Government Contracting - Winning Proposals - Jennifer Schaus

Govt Contracting Webinar Series

Learn Before You Leap!

• Govt Grants & SBIR Process RECORDING: http://youtu.be/1n8mUFsRcBc • Simplified Acquisitions RECORDING: http://youtu.be/dwSjw_P8WNg • Mentor-Protégé Program RECORDING: https://vimeo.com/103389860 • HUBZone Certification RECORDING: http://youtu.be/Eokpi70EOz8 • Access to Capital RECORDING: http://youtu.be/wMg_-wiBouQ • Aug 21 Winning Proposals Guest: Michael Hordell & Rob Leahy, Pepper Hamilton LLP ALL WEBINARS WILL BE RECORDED AND ARE AVAILABLE FOR DOWNLOAD ON OUR WEBSITE UNDER THE WEBINAR TAB PLEASE VISIT WWW.JENNIFERSCHAUS.COM AND SELECT “WEBINARS”

Jennifer Schaus & Associates GOVERNMENT CONTRACTORS WEBINAR SERIES

Winning Proposals – What a Company Needs to Focus On August 21, 2014

Jennifer Schaus & Associates • Washington DC Based • 20+ Yrs Government Contracting • GSA Schedule Consulting • Govt Contractor Events • Govt Contractor Support Services 1717 Penn Ave, NW; #1025 Washington DC 20006 +1–202–365–0598

http://www.JenniferSchaus.com

Jennifer Schaus & Associates

SPONSOR ANNOUNCEMENT… Unanet provides software to over 1,000 Government Contractors that facilitates:

• • • • • • •

DCAA Compliant Time Tracking & Approvals Expense Reporting Automation with Federal Per Diems Real-Time Reporting on Direct & Indirect Costs KPIs on Profitability, Utilization, Actual vs. Budget, etc.

Billing & Revenue Recognition Budgeting, Planning & Resource Forecasting Contract Management

WEBSITE: www.Unanet.com CONTACT: MFranklin@Unanet.com

Jennifer Schaus & Associates Winning Proposals AGENDA:

Speaker Introduction & Background Speaker Presentation Audience Q & A

Conclusions & Wrap-UP

Jennifer Schaus & Associates Winning Proposals Michael A. Hordell • • •

• • •

Chair, Government Contracts Practice Group of Pepper Hamilton LLP Holds Top Secret/Sensitive Compartmented Information clearance/access Advises small and large businesses on a range of government contracts issues, including: - proposal preparation, business counseling and rights in technical data - teaming agreements, joint ventures and strategic alliances Bid protests and disputes Investigations and compliance matters Co-author “Winning Proposals and Pricing/Cost Strategies: A Guide for the Federal Contractor” (2014)

Jennifer Schaus & Associates Winning Proposals Robert T. Leahy • • • • •

Associate, Government Contracts Practice Group of Pepper Hamilton LLP A member of the firm’s Sustainability, CleanTech and Climate Change Team Represents clients before the Government Accountability Office and the U.S. Court of Federal Claims Represents clients in government investigations and regulatory compliance matters Experienced in Major Defense Acquisition Programs (MDAPS) and Major Automated Information Systems (MAIS) acquired pursuant to DoD Instruction 5000.02

Jennifer Schaus & Associates Winning Proposals

Jennifer Schaus & Associates Winning Proposals

Winning Proposals – What a Company Needs to Focus On

Jennifer Schaus & Associates Winning Proposals The Government as a Customer • World’s largest customer • Not like a commercial customer

Jennifer Schaus & Associates Winning Proposals Set Up the Framework • Administrative steps

− Commercial and Government Entity (CAGE) Code − SAM.gov − Accounting system − Small business certification − Electronic Data Interchange (EDI) system • Implement a system to identify potential business opportunities

Jennifer Schaus & Associates Winning Proposals 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 − respond to expressions of interest − attend industry days and proposal conferences • Identify and push any advantage, especially if a small business • Set up infrastructures and procedures

Jennifer Schaus & Associates Winning Proposals Before the RFP Is Even Issued…

• Conduct advanced 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 − draft initial “shell” proposal and theme ideas

Jennifer Schaus & Associates Winning Proposals 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

Jennifer Schaus & Associates Winning Proposals Setting Milestones • Create a realistic timeline • Leave some leeway to deal with changes, problems (not just with proposal but those that arise in dayto-day business operations)

Jennifer Schaus & Associates Winning Proposals The Bid/No-Bid Decision • Research • Historical data • Potential competition

• Business goals and strategy • Realistic assessment

Jennifer Schaus & Associates Winning Proposals The Initial Proposal Development Process • Build the proposal preparation team • Select the right person for the job

• Enough people, enough time

Jennifer Schaus & Associates Winning Proposals 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

Jennifer Schaus & Associates Winning Proposals Developing the Compliance Checklist • Compliant, complete, and compelling • Checklist based on requirements review

Jennifer Schaus & Associates Winning Proposals 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!

Jennifer Schaus & Associates Winning Proposals The Continuing Proposal Preparation Process • Risk analysis refinement − cost or pricing strategies − information security / cyber risks

• Subcontracting decisions • Teaming/joint ventures • Make or buy

Jennifer Schaus & Associates Winning Proposals Writing the Proposal • Write for non-experts, experts, and nonexperts who think they are experts • Volumes must “stand alone” but be consistent

Jennifer Schaus & Associates Winning Proposals Proposal Content • Consistency • Easy to read and evaluate − explain how the offer meets the agency‘s needs

• Free from ambiguity • Use themes • Executive Summaries − draft as if these are the only part of the proposal that will be read

Jennifer Schaus & Associates Winning Proposals Technical Volume • Frequently most critical part • Be realistic

• Detail the specific solution • Crosswalk to pricing

Jennifer Schaus & Associates Winning Proposals Management Volume • Showcase experienced personnel • Explain how your management will make things run smoothly for the agency

• Do not assume the evaluators know your company

Jennifer Schaus & Associates Winning Proposals Cost or Pricing Volume • Demonstrate the realism and reasonableness • Supporting rationale

• Double (even triple) check for accuracy • Crosswalk with technical proposal for evaluator ease

Jennifer Schaus & Associates Winning Proposals The Magic Circle • Direct Costs • Indirect Costs − Overhead Cost Pools • Unallowable Costs

• Intermediate Cost Pools • General and Administrative Cost Pool • Home Office Allocated Costs

Jennifer Schaus & Associates Winning Proposals Past Performance • Support company capabilities • Address “negative” past performance

• Simplify reference checks • Make no assumptions

Jennifer Schaus & Associates Winning Proposals 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

Jennifer Schaus & Associates Winning Proposals 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 − understand intellectual property rights

Jennifer Schaus & Associates Winning Proposals Proposal Delivery

• Confirm delivery information • Leave sufficient time • Follow-up

Jennifer Schaus & Associates Winning Proposals The Next Steps • Competitive Range Determination • Discussions and Clarifications • Oral Presentations

• Final Proposal Revision

Jennifer Schaus & Associates Winning Proposals Award and Debriefing

• Periodically check award status • Request a debriefing whether you win or lose

• Lessons Learned Analysis

Jennifer Schaus & Associates Winning Proposals

Questions ? ? ?

Jennifer Schaus & Associates Winning Proposals

Conclusions . . .

Thank You !!

Jennifer Schaus & Associates Winning Proposals

Contact Info Michael A. Hordell 202.220.1232 hordellm@pepperlaw.com

Robert T. Leahy 202.220.1274 leahyr@pepperlaw.com

Jennifer Schaus & Associates JSchaus@JenniferSchaus.com http://www.JenniferSchaus.com +1–202–365–0598