Vserv Capture Mgt Intro 7 9 09

Bill McCeneyBill McCeney1

Capture Management ValueCapture Management ValueI Bring I Bring

Change Agent Facilitator

Thought Leader for Targeted Win Strategy Development

Discipline, Focus, Formality, and Structure to Execute the Capture

Process

Hands-on Capture Management Performance

Hands-on Mentoring

Independent Non-bias Consultation

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Intellectual PropertyIntellectual PropertyI BringI Bring

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Capture Management Plan Template

Positioning Plan Template

Win Strategy Template

Call Plan Template

Competitive Analysis Matrix

Win Assessment Matrix

Capture Management Training Courses

Theme Development Template

Storyboard Template

Compliance Matrix Template

Business Development Guide

Pre-proposal Checklist

Proposal Checklist

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BenefitsBenefitsYou GetYou Get

Act as a Catalyst for Change

Jump-start the Capture Process

Institute and Customize Your Capture Process

Execute and Instill Your Capture Process

Facilitate Capture Sessions

Mentor Staff Performance

Provide Independent, Non-bias Recommendations

Proven Winning Process!

OpportunityIdentification

OpportunityQualification

OpportunityDevelopment

ProposalDevelopment

Post-ProposalActivities

Ongoing market research and analysisMaintain agency awareness, analysis, contactsUnderstand new and ongoing requirementsCultivate relationshipsReinforce image and awareness of capabilitiesEstablish strategic alliancesDevelop agency, competitor, opportunity filesAnalyze forces and factors affecting opportunityIdentify targetsEvaluate competitorsFormulate marketing plansDevelop and maintain list of leadsFormulate strengths and weaknesses

Analyze targetFormulate gapsIdentify preliminary teamingContinue client interactionCollect essential elements of informationAssess “win-ability”Determine available resourcesDevelop initial Win StrategySchedule Executive meeting with clientsPrepare Opportunity Review

Monitor procurement activitiesMonitor competitor activitiesDevelop Capture PlanFinalize TeamingPrepare price estimatesDevelop technical solutionDevelop management approachDevelop proposal strategyPrepare win themes, discriminatorsPrepare B&P budgetValidate pre-proposal checklistPrepare Opportunity Review

Prepare Proposal PlanPrepare scheduleDevelop compliance matrixPrepare outlineDevelop themes & discriminatorsPrepare writing guidesBuild proposal libraryPost storyboardsConduct IPRsConduct Pink, Red, Gold reviewsValidate proposal checklist

Monitor client activityPrepare for CRs & DRsPrepare for BAFOPrepare for Orals/DemoConduct lessons learned session

ProgramIdentification

InvestmentReview Board

IndustryDay

DraftRFP RFP

ProposalSubmittal

ProposalEvaluation Award

Business Developer Activities

Capture Manager ActivitiesProposal Manager Activities

Proposal Coordinator Activities

Step 0OpportunityReview


Step 3Bid/no-bidReview

Kick-offMeeting

GreenReview

PinkReview

RedReview

GoldReview


StartWork

Opportunity TimelineOpportunity Timeline

~30 days ~30 – 90 days~6 – 12 months

Government Activities

Performance MeasurementCustomer Satisfaction SurveysContract SummariesPast PerformanceTestimonials and Awards

Capture Management Framework

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Capture Management Is The Focal Point for the OpportunityCapture Management Is The Focal Point for the Opportunity

Subject MatterExperts

Marketing Plan

Proposal Plan

Call Plan

Transition/Phase-In Plan

CaptureManager

Account Manager

Customer

VP BD

Executives Line VP’s

Contracts/Pricing

Human Resources

Proposal DepartmentMarket Research

1. Structured Process to Qualify, Develop, Bid, and Win Business

2. All of the Activities to Muster the Resources and Focus Their Effort to Develop and

Propose the Win Strategy

3. The Leadership to Turn Opportunities Into Revenue

4. Whatever It Takes!

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External AnalysisMarketing Activities

Customer AnalysisSituation AnalysisCompetitor Analysis

Program Requirements

Internal AnalysisProgram ApproachResources

Past PerformanceResumesTechnical SolutionManagement Approach

Cost & PricingBusiness IssuesRisks

Capture StrategyBusiness Intelligence CollectionCall PlanSolution DevelopmentWin Strategy

Capture Plan OutlineI. OverviewA. Target Program SummaryB. Program DescriptionC. BackgroundD. ScheduleE. Opportunity RatingF. Capture StatusII. Marketing ActivitiesA. Customer OrganizationB. Source Selection ProcessC. Hot ButtonsD. Competitor AnalysisE. Call PlanIII. Program RequirementsA. ScopeB. RequirementsC. DeliverablesIV. Positioning PlanA. Win StrategyB. TeamingC. TechnicalD. ManagementE. StaffingF. Past PerformanceG. ResumesH. CostV. Business TopicsA. DesirabilityB. TeamingC. Cost to BidD. Risk & MitigationVI. Proposal RequirementsA. Proposal Manager & TeamB. Proposal PlanC. Special Requirements

Implementation, Control, Monitoring

Positioning Iterations

As Required

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Capture Management FrameworkCapture Management Framework

Positioning Iterations

As Required

Revenue

Pipeline:IdentificationsProspectsQualificationsBid DevelopmentsProposals

Qualification

Opportunities

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Capture ManagementCapture Management

Turn Opportunities Into Revenue

Revenue

0

20

40

60

80

100

120

‘02 ‘03 ‘04 ‘05 ‘06 ‘07 '08 '09 ‘10 ‘11

$ Millions

New

Existing +

Options+

Extensions

M & AContribution

Pipeline ContributionTo Earnings

Potential

Existing +

Options+

Extensions

ContractBase

“The value of the company is its earnings potential”

CompoundAnnualGrowthRate

ContractExpirations

Pipeline Value: Identifications = $3,200M Prospects = $1,600M Qualifications = $800M Bid Developments = $400M Proposals = $200M

Wins!! = $50M

Backlog

Existing +

Options+

Extensions

Existing +

Options+

Extensions

Task Orders

TaskOrders

TaskOrders

ContractBase

Recompetes

New

New

New

TaskOrders

ContractBase

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1 Win!! = $50MWin Probability = 25%

Business DevelopmentQualification

CaptureQualification

Pipeline Value: Q0 Identifications = $3,200M Q1 Prospects = $1,600M Q2 Qualifications = $800M T3 Bid Developments = $400M B4 Proposals = $200M S Bids Submitted = $200M

Capture Plan OutlineI. OverviewA. Target Program SummaryB. Program DescriptionC. BackgroundD. ScheduleE. Opportunity RatingF. Capture StatusII. Marketing ActivitiesA. Customer OrganizationB. Source Selection ProcessC. Hot ButtonsD. Competitor AnalysisE. Call PlanIII. Program RequirementsA. ScopeB. RequirementsC. DeliverablesIV. Positioning PlanA. Win StrategyB. TeamingC. TechnicalD. ManagementE. StaffingF. Past PerformanceG. ResumesH. CostV. Business TopicsA. DesirabilityB. TeamingC. Cost to BidD. Risk & MitigationVI. Proposal RequirementsA. Proposal Manager & TeamB. Proposal PlanC. Special Requirements

Pipeline Qualification

Pipeline Identification:

Market ResearchAgency Strategic PlansThreats & WeaknessesTechnology ThrustsLegislationGAO ReportsGWACA-76 SEAT TrendsOMB Form 300Customer RelationshipsCompetition PerformanceRecompetesNew Programs

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Summary Positioning PlanSummary Positioning Plan

CaptureCapturePlan (see Plan (see next next slides)slides)

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The Single Source Document for Pertinent Information to Bid an Opportunity:• Focuses Thinking• Provides Discipline• Builds Common Understanding• Systematically Develops a Win Strategy• Surfaces Action Items for Win Strategy Implementation• Keeps Capture Activities Coordinated• Progressively Positions You to Win

The Capture PlanThe Capture Plan

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Overall Win Strategy• Confirm Strategic Fit and Core Competencies• Identify and Build-up:

– Competitive Advantages– Technical Solution – Pricing... etc.

• Build on History with Customer and Relationships• Select Key Teaming Partner(s) to Fill Gaps and Secure Niches• Identify Vulnerabilities of the Incumbent and Create Ghosting Strategy• Answer Why Us?:

– Can We Play?– How We Can Win?

SAMPLE ACTIONS • What’s the Incumbent Planning?; How are they Performing?

Elements of The Capture PlanElements of The Capture Plan

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Overall Win Strategy (cont’d)• Why Us?1. Can We Play?

– Relevant Past Performance– Key Personnel– Experience & Qualifications– Market Survey / Response to Sources Sought / Shaped the Requirements– Positioning with the Customer / Messages Delivered in Customer Meetings– Teaming Required (Why and Who)– Marketing Plan / Call Plan / Accomplishments

2. How We Can Win?– Technical Strategy & Solution– Management Strategy & Solution– Cost / Price Strategy & Solution– Innovations (Features & Benefits)


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How We will win:• Strong Prime:

– One of the top 5 Contractors– Core competency in key work requirements– Excellent Proposal, Excellent Orals

• Strong incumbent Team:– Team has hands-on experience – Team has demonstrated superior performance– Team has staff who have demonstrated:

• Responsiveness• Integrity• Accountability

• Low risk solution:– Existing “Model” of work required– Existing ERM with fully functional Knowledge Base – Existing Management Process– Rational development and execution of work required – Transition to Over-arching ERM to “Do More With Less”


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Technical Solution• Fully Staffed• Solutions System Engineered• Methods / Approaches / Standards• Tools• Innovations / Technology Demonstrations / White Papers• Experience / Qualifications• Filling Gaps in Skills / Experience / Knowledge with Team

SAMPLE ACTIONS•Study Requirements/ Draft SOW/ Incumbent SOW, etc…, and Perform High-Level “GAP Analysis” of Quals vs. Requirements


Complete DetailsComplete Details To Be ProvidedTo Be Provided

17Bill McCeneyBill McCeney

Vserv Capture Mgt Intro 7 9 09

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