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Where should you look to identify themes?
Themes come from many sources, all of which depend on having the right information. These include what you know about:
- The opportunity
- The customer
- The competitive environment
- Yourself and your offering
- The RFP
The following table can help point you in the right direction to identify themes for your proposal:
| Source | Consider Topics Like: |
| Opportunity Intelligence |
What are their real goals for the procurement? What is the real scope? What is the potential for project growth/shrinkage? What are the risks? What unwritten requirements do they have? |
| Customer Intelligence |
How well does the customer understand their needs? What are their preferences? What is their tolerance for risk? |
| Competitive Intelligence |
How should you position against the competition? What are your strengths/weaknesses? |
| Yourself |
What are the results, benefits, and strengths of your offering? How will the customer benefit from your company’s strengths? |
| The RFP |
How well do you fulfill the qualifications and requirements? How do you exceed the RFP’s requirements? What should you emphasize/deemphasize? How should you position yourself against the evaluation criteria? |
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