Documente Academic
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Eric Gregory
SVP Business
Understanding Business
Winning Tamara Buckman
Director, Business Development Lifecycle
Development
Brad Douglas
President & CEO
Webinar Overview
Understanding the Business Development Lifecycle
Phases in the Lifecycle: Decision Gates and Milestone Reviews
• Phase 0: Segment the Market
• Phase 1: Position Early
• Phase 2: Assess and Qualify Opportunities
• Phase 3: Develop and Execute Capture Strategy
• Phase 4: Plan the Proposal/Bid
• Phase 5: Develop the Proposal
• Phase 6: Follow-up and Negotiate: Post-Submittal Activities
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Dispelling a Myth
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Definitions
Business Development
Forbes: Business development is the creation of long-term value for
customers, markets, and business relationships
Lifecycle
Webster: A progression through a series of differing stages of development
Business Development Lifecycle
Shipley: A progression through revenue generating phases with activities or steps
focused on meeting strategic objectives (financial, growth, stability)
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More Definitions
Phases – A series of activities or steps leading to a decision to advance the
lifecycle or opportunity
Activities/Steps – Specific tasks requiring action and accountability
Decision Gates – A milestone during a phase where a decision is made to
advance the opportunity, re-direct, or stop
Reviews – Periodic, planned team sessions that evaluate the quality of the
opportunity strategy and documentation
Pwin – Probability of winning; a measure to assess the likelihood of winning
business
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Gates vs. Reviews: What’s the Difference?
Decision Gates Color Team Reviews
Purpose: to make decisions Purpose: to improve quality of
regarding allocation or strategy and documentation
withdrawal of BD resources
Performed by management,
Led by management staff, subject matter experts
Address business and strategic Address tactical (actionable)
issues (Pwin) issues
Specific outcomes (advance, Wide variety of outcomes
end, or defer) (qualitative and quantitative)
Result in action and Staff and peers execute
accountability plans outcomes
Caution: Don’t Be Trapped by Process
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Phase 0: Market Segmentation
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Evaluating Our Market Readiness
Phase 0: Marketing/Campaign Decision Gate Questions
Category Questions
Have we defined a specific product or service we will provide?
Do we know typical customers?
Market Overview
Have we forecasted size of the market segment?
Is our research valid? Unbiased?
Does the necessary investment for market entry fit with our plans?
Will contracts in this segment contribute to desired capabilities?
Fit with Strategic and
Financial Plans Does our research support a favorable business case for entering the market
segment?
Can this market segment be profitable? Short-term? Long-term?
Phase 1: Long-Term Positioning
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Phase 1: Long-Term Positioning
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Phase 1: Interest Decision Gate Questions
Category Questions
Is the opportunity real and funded?
Opportunity Do we know the potential project owner’s perception of us?
Can we expand in this market?
Does this opportunity support our strategic, annual operating, account, or marketing
Fit
plans?
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Phase 2: Opportunity Assessment
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Phase 2: Pursuit Decision Gate Questions
Category Questions
Do we have adequate business development resources to
aggressively develop the opportunity?
Are there acceptable profit margins or other strategic reasons for
Business Case
wanting to win?
Does the opportunity conflict with other contracted or expected
work?
Do we know the customer key decision-makers and their issues and
Decision-Makers, hot buttons?
Issues/Hot Buttons
Do the key decision-makers know us?
Contractor Role and Do we have a clear understanding of our anticipated role?
Responsibilities Are there any potential conflicts of interest for us?
Competition Have we identified probable competitors?
Do customer requirements match our competencies?
Competitive Position Have we established a price to compete?
Do we have a baseline solution aligned to the price to compete?
Phase 3: Capture Planning
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Phase 3: Capture Planning
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Phase 3: Capture Planning
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Capture Planning is an Iterative Process
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Phase 3: Preliminary Bid Decision Gate Questions
Category Questions
Contract Schedule Do we have a clear understanding of the deliverables and schedule?
Evaluation Process Are we sure of the customer evaluation process?
Do we know the customer’s perception of competitors?
Competition
Has an objective bidder comparison been completed?
Subcontracting Do we have firm commitments from needed teammates?
Past Performance Do we have strong, relevant past performance?
Management Does our management approach provide added value?
Technical Does our technical solution provide added value or discriminators?
Are our discriminators unique and important to the customer?
Discriminators,
Themes Can the customer justify selecting us based on our discriminators and
cost?
Has a price to win been determined, and is it acceptable to
Pricing to Win
management?
Is the customer adhering to the expected schedule?
Opportunity Status
If not, why not, and what does that tell us about the opportunity?
Black Hat Review Inputs and Outputs
Phase 4: Proposal Planning
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Phase 4: Proposal Planning
Phase 4: Proposal Planning
Phase 4: Proposal Planning
Phase 4: Bid Validation Decision Gate Questions
Category Questions
Are announced RFP terms as anticipated and still acceptable?
Does the RFP show evidence of influence by competitors?
RFP Analysis
Based on published evaluation criteria, can the customer justify selecting
us?
Are technical requirements in the RFP what we anticipated?
Solution Is our technical approach verified as acceptable to the customer?
Are teammate roles clearly defined and formally agreed?
Are the proposal schedule, budget, outline, and compliance checklist
complete?
Is the proposal team identified?
Has a draft executive summary been prepared?
Proposal Readiness Has the price to win been updated based on the latest competitive
intelligence and RFP?
Is our preliminary, bottom-up cost estimate consistent with the price to
win?
Can the solution be profitably delivered at the price to win?
Issues Have all our internal issues been addressed and resolved?
Pink Team Review: Inputs and Outputs
Phase 5: Proposal Development
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Phase 5: Proposal Development
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Phase 5: Proposal Development
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Phase 5: Proposal Submittal Decision Gate Questions
Category Questions
Is our proposal compliant, responsive, competitive, and priced to win?
Our Proposal
Does our proposal meet corporate quality standards?
Are there any unresolved elements of risk to us that could preclude
Risk Assessment submitting the proposal?
Will the proposal be evaluated as being low risk to the customer?
Is the contract likely to be awarded without negotiation? Are we
prepared to accept this?
If negotiations occur, do we know who in the customer organization will
be leading them?
Negotiation
Is the customer under any constraints (e.g., time) that we can leverage?
Has our negotiating team been identified?
Is our negotiating position clearly defined and agreed to by senior
management?
Is our project manager ready to begin delivery immediately upon
Transition
award?
Red Team Review Inputs and Outputs
Gold Team Inputs and Outputs
Phase 6: Post Submittal
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Phase 6: Post Submittal
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Phase 6: Post Submittal
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Final Offer Decision Questions
Category Questions
bjdouglas@shipleywins.com