal elementsKnowledge of where-to-go for informationG d t ith fi lGood rapport with firm personnelGood writing and graphic skills



Be Organized – Developing a Proposal is the same as executing a Project

Appoint a facilitator/coordinator

is the same as executing a Projectpp

Set up all parts of the Solicitation in an outline formCreate Matrices to cross check personnel projectsCreate Matrices to cross check personnel, projects, firms and specific solicitation requirementsAssign proposal tasksAssign proposal tasksSet up a schedule for draft submittalsPl R d Z /T i t iti lPlan a Red Zone/Team review – most critical

Cover all the bases from the start!



Facts about Design Build Proposals:Facts about Design Build Proposals:Unlike SF330, no absolute, standard format Criteria can be extensive and complicatedRequire more time and resources to developRequire more time and resources to developEvaluation process takes considerable timeThere exists a financial risk to both the Construction Contractor and the AE


Requests for ProposalsRequests for Proposals

C t ti C t tConstruction Contracts


Best Value Selection Formats

Low Price Technically Acceptable (LPTA)Govt provides plans/specsGovt provides plans/specsMinimum Technical/past performance experience (Go/No Go)Award to lowest price, technically acceptable offerp , y p

Price-Performance Trade-off (PPT)Govt provides plans/specsp p pPerformance criteria established for evaluation on cost, past performance, experience, schedule, etc.

Two Phase Design-BuildGovt identifies requirements/criteriaPhase 1 - Contractor presents technical/past performance experience. Phase 2- proposes 35% design and costStringent criteria established for evaluation and cost


Stringent criteria established for evaluation and cost consideration for all aspects of the project

Design Build Proposals

Two Phase Design Build - Typical format :Phase I (TABS may vary)Phase I (TABS may vary)TAB A - Standard Form 1442 and Proposal Data (no

pricing data)pricing data)TAB B – Technical Proposal

Factor 1 Specialized Experience (projects from pastFactor 1 – Specialized Experience (projects from past 5 years)

Construction Contractor and Design FirmgMay require SF330 for design firms

Factor 2 – Past Performance (Factor 1 projects)Factor 2 Past Performance (Factor 1 projects)Construction Contractor and Design FirmCustomer Surveys usually required


Customer Surveys usually required


Two Phase Design Build - Typical format :Phase 1 - TAB B ContPhase 1 TAB B Cont.

Factor 3 – Organization and Technical ApproachOrganization chart matrix of responsibilities smallOrganization – chart, matrix of responsibilities, small business team, teaming agreements

Technical approach for Design and Constructionpp gSustainability, ATFP, Furniture packages, etc.

Processes During Design and Constructiong gSafety, QA/QC are big factors

Planning and SchedulingPlanning and SchedulingSelf-Performed Work

Factor 4 – Utilization of Small Business


Factor 4 – Utilization of Small Business


Two Phase Design Build – Typical Format:g yPhase II (Design Drawings, Narratives & Pricing)Volume 1 – Technical Design (TABS may vary)g ( y y)

TAB A – Building Functional and AestheticsTAB B – Quality of Building Systems and MaterialsTAB B Quality of Building Systems and MaterialsTAB C – Design Narratives for all disciplines; Site and

Building Design Drawings (35%)TAB D – Key Personnel Capabilities and Experience

Volume 2 – Price and Pro Forma InformationTAB E – Proposed Contract Duration and ScheduleTAB F – Price (Contract Line Item Schedule)


( )

Design Build ProposalsDesign Build Evaluation Systems

Detailed information given on the evaluation criteria in the RFP provided by the Government

No numerical rating systems used. Ratings based on performance risk in terms of “Outstanding/Excellent”, “Above Average”, “Satisfactory”, “Marginal” and “Unsatisfactory”

A hi hl titi l h ld hA highly competitive proposal should have an “Outstanding” rating in at least one of the first two Primary Factors (Specialized Experience and Past P f ) t d t Ph 2Performance) to advance to Phase 2


Design Build Proposal Winning Tips

The Solicitation MantraThe Solicitation Mantra

READ EVERYTHINGREAD EVERYTHING CAREFULLY!

RESPOND TO EVERYTHINGEVERYTHING

COMPLETELY!


Design Build Proposal Winning Tips

Two Phase Design Build - Phase I:TAB A - Standard Form 1442 and Proposal Data

Assure everything is filled out and signed

Include bid bonds, teaming agreements, certifications

TAB B – Technical Proposal

Factor 1 – Specialized Experience

Private Sector equivalent projects acceptable

f fIf a JV, relevant projects are allowed for contractor as well as AE designer

Provide sufficient description of previous teaming experienceProvide sufficient description of previous teaming experience

Projects should be thoroughly described to include, size, cost and aspects relevant to solicitation.


Design Build Proposal Winning TipsTwo Phase Design Build Phase 1:

F t 2 P t P f ( F t 1 j t )Factor 2 – Past Performance (same Factor 1 projects)Give thorough explanation of encountered problems and corrective actionsPlay up cases of finishing up ahead of schedule, cost savingsDescribe quality achieved and customer satisfaction

Factor 3 – Organization and Technical ApproachUsually section where JVs or Teaming arrangements are d ib d d i id ddescribed and copies provided.Describe Fast-tracking, streamlining construction/labor management, innovative technologiesg , gDescribe Interaction with USACE PM/Project EngineersOrg chart(s) – sometimes two – one for design, one for


construction – tell a clearer story

Design Bid Proposal Winning Tips

Two Phase Design Build Phase 1:TAB B ContTAB B Cont.Factor 3 – Organization and Technical Approach

Assure all letters of commitment, if required, are includedAssure all letters of commitment, if required, are included (e.g. designers-of-record)

Describe work management during design and construction, l d ibilitiroles and responsibilities

Provide all Performance and Safety Records, DARTs (Days Away, Restricted, and or Transferred) and EMRs y, , )(Experience Modification Rate) as required

Use professional rate service organization

Bear in mind sub –groups of the selection board may review each TAB/Factor and may not interact!


Design Bid Proposal Winning TipsTwo Phase Design Build Phase II:Volume 1Volume 1TAB A (Building Function & Aesthetics)– There is no

substitute for a functional, good looking design! Team ith t t h d i !with a top notch designer!

TAB B (Quality of Building Systems) – Pay strict attention to installation design guides, including landscapingto installation design guides, including landscaping criteria.

TAB C (Narratives & Plans) - Site plans must have sufficient informationsufficient information

TAB D (Key Personnel) - Project Manager, both design and construction, Superintendent, QAQC manager, p gS&H Officer are critical positions and need to be filled with experienced personnel

Qualifications usually found in Section 01 45 04


Qualifications usually found in Section 01 45 04 Assure Design Firm’s SF330 (if required) is current

General Proposal Guidelines



Competitive EdgesMake it easy on the Reviewer!

Match the solicitation outline exactlyUse identical terminology as in solicitationProvide page numbersp gCreate index pages for each TABCharts and matrices often paint a clearer pictureCharts and matrices often paint a clearer picture than wordsGraphics are good but exercise prudenceWrite well!



Set up & keep proposal information current

Relevant ProjectsCreate standard project sheets (to build on)- Create standard project sheets (to build on)

- Include impressive photos/renderingsAwards keep a current list (past five years)Awards – keep a current list (past five years)Personnel Resumes:

- Create an on-going list of projects for each person

Edit t th b i i f h FY- Edit resumes at the beginning of each FY –drop off old projects


General Proposal GuidelinesCompetitive Edges

K thKnow theFatal Flaws (guaranteed File 13)(g )

Late arriving proposals Incomplete proposals - parts missing (e.g. resumes)Not addressing the selection criteria completelyy

Exceeding page limitationsToo small font sizesToo small font sizes



Fatal Flaws - PersonnelOut-of-date projects on resumes Project assignment/role on resume is unclear or blankj gKey personnel without required (correct) state registrations and/or certificationsConstruction Personnel who do not meet minimum experienceProject manager with no experience in DoD/Fed workInadequate demonstration of relevant experience by q p ythe teamNo assurance team presented will perform the work


Inadequate depth/capacity


Fatal Flaws – Performance, Processes and Plans

Inadequate demonstration of past performance/poor ccass/acass ratingsgPoorly defined work/quality/safety management planNo plan for coordination of AE work with subNo plan for coordination of AE work with sub consultantsInadequate Subcontracting Plan from ConstructionInadequate Subcontracting Plan from Construction ContractorNo plan for or inadequate utilization of smallNo plan for or inadequate utilization of small businessesPoor Performance and Safety Records (DARTs and


y (EMRs)


Fatal Flaws – Design and CostFailure to follow Installation Design Guide criteriaE di ll bl f tExceeding allowable square footagesInsufficiently detailed site plans and drawingsFailure to meet sustainability/LEED requirementsFailure to provide detailed schedule for both design p gand construction

CID packages, long lead items

Poor/non-competitive Pricing



S b i i P t lSubmission Protocol

D t i it Di t i t /C t b tDo not visit Districts/Customers between announcement in FedBizOps and final

selectionsselectionsMost will not allow and will not look favorably on

fi h t / t dfirms who try/manage to do so.



Al S h d l D b i f!Always Schedule a Debrief!(whether you win or lose!)( y )

Face-to-face is best, teleconference is d tigood option

Take notes, ask questions Do not be defensive! Make it a positive learning experience!There are some things the Debriefer will not be able to tell you.



When day is done:A ll itt t f ll ll t dA well written, easy to follow, well presented

proposal will not be highly competitive IFIF

the relevant experience and technical expertise of the entire team cannot beexpertise of the entire team cannot be

demonstrated and the construction cost is not competitive and/or below budget.ot co pet t e a d/o be o budget


A Word about Protests

Protests are appropriate if:Protests are appropriate if:There is strong evidence of a problem in the acquisition process.q p

The current gov’t acquisition workforce is often under-staffed, over-burdened and over-

k dworked

Protests are NOT appropriate if:It is a post-award strategy for contractors defeated by proposals/bids that were simply deemed superior in a fair and open processdeemed superior in a fair and open process.


A Word about Protests

If you have a legitimate basis, by all fil B t fi tmeans file. But first:

Be absolutely sure there is a problem.Schedule a teleconference or face-to-face meeting to discuss and hopefully come to a mutual agreement before going to the formalmutual agreement before going to the formal GAO process. Most agencies are very open to this processMost agencies are very open to this process (officially referred to as Alternative Resolution) as opposed to potentially re-advertising the contract and wasting time and resourcescontract and wasting time and resources.


Specifics for Savannah District

Adapt/build strategy is currently replacing design/build p gy y p g gprocurement for the COS facilities e.g.TEMF, COF and Battalion Headquarters.CContinued strong emphasis on LEED, moving toward gold certifiable projects. E ffi i ill b th h t t i f FY 12 dEnergy efficiency will be the hot topic for FY-12 and beyond as military moves towards the "Net Zero" concept.MILCON program is declining so competition will beMILCON program is declining so competition will beintensive. Best value will continue to be the preferred procurementBest value will continue to be the preferred procurement scenario for the government.


Thank You!!

QUESTIONS??QUESTIONS??

Contact info: [email protected]


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