Domains 2. Plan: Marketing Plan of 3. Develop: Client and Business - - PowerPoint PPT Presentation

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Domains 2. Plan: Marketing Plan of 3. Develop: Client and Business - - PowerPoint PPT Presentation

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Six 1. Analyze: Market Research Domains 2. Plan: Marketing Plan of 3. Develop: Client and Business Development Practice 4. Propose: SOQs/Proposals 5. Promote: Promotional Activity April 18, 2017 6. Manage: Info, Resource &

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SLIDE 1

Six Domains

  • f

Practice

  • 1. Analyze: Market Research
  • 2. Plan: Marketing Plan
  • 3. Develop: Client and Business Development
  • 4. Propose: SOQs/Proposals
  • 5. Promote: Promotional Activity
  • 6. Manage: Info, Resource & Organizational Mgmt

April 18, 2017

Wendy Wark, CPSM Marketing Manager HSC Builders & Construction Managers wwark@hscbuilders.com

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SLIDE 2

Agenda

  • 1. Go / No-Go
  • 2. Proposals
  • 3. Teaming
  • 4. Interview
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SLIDE 3

STAT

Average Win Rate of Proposals

25 – 30%

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SLIDE 4

Reason for Low Win %

A sign of an underlying PROCEDURAL problem

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SLIDE 5

Combat Low Win %

  • Go / No-Go Process
  • Databases
  • Proposal Manager
  • Work Plan Process
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SLIDE 6

Go Go / / No-Go Go

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SLIDE 7

Why

Go / No-Go Go

 Remove emotionality  Match strategic biz plan  Determine profitability  Identify staff available  Match niche expertise Opportunity for repeat biz  Worth value of effort

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SLIDE 8

No No-Go Form

gates

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SLIDE 9

No No-Go Form

points

[logo]
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SLIDE 10

Strategy

CAPTURE PLAN

Gather intel about clients & projects … … Develop winning strategy

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SLIDE 11

It’s A No No-Go!

Hand deliver a short response confirming why you will not be submitting.

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SLIDE 12

It’s A Go! Go!

 Kickoff Meeting

  • Strategy

 Work Plan

  • Staff
  • Teaming Partners
  • Assignments
  • Timelines
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SLIDE 13

Strategy

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SLIDE 14

Prop

  • pos
  • sals
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SLIDE 15

STAT

What % of proposals should make an owner’s short list?

90%

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SLIDE 16

Objectives

  • f

Proposal

  • You are BEST choice
  • Show competitive

advantage

  • Owner-centered

content

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SLIDE 17

Strategy

  • 1. I need to solve

a problem

  • 2. I have a desire

that I want

I have 2 things in mind…

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SLIDE 18

Strategy

Effective Theme Clear value proposition

DIFFERENTIATORS

  • technical
  • contractual
  • managerial
  • qualitative
  • service-
  • riented
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SLIDE 19

Databases

 Photography  Graphics  Proposal text  Resumes  Experience lists  Stats  Client quotes  Reference letters  Peer professionals

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SLIDE 20

Proposal Manager

RESPONSIVE

  • Outline &

Work Plan

  • Clarify RFP

QUALITY

  • Support

Claims

  • Proofread

STRATEGY

  • Theme / Value
  • Differentiators

CREATIVITY

  • Illustrate
  • Compelling

Narratives

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SLIDE 21

Proposal Work Plan

timeline staff partners

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SLIDE 22

Proposal Work Plan

partners assignments production supplements

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SLIDE 23

Proposal Work Plan

assignments & timeline team schedule meetings

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SLIDE 24

RFP Sections

  • 1. Executive Summary
  • 2. Firm overview
  • 3. Project approach
  • 4. Organizational chart
  • 5. Resumes
  • 6. Project experience
  • 7. Cost / Fees
  • 8. Add’l info / forms
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SLIDE 25

Resumes

  • Role Description
  • Project experience
  • Special Certifications
  • Education
[logo] Team Member Name [Bid #] [#] [Year] [Name] [Name] [Firm Name] Note: Some content removed/changed for confidentiality.
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SLIDE 26

Project Profiles

Logo [Value] [Firm Name] [Bid #] [Firm Name] Note: Some content changed for confidentiality. [Year]
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SLIDE 27

Writing & Graphics

“Readers want important info to be

clearly laid out;

they will not read what is troublesome.”

Jan Tschichold Typographer & book designer

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SLIDE 28

Effective Writing 1. Intel 2. Theme 3. Outline 4. Draft 5. Refine 6. Review

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SLIDE 29

Clear Writing

  • Active voice
  • Concise, no redundancy
  • Parallel items
  • Bold & italics sparingly
  • Consistent tone
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SLIDE 30

Writing

NO

“We have no doubt that, because of our extensive years of experience with this type

  • f project, Company ABC will be able to

complete your project in an expeditious manner that can satisfy all involved parties,”

YES

“Because of our expertise with similar projects, Company ABC can reduce the schedule by 2 months.”

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SLIDE 31

Owner-centric

Writing

The “so what” test.

Trick: Add “so” & then describe the benefit.

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SLIDE 32

Writing

Technical vs. Persuasive

Balance the facts with the feelings

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SLIDE 33

FACT

Pictures & Graphics help increase reader’s retention by _____%

300%

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SLIDE 34

6 6

Common Design Errors

  • Low res images
  • Boring images
  • Too many fonts
  • No white space
  • Too much color
  • Too much noise
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SLIDE 35

Final Wrap-Up Up

 All RFP questions answered  Strong Team & PM  Relevant Projects  Compelling Narrative  Great Photos & Infographics  Proofread  5 Second Test

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SLIDE 36

5 Second Test

Look at the page quickly … main point clear?

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SLIDE 37

5 sec test

[logo] [Organization Name]
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SLIDE 38

5 sec test

[logo] [Organization Name] [Bid #] [Facility] [Facility] [Facility] [Facility]
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SLIDE 39

Red Team

 Objective reviewers  Give directions & goals  Review from client’s perspective  Provide RFP  Proposal ready?

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SLIDE 40

Post Proposal Checklist

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SLIDE 41

Shake & Bake

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SLIDE 42

Team aming

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SLIDE 43

Qualities

 Compatibility  Complementary Services  Common Core Values  Market Position & Reputation  Flexible  Successful Experience  Technology & Resource Capabilities

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SLIDE 44

Structure Types

Prime / Sub

  • Traditional

teaming & common

  • Prime: contract

with Owner

  • Prime

subcontracts services

Association

  • 1 project
  • Informal
  • Good for

entering new market

Joint Venture

  • 1 project, large

& complex

  • Short term
  • Separate legal

entity creation

  • Single source of

contact & legal responsibility

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SLIDE 45

Structure Types

Alliance

  • Several projects

within a market sector

  • Long term
  • Formal & both

firm equal weight

  • Partners support

each others’ biz goals

Design-Build

  • A/E & CM services

under 1 single contract with Owner

  • Design Docs

complete & free

  • f error

MBE WBE DBE

  • Government

agencies recognizes Business Enterprise as 51%

  • wned by

Minority, Women,

  • r Disadvantaged
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SLIDE 46

Intervi view

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SLIDE 47

Differentiate

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SLIDE 48

First 60 seconds

GOL GOLD

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What’s Your Point?

“If you want the client to remember 1 thing only, what would that be?”

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SLIDE 50

Reminder

Interview is about people & approach, not about qualifications.

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SLIDE 51

STAT

Ratio of interview content: __% client & __% your firm

60% client & 40% you

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SLIDE 52

Interview Checklist

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SLIDE 53

Purpose

  • f
  • f

Visuals

  • save time
  • add impact
  • aid retention
  • create interest
  • illustrate if hard to verbalize
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SLIDE 54

Prep for Q&A

Potentially difficult questions & practice delivery

  • f answers
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SLIDE 55

Interview Mistakes

  • Winging It
  • Over-reliance on visual aids
  • Monotone, low enthusiasm
  • Not Persuasive
  • Reading slides
  • No eye contact
  • Back toward audience
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SLIDE 56

Closing

Say something memorable!

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SLIDE 57

Debrief

Win

  • r
  • r

Lose

Sample Questions

  • 1. Who won & what are the 3 main

reasons why?

  • 2. How did all the firms rank?
  • 3. What did we do well & what areas

need improvement?

  • 4. What could we have done

differently to win?

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SLIDE 58

Debrief

Win

  • r
  • r

Lose

What Next

  • 1. Analyze the

feedback

  • 2. Pass along findings
  • 3. Periodic Debrief

Summary Report

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SLIDE 59

Final Thought