Rev Up Your SF330 to Win Federal Work

Transcription

Rev Up Your SF330
to Win Federal Work
Presented by:
Nancy J. Usrey, FSMPS, CPSM.
Some graphic examples have been removed.
© 2011 Partners Usrey – All Rights Reserved
LEARNING OBJECTIVES:
 Learn methods for researching prospective client
agencies marketing your services to them
agencies,
them, and
developing relationships that can increase your success
in project pursuits.
 Gain knowledge of the selection process and what the
Federal client expects from its contractors.
 Acquire insight to help you successfully respond to a
solicitation using the form, as a Prime Contractor or a
Subcontractor.
Subcontractor
 Understand the importance of tailoring and customizing
your content,
content and of differentiating your team
team.
2
Compared to what
we ought to be,
we are only half awake.
William JJames
Willi
Psychologist
Philosopher
Original Thinker
1842-1910
3
Success is really very simple…
 Know your client.
 Know your story.
good pursuit
p
decisions.
 Make g
 Organize to win and deliver.
 Use the SF330 to con
convince
ince
your client that you are…
 _____________________
 Perform as though your reputation depends on it.
SF330 Part I: Contract Specific Qualifications
“Anybody
Anybody who is any
good is different
from anybody else.
else ”
— Felix Frankfurter
5
What information is required?
Everything
requested by the
SF330 Form
Everything
requested by the
S li it ti
Solicitation
6
What information is required?
 SF330 is for A/E services procurement.
 Some
S
contracts
t t allow
ll
a ffree-form
f
proposal.
l
 Either way…
It’s
It
s all about details,
details relationships and strategy.
strategy
 It’s up to YOU to connect the dots so the reviewer
gets the picture!
 Meet the requirements of the solicitation.
 Prove your team’s expertise.
 Differentiate your team from the competition.
 Preempt questions.
7
Can you customize the package?
 Do not rearrange the form.
 Some change is acceptable
acceptable.
 Follow agency guidelines.
 But ASK…
 Binding method
 Cover
 Cover letter
 Table of contents
 Executive summary
 Divider tabs
 Supplemental information
 Watch out for page count limitations.
 How will it copy?
8
Set the stage…
9
Set the stage…
10
Set the stage…
11
Set the stage…
12
Section C: Proposed Team — Strategy
 Demonstrate strength
through team organization.
organization
 Establish understanding of
the project effort.
 Cover all capabilities listed in
FedBizOpps
pp notice.
13
Section C: Proposed Team — Sample
14
Section C: Proposed Team — Ideas
 Simple Additions
 Firm
Fi logos
l
 Color
 Small business status
 Previous working relationship
 Expanded
p
role description
p
15
Section D: Organizational Chart of Team
 Demonstrate understanding
of the project effort
effort.
 Cover every discipline listed
in FedBizOpps notice.
 Show relationships and
lines of responsibility
p
y and
communication for project
team (not corporate
structure).
structure)
16
Section D: Organizational Chart of Team
 Consider the possibilities…
 How is your work effort
organized?
 How do disciplines interact?
 How do you integrate the
owner, the client, the user,
the consultant into the team?
 Are there processes
you can show?
 Is the work phased? grouped?
 Can you
o show
sho responsibilities,
responsibilities
deliverables, relationships?
 Are there multiple
organizations?
17
Section E: Resumes — Strategy
 Showcase experience and
expertise of individuals.
individuals
 Block 18 gives you freedom.
Use it!
 Why is this person the right
person for this p
p
project?
j
18
Section E: Resumes — Sample and Ideas
19
Section E: Resumes — Strategy
 Tailor the project description.





Specific involvement of the individual
Quantifiable facts about the size of the project
Descriptive information about the project
Specific relevance to the project you’re submitting on
Status, if professional services or construction are incomplete.
20
Section E: Resumes — Ideas
 Reference to Section F
 Positioning statement
 Firm logo
 Color
 Photos?
21
Section F: Example Projects — Strategy
 Prove your experience with
focused project descriptions
descriptions.
 Select those projects that
“best illustrate the team’s
qualifications for this contract.”
 Must show competence and
relevance.
relevance
 Cover all the issues and criteria in
the FedBizOpps notice.
 Keep them recent.
 Check owner references
references.
22
Section F: Example Projects — Execution
 Tailor the project description
to reflect the FedBizOpps
notice.
 Use terms from the notice.
 Address issues/components.
issues/components
 Describe challenges and
solutions as they relate.
 Discuss
Di
awards.
d
 Clearly show why this project
demonstrates your ability.
 Include graphics if allowed.
 Use captions to your
advantage.
23
Section F: Example Projects — Ideas
 Consider the possibilities…
How can you
you…
 Demonstrate experience?
 Create “sound bites”?
 Highlight what is really
important?
 Show what is relevant?
24
Section F: Example Projects — Ideas
 Color
 Images
 Quotes
 Reference to resumes
 Columns
 Subheads
 Benefit
B
fit statements
t t
t
 Desktop publishing
 Call outs
25
Section G: The Matrix — Strategy
 Highlights the relationships
and experience of your team
 Two-fold goal for the agency:
 Team’s working relationship
 Individuals’ experience on
the projects you claim as
your team’s best experience
26
Section G: The Matrix — Sample
27
Section H: Additional Info — Strategy
 Emphasis is on providing additional information
requested by the agency
agency.
 Address the issues and evaluation criteria in the
order they
y are p
presented in the FedBizOpps
pp notice.
 Know your story and relate it to your client’s
issues.
 Clearly demonstrate your team’s qualifications and
abilities to meet the requirements in the notice.
 Preempt
P
t questions
ti
about
b t any weaknesses.
k
 Make it relevant, easy to read, and simple to follow.
28
Connect the
dots so they
the
get the picture.
g
p
29
Key Road Signs
 ALWAYS read the
FedBizOpps solicitation!
 Review line by line, phrase
by phrase, word by word.
 Build a detailed evaluation
worksheet.
 Must haves
 Nice to haves
 Use it to create your outline.
 Ask questions for
clarification.
30
Key Road Signs
 Command words:
 Shall be
 Must
 Restricted to
 Will include
 Mandatory
 Wiggle words:
 Need to
 May
 Should
 Might
 Look for pointing phrases…
31
What other information is valuable?
 Compliant, Comprehensive, Compelling
 Look for “may” phrases in the solicitation
 Consider other types of information that offer proof
 Identify issues the client may have missed
 Anticipate questions, provide answers
 Persuade without fluff
“Elaborate brochures or other presentations
b
beyond
d those
h
sufficient
ffi i
to present
a complete and effective response
to this announcement are not desired.”
32
Strategic Tips
 Research every reference to a regulation, code, or
source in the solicitation
 Review your agency / installation relationship notes
 Review agency / installation plans and documents
 Brainstorm industry standards, expert approaches,
similar project challenges and solutions
 Identify best practices related to
contract type
 Where can you be innovative in
your approach to the project?
 What can you provide the agency
that others won
won’tt or can
can’t?
t?
33
Response Tactics
 Messages — “walk aways”
 Features
F t
and
d Benefits
B
fit — WIIFM
 Discriminators / Differentiators
 Us (positives) vs
vs. Them (negatives)
 Risk Management
 What issues concern the agency
g
y
or the end user?
 Relevant Experience — Tell them more.
 Past
P
P f
Performance
or Lessons Learned
d—
What do you know that others don’t?
 Visual Support — They really are worth 1000 words!
34
How do they evaluate Section H?
 Every Selection Panel is
different.
different
 Every charge to a Selection
Panel is different.
 The common factor is:
Evaluation is based on the
Solicitation.
Solicitation
 The decision must be
defensible.
35
How do they evaluate Section H?
 Section H confirms what the panel already “knows”
from Sections C
C, D
D, E
E, F
F, and G
G… OR
 It changes the panel’s perception.
 What that means is…
 Make sure you provide content where it will be
considered under the criteria.
 Anticipate questions and clearly answer them.
 Tell them what you want them to conclude,
and then prove it to them.
36
Section H: Additional Info — Execution
 Make it easy for the reviewer to find information.
 Include
I l d a ttable
bl off contents
t t if warranted.
t d
 Use headlines or font attributes.
 Highlight key information with call-out or graphic
boxes.
 Number the pages.
 Summarize supplemental information attached.
 Keep it short
short, clear and relevant!
 Remember that a picture is worth many words…
use g
graphics,
ap cs, c
charts,
a ts, tab
tables,
es, g
graphs,
ap s, a
anything
yt g visual!
sua
37
Remember…
 It's all about details, relationships and strategy.
It's
It
s up to YOU to connect the dots so the reviewer
gets the picture!
 Meet the requirements of the solicitation.
 Prove your team's expertise.
 Differentiate your team from the competition.
 Preempt questions.
questions
38
SF330 Part II: General Qualifications
“Anybody
Anybody who is any
good is different
from anybody else.
else ”
— Felix Frankfurter
39
Completing Part II: General Quals
 A unique Part II for each office listed in Part I Section C
MUST accompany an SF330 Part I submittal
submittal.
 Part II is not used to select your team…
it is used to confirm that you are who you say you are.
 There is typically no need to tailor Part II…
do it once and spend
p
your
y
time on Part I.
 Always include solicitation numbers, signatures and
dates… even on your subconsultant Part IIs.
40
Block 1: Solicitation Number
 Always include this
number when Part II
accompanies a Part I
submittal
 Check subconsultants’
Part IIs
41
Blocks 2 through 8: Firm Information
 Blocks 2, 3, 4 and 6
are unique to a specific
location or office.
 The address should match the
CCR and
d DUNS records.
d
 The DUNS number is unique to
the address or division.
 Blocks 5, 7 and 8
are for the company as
a whole
whole.
42
Blocks 2 through 8: Firm Information
43
Block 9: Employees by Discipline
 There are 62 Function Codes.
 Identify up to 20 disciplines
plus “Other Employees”
 Add a new discipline —
l
leave
F
Function
ti C
Code
d bl
blank
k
 Part IIs may use different
codes.
 Total in column 9c(1) will be
the same for every office.
 Make sure disciplines used in
Part I show here.
 Numbers for Firm and Branch
are only the same if you have
one office.
44
Block 9: Employees by Discipline
45
Block 10: Profile of Firm’s Experience
 Reflect experience of the
office whose name and
address are listed in Block 2,
not the entire firm.
 Select 22 experience profile
codes from the 160 provided.
 Add a new category —
l
leave
P
Profile
fil C
Code
d bl
blank
k
 Decide whether to focus on
services or project types.
 Insert the description
assigned to the code in the
instructions.
 Do not list project examples.
46
 Identify the appropriate range
of revenue for each code.
 Use a reasonable estimate
not an exact amount.
 It’s
It’ nott necessary to
t tailor
t il
Part II to match a Part I.
 It’s not used to determine
your qualifications for a
project.
y might
g build
 However,, you
one focused on services and
one focused on project
yp
types.
47
48
Block 11: Annual Average Revenues
 Summarize revenues for the
office in Block 2, not the
whole firm.
 Federal Work
 Any
A project
j t for
f a federal
f d l
agency in the U.S. or abroad
 Prime or subconsultant
 Any work stemming from a
contract with the federal
g
government
 Non-Federal Work
 Any project not performed
for a federal agency (even
one with federal assistance)
49
Block 11: Annual Average Revenues
50
Block 12: Authorized Representative
 Use the individual listed in
Block 6 or another corporate
p
authority.
 A signature makes the submittal
a legal document.
document
51
 Know your client.
 Know your story.
good pursuit
p
decisions.
 Make g
 Organize to win and deliver.
 Use the SF330 to con
convince
ince
your client that you are…
 _____________________
 Perform as though your reputation depends on it.
“The toughest thing about success is that
you’ve
you
ve got to keep on being a success.
success ”
— Irving Berlin
53
Questions?
Thanks for spending
time with me!
Telephone: 972-463-3559
972-768-5831
Email: [email protected]
Insider’s Guide to SF330 Preparation
SPECIAL: 20% Discount for SMPS members
until January 15, 2012
Contact: Amber Burke 414-291-8840
414 291 8840
[email protected]
54
Go get ’em!
em!

Rev Up Your SF330 to Win Federal Work

Transcription

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