February 24, 2011

1. The CompetitiveEdge for WinningProposalsPresented toThe Society ofAmerican Military EngineerseWeek ConferenceSavannah, GeorgiaByCamille M. Krolikowski, RA February 24, 2011

2. Overview • Thinking About It (Before You Begin) • Getting Started • General Proposal Guidelines • Competitive Edges • Fatal Flaws • Architect-Engineer Contracts • SF330 Winning Tips • Requests for Proposals Construction Contracts • Design Build Proposal Winning Tips • Protests

3. Thinking About It (Before you Begin) Ask the question: Is competing for Federal contracts something my company wants to pursue? If yes: Is my company willing to invest the time and resources to do so? If yes: Proceed, as it can be most rewarding experience!

4. Thinking About It (Before you Begin) Know your customer!! • USACE District • Military/DoD Customer • Other Federal Agencies HOW? Visit; Ask Questions; Attend Conferences, Program Reviews; Study Websites Stay engaged with your SAME organization!! One of the best opportunities for networking and acquiring most current information!

5. Thinking About It (Before you Begin) Build Professional Relationships!! • Find firms with Fed experience • Mentor – Protégé (Formal and Informal) • Large – seek small businesses • Small – seek large businesses • Build a Team • Fill weak spots with recognized expertise/consultants HOW? Attend Conferences; Network; Study Websites; Use Social/Professional Networks, e.g. Linkedin Stay engaged with your SAME organization!!

6. Thinking About It (Before you Begin) New* AE Firms: • Subcontract to an experienced** AE firm • Become Designer-of-Record for experienced** Design-Build Construction Contractor New* Construction Contractors: • Partner with an experienced** DB Construction Contractor • Partner with an experienced** AE * “New” = new to federal contracting process ** “experienced” = in Federal work

7. Thinking About It (Before you Begin) Do it Now! If you are serious about pursuing Federal work, and despite the economic times, start now! Fact: On average, it takes 3-5 years to win the first contract as a prime with a Fed Agency. Every loss will in the end be a win as you learn what constitutes a winning proposal and you build relationships.

8. Getting Started Who should develop a Proposal? • Most knowledgeable people in the firms, both prime and subs – those with corporate “history” Beware of companies that claim to “Specialize” in “Writing Winning Proposals” • Develop in-house expertise • Good writing and graphic skills • Good rapport with firm personnel • Knowledge of where-to-go for information • Understanding of critical proposal elements

9. Getting started Be Organized – Developing a Proposal is just like executing a Project • Appoint a facilitator/coordinator • Set up all parts of the Solicitation in an outline form • Assign proposal tasks • Set up a schedule for draft submittals • Red Zone/Team review – most critical • Create Matrices to cross check personnel, projects, firms and specific solicitation requirements Cover all the bases from the start!

10. General Proposal Guidelines Set up & keep proposal information current • Personnel Resumes: • Create an on-going list of projects for each person • Edit resumes at the beginning of each FY – drop off old projects • Relevant Projects • Create standard project sheets • Include impressive photos/renderings • Awards – keep a current list (past five years)

11. The Announcement General Proposal Guidelines READ EVERYTHING CAREFULLY! RESPOND TO EVERYTHING COMPLETELY! The Solicitation Mantra

12. General Proposal Guidelines Competitive Edges Make it easy on the Reviewer! Match the solicitation outline exactly Use identical terminology as in solicitation Provide page numbers Create indexes Charts and matrices paint a clearer picture than words. Graphics are good but exercise prudence Write well! (Do not write as you would speak!)

13. General Proposal Guidelines Competitive Edges Know the Fatal Flaws (guaranteed File 13) • Late arriving proposals • Incomplete proposals - parts missing • Not addressing the selection criteria completely • Exceeding page limitations • Too small font sizes • Failure to include the required resumes • Out-of-date resumes

14. General Proposal Guidelines Fatal Flaws • Project assignment/role on resume is unclear or blank • Inadequate depth/capacity • Key personnel without required (correct) state registrations and/or certifications • Project manager with no experience in DoD/Fed work • No current relevant projects (within past five years) • Inadequate demonstration of relevant experience by the team • No assurance team presented will perform the work

15. General Proposal Guidelines Fatal Flaws • Inadequate demonstration of past performance/poor accass/ccass ratings • Poorly defined work/quality/safety management plan • No plan for coordination of work with subconsultants or subcontractors • Inadequate utilization of small businesses

16. General Proposal Guidelines Submission Protocol Do not visit Districts/Customers between announcement in FedBizOps and final selections Most will not allow and will not look favorably on firms who try/manage to do so.

17. General Proposal Guidelines Always Schedule a Debrief! (whether you win or lose!) Face-to-face is best, teleconference is good option Take notes, ask questions Do not be defensive! Make it a positive learning experience! There are some things the Debriefer will not be able to tell you.

18. Solicitations for Architect-Engineer Contracts

19. SF 330 Winning Tips The Solicitation Mantra READ EVERYTHING CAREFULLY! RESPOND TO EVERYTHING COMPLETELY!

20. SF 330 Winning Tips Typical Solicitation Criteria Primary Factors FACTOR 1. Specialized Experience & Technical Competency FACTOR 2. Key Personnel • Factors 1 & 2 are equal in weight and usually twice as important as next two Factors FACTOR 3. Past Performance FACTOR 4. Work Management • Factors 3 & 4 are equal in weight and twice as important as Secondary Factors

21. SF 330 Winning Tips Typical Solicitation Criteria Cont. Other Secondary Factors: • Knowledge of Locality • Previous Projects in Area of Contract • Geographic Location • Could be a Primary Factor for Installation Contracts • Gives an edge to those firms with projects or offices in District/Installation geographic AOR • Small Business Utilization • A plan to fulfill contracting goals • Volume of DoD Work • Can indicate if firm is stretched thin with work.

22. SF 330 Winning Tips SF 330Evaluation Systems SF330 submittals, other than weighted or descending order of criteria, usually no specific evaluation process given as part of Selection Criteria. • No numerical rating systems used. Ratings based on performance risk in terms of “Outstanding”, “Above Average”, “Satisfactory”, “Below Average” and “Poor” • A highly competitive proposal should have an “Outstanding” rating in at least one of the first two Primary Factors (Specialized Experience and Key Personnel)

23. SF 330 Winning Tips SF330 Format Part I • Contract Information • Architect-Engineer Point of Contact • Proposed Team • Organizational Chart of Proposed Team • Resumes of Key Personnel Proposed for This Contract • Example Projects Which Best Illustrate Proposed Team’s Qualifications for This Contract • Key Personnel Participation in Example Projects • Additional Information

24. SF 330 Winning Tips Rule #1 Do not change the SF330 Format!!! • Contract Information • Use exact same title as on FBO Solicitation • Architect-Engineer Point of Contact • Usually the Principal-In-Charge of the Prime’s office executing/managing the work Section

25. SF 330 Winning Tips Section • Proposed Team • Use Column 11 (Role in Contract) to indicate if you have worked with prime or subcontractor, to include years, and if sub is Small Business. • Organizational Chart • Not just a wire diagram of key personnel and offices. Use to show work/responsibility flow, team organization, number of additional support personnel (depth), etc. • PM should always be the first link to USACE. A principal-in-charge can be shown linked to PM. Do not include Principal-in-Charge resume - can cover qualifications in Section H.

26. SF 330 Winning Tips • Key Personnel Resumes • Assemble resumes in same order as called for in Factor 2 of Selection Criteria. • Avoid “double duty” for disciplines – especially for Project Manager. • Block 13 (Role) - match role to discipline as called for in solicitation for Key Personnel – don’t retitle! • Block 17 (Registrations) - registrations often checked! Reg. Numbers are useful. No copies of registrations! • Block 18 (Other Qualifications) – usually under-used - good place to note other expertise not covered in relevant projects.

27. SF 330 Winning Tips • Key Personnel Resumes Cont. • Block 19 (Relevant Projects) – if relevant project is Example Project in Section F – note so and concentrate more on specificrole (not just discipline title). Highlightany unique areas of expertise in project. • Relevant projects should be within past 5 years. • For most contracts, key personnel in the roles of Project Manager and Architect are more closely scrutinized.

28. SF 330 Winning Tips • Example projects which best illustrate Proposed Team’s Qualifications • Block 21 (Title) - A task order project under an IDIQ contract is considered a stand-alone project. • Several projects from one IDIQ are OK, too. • Chose projects that are relevant to those in Project Information of announcement. • Projects should be predominately by prime. • Block 22 (Year Completed) –successfully completed design and/or construction projects within the past 5 years. Current designs/services are OK, but completed preferable. Avoid “Ongoing” or add “since year”

29. SF 330 Winning Tips • Example projects which best illustrate Proposed Team’s Qualifications Cont. • Block 24 (Project description) • Include scope, size, cost. • Highlight challenges/solutions. • Relate project to Factor 1 sub-factors. • Balance graphics and text. • Block 25 (Firms involved with project) • Include prime and consultants.

30. SF 330 Winning Tips • Key Personnel Participation in Example Projects (Matrix) • Block 26 (Names of Personnel) – same order and only those as called for in solicitation for Key Personnel. Include firm name. • Block 27 (Role in Contract) – match Role titles as those in Section F. • Block 29 (Example Projects Key) – include project title and location

31. SF 330 Winning Tips • Additional Information • Factor 1 Specialized Experience and Technical Competence and Factor 2 Key Personnel • Don’t reiterate information. Add only what is helpful to enhance submittals (nothing out-of-date or with no date). • Use as opportunity to expand, clarify information (e.g. other personnel, projects) • Charts/matrices are very good! • Don’t go overboard with superfluous info.

32. SF 330 Winning Tips • Additional Information • Factor 3 Past Performance • The operative word is “Past” • Quality of past work, compliance with schedules & cost control. But not too far past! (include dates) • Charts/matrices good for demonstration of cost and schedule • ACASS ratings - not a big problem if none in the system. Non-recommendations or conditionals are checked out. • Cite customer/survey ratings, awards, repeat clientele, kudos (don’t include copies of full letters)

33. SF 330 Winning Tips • Additional Information • Factor 4 – Work Management • Usually the most difficult write up • Should cover: • Management approach • Team organization • Quality Control Procedures Don’t’ take this factor lightly! It often tips the scale of all the primary factors.

34. SF 330 Winning Tips • Additional Information • Factor 4 – Work Management Cont. • Cost and Schedule Control – do not confuse with Past Performance; ability to manage project costs and schedules (not office costs and schedules). • Coordination of in-house disciplines and consultants – the more involved, the more explanation how coordination will occur. • Indicate prior working relationships with prime/consultants – new subs not frowned upon.

35. SF 330 Winning Tips • Additional Information • Knowledge of Locality • Give concise listing of projects with last five years in all locations covered by contract. • Geographic Location • Highlight offices near District offices or military installations. • Small Business Utilization • Present an outstanding plan to cover all Small Business goals as described in the solicitation • Volume of DoD Contracts • Not recommended to list all contracts and task orders. Simply give bottom line number. Current volume is pulled from contracting data bases.

36. SF 330 Winning Tips When the day is done: A well written, easy to follow, well presented proposal will not be highly competitive if the relevant experience and technical expertise of the entire team cannot be demonstrated.

37. Requests for Proposals (Construction Contracts)

38. Types of DB Proposals for Construction • Low Price Technically Acceptable (LPTA) • Govt provides plans/specs • Minimum Technical/past performance experience (Go/No Go) • Award to lowest price, technically acceptable offer • Price-Performance Trade-off (PPT) • Govt provides plans/specs • Performance criteria established for evaluation and cost, past performance, experience, schedule, etc. • Two Phase Design-Build • Govt identifies requirements/criteria • Contractor presents technical/past performance experience (Phase 1) proposes 35% design and cost (Phase 2) • Stringent criteria established for evaluation and cost consideration for all aspects of the project

39. Design Build Proposals • It’s all about winning teams! Most to least competitive partnerships: • Construction Contractor and AE design firm are both experienced in Fed/DoD work • Construction Contractor experienced, AE designer not • AE designer experienced, Construction Contractor not • Neither Experienced

40. Design Build Proposals • No absolute, standard format • Much more complicated criteria • In-depth evaluation process • Require more effort to develop • Greater financial risk to both contractor and AE

41. Design Build Proposals • Two Phase Design Build - Typical format : Phase I (TABS may vary) TAB A - Standard Form 1442 and Proposal Data (no pricing data) TAB B Factor 1 – Specialized Experience • Construction Contractor and Design Firm • May require SF330 for design firms Factor 2 – Past Performance • Construction Contractor and Design Firm • Customer Surveys

42. Design Build Proposals • Two Phase Design Build - Typical format : Phase 1 - TAB B Cont. Factor 3 – Organization and Technical Approach • Organization – chart, matrix of responsibilities, small business plan, teaming agreements • Technical approach for Design and Construction • Sustainability, ATFP, Furniture packages, etc • Processes During Design and Construction • Safety and QA/QC are big factors • Planning and Scheduling • Self-Performed Work • Quality Control Plan Approach

43. Design Build Proposals Two Phase Design Build – Typical Format: Phase II (Design Drawings, Narratives & Pricing) Volume 1 – Technical Design (TABS may vary) TAB A – Building Functional and Aesthetics TAB B – Quality of Building Systems and Materials TAB C – Design Narratives for all disciplines; Site and Building Design Drawings (35%) TAB D – Key Personnel Capabilities and Experience Volume 2 – Price and Pro Forma Information TAB E – Proposed Contract Duration and Schedule TAB F – Price (Contract Line Item Schedule)

44. Design Build Proposals Design BuildEvaluation Systems • Request for Proposals (construction), much more detailed information given on the evaluation criteria in the RFP provided by the Government • No numerical rating systems used. Ratings based on performance risk in terms of “Outstanding/Excellent”, “Above Average”, “Satisfactory”, “Marginal” and “Unsatisfactory” • A highly competitive proposal should have an “Outstanding” rating in at least one of the first two Primary Factors (Specialized Experience and Past Performance) to advance to Phase 2

45. Design Build Proposal Winning Tips The Solicitation Mantra READ EVERYTHING CAREFULLY! RESPOND TO EVERYTHING COMPLETELY!

46. Design Build Proposal Winning Tips • Two Phase Design Build - Phase I: TAB A - Standard Form 1442 and Proposal Data • Assure everything is filled out and signed TAB B Factor 1 – Specialized Experience • If a JV, relevant projects are allowed for each entity • Provide sufficient description of previous teaming experience • Assure Design Firm’s SF330 is current (if required) • Private Sector equivalent projects acceptable

47. Design Build Proposal Winning Tips • Two Phase Design Build Phase 1: TAB B Cont. Factor 2 – Past Performance (same Factor 1 projects) • Give thorough explanation of encountered problems and corrective actions • Play up cases of finishing up ahead of schedule Factor 3 – Organization and Technical Approach • Usually section where JVs or Teaming arrangements are described and copies provided. • Describe Fast-tracking, steamlining construction/labor management, innovative technologies • Describe Interaction with USACE PM/Project Engineers • Org chart(s) – sometimes good to have 2 – one for design, one for construction

48. Design Bid Proposal Winning Tips Two Phase Design Build Phase 1: TAB B Cont. Factor 3 – Organization and Technical Approach • Assure all letters of commitment are included (e.g. designers-of-record) • Describe work management during design and construction, roles and responsibilities • Provide all Performance and Safety Records, DARTs (Days Away, Restricted, and or Transferred and EMRs (Experience Modification Rate) as required • Use professional rate service organization • Bear in mind sub –groups of the selection board may review each TAB/Factor and may not interact!

49. Design Bid Proposal Winning Tips • Two Phase Design Build Phase II: Volume 1 TAB A (Building Function & Aesthetics)– There is no substitute for a functional, good looking design! Team with a top notch designer! TAB B (Quality of Building Systems) – Pay strict attention to installation design guides, including landscaping criteria. TAB C (Narratives & Plans) - Site plans must have sufficient information TAB D (Key Personnel) - Project Manager, both design and construction, Superintendent, QAQC manager, S&H Officer are critical positions and need to be filled with experienced personnel • Qualifications usually found in Section 01 45 04 of solicitation

50. Design Build Proposal Show Stoppers • Failure to follow Installation Design Guide criteria • Inadequate Subcontracting Plan • Failure to provide detailed schedule for both design and construction • CID packages, long lead items • Poor Performance and Safety Records (DARTs and EMRs) • Insufficiently detailed site plans and drawings • Failure to meet sustainability/LEED requirements • Personnel who do not meet minimum experience • Poor/non-competitive Pricing