Rev Up Your SF330 Rev Up Your SF330 to Win Federal Work
Presented by: Nancy J. Usrey, FSMPS, CPSM.
Some graphic examples have been removed.
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LEARNING OBJECTIVES:
Learn methods for researching prospective client agencies marketing your services to them andagencies, marketing your services to 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 SubcontractorSubcontractor.
Understand the importance of tailoring and customizing your content and of differentiating your team
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your content, and of differentiating your team.
Compared to what we ought to be, we are only half awake.
Willi JWilliam JamesPsychologistPhilosopher
Original ThinkerOriginal Thinker1842-1910
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Success is really very simple…
Know your client.
Know your story.
Make good pursuit decisions.g p
Organize to win and deliver.
Use the SF330 to con ince Use the SF330 to convince your client that you are…
_____________________
Perform as though your reputation depends on it.
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SF330 Part I: Contract Specific Qualifications
“Anybody who is any Anybody who is any good is different
from anybody else ” from anybody else.
— Felix Frankfurter
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What information is required?
Everythingrequested by therequested by the SF330 Form
Everythingrequested by the S li it tiSolicitation
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What information is required?
SF330 is for A/E services procurement.S t t ll f f lSome contracts allow a free-form proposal.
Either way… It’s all about details relationships and strategyIt s all about details, relationships and 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.
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Can you customize the package?
Do not rearrange the form.Some change is acceptableSome change is acceptable. Follow agency guidelines.
But ASK…Binding methodCoverCover letter Table of contentsExecutive summaryDivider tabsDivider tabsSupplemental information
Watch out for page count limitations.
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How will it copy?
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Section C: Proposed Team — Strategy
Demonstrate strength through team organizationthrough team organization.
Establish understanding of the project effort.the project effort.
Cover all capabilities listed in FedBizOpps notice.pp
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Section C: Proposed Team — Ideas
Simple Additions Fi l Firm logosColorSmall business statusSmall business statusPrevious working relationshipExpanded role descriptionp p
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Section D: Organizational Chart of Team
Demonstrate understanding of the project effortof the project effort.
Cover every discipline listed in FedBizOpps notice.in FedBizOpps notice.
Show relationships and lines of responsibility and p ycommunication for project team (not corporate structure)structure).
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Section D: Organizational Chart of Team
Consider the possibilities… How is your work effort How is your work effort
organized? How do disciplines interact? How do you integrate the How do you integrate the
owner, the client, the user, the consultant into the team?
Are there processes Are there processes you can show?
Is the work phased? grouped? Can o sho responsibilities Can you show responsibilities,
deliverables, relationships? Are there multiple
organizations?
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organizations?
Section E: Resumes — Strategy
Showcase experience and expertise of individualsexpertise of individuals.
Block 18 gives you freedom. Use it!Use it!
Why is this person the right person for this project?p p j
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Section E: Resumes — Strategy
Tailor the project description. Specific involvement of the individual 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 Specific relevance to the project you’re submitting on Status, if professional services or construction are incomplete.
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Section E: Resumes — Ideas
Simple AdditionsReference to Section FPositioning statement Firm logo Firm logoColorPhotos?Photos?
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Section F: Example Projects — Strategy
Prove your experience with focused project descriptionsfocused project descriptions.
Select those projects that “best illustrate the team’s qualifications for this contract.”
Must show competence and relevancerelevance.
Cover all the issues and criteria in the FedBizOpps notice.the FedBizOpps notice.
Keep them recent.
Check owner references
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Check owner references.
Section F: Example Projects — Execution
Tailor the project description to reflect the FedBizOppsto reflect the FedBizOpps notice. Use terms from the notice. Address issues/components Address issues/components. Describe challenges and
solutions as they relate. Di d Discuss awards. Clearly show why this project
demonstrates your ability.
Include graphics if allowed.
Use captions to your
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advantage.
Section F: Example Projects — Ideas
Consider the possibilities…How can youHow can you…Demonstrate experience?Create “sound bites”?Highlight what is really
important?Show what is relevant?
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Section F: Example Projects — Ideas
Simple Additions Color Images Quotes Reference to resumes Reference to resumes Columns Subheads B fit t t t Benefit statements Desktop publishing Call outs
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Section G: The Matrix — Strategy
Highlights the relationships and experience of your teamand 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
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Section H: Additional Info — Strategy
Emphasis is on providing additional information requested by the agencyrequested by the agency.
Address the issues and evaluation criteria in the order they are presented in the FedBizOpps notice.y p pp
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.
P t ti b t k Preempt questions about any weaknesses.Make it relevant, easy to read, and simple to follow.
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Success is really very simple…
Connect the dots so thedots so they get the picture.g p
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Key Road Signs
ALWAYS read the FedBizOpps solicitation!FedBizOpps solicitation!
Review line by line, phrase by phrase, word by word.by phrase, word by word.
Build a detailed evaluation worksheet.Must havesNice to haves
Use it to create your outline.
Ask questions for
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Ask questions for clarification.
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Key Road Signs
Command words:Shall beMustRestricted toRestricted toWill includeMandatory Wiggle words:MandatoryNeed to
Wiggle words:MayShouldMight
Look for pointing phrases…
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Look for pointing phrases…
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 Identify issues the client may have missed Anticipate questions, provide answers Persuade without fluff Persuade without fluff
“Elaborate brochures or other presentations b d h ffi i
“Elaborate brochures or other presentations b d h ffi ibeyond those sufficient to present a complete and effective response
to this announcement are not desired.”
beyond those sufficient to present a complete and effective response
to this announcement are not desired.”
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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 Identify best practices related to
contract typeWhere can you be innovative in
your approach to the project?What can you provide the agency
that others won’t or can’t?
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that others won t or can t?
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Response Tactics
Messages — “walk aways” F t d B fit WIIFM Features and Benefits — WIIFM Discriminators / DifferentiatorsUs (positives) vs Them (negatives)Us (positives) vs. Them (negatives)
Risk ManagementWhat issues concern the agency g y
or the end user? Relevant Experience — Tell them more.
P P f d Past Performance or Lessons Learned —What do you know that others don’t?
Visual Support — They really are worth 1000 words!
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Visual Support They really are worth 1000 words!
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How do they evaluate Section H?
Every Selection Panel is differentdifferent.
Every charge to a Selection Panel is different.
The common factor is: Evaluation is based on the SolicitationSolicitation.
The decision must be defensible.
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How do they evaluate Section H?
Section H confirms what the panel already “knows” from Sections C D E F and G ORfrom Sections C, D, E, F, and G… OR
It changes the panel’s perception.
What that means is…Make sure you provide content where it will beMake 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.
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Section H: Additional Info — Execution
Make it easy for the reviewer to find information. I l d t bl f t t if t d Include a table of contents if warranted.Use headlines or font attributes.Highlight key information with call-out or graphicHighlight key information with call-out or graphic
boxes.Number the pages.
Summarize supplemental information attached.
Keep it short clear and relevant! Keep it short, clear and relevant!
Remember that a picture is worth many words… use graphics, charts, tables, graphs, anything visual!
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use g ap cs, c a ts, tab es, g ap s, a yt g sua
Remember…
It's all about details, relationships and strategy. It's up to YOU to connect the dots so the reviewerIt 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 questionsPreempt questions.
© 2011 Partners Usrey – All Rights Reserved 38
SF330 Part II: General Qualifications
“Anybody who is any Anybody who is any good is different
from anybody else ” from anybody else.
— Felix Frankfurter
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Completing Part II: General Quals
A unique Part II for each office listed in Part I Section C MUST accompany an SF330 Part I submittalMUST accompany an SF330 Part I submittal.
Part II is not used to select your team… it is used to confirm that you are who you say you are.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 your time on Part I.p y
Always include solicitation numbers, signatures and dates… even on your subconsultant Part IIs.
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Block 1: Solicitation Number
Always include this number when Part IInumber when Part II accompanies a Part I submittal
Check subconsultants’ Part IIs
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Blocks 2 through 8: Firm Information
Blocks 2, 3, 4 and 6 are unique to a specificare unique to a specific location or office. The address should match the
CCR d DUNS dCCR and DUNS records. The DUNS number is unique to
the address or division.
Blocks 5, 7 and 8 are for the company as a wholea whole.
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Block 9: Employees by Discipline
There are 62 Function Codes. Identify up to 20 disciplines Identify up to 20 disciplines
plus “Other Employees” Add a new discipline —
l F ti C d bl kleave Function Code blank Part IIs may use different
codes. Total in column 9c(1) will be
the same for every office. Make sure disciplines used in Make sure disciplines used in
Part I show here. Numbers for Firm and Branch
are only the same if you have
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are only the same if you have one office.
Block 10: Profile of Firm’s Experience
Reflect experience of the office whose name andoffice whose name and address are listed in Block 2, not the entire firm.
Select 22 experience profile Select 22 experience profile codes from the 160 provided. Add a new category —
l P fil C d bl kleave Profile Code blank Decide whether to focus on
services or project types. Insert the description
assigned to the code in the instructions.
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Do not list project examples.
Block 10: Profile of Firm’s Experience
Identify the appropriate range of revenue for each code.of revenue for each code. Use a reasonable estimate
not an exact amount.It’ t t t il It’s not necessary to tailor Part II to match a Part I. It’s not used to determine
your qualifications for a project.
However, you might build , y gone focused on services and one focused on project types.
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yp
Block 11: Annual Average Revenues
Summarize revenues for the office in Block 2, not theoffice in Block 2, not the whole firm.
Federal Work A j t f f d l Any project for a federal
agency in the U.S. or abroad Prime or subconsultant Any work stemming from a
contract with the federal governmentg
Non-Federal Work Any project not performed
for a federal agency (even
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for a federal agency (even one with federal assistance)
Block 12: Authorized Representative
Use the individual listed in Block 6 or another corporate pauthority.
A signature makes the submittal a legal documenta legal document.
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Success is really very simple…
Know your client.
Know your story.
Make good pursuit decisions.g p
Organize to win and deliver.
Use the SF330 to con ince Use the SF330 to convince your client that you are…
_____________________
Perform as though your reputation depends on it.
© 2011 Partners Usrey – All Rights Reserved
“The toughest thing about success is that you’ve got to keep on being a success ” you ve got to keep on being a success.
— Irving Berlin
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Questions?
Thanks for spending time with me!time with me!
Telephone: 972-463-3559Telephone: 972-463-3559972-768-5831
Email: [email protected]
Insider’s Guide to SF330 PreparationSPECIAL: 20% Discount for SMPS members
until January 15, 2012Contact: Amber Burke 414-291-8840
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Contact: Amber Burke 414 291 [email protected]