Shipley or Not to Shipley
Evaluating whether a government Request For Information (RFI), Request For Proposal (RFP), or Invitation For Bid (IFB) is worth pursuing involves several key steps. As a small business, it would behoove you to get familiar with the Shipley Process, tailor it for your specific needs, and use it as a template to effectively assess the Return on Investment (ROI) of pursuing government opportunities. Realize, the Shipley Process may involve upwards of 93 to 96 specific tasks and activities from inception to completion so tailoring is a MUST!!!
Here is a quick review of Shipley.
The Shipley Process is a comprehensive… and I do mean comprehensive… approach to business development and proposal management. It is designed to help you win more contracts and improve your success rates. Developed by Shipley Associates, this process is widely recognized and used by leading companies, including Fortune 100 firms. The Shipley Process consists of several phases, each with specific tasks and activities aimed at enhancing the effectiveness of business development efforts. Here’s what you need to know…
Market Segmentation: This initial phase involves evaluating the marketplace and identifying segments where you want to compete. It helps in understanding the target market and focusing efforts on the most promising opportunities.
Long-Term Positioning: In this phase, you will identify and understand your marketplace, customers, and competitors. You will develop plans to build resources, capabilities, and information bases to position yourself effectively for future opportunities.
Opportunity Assessment: This phase involves assessing current opportunities in the marketplace that match your capabilities. It helps in prioritizing efforts and focusing on the most viable prospects.
Capture/Opportunity Planning: During this phase, you will craft solutions that meet not only the customer’s explicit requirements but also address critical pain points. It involves developing a capture plan that outlines strategies for winning the opportunity.
Proposal Planning: This phase emphasizes the importance of a collaborative relationship with the customer. During this phase, you will develop a proposal plan that targets the customer’s needs and ensures that the proposal is compliant, responsive, and strategically sound.
Proposal Development: In this phase, you will develop the actual proposal, ensuring it is consistent among volumes, produced on time, and meets all requirements. It involves writing compelling content, developing cost and management volumes, and ensuring compliance.
Post-Submittal Activities: After submitting the proposal, you will focus on solidifying your relationship with the customer and building trust in your ability to deliver the proposed services. This phase includes activities such as follow-up communications and addressing any questions or concerns from the customer.
The Shipley Process also includes various reviews called “Color” reviews, such as Blue Team, Black Hat, and Pink Team reviews. these Teams help in refining the capture plan, understanding the competition, and developing a winning strategy. What does this mean to a small business? It’s all about applying resources and time in the most productive way. Here’s a quick rundown of Color Teams and what they do:
Blue Team: Reviews the initial capture plan and evaluates the knowledge of the customer and opportunity. They provide guidance on potential solutions and recommend strategic actions.
Black Hat Team: Analyzes competitors' probable solutions and strategies. They test the soundness of your strategy and solution by anticipating competitors' moves.
Pink Team: Reviews proposal storyboards, mockups, or writing plans before the text is drafted. They verify how well the proposal team is executing the approved win strategy.
Red Team: Predicts how the proposal will be scored and makes improvements to it. They focus on ensuring the proposal is compelling and compliant.
Green Team: Reviews and approves pricing to ensure it aligns with the proposal strategy.
Gold Team: Confirms that the proposal incorporates necessary changes from the Red and Green Teams and is ready for submission.
White Hat Team: Records lessons learned and makes process improvements for future proposals.
Rarely will a small business formally establish the “Color” Teams. Rather, the purpose or intent for each team is evaluated and elements from each team are used to ensure a winning proposal is submitted. I’ll have a blog dedicated to understanding the “Color” Teams and how you can implement them efficiently and effectively.
By following a tailored Shipley Process, you can improve your win rates, reduce costs and risks, and enhance your overall business development efforts. Here’s a structured approach that tailors Shipley for small business pursuits, helping you make an informed decision.
Understand the Scope: Carefully review the RFI, RFP, or IFB to understand the project’s scope, objectives, and deliverables. Ensure that your capabilities align with the requirements.
Assess Eligibility: Verify that you can meet the eligibility criteria, including any specific certifications, past performance records, and financial stability requirements.
Analyze Resources: Evaluate whether you have the necessary resources—personnel, time, and financial capacity—to develop a competitive proposal and successfully execute the project.
Evaluate Competitiveness: Consider the level of competition and your competitive advantage. Assess whether you can offer a unique value proposition that differentiates you from other bidders.
Review Compliance Requirements: Ensure that you can meet all regulatory and compliance requirements outlined in the government request. Non-compliance can lead to disqualification or penalties.
Consider Financial Implications: Analyze the financial aspects, including the cost of preparing the bid, potential profit margins, and payment terms. Ensure that the contract’s financial rewards justify the investment.
Examine Past Performance: Review any past performance records or references required by the government agency. Positive past performance can enhance your credibility and increase your chances of winning.
Assess Risk Factors: Identify potential risks associated with the project, such as technical challenges, regulatory hurdles, or resource constraints. Determine whether you have mitigation strategies in place.
Evaluate Strategic Fit: Consider how the contract aligns with your long-term strategic goals and objectives. Determine whether it supports your growth plans or opens new opportunities.
Check Timeline: Ensure that the project timeline is feasible and aligns with your schedule. Consider whether you can meet the deadlines for proposal submission and project completion.
Seek Input from Stakeholders: Consult with your key stakeholders, such as project managers, financial analysts, and legal advisors. Their insights can help you make a well-rounded decision.
Request Clarifications: If there are any ambiguities or questions about the government’s request, reach out to the issuing agency for clarifications. Clear understanding is crucial before committing to bid.
I know. It sounds like a lot of work… and it is! Remember, every hour you spend on an opportunity pursuit is an hour you’re not spending on contract efforts. That’s why you need to properly assess the opportunity to make sure you can afford to spend the resources and time pursuing it. Shipley will provide you with a disciplined, effective way of making those assessments.
But what if you’re a small business without any contracts? Things can look and feel like a blank canvas—full of opportunities! However, it's essential to be strategic and selective to ensure sustainable growth. Make sure you’re focusing on a specific area where you can excel and stand out from the competition. This will help you build a strong brand identity and attract your ideal customers. Talking about customers, networking is crucial. Build relationships. Attend industry events, join local business groups, and connect with potential clients and partners. Building strong relationships can lead to valuable opportunities and referrals. Other things you should consider essential…
Create a Solid Business Plan: Outline your goals, target market, marketing strategies, and financial projections. A clear plan will guide your decisions and help you stay focused.
Use Digital Marketing: Leverage social media, email marketing, and content marketing to reach a broader audience. A strong online presence can attract potential clients and build credibility.
Offer Value-Added Services: Consider what additional services or products you can offer to enhance your value proposition. This can help you differentiate your business and create more revenue streams.
Stay Adaptable: Be open to feedback and willing to adjust your strategies as needed. Flexibility can help you navigate challenges and seize new opportunities.
Remember, while it's tempting to pursue every opportunity, prioritizing quality over quantity and staying true to your core values will set you up for long-term success.
