Business Development and Bidding

Tuesday 31 Jan 2023

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Atkins: An Overview

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Our vision: Engineering a better

future for our planet and its people

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Global reach
› A global design and engineering consultancy
› An established and balanced footprint
› Greater “at-scale” European and
Middle Eastern presence Europe
~12,000
employees

Asia Pacific
Americas
~4,500 employees
~16,000
employees Middle-East
& Africa
~17,500
employees

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Atkins is a British multinational engineering, design, planning, architectural

SNC-Lavalin Group design, project management and consulting services company. It is a
subsidiary of SNC-Lavalin and is headquartered in London.

SNC-Lavalin Group Inc. is a Canadian company based in Montreal that provides engineering,
procurement, and construction services to various industries, including mining and metallurgy,
oil and gas, environment and water, infrastructure, and clean energy. 5
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An Introduction

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Paul Aspinall – Bid Director

Roles and responsibilities vary from business to

business, within Atkins I have the following
responsibilities as a Bid Director:

Adherence to
Creation of a Delivering a bid Oversight of the Contracting corporate
Bid/Pursuit Team strategy supply chain approach governance and risk
management
› What skills sets do we › What are the customer › Do we need sub- › Are contracting terms › Gain approvals required
need in the team? requirements? contractors? acceptable? to allow submission
› Do we have then in- › How will we win? › Agreed terms in place? › Are risks financially › £ LOA*
house? › What are the win › Package work or covered? › TA: Task analysis
themes and hot ‘rainbow’ teams? › Cash flow exposure? › Resourcing
buttons? › Risk register agreed and
› What price point do we signed off
need to hit? › Full review of all
submissions

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https://youtu.be/00GcEsL6DyE
Win Work processes
https://youtu.be/00GcEsL6DyE

Complex: Simple:

Contains sensitive information

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Aerospace, Defence, Security & Technology

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Types of bids

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Do you understand your own position in the market place?

There are four main types of bids that generally that I generally get
involved in:

Framework Competitive tender Single source Unsolicited proposal

opportunity procurement

› Pre-agreed terms and › Open to much wider › Can occur in highly › Supplier drivers the
conditions pool of suppliers specialised or secure customer thought
› Only open to those › Customer sets the environments process by making
qualified for the process, timescales and › Can only be successful documentedd
Framework bidding requirements with significant commitments outside a
› Easier for the customer customer access and tender process
to be influenced influence › Will not be applicable to
public sector customers

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Understand Your Customer and

Your Competition

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Do you understand your own position in the market place?

Are you clear on what your core services are?

It is continuously surprising at how badly some organisations are

represented or how they represent themselves with regard to what they
actually do;

What is you actually offer?

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Typical programme lifecycle requirements – components

Capital Consulting Digital & AI Design & Procurement Construction & Project Operations & Sustaining
& Advisory Engineering Management Maintenance Capital

› Arrange financing, › Expert consultancy › Digital products and › Concept, feasibility › Procurement › Multi-disciplinary › Around-the-clock › In-depth review
invest equity, covering the full tools to enhance and design services Management construction and support for mission- of end-to-end
undertake complex lifecycle delivery › Human-centered › Contract Administration technical field services critical activities operations, asset
financial modelling and › Plan, design and › IoT, mobility services innovative digital › Purchasing › Construct, › Operate and maintain portfolios and
manage our enable major capital and strategic digital design tools and commission, maintain, major public-private value chain
infrastructure projects asset management techniques
› Expediting
and enhance assets partnership (P3) › Asset management
investments for › Material Management
› Extensive engineering solutions › End-to-end offering, › Self-performed projects and solutions to reduce
optimal returns
and master planning from initial regulatory › Logistics construction using costs and improve
capabilities approvals to final build › Quality Surveillance a qualified labour force productivity
› 20+ years of › Inspection, Material › Consultancy services
experience offering Control and entire program
simulation consultancy management
and advice › Business change
programs

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Typical programme lifecycle requitements – components

Capital Consulting Digital & AI Design & Procurement Construction & Project Operations & Sustaining
& Advisory Engineering Management Maintenance Capital

› Arrange financing, › Expert consultancy › Digital products and › Concept, feasibility › Procurement › Multi-disciplinary › Around-the-clock › In-depth review
invest equity, covering the full tools to enhance and design services Management construction and support for mission- of end-to-end
undertake complex lifecycle delivery › Human-centered › Contract Administration technical field services critical activities operations, asset
financial modelling and › Plan, design and › IoT, mobility services innovative digital › Purchasing › Construct, › Operate and maintain portfolios and
manage our enable major capital and strategic digital design tools and commission, maintain, major public-private value chain
infrastructure projects asset management techniques
› Expediting
and enhance assets partnership (P3) › Asset management
investments for › Material Management
› Extensive engineering solutions › End-to-end offering, › Self-performed projects and solutions to reduce
optimal returns
and master planning from initial regulatory › Logistics construction using costs and improve
capabilities approvals to final build › Quality Surveillance a qualified labour force productivity
› 20+ years of › Inspection, Material › Consultancy services
experience offering Control and entire program
simulation consultancy management
and advice › Business change
programs

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Typical programme lifecycle requirement – complete asset

management

Capital Consulting Digital & AI Design & Procurement Construction & Project Operations & Sustaining
& Advisory Engineering Management Maintenance Capital

› Arrange financing, › Expert consultancy › Digital products and › Concept, feasibility › Procurement › Multi-disciplinary › Around-the-clock › In-depth review
invest equity, covering the full tools to enhance and design services Management construction and support for mission- of end-to-end
undertake complex lifecycle delivery › Human-centered › Contract Administration technical field services critical activities operations, asset
financial modelling and › Plan, design and › IoT, mobility services innovative digital › Purchasing › Construct, › Operate and maintain portfolios and
manage our enable major capital and strategic digital design tools and commission, maintain, major public-private value chain
infrastructure projects asset management techniques
› Expediting
and enhance assets partnership (P3) › Asset management
investments for › Material Management
› Extensive engineering solutions › End-to-end offering, › Self-performed projects and solutions to reduce
optimal returns
and master planning from initial regulatory › Logistics construction using costs and improve
capabilities approvals to final build › Quality Surveillance a qualified labour force productivity
› 20+ years of › Inspection, Material › Consultancy services
experience offering Control and entire program
simulation consultancy management
and advice › Business change
programs

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Do you understand your own position in the market place?

What is your business known for and how can you
leverage this in comparison to everyone one in the
market place?

For me and how I position Atkins:

• MOD-wide reach that is unrivalled outside of
equipment supply environment;

• Depth of capability;

• Integrated service offerings;

• Security cleared resources (SC/DV) and ability to

handled classified data via List X;

• Industry footprint – we bring industry and

Government together;

• Independent and agnostic.

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Who is your target within the customer?

Economical buyer – focused on

RoI and procurement budgets;

User buyer – focused on impact to

operational and overall user experience;

Technical buyer – focused on the

overall solution;

Coach buyer – customer influencer who

prefers your offering to the competition;

Buyer types as defined Miller Heiman's Strategic Selling

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Customer Value Propositions – a customer-focused approach

Strategyzer's Value Proposition Canvas Explained -

YouTube

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Customer Value Propositions – a customer-focused approach

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Products and services available to solve customer jobs and pains

Capital Consulting Digital & AI Design & Procurement Construction & Project Operations & Sustaining
& Advisory Engineering Management Maintenance Capital

› Arrange financing, › Expert consultancy › Digital products and › Concept, feasibility › Procurement › Multi-disciplinary › Around-the-clock › In-depth review
invest equity, covering the full tools to enhance and design services Management construction and support for mission- of end-to-end
undertake complex lifecycle delivery › Human-centered › Contract Administration technical field services critical activities operations, asset
financial modelling and › Plan, design and › IoT, mobility services innovative digital › Purchasing › Construct, › Operate and maintain portfolios and
manage our enable major capital and strategic digital design tools and commission, maintain, major public-private value chain
infrastructure projects asset management techniques
› Expediting
and enhance assets partnership (P3) › Asset management
investments for › Material Management
› Extensive engineering solutions › End-to-end offering, › Self-performed projects and solutions to reduce
optimal returns
and master planning from initial regulatory › Logistics construction using costs and improve
capabilities approvals to final build › Quality Surveillance a qualified labour force productivity
› 20+ years of › Inspection, Material › Consultancy services
experience offering Control and entire program
simulation consultancy management
and advice › Business change
programs

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The Bidding and Tendering Process

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Having a structured bidding approach

Having a structured bidding process is imperative to drive a successful Win Work process
as it:
• Ensures roles and responsibilities are understood;
• Drivers everyone works to the same process, avoid nugatory or incorrect work;
• Communicates a clear and understood strategy;
• Allow the governance and sign off process to be managed efficiently;

Within Atkins, we have adopted the Shipley Associates process for many years against
which to model the Atkins Win Work process.

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XXXXX

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Qualification

Opportunities need to be qualified before entering the Win Work process;

Lots of opportunities are blindly put in to the system in many business;
The view of qualification has always been:
➢ Did we know about the opportunity?
➢ Do we have a relationship with the main customer Buyer?
➢ Can we win the opportunity through our competitive position?
➢ Can we deliver the opportunity if successful?

Choose wisely - the more opportunities that are in the system, the greater the dilution of support available
to those pursuits.

Contains sensitive information

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Competitor analysis

How we position ourselves in a competitive bid is paramount to our ability to be

successful;
In order to carry out competitor analysis, we need to know who the competitors
are;
Not knowing who your competitors are means you cannot plan your answers in
the most effective manner possible;
Competitors are put through a ‘Black Hat Analysis’ to understand how they will
approach the procurement and the customer’s requirements;
This allows a bid strategy to consider the competition as well as our own
capabilities and commercial strengths;

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Who are you competition in?

Engineering Management Consider:

Consulting, P3M &
Transformation
➢ What claims are your competitors going to
make?
➢ What relationships do they have within the
customer?

SMEs
➢ What experience can they point to in their
portfolio to support their bid?
➢ Can you position yourself against all of this in
a positive light?

Digital services

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Price to Win

Do you know what price you need to be at in order to be successful?

If not, why?
Price to Win can mean a lot of things to a lot of people but it is not about
estimating what the proposal will cost but rather demonstrating that we have
the customer data and competition data to make informed decision as to what
will help us win;

Strategic Customer Need Tactical

Price to Win – Price to Win –
Competitive and Buying Competitive
Iteration 1 Iteration 2
Intelligence Analysis Intelligence

Win/loss analysis Bidder Black Hat &

Account view of ADS&T view of
and market Comparison Competitor
Price to Win Price to Win
examples Matrix analysis

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Bidding – roles and responsibilities

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Roles and responsibilities – day-to-day bid team

Role Responsibilities
Varying from business to
Client lead Client intel, Price to Win, competitor landscape
business, the following
roles are typically Bid Director Strategy development, governance, supply chain
involved in large Bid Manager Bid plan ownership, action tracking, risk register, proposal
procurements – there are guidelines
many more roles in the Solution architect Overall solution lead, resourcing requirements, dependencies
background that support
Estimator Solution components, cost base information
these particular job
holders. Pricing analyst Top-down and bottom-up pricing process, cost modelling, financial
risk analysis
Proposal manager Bid author, professional writer to own final content and prestation
style (visauls and words)
Technical SMEs From product, process functions, delivery etc – contributions to the
solution and the written content
Technical Assuror Is the solution achievable and deliverables

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Questions

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