KPMG全套内部培训教程4(共14张)(PPT 14页)

1、Creating Effective ProposalsProposal BasicsC O N S U L T I N G第1页，共14页。The Big Picture“The obvious is obviousonly after its obvious”第2页，共14页。What Makes a Good Proposal?Is directed to the right audienceOffers a low-risk, well-substantiated solution to a real (not always stated) needIs easy to underst

2、andShows (not claims) competenceOffers distinct benefits over othersBetter, faster, cheaperImpresses evaluatorsProvides tangible value第3页，共14页。What Makes a Bad Proposal?Hard to understand/hard to scoreNot responsive and non-compliantFails to demonstrate competenceSolves the wrong problemOffers an un

3、proven or risky solutionNot differentiated from the competitionClaims are not believableGrammatical errors/general sloppiness第4页，共14页。Why Are So Many Proposals Bad?They are produced by committeesThey are produced under pressureThey show an anxiety to winThe proposal staff is over-committed and/or po

4、orly preparedThe message is unclear or lackingKPMG did not listen to the customerKPMG listened to the wrong peopleUnsubstantiated claims第5页，共14页。Ailments of ProposalsMOTION SICKNESS - jumps too quickly from point to point and is difficult to followSENILITY - the same old stuffAMNESIA - important poi

5、nts omittedSTERILITY - ideas not conceivedNARCISSISM - too much horn blowingSCARLET FEVER - excessive use of redGOITER - blown up in the wrong placesCONSTIPATION - there may be something here, but it simply refuses to come out第6页，共14页。Proposals Answer 9 Basic QuestionsWho are we? What are we selling

6、?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?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。Six Basic Proposal PrinciplesYou never get a second chance to make a first i

7、mpressionA good proposal will not always win, but a poor one will almost always loseBus. 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 proposalWri

8、te to win, or dont begin第8页，共14页。Typical Opportunity ScenariosRequest for Proposal (RFP)Opportunity from Partner/BDM/Sr. ManagerNo RFPNo formal requirements statement第9页，共14页。Reading 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 man

9、y sections are in the proposal? 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 evaluati

10、on weighted (technical vs. cost)? Are there special production considerations?Existing contract vehicle?What about contract terms and conditions? 第10页，共14页。What 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 inf

11、ormation 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。Final Analysis: Should We Bid

12、?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 unqualifiedCant meet minimum solution/geographic requirementsKPMG Qualifications not strong/pertinent enoughProposal response time too short to produce a high-quali