1、Creating Effective ProposalsProposal BasicsC O N S U L T I N G第1页，共14页。C O N S U L T I N GProposal BasicsThe Big Picture“The obvious is obviousonly after its obvious”第2页，共14页。C O N S U L T I N GProposal BasicsWhat Makes a Good Proposal?Is directed to the right audienceOffers a low-risk,well-substant
2、iated solution to a real(not always stated)needIs easy to understandShows(not claims)competenceOffers distinct benefits over othersBetter,faster,cheaperImpresses evaluatorsProvides tangible value第3页，共14页。C O N S U L T I N GProposal BasicsWhat Makes a Bad Proposal?Hard to understand/hard to scoreNot
3、responsive and non-compliantFails to demonstrate competenceSolves the wrong problemOffers an unproven or risky solutionNot differentiated from the competitionClaims are not believableGrammatical errors/general sloppiness第4页，共14页。C O N S U L T I N GProposal BasicsWhy Are So Many Proposals Bad?They ar
4、e produced by committeesThey are produced under pressureThey show an anxiety to winThe proposal staff is over-committed and/or poorly preparedThe message is unclear or lackingKPMG did not listen to the customerKPMG listened to the wrong peopleUnsubstantiated claims第5页，共14页。C O N S U L T I N GProposa
5、l BasicsAilments of ProposalsMOTION SICKNESS-jumps too quickly from point to point and is difficult to followSENILITY-the same old stuffAMNESIA-important points omittedSTERILITY-ideas not conceivedNARCISSISM-too much horn blowingSCARLET FEVER-excessive use of redGOITER-blown up in the wrong placesCO
6、NSTIPATION-there may be something here,but it simply refuses to come out第6页，共14页。C O N S U L T I N GProposal BasicsProposals Answer 9 Basic QuestionsWho are we?What are we selling?Why are we selling it?How is it better than the competition?How are we going to execute it?How are we going to manage it
7、?Why are we qualified to do it?How much is our price?Can we do it within cost and on schedule?第7页，共14页。C O N S U L T I N GProposal BasicsSix Basic Proposal PrinciplesYou never get a second chance to make a first impressionA good proposal will not always win,but a poor one will almost always loseBus.
8、Development is doing your homework(studying);proposals are taking the testProposal Management is where democracy stopsEvaluators expect to see quality reflective of the time allotted to prepare the proposalWrite to win,or dont begin第8页，共14页。C O N S U L T I N GProposal BasicsTypical Opportunity Scena
9、riosRequest for Proposal(RFP)Opportunity from Partner/BDM/Sr.ManagerNo RFPNo formal requirements statement第9页，共14页。C O N S U L T I N GProposal BasicsReading an RFP:What to look for?Is the SOW what we thought?Can we do the job?How many days to prepare the proposal?How many sections are in the proposa
10、l?Are there 8a or minority-owned business requirements?What are the staffing/skills/geographic requirements?Are there extensive customer reference requirements?Are there technologies requiring other KPMG practices or outside help(teaming arrangement)?How is evaluation weighted(technical vs.cost)?Are
11、 there special production considerations?Existing contract vehicle?What about contract terms and conditions?第10页，共14页。C O N S U L T I N GProposal BasicsWhat to Do When There is No RFPRefer to the Opportunity Fact Sheet(OFS)filled out by the KPMG Partner/BDM/Sr.Manager Contains much of the informatio
12、n found in an RFPServes as the RFP for the proposalAnalyze the Business Opportunity outlined in the OFS just as you would an RFPIs there a compelling reason to bid?Rely on the KPMG contacts knowledge about the client,the opportunity,and the competition第11页，共14页。C O N S U L T I N GProposal BasicsFina
13、l Analysis:Should We Bid?Easy to bid,hard not toSome reasons not to bid:Strong incumbent(client looking for a“check bid”)Client budget vs.project scope doesnt matchNo knowledge of competitionNo relationships with,or prior knowledge of client/RFPKPMG project staff either not available or unqualifiedC
14、ant meet minimum solution/geographic requirementsKPMG Qualifications not strong/pertinent enoughProposal response time too short to produce a high-quality,competitive documentCost to produce proposal outweighs potential award第12页，共14页。C O N S U L T I N GProposal BasicsAny Questions?Carl RosenblattBDST Manager,Public ServicesTysons Tower703 747-6508第13页，共14页。C O N S U L T I N GProposal Basics演讲完毕，谢谢观看！第14页，共14页。
