Breakout Session # 610

1. NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

2. Winning Proposals – What a Company Needs to Focus On Breakout Session #610 Michael A. Hordell, Partner, Government Contracts Group, Pepper Hamilton LLP Date April 28, 2004 Time 11:40 a.m. – 12:15 p.m. NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

3. Every 20 Seconds… NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

4. The Government as a Customer • World’s biggest customer • Not like a commercial customer • jump through legal and administrativehoops • adapt your marketing practices • deal with generalists, not specialists NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

5. Sources of Information About the Government’s Needs • www.fedbizopps.gov. • SBA - www.sba.gov • GSA - www.gsa.gov • Commerce Department - www.commerce.gov • User conferences and government shows • online information and government publications • trade journals and association publications • industry briefings NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

6. Marketing to the Government • A continuous process • Use FOIA • Get to know the key personnel • Restrictions on marketing to government • Publicize NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

7. Set Up the Framework • Administrative steps • Commercial and Government Entity (CAGE) Code • Central Contractor Registration/Business Partner Network • accounting system • small business certification • Electronic Data Interchange (EDI) system • Implement a system to identify potential business opportunities NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

8. Initial Steps – Coordinated Attack • Determine the product you wish to sell • Determine the customer(s) • Get on the “bidders list” • Start homework – budget, funding, estimates, prior and current needs • Track opportunities • Identify and push any advantage, especially if a small business • Set up infrastructures and procedures NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

9. Before the RFP Is Even Issued… • Conduct advance intelligence gathering • current and prior contracts • previous solicitations and proposals • Prepare preliminary proposal information as appropriate • draft boilerplate • gather resumes and other documents • gather photographs of facilities, products or sites • initial “shell” proposal and theme ideas NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

10. Initial Review of RFP • Primary goal – make bid/no bid decision quickly • check all pages, amendments, attachments • review specifications • create a “procurement library” • organize questions NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

11. Setting Milestones • Create a realistic timeline • Leave some leeway to deal with changes, problems (not just with proposal but those that arise in day-to-day business operations) NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

12. The Bid/No-Bid Decision To Bid or Not To Bid… • The bid/no-bid decision • research • historical data • potential competition • business goals and strategy • realistic assessment NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

13. The Initial Proposal Development Process • Build the proposal preparation team • Select the right person for the job • Enough people, enough time NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

14. The “Kick-Off” • Procedures are agreed-to and in place • set the ground rules • assign specific responsibility and deadlines • share information • distribute schedule • solicitation and other documents NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

15. Developing the Compliance Checklist • Compliant, complete, and compelling • Checklist based on paragraph-by-paragraph review C C C NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

16. The Proposal/Contract Work Breakdown Structure • Performance requirements broken into discrete components • Use sections L and M, the SOW, and technical and performance specifications • Follow the solicitation NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

17. The Continuing Proposal Preparation Process • Risk analysis refinement • cost or pricing strategies • Subcontracting decisions • Teaming/joint ventures • Make or buy NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

18. Writing the Proposal • Write for laymen, experts and laymen who think they are experts • Volumes must “stand alone” but be consistent NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

19. Proposal Content • Consistency • Easy to read and evaluate • explain how the offeror will meet the agency‘s needs • Use themes • Executive Summaries • draft as if these are the only part of the proposal that will be read NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

20. Technical Volume • Frequently most critical part • Be realistic • Detail the specific solution NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

21. Management Volume • Showcase experienced personnel • explain why your management will make things run smoothly for the agency • do not assume the evaluators know your company NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

22. Cost or Pricing Volume • Demonstrate the realism and reasonableness • Supporting rationale • Double (even triple) check for accuracy NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

23. Past Performance • Support company capabilities • Address “negative” past performance • Simplify reference checks • Make no assumptions NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

24. Other Proposal Pieces • Follow format requirements, page limits • Title Page • informational and clear • Proprietary legend – title and each page • Marketing Materials • a part of your proposal • current, up-to-date and no contradictions NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

25. Red Team and Legal Review • Red Team: • review volumes individually and as a whole • replicate the actual evaluation process • thoroughness and candor a must • Legal • risks and liabilities • protect intellectual property NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

26. Proposal Delivery • Confirm delivery information • Leave sufficient time • Follow-up NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

27. The Next Steps • Competitive Range Determination • Discussions and Clarifications • Oral Presentations • Final Proposal Revision NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

28. Award and Debriefing • Periodically check award status • Request a debriefing whether you win or lose • Debriefings are a learning experience • Lessons Learned Analysis NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”

29. Questions? Michael A. Hordell 202.220.1232 hordellm@pepperlaw.com NCMA World Congress 2004 “Maximizing Value to Stakeholders…Contract Management in the Business World”