CreatingEffectiveProposals英文版

1、Creating Effective ProposalsProposal ProcessC O N S U L T I N GC O N S U L T I N GProposal ProcessThe Proposal ItselfFollowing the processPlanning, planning, planningC O N S U L T I N GProposal ProcessThe RFP: Obtaining Your CopyProposal Coordinator - assigned by Partner, copying responsibilityRecip

2、ients:PartnerProposal ManagerBDM(s)Support staffWritersLegal Counsel (if appropriate)Always keep extra copies on-handC O N S U L T I N GProposal ProcessWhat 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 informa

3、tion 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 competitionC O N S U L T I N GProposal ProcessOrganizi

4、ng the Proposal ResponseC O N S U L T I N GProposal ProcessProposal Roles/ResponsibilitiesPartnerWorks 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

5、.Proposal ManagerDay-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 CoordinatorCopi

6、es 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 GProposal ProcessProposal Planning PiecesTypical Proposal OutlineExecutive SummaryTechnical Approach/Work Plan/Project ScheduleS

7、taffing Qualifications/ResumesProject ManagementTeam Quals/Past Performance (project engagements)CostAssumptionsProposal Contact ListCalendar/ScheduleProduction ChecklistC O N S U L T I N GProposal ProcessDevelop Outline with AssignmentsUse the proposal format section number of the RFP Mirror RFP se

8、ction numbers/titles verbatimInclude RFP requirements and evaluation criteria numbers for writer referenceFilenameRFPSect. #sSection TitleWriterDraft DoneReview DoneX1_exsumm1.0ExecutiveSummaryJohnsonC O N S U L T I N GProposal ProcessDeveloping a Calendar/ScheduleKey events:Proposal kickoffStoryboa

9、rds - section brainstorming sessionsDraft questions about RFP due to client contactFinal questions due to the clientDrafts due (Blue Team, Red Team, Final)Final manager/Partner review(s)Work plan and costing due datesFinal edit and formatting (together if possible)Production (print, proof master, co

10、py, assemble, and ship!)Proposal delivery timeOther RFP dates such as orals and contract awardAny scheduled absences/vacations of team membersDeveloping Tip: Back up from final due date for each activity.C O N S U L T I N GProposal ProcessProposal KickoffStresses importance and purpose of deal - Par

11、tner, Proposal Manager, and BDMIntroduces calendar/scheduleWin themes and discriminatorsAssigns roles and responsibilitiesGuidelines to writersQuestion submission proceduresTechnical/business solution overviewResponse assumptionsCompetition - other biddersC O N S U L T I N GProposal ProcessProposal

12、Theme DefinitionsA recurring thoughtA point of emphasisAn advantageA discriminatorAn undeniable truthA unique featureA compelling pointA competitors disadvantageC O N S U L T I N GProposal ProcessWhy We Need ThemesPicture the mindset of the customer:I dont know who KPMG isI dont know KPMGs capabilit

13、iesI dont know KPMGs related/relevant experienceI dont know your past performanceI dont know your technical approachI dont know your management styleI dont know what youre sellingC O N S U L T I N GProposal ProcessProposal Theme ExamplesGood Theme:“KPMG has been serving the higher education communit

14、y 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 GProposal ProcessFirst Draft (Blue Team) Revi

15、ewCheckpoint for Partner/BDM/Proposal Manager Limited to proposal contributors onlyDraft should be complete, but can be rough in spotsFocus on identifying serious weaknesses and inconsistencies, and on RFP-compliancenot a time for line editingUsually occurs 3-5 days before Red TeamBe constructiveno

16、finger-pointing, defensive rebuttals, or whiningEmphasis on preparing a solid Red Team draftC O N S U L T I N GProposal ProcessRed Team ReviewGenerally limited to non-authors, senior staff membersincludes representatives from both prime and subsDraft should resemble the proposal as it will be delive

17、redRed Teams job is to be critical and to find faultexpect it; dont argue; dont get angry or defensiveProposal should be scored to show strengths/weaknessesReviewers should make specific and constructive comments Red Team debrief should occur 3-5 days before due datePost-Red Team debrief - new assig

18、nments are madeoften reduces size of proposal teamC O N S U L T I N GProposal ProcessFinal Mgmt. (Gold Team) ReviewFinal pre-production reviewGenerally involves Partner, BDM, Proposal Manager2nd Partner review required for bids of $500K and upLast opportunity to verify scope, themes, messageFinal va

19、lidation of compliance, completeness, and accuracyProposal Manager has province over all final changesC O N S U L T I N GProposal ProcessFinal EditAssigned by Proposal Coordinatorinclude second reviewer, if necessaryConsistency - some things to look for:Project nameAcronyms (spelled out once at the beginning?)Terminology (does it match the RFP, if applicable?)PlacesCustomer nameInternal KPMG groups and divisionsFormat of resumes and qualificationsBulletsHeaders and footersC O N S U L T I N GProposal ProcessLooks Arent Everything, but.Pick out a few