Jennifer Schaus & Associates SERVICES FOR US FEDERAL GOVERNMENT CONTRACTORS
WEBINAR WEDNESDAYS – 2018 WASHINGTON, DC OFFICE PHONE: 2 0 2 – 3 6 5 – 0 5 9 8
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Join Us for Our 2018 Series of Complimentary Webinars on various US Federal Government Contracting Topics. Presenters are industry experts sharing knowledge about the competitive government contracting sector. Find all of our Govt Contracting webinars (free download) at www.JenniferSchaus.com
Contact Us @ 2 0 2 – 3 6 5 – 0 5 9 8
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
REMINDERS: All webinars are complimentary. All webinars are recorded. They are found on our website and on YouTube. Please send your questions to the speaker directly. Thank you for participating.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
ABOUT JENNIFER SCHAUS & ASSOCIATES: - Based in downtown Washington, DC; -
A la carte services for Federal Contractors;
- Proposal Writing to GSA Schedules, 8a Cert, Contract Admin & more!; Educational webinars; -
Networking events and seminars;
WEBSITE: http://www.JenniferSchaus.com
Monday, OCT 22 – 2018 5.30pm -7.30pm Federal Contractors Fiscal New Year Soiree #govcon NETWORKING EVENT @ The John F Kennedy Center TICKETS REQUIRED, SPONSORSHIPS AVAIL: https://fiscalnew102218.eventbrite.com
Monday, OCT 22 – 2018 Federal Contractors Networking Event
Sponsors:
Federal Agencies:
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
ABOUT OUR SPEAKER: Christy Roach Hollywood -
20+ of Years in GOV CON
- MBA, Strategy, Kenan-Flagler Business School, UNC-Chapel Hill; BA, University of Virginia - Hollywood & Associates, Ltd. hollywoodassoc.com | @HollywoodAssoc
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
Basics of Opportunity Capture Wednesday, October 17, 2018
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Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Capture impacts probability of award On a recent procurement call, USAID M/OAA noted that they appreciate the pre-solicitation work of industry to: • • •
Work on teaming. Brainstorm solutions. And much, much more.
They see the result in stronger proposals.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC www.JenniferSchaus.com
What is capture? Process of: • identifying opportunities, • assessing the environment, and • implementing winning strategies. • to capture a specific opportunity by influencing the customer to prefer your organization and solution. Newman, Larry. Shipley Capture Guide v.3.0, Utah: Shipley Associates, 2001
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
What is capture, really?
Flexible application of iterative activities designed to attain a favored position with the customer before the RFP is released.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Capture activities build on each other to impact likelihood of award
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
What does it take? Requires: • A capture manager/champion. • Written, action-oriented capture plan. • Discipline to implement, monitor, and adapt the plan to: o changing customer needs, o internal issues, and o competitive conditions. Newman, Larry. Shipley Capture Guide v.3.0, Utah: Shipley Associates, 2001.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC www.JenniferSchaus.com
Why do it all? • To win! • Return on investment makes sense: o Large dollar value opportunity ($150M+). o Make or break. o Strategic initiative.
But we live in the real world.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Therefore, Real World Capture • A customized, realistic capture plan based on bid significance and time and resources available to improve the probability of a win. • Award-impacting actions: o Emphasize what will have the biggest impact. o Vary how we tackle each component of capture to what is needed for this specific opportunity.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Real World Capture examples $250M decades-held flagship recompete: • Focused on mitigating the competition (identifying and mitigating our vulnerabilities). • Started 24 months pre-solicitation. $500K project in a strategic service area to increase past performance and visibility for future work: • Focused on client analysis, personnel, and technical design. • Started 12 months pre-solicitation.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Components of capture
Key Gather and analyze information Document win strategy Prepare internally
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Three months can be too late •
Federal quiet period may have begun.
•
Contracting vehicle already selected.
•
Scope of work set.
•
Public knowledge: USAID Forecast, DRFP, RFI.
•
Competition signed ideal candidate for COP and other key personnel.
•
Teammates are signed exclusively with others.
•
Testing of win themes and pricing preference limited.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Award-impacting actions may or may not need a long lead time
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
1. Understand the client •
Who is funding the potential project? Who are the beneficiaries or end users?
•
Is the client cost sensitive or value oriented?
•
What will the evaluation criteria be? Do we know who will be on source selection and their background? Do they know us?
•
Do the client and likely source selection members realize our capabilities and expertise related to this opportunity?
•
Will we be their first choice?
•
Are they willing to consider a new contractor?
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
2. Understand the opportunity
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•
Better understand the need for the work, constraints, and likely requirements.
•
Likely Scope of Work (SOW) and why client believes the work is needed.
•
Client’s thoughts on possible solutions/approaches.
•
Funding level and sensitivity.
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Timing of solicitation, award, project start.
•
Contract vehicle (RFA, RFP) and type of contract (FP, CPFF).
•
Incumbents or favored competitors.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
3. Analyze the competition • Understand the competition enough to inform our win strategy. • Who is our likely competition? • Strengths and weaknesses to inform the win strategy. • Differentiators to inform win themes. • Frequent or likely pricing strategy.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
4. Define your win strategy • Win themes. • Pricing strategy. • Teaming. • External positioning/communications plan.
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Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
5. Prepare internally • Personnel. • Past performance. • Technical and management design. • Section strategies. • Reviews.
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Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Capture reviews: • Confirm strategy to capture bid meets client needs and will beat competition. • Identify award-impacting issues and plan to resolve them. • Reconfirm decision to move forward; provide additional resources if needed.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Capture can dramatically increase your win rate
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Applying Real World Capture to your real life •
H&A Real World Capture training (in partnership with J. Schaus & Associates).
•
Capture coaching.
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Additional resources: •
BD Team templates and support.
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Internal mentoring.
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Shipley capture training.
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Books: •
Shipley Capture Guide by Larry Newman.
•
SPIN Selling: Situation Problem Implication Need-payoff by Neil Rackman.
•
Don’t Be Such a Scientist: Talking Substance in an Age of Style by Randy Olson.
Jennifer Schaus & Associates – GOV CON WEBINAR SERIES - 2018 - WASHINGTON DC
www.JenniferSchaus.com
Remember:
“If you aren’t capturing the opportunity, someone else is!” Christy Roach Hollywood
THANK YOU FOR ATTENDING!!
WWW.JENNIFERSCHAUS.COM
QUESTIONS? CONTACT OUR SPEAKER CHRISTY HOLLYWOOD AT 571-290-0148 or CHRISTY@HOLLYWOODASSOC.COM
SERVICES FOR US FEDERAL CONTRACTORS
OFFICE: 2 0 2 – 3 6 5 – 0 5 9 8