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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Welcome
SMPS Research Triangle:Introduction to Capture Planning
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Today’s Agenda1
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CAPTURE PLANNING DEFINED
CAPTURE PLAN ELEMENTS
GAP FINDING
DIFFERENTIATION FRAMEWORK
5 GETTING STARTED
6 BEST PRACTICES / SUMMARY / Q&A
CAPTURE PLANNING
DEFINED
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Capture Planning
Process of identifying opportunities, assessing the environment, and implementing winning strategies to
capture a business opportunity.
Influence the client to prefer your organization and solution.
Successful capture planning requires written, action-oriented capture plans and the discipline to implement,
monitor, and adapt those plans.
As defined by Shipley Associates
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
BUSINESSDEVELOPMENT
PROPOSAL MANAGEMENT
CAPTURE PLANNING
LET’S DEFINE
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Capture Planning Progression
• Developing a dedicated focus on winning a particular pursuit
Unknown Position
Known Position
Improved Position
Favored Position
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
CAPTURE PLANNINGINVOLVES
Identify or help define new opportunitiesConsult with the client on possible solutions and alternatives
Identify and meet with key people and decision makers
Help client create specifications and RFP
Presell your solution—preempt further competition if possible
Introduce your team and build confidence and trust
Create the most advantageous alliances
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Ability to Influence Your Outcome or Position
Client/FirmAssessment
Capture Planning
Proposal Management
IdentifyOpportunity
Receive RFP Close/Book AwardClient Evaluation
High
Low
Ability to Influence Outcome/Position
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
IMPROVED WIN RATES
IMPROVEDPROFITABILITY
PREDICTABLY OF
FORECASTS
Benefits of Capture Planning
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CAPTURE PLANELEMENTS
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Capture Plan
• Written Document
• Basis for proposal plan
• Source for roughly 40-50% of proposal’s content
• Elements may be unknown at first
• Continuously refine
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Typical Capture Plan Elements
Opportunity Summary & Overview
Key information & latest intelligence
Competitive landscape
Selection process
Client and decision maker analysis
Risks and risk mitigation
Teaming strategies and org chart
Themes and differentiators
Action plan and fatal flaws
CAPTURE PLAN
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• Snapshot information for the opportunity: agency, timeframe, potential scope, project delivery method, terms, etc.
• Information about the opportunity that gives you insight on the rationale behind the solicitation and a better understanding of it
SUMMARY:
OPPORTUNITY SUMMARY & OVERVIEW
• Key requirements, proposal deliverables, and schedule• Evaluation and selection process
OVERVIEW:
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• Any information that needs to be highlighted verbatim to help the proposal team
KEY INFORMATION:
KEY INFORMATION & LATEST INTELLIGENCE
• Key information from client and partner interactions or prior proposals for the same work
LATEST INTELLIGENCE:
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• Who are your competitors and why?• Teams already formed• Strengths and weaknesses of each team
COMPETITORS:
COMPETITIVE LANDSCAPE
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• What is the selection process – fee, qualifications, etc.• Will there be a shortlist presentation?• Will you need to provide designs for pricing (design-build)?
SELECTION PROCESS
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• Lists the key decision makers and influencers• Identifies professional, technical, and personal issues for each• Indicate their social style, number of visits regarding specific
pursuit, and if they are a helper/blocker for your firm
CLIENT & DECISION MAKERANALYSIS
Decision Maker or Influencer(Name, Organization, Role/Title)
Visits(in last year
discussing project)
Helper(score 1=neutral,
2=likes us, 3=loves us)Hot Buttons
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
• Potential project risks, if you are awarded• Pricing risks, if price involved• Teaming risks• Mitigations for each risk listed
RISKS & RISK MITIGATION
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
TEAMING STRATEGIES &ORGANIZATION CHART
• Are you a prime or sub?• What other firms will you add to your team?• Have you worked with them before?• Do you need specialty consultants?• Do you need DBE/MBE or other requirements?• What team members are exclusive to your team?
PARTNERS:
• What does your internal team look like?• Who is the project manager? Have they met with the client’s PM?• Do you need firm specialists?• Who is available for the pursuit, proposal, and presentation?
INTERNAL TEAM:
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
WIN THEMES & DIFFERENTIATION
• What is the central message of your proposal that will resonate with the client’s needs and gaps?
• Theme development (The Differentiation Framework)
WIN THEMES:
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
WIN THEMES & DIFFERENTIATION
• What is your team’s strengths and weaknesses? How do those compare to your competitors? What strengths differentiate your team?
DIFFERENTIATION:
Your Team StrengthsYour Team
Weaknesses
Opportunities for Your Team (Competitor’s
Weaknesses)
Threats to Your Team(Competitor’s
Strengths)
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
ACTION PLANS & FATAL FLAWS
• What actions need to take place to position your firm to win?• Who is responsible?• When should each action be completed?
ACTION PLANS:
• What can go wrong that could prevent your firm from winning?• What documentation/licensing/pre-qualification is needed before
submitting a proposal?
FATAL FLAWS:
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
HANDOUTS Capture Plan Template & Example
GAPFINDING
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
WHAT IS A GAP?A Gap is the difference between what is “desired” by a client and what is currently being received.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Requirements vs. Gaps
REQUIREMENTS GAPS
QUALIFY YOU DIFFERENTIATE YOU
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The Universe of Client Wants and Expectations –Including Those They Don’t Know About Yet
Client Wants/ Expectations
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Creating the Gap Zone
Client Wants/ Expectations
Competitor Weaknesses
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The “Magic” Gap Zone
Client Wants/ Expectations
Competitor Weaknesses
Gap Zone
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“The Sweet Spot” Represents your Unique Strengths and Makes You Different
Client Wants/ Expectations
Competitor Weaknesses
The Sweet Spot
Your Strengths
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
The Truth about Gaps
• Some Gaps are created New technologies or innovative approaches
• Some Gaps need to be found Most competitors will find them
• All unique Gaps you fill make you look different
• Gaps are not Gaps until the client validates them
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Gap Development Questions
How and to what extent are your needs being met today? Where are the shortfalls? Why?
What is the most common problem you face? If there were three thingsyou’d like to see the contractor community fix, what are they? What do you believe the community should be doing better to help your business?What is going well? What do you
attribute that success to? How have you institutionalized these success factors?
Historically, what has been your performance in meeting cost/schedule goals? Majority underruns/overruns? Why are you getting these results? What are you doing to fix or reinforce?
Have you tried in the past to get Contractor and Owner teams to share objectives and expectations? Has it been effective? Besides team building what works for you? What factors do you think should be in place to encourage Contractor and Owner teams to work together?
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
HANDOUT Gap Finding Questions
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DIFFERENTIATIONFRAMEWORK
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
The Differentiation Framework
Ask The Questions:
What client issue is
not being met?
Why You? So What? How So? What can you
provide for me?
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Let’s Build a Differentiation Framework
You are faced with increased disposal costs at your Central Wastewater Treatment Plant; and by 2020 you will see exponential cost increase when your current contract expires.
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Features Describe What You Do
• Tangible aspects of your services
• Something you can touch, see, taste, or feel
• The “things” (people, systems, tools, equipment, etc.) you offer
• It’s mostly about you, not what you do for a client. Clients will ask “So What?”
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Let’s Build a Differentiation Framework
We perform comprehensive alternatives and life-cycle analysis and provide recommendations for wastewater treatment plant upgrades including cost-effective methods for handling, treatment, and disposing of biosolids.
Define the “features” of your offering….
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Benefits Tell The Client What You Can Do for THEM
• Describes what a feature can do
• Most significant payoffs to the client
• The benefit closes the GAP
• Positive outcomes: increased volumes, shorter schedule…..
• Individual outcomes: safety record, performance bonuses, etc.
• Often more business focused than project focused
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Let’s Build a Differentiation Framework
Our comprehensive alternatives and life-cycle analysis results in reduced disposal fees and chemical costs.
Define a tangible benefit….
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Proofs Demonstrate You Have Delivered Similar Results in the Past
• Proves the benefit, not the feature
• Relies on hard statistics or client testimonials
• Money better than percent or schedule
• Can be internally developed or externally developed
• Operations (technical staff) provides the best proofs
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Let’s Build a Differentiation Framework
On a recent wastewater treatment plant evaluation for the City of Washington, Missouri, we implemented a first of its kind (in Missouri) minimization process that will reduce waste activated sludge by 90% and disposal of biosolids by 40%.
Back it up with proof…
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
The Value Proposition is Key
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Value Proposition Ties Your Offering to the Owner’s Needs
• Clear, concise statement of value-driven, measurable experiences client will derive from working with you that he/she won’t derive from any competing firms
• Based on identification of GAPs, development of benefits and proofs
• Primary driver for win strategy
Gaps and Value Proposition Statements are actual statements that can be used in writing your
proposal sections such as cover letters, executive summaries and closing WHY US? slides.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Let’s Build a Differentiation Framework
When applied to your solids processes including systems currently under design and evaluation, we can offer alternatives to reduce your disposal of biosolids by more than 40% with an annual savings of $1.28 million in disposal fees and $972,800 in chemical costs.
Finish with a value proposition for this client…
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater Treatment
Plant; and by 2022 you will see exponential cost increase when your current contract
expires. We perform comprehensive alternatives and life-cycle analysis and provide
recommendations for wastewater treatment plant upgrades including cost-effective
methods for handling, treatment, and disposing of biosolids. Our comprehensive
alternatives and life-cycle analysis results in reduced disposal fees and chemical
costs. On a recent wastewater treatment plant evaluation for the City of Washington,
Missouri, we implemented a first of its kind (in Missouri) minimization process that will
reduce waste activated sludge by 90% and disposal of biosolids by 40%. When
applied to your solids processes including systems currently under design and
evaluation, we can offer alternatives to reduce your disposal of biosolids by more than
40% with an annual savings of $1.28 million in disposal fees and $972,800 in
chemical costs.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater
Treatment Plant; and by 2022 you will see exponential cost increase when your
current contract expires. We perform comprehensive alternatives and life-cycle
analysis and provide recommendations for wastewater treatment plant upgrades
including cost-effective methods for handling, treatment, and disposing of biosolids.
Our comprehensive alternatives and life-cycle analysis results in reduced disposal
fees and chemical costs. On a recent wastewater treatment plant evaluation for the
City of Washington, Missouri, we implemented a first of its kind (in Missouri)
minimization process that will reduce waste activated sludge by 90% and disposal of
biosolids by 40%. When applied to your solids processes including systems currently
under design and evaluation, we can offer alternatives to reduce your disposal of
biosolids by more than 40% with an annual savings of $1.28 million in disposal fees
and $972,800 in chemical costs.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater Treatment
Plant; and by 2022 you will see exponential cost increase when your current contract
expires. We perform comprehensive alternatives and life-cycle analysis and
provide recommendations for wastewater treatment plant upgrades including
cost-effective methods for handling, treatment, and disposing of biosolids. Our
comprehensive alternatives and life-cycle analysis results in reduced disposal fees
and chemical costs. On a recent wastewater treatment plant evaluation for the City of
Washington, Missouri, we implemented a first of its kind (in Missouri) minimization
process that will reduce waste activated sludge by 90% and disposal of biosolids by
40%. When applied to your solids processes including systems currently under design
and evaluation, we can offer alternatives to reduce your disposal of biosolids by more
than 40% with an annual savings of $1.28 million in disposal fees and $972,800 in
chemical costs.
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater Treatment
Plant; and by 2022 you will see exponential cost increase when your current contract
expires. We perform comprehensive alternatives and life-cycle analysis and provide
recommendations for wastewater treatment plant upgrades including cost-effective
methods for handling, treatment, and disposing of biosolids. Our comprehensive
alternatives and life-cycle analysis results in reduced disposal fees and
chemical costs. On a recent wastewater treatment plant evaluation for the City of
Washington, Missouri, we implemented a first of its kind (in Missouri) minimization
process that will reduce waste activated sludge by 90% and disposal of biosolids by
40%. When applied to your solids processes including systems currently under design
and evaluation, we can offer alternatives to reduce your disposal of biosolids by more
than 40% with an annual savings of $1.28 million in disposal fees and $972,800 in
chemical costs.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater Treatment
Plant; and by 2022 you will see exponential cost increase when your current contract
expires. We perform comprehensive alternatives and life-cycle analysis and provide
recommendations for wastewater treatment plant upgrades including cost-effective
methods for handling, treatment, and disposing of biosolids. Our comprehensive
alternatives and life-cycle analysis results in reduced disposal fees and chemical
costs. On a recent wastewater treatment plant evaluation for the City of
Washington, Missouri, we implemented a first of its kind (in Missouri)
minimization process that will reduce waste activated sludge by 90% and
disposal of biosolids by 40%. When applied to your solids processes including
systems currently under design and evaluation, we can offer alternatives to reduce
your disposal of biosolids by more than 40% with an annual savings of $1.28 million in
disposal fees and $972,800 in chemical costs.
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
Putting It All Together…
You are faced with increased disposal costs at your Central Wastewater Treatment
Plant; and by 2022 you will see exponential cost increase when your current contract
expires. We perform comprehensive alternatives and life-cycle analysis and provide
recommendations for wastewater treatment plant upgrades including cost-effective
methods for handling, treatment, and disposing of biosolids. Our comprehensive
alternatives and life-cycle analysis results in reduced disposal fees and chemical
costs. On a recent wastewater treatment plant evaluation for the City of Washington,
Missouri, we implemented a first of its kind (in Missouri) minimization process that will
reduce waste activated sludge by 90% and disposal of biosolids by 40%. When
applied to your solids processes including systems currently under design and
evaluation, we can offer alternatives to reduce your disposal of biosolids by
more than 40% with an annual savings of $1.28 million in disposal fees and
$972,800 in chemical costs.
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
TEMPLATE The Differentiation Framework
GETTINGSTARTED
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
GETTING STARTEDCAPTURE PLANNING
Start with one pursuit
Identify a champion
Gather all info you already have
Structure meetings or structure conversations
Attend client meetings
Document the process and lessons learned
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
CAPTURE PLANNING BEST PRACTICES
Start early & commit to process
Identify a champion
Document the plan
Collaborate
Validate Gaps with clients
Use in proposal!
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
DISCUSSION Questions & Answers
Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
PresentationStarter Kit
Presentation Slides
Capture Plan Template
Capture Plan Example
Gap Finding Questions
The Differentiation Framework
marketerstakeflight.com/captureplanning
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Capture Planning Lindsay Diven, CPSM | marketerstakeflight.com
CONNECT WITH LINDSAY DIVEN, CPSM
@LindsayDiven\MarketersTakeFlight \LindsayDiven
[email protected] x134
FULL SAIL [email protected]
MARKETERS TAKE FLIGHT
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