Win Theme Development

Use an Executive Summary as a tool for win theme development. Write the Executive Summary first using customer insights, your experience with similar work, and contract performance and management insights. Then refine and rewrite it as the proposal progresses.

Again, start the Executive Summary on Day 1 of the proposal project. Many of Fedmarket’s customers say; “we can’t do this.” But you can; it depends on who is writing it; ideally a project person, a unit manager, someone who knows the technology required or the customer. And if you can’t then maybe take a pass on the opportunity.

Break the Executive Summary up, when you think its complete insert all of its content in scored Section L responses if an Executive Summary is not asked for in the RFP (has no evaluation points assigned to it). Move:

  • Technical content into the technical approach
  • Experience points into the experience volume
  • Personnel points into the personnel volume
  • Management points into the management volume

You may have to change the context a bit to make it fit each win theme in the right place.

Try it, it works.


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