Creating Effective Proposals

Proposal Process

C O N S U L T I N G

C O N S U L T I N G

Proposal Process

The Proposal Itself

Following the process

Planning, planning, planning

C O N S U L T I N G

Proposal Process

The RFP: Obtaining Your Copy

Proposal Coordinator - assigned by Partner, copying responsibility

Recipients: Partner

Proposal Manager

BDM(s)

Support staff

Writers

Legal Counsel (if appropriate)

Always keep extra copies on-hand

C O N S U L T I N G

Proposal Process

What to Do When There is No RFP

Refer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager

Contains much of the information found in an RFP

Serves as the RFP for the proposal

Analyze the Business Opportunity outlined in the OFS just as you would an RFP

Is there a compelling reason to bid?

Rely on the KPMG contact’s knowledge about the client, the opportunity, and the competition

C O N S U L T I N G

Proposal Process

Organizing the Proposal Response

C O N S U L T I N G

Proposal Process

Proposal Roles/Responsibilities

Partner

– Works with BDM/Sales Lead to validate client needs; identifies and assigns proposal team resources; approves proposed KPMG approach and final pricing; reviews proposal prior to production; signs proposal.

Proposal Manager

– Day-to-day management of the proposal team, sections, and production; sets schedule and delegates assignments; ensures punctual completion of proposal tasks and overall proposal quality; owns the proposal creation process; works with Partner to create themes.

Proposal Coordinator

– Copies and distributes RFP/OFS; creates and enforces proposal calendar; manages version control for all sections; helps coordinate production/delivery effort.

C O N S U L T I N G

Proposal Process

Proposal Planning Pieces

Typical Proposal Outline

– Executive Summary

– Technical Approach/Work Plan/Project Schedule

– Staffing Qualifications/Resumes

– Project Management

– Team Quals/Past Performance (project engagements)

– Cost

– Assumptions

Proposal Contact List

Calendar/Schedule

Production Checklist

C O N S U L T I N G

Proposal Process

Develop Outline with Assignments

Use the proposal format section number of the RFP

Mirror RFP section numbers/titles verbatim

Include RFP requirements and evaluation criteria numbers for writer reference

Filename

RFPSect. #s Section Title Writer

Draft Done

Review Done

X1_exsumm 1.0 ExecutiveSummary

Johnson

C O N S U L T I N G

Proposal Process

Developing a Calendar/Schedule

Key events: Proposal kickoff

Storyboards - section brainstorming sessions

Draft questions about RFP due to client contact

Final questions due to the client

Drafts due (Blue Team, Red Team, Final)

Final manager/Partner review(s)

Work plan and costing due dates

Final edit and formatting (together if possible)

Production (print, proof master, copy, assemble, and ship!)

Proposal delivery time

Other RFP dates such as orals and contract award

Any scheduled absences/vacations of team members

Developing Tip: Back up from final due date for each activity.

C O N S U L T I N G

Proposal Process

Proposal Kickoff

Stresses importance and purpose of deal - Partner, Proposal Manager, and BDM

Introduces calendar/schedule

Win themes and discriminators

Assigns roles and responsibilities

Guidelines to writers

Question submission procedures

Technical/business solution overview

Response assumptions

Competition -- other bidders

C O N S U L T I N G

Proposal Process

Proposal Theme Definitions

A recurring thought

A point of emphasis

An advantage

A discriminator

An undeniable truth

A unique feature

A compelling point

A competitor’s disadvantage

C O N S U L T I N G

Proposal Process

Why We Need Themes

Picture the mindset of the customer: I don’t know who KPMG is

I don’t know KPMG’s capabilities

I don’t know KPMG’s related/relevant experience

I don’t know your past performance

I don’t know your technical approach

I don’t know your management style

I don’t know what you’re selling

C O N S U L T I N G

Proposal Process

Proposal Theme Examples

Good Theme: “KPMG has been serving the higher education

community for over 25 years. Our practitioners average 10 years of experience, and were either groomed in higher education or have consulted in this market for several years.”

Bad Theme: “KPMG is unquestionably the best of the Big Five

companies.”

C O N S U L T I N G

Proposal Process

First Draft (Blue Team) Review

Checkpoint for Partner/BDM/Proposal Manager

Limited to proposal contributors only

Draft should be complete, but can be rough in spots

Focus on identifying serious weaknesses and inconsistencies, and on RFP-compliance

not a time for line editing

Usually occurs 3-5 days before Red Team

Be constructive

no finger-pointing, defensive rebuttals, or whining

Emphasis on preparing a solid Red Team draft

C O N S U L T I N G

Proposal Process

Red Team Review

Generally limited to non-authors, senior staff members

includes representatives from both prime and subs

Draft should resemble the proposal as it will be delivered

Red Team’s job is to be critical and to find fault

expect it; don’t argue; don’t get angry or defensive

Proposal should be scored to show strengths/weaknesses

Reviewers should make specific and constructive comments

Red Team debrief should occur 3-5 days before due date

Post-Red Team debrief -- new assignments are made

often reduces size of proposal team

C O N S U L T I N G

Proposal Process

Final Mgmt. (Gold Team) Review

Final pre-production review Generally involves Partner, BDM, Proposal Manager

2nd Partner review required for bids of $500K and up

Last opportunity to verify scope, themes, message

Final validation of compliance, completeness, and accuracy

Proposal Manager has province over all final changes

C O N S U L T I N G

Proposal Process

Final Edit

Assigned by Proposal Coordinator

include second reviewer, if necessary

Consistency -- some things to look for:

Project name

Acronyms (spelled out once at the beginning?)

Terminology (does it match the RFP, if applicable?)

Places

Customer name

Internal KPMG groups and divisions

Format of resumes and qualifications

Bullets

Headers and footers

C O N S U L T I N G

Proposal Process

Looks Aren’t Everything, but...

Pick out a few pages to “colorize”

Develop/print Executive Summary in color

Develop an interesting and thematic cover(use client-specific graphics, concepts)

Use binders, card stock, pre-printed tabs

C O N S U L T I N G

Proposal Process

Production Planning

Prop. Manager assigns repro responsibility

Plan in advance

Book a central production room early on

Set aside time for a final quality check of your reproduction master

Use a high-quality binder

Package Cost Volume separately, if allowed

Allow plenty of time, even if outside source It will take longer than you think

C O N S U L T I N G

Proposal Process

Any Questions?

Carl Rosenblatt

BDST Manager, Public Services

Tyson’s Tower

703 747-6508