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Bidding into the public Sector Workshop Cork 14t
h November 2007 Noel Brady
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Background Noel Brady

• 17 Years NICS DHSS, DFP
• 8 Years CFM/Fujitsu Client Director Public
  Sector
• 5 Years Sx3 Managing Director
• 3 Years MD - Consult Nb1 Ltd
• Other Roles
• - DVA Non Executive Director
• - Novosco - Non Executive Director
• - Board Member NI Energy Holdings Ltd
• - Chairman/Honorary Fellow Sales Institute
  Ireland
• - Main Committee Member IoD NI Division
• - Socitm Lead Consultant

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Objectives of Workshop

• What would you like to achieve?

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Objectives of Workshop

• To improve Performance of SMEs in Public Sector
  Sales
• To increase sales effectiveness
• To improve quality of proposals
• To enhance sales processes

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Agenda

• Introduction
• Building Market Profile Awareness
• Bid Qualification
• Bid Management/Bid Planning
• Proposal Checklist
• The Executive Summary
• Useful Contacts
• EU Procurement Thresholds

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Why do SMEs not Bid/or fail?

• Classroom Task 1 Flip Chart

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Why do bids fail?

• You win some you lose some live with it!
• Failure to fully understand the requirements
• Tender documentation or format non-compliant
• Failure to meet tender response time
• Uncompetitive pricing and
• Quality of information and response provided.

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How Workshop will help.

• Create Awareness of your Products/Services
• Only Bid where you have a chance
• Install Processes to manage bids
• Improve quality of proposals

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Building Market Profile Awareness Task 2

• Groups of Five
• Flip Charts
• Write down some actions/essentials for market
  profile/awareness campaign

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Review of Task 2 Outputs
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How do we address these issues?

• Preparation
• Preparation
• Preparation

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Market Profile/Awareness

• Collateral
• Is information up to date?
• Are addresses, contact numbers etc correct for
  the specific market concerned?
• Are images and colours used appropriate for the
  target market and
• Are the products/services which are to be
  featured in the campaign comprehensively covered
  by the collateral?

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Market Profile/Awareness Contd

• Market Perception of Company X
• PR, Events, Sponsorships
• Contact Planning
• Research Your targets
• Web-site, Google, Whos Who
• Who in your existing network knows who
• Use existing contact or client Referrals
• Design and rehearse your elevator pitch.
• Decide Your Approach Strategy
• Email Letter Phone Call or different
  combinations
• Sources
• Public Sector Departmental and Agency websites
• Civil Service Year Books
• Go Source a facility available on the
  InterTradeIreland website.

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Market Profile/Awareness Contd

• Corporate Presentation
• As a minimum the presentation should cover-
• Company Background and metrics
• Your objectives for the engagement
• Products Services offered
• Existing Clients and Partners
• At least two case study references
• Benefits of working with your company and
• Any existing presentation material should be
  reviewed and tailored to produce a presentation
  for the target Market. Consideration should be
  given to cutting a DVD/CD which could be
  distributed more widely.

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Account Planning

• An account plan should as a minimum have the
  following objectives-
• To record details of any existing, current and
  future projects
• To confirm and identify areas of potential
  revenue growth
• To agree and maintain a contact network
• To ensure that suitable resources are in place
  and
• To develop a marketing and communications
  strategy.

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Bid Qualification why?

• Sales and bid management resource is expensive
• Target resources at best opportunities for
  success
• Be aware of bid cost/tender value ratio
• Limit the damage when you lose
• Ensure best use of your sales/business
  development resources
• Reduce the risk of bidding for poor opportunities

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Bid Qualification Questions Task 3

• Teams of 5
• 10 Bid Qualification questions?

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Review of Task 3 Outputs
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(No Transcript)
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Suggested Scoring Matrix

• Score less than 40 Qualify Out
• Score between 40-60 Carefully consider whether
  or not to bid
• Score 60 80 May be worth an initial bid,
  qualify again at stage 2.
• Score 80 - Looks like a good opportunity,
  qualify at each stage.

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Useful Information about the Project Task 4

• Teams of 5
• Examples of useful information

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Review of Task 4 Outputs
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Useful Information about the Project

• The affordability of your solution
• Who will ultimately make the decision to
  purchase?
• How will this process work?
• Has a project budget been provided and has
  expenditure been approved?
• Will you need external finance to support your
  bid?
• What is the nature of our proposition?
• What contract conditions will be used?
• Who will you need clearance from internally to
  submit your bid?
• Will you need to inform your reference clients
  that they may be approached?

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Bid Plan

• Project Overview
• Customer Details
• Competitor Analysis
• Previous dealings with the client
• Strengths and weaknesses for this project
• What tactics can you employ against them
• What products/service they are likely to bid
• Any third parties which they might use
• Have you have bid and won/lost against them
  before.

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Bid Plan Continued

• Evaluation Criteria
• Format of Response
• Win Themes
• Bid Team
• Proposed Bid Timetable
• Drafting Guidance

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Hidden Strengths of SMEs

• Niche services and products
• Specific expertise easily tailored to the
  clients requirements
• Better understanding of smaller portfolio of
  products and services
• More focused client relationship
• A willingness to work more closely with clients

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PROPOSAL CHECKLIST

• Review Handout

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Executive Summary Key Elements

• Introduction
• Your Understanding of the Project
• Your Proposed Solution
• Your Approach
• Timescale/Plan
• Customer Reference/Testimonial
• Financial Proposals
• Benefits Summary
• Contact Information

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Useful Tips

• Focus on the clients requirements
• Try to develop uniqueness in your response
• Always check that you have covered
• the main requirements
• objectives set out by the client
• Include all of the financial benefits
• Try to quantify indirect benefits
• Highlight the potential risks in the project
• Strongly underline how your proposal eliminates
  or significantly reduces those risks
• Poorly written or presented proposals do not win
  projects.

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USEFUL CONTACTS

• Northern Ireland
• Central Procurement Directorate - 028 9081 6423
  www.cpdni.gov.uk
• www.go-source.com
• Strategic Investment Board www.sibni.gov.uk
• General NICS www.onlineni.net
• Regional Supplies www.centralservicesagency.com
• Northern Ireland Water - www.niwater.com

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Useful Contacts Contd

• ROI
• IPA Year Book, - www.ipa.ie
• www.etenders.gov.ie
• www.enterprise-ireland.com
• www.fpp.ie
• Dept of Finance - www.irlgov.ie/finance
• InterTradeIreland
• ACUMEN - cross-border business development
  programme
• INNOVA - All-Island Collaborative RD programme
• FUSION - all-island technology transfer
  initiative
• Annual All Island Seedcorn Competition -
  (280,000)
• More information available at www.intertradeirelan
  d.com
• Europe
• http//europa.eu.int/eur-lex/en/index.html
• Official Journal of the European Union (OJEU)

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EU Thresholds
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Questions

• ?
• www.nb1.co.uk
• 07834191692