2025 Training Catalog

WINNING STARTS

HERE.

2025

TRAINING CATALOG SHIPLEY

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TABLE of CONTENTS 2025

Shipley Certification Overview of Services Why Choose Shipley?

6 7

Blended Learning

Core Courses

Writing Federal Proposals

Managing Proposals

11 13 15 17 18 20 22

Capturing Business (Federal or B2B)

Business Development Boot Camp (Live, Online or In-Person)

Writing and Managing Federal Proposals POWeRful Proposal Writing (Live, Online) Managing Strategic Proposals (Live, Online) Capturing New Business (Live, Online)

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Elective Courses Pricing to Win

25 27 28 29 30 31 32

Qualifying to Win

Winning Executive Summaries Winning in the Cost Volume Winning Through Oral Proposals

Winning with Past Performance (1-day)

Blueprint to Winning

BD.ai Courses BD.ai: Introduction to Using and Adopting AI for Proposals BD.ai: Advanced AI Topics and Techniques for Proposal Development

34 35

Shipley OnDemand POWeRful Proposal Writing Managing Strategic Proposals

34 36 38

Capturing New Business

Shipley OnDemand-Micro Foundations for Proposal Development

44 45 46 47 48 49 50 51 52 53 54 56 57 58 59 60 61 62

Proposal Kickoff Meetings

Discriminators and Theme Statements Proposal Writing—POWeR Storyboarding and Mockups Executive Summary Development

Overview of Color Teams

Pink Team Outlining

Task Order Responses

Proposal Graphics and Action Captions Tools and Guidebooks BD.ai: Primer

Proposal Guide

Shipley Business Development Lifecycle

Capture Guide

Proposal Manager Playbook Capture Manager Playbook Proposal Writer Playbook

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Standing out from the crowd as a business development professional can be difficult. Shipley certification adds value to your experience and education and helps improve your position in the job market. Shipley offers certification for business development professionals seeking to validate their learning and course completion. This credential is meaningful to employers and potential employers in establishing knowledge and understanding of best practices within the business development profession. Each course includes a participant manual, tools and templates, and other reference material. Courses can be taught on-site at a client location or through the Shipley Associates public workshop program. These courses are also conducted live, online. Shipley Certification

• Winning Executive Summaries • Winning in the Cost Volume • Winning Through Oral Proposals • Winning with Task Orders • Winning with Past Performance • Foundations for Proposal Development (APMP) • Decision Gates & Reviews • Winning Color Team Reviews • On-demand micro courses (1/3 unit each) Digital Badges Upon completion and verification of certification requirements, learners are awarded a certificate and a digital achievement badge at no cost. Digital badges don’t expire, are verifiable, and are sharable on your LinkedIn and other professional sites, including your email signature and CV/resume. If you claim your badge, you can display it on your LinkedIn profile under Licenses & Certifications.

Three Core Courses 6 learning units

Business development professionals must complete the core flagship Shipley courses: Capture Planning, Proposal Writing, and Proposal Management. Courses taken since 2007 can apply toward certification. These courses are available individually or combined in the Business Development Boot Camp. Elective Courses 4 learning units Completion of four professional units from a variety of Shipley training is required beyond the core courses. Choose from a variety of courses: • Pricing to Win • Qualifying to Win

SHIPLEY CERTIFIED

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Shipley Business Winning digital badge requires completion of core courses plus elective training courses.

SHIPLE CERTIFIE

Shipley Training Catalog

OVERVIEW of SERVICES

Professional Training and Development Building long-term, sustainable talent and competency requires training and professional development activities. Shipley offers flexible options to help clients learn industry best practices for winning business. Skilled Shipley facilitators bring practitioner experience to each training workshop. Multi-media case studies help participants apply what they learn through simulations and exercises—participants learn by doing.

Long-Term Positioning

Opportunity Assessment

Capture Planning

Proposal Planning

Market Segmentation

Proposal Development

Post-Submittal Activities

Capture Management

Proposal Management

Proposal Writing

Competitive Assessment/Price to Win

Positioning to Win/Sales

Proposal Volume Management

Task Orders

Oral Proposals/Sales Presentations

Executive Summaries

Capture and Proposal Consulting Solutions

• Providing proven personnel and best practices to help clients succeed.

• Evaluating the necessary infrastructure and processes • Winning strategic, competitive bids to government or business customers • Supporting program management and execution • Proposal center operations outsourcing

• Augmenting proposal teams to provide “just in time” resources needed to produce a competitive proposal • Establishing long-term customer relationships

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Why Choose SHIPLEY?

Shipley understands that your competitive procurement process may require consideration of multiple vendors. The followring shows Shipley’s unique position to deliver the traning you require:

• Proprietary Expertise: Shipley Associates is the creator of the Shipley Business Development Process™, a globally recognized methodology in business development, capture management, and proposal management. This process is trademarked by Shipley, and we are the sole authorized entity to deliver training based on it. • Extensive Industry Experience: With over 54 years of experience, Shipley has become a trusted partner to a wide array of clients, including top U.S. government contractors, international organizations, NGOs, and commercial enterprises. We have successfully implemented our proprietary processes and established proposal centers of excellence globally. • Global Reach and Customization: Shipley delivers training programs tailored to the unique needs of our clients in various languages and regions worldwide. Our team operates across global offices, ensuring consistent quality and alignment with diverse organizational goals. • Exclusivity and Authenticity: Unlike other methodologies, Shipley training cannot be licensed, replicated, or delivered by other vendors. No authorized training organizations exist outside of Shipley, guaranteeing the authenticity of our programs and processes. • Proven Results: Our methods have consistently delivered measurable results for our clients, enabling them to achieve greater success in business development and proposal management.

Given the proprietary nature of the Shipley Business Development Process™, unmatched expertise, and the exclusivity of our training delivery, Shipley Associates can provide the comprehensive, high-quality training you require.

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Blended Learning

Shipley understands the need for flexible training solutions for dispersed teams. While many participants may be centrally located, flying in team members from across the country can be costly. Blended learning offers the flexibility to host a live, in-person training course at one location in a classroom style while also broadcasting to virtual team members. This allows all participants to be part of a training course with a single instructor and hone their skill together.

What is Blended Learning? Blended learning enables a live, in-person training session in one central location, broadcast to remote participants, allowing all team members to attend with a single instructor.

Benefits of Blended Learning • Unites dispersed teams in a shared training experience • Reduces travel costs • Improve capture and proposal skills team-wide including select remote workers

How Blended Learning Works In-person participants join the instructor in a classroom setting for face-to-face workshops, while remote participants connect via video conference on your preferred platform. Shipley recommends having an IT representative on site to manage any technical issues, ensuring a smooth experience for all. Prior to training, Shipley’s team will arrange a test call to verify equipment and platform functionality.

Distribution of Training Materials In-person participants receive printed materials, while remote participants receive digital copies, reducing shipping delays.

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Three Core Courses for Certification Three Core Courses. BD professionals must complete the core flagship Shipley courses: Capture Planning, Proposal Writing, and Proposal Management. Courses taken since 2007 can apply toward certification. Each course is two professional units. Each course includes a participant manual, tools and templates, and other reference material. Core courses can be taught onsite at a client location or through the Shipley Associates public workshop program. These courses are also conducted live, online.

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Capturing Federal Business Workshop Manual

Managing Federal Proposals Workshop Manual

Writing Federal Proposals Workshop Manual

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Workshops that qualify to meet the core requirement can either be government or business-to-business focused.

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Writing Federal Proposals Course Overview

Writing Federal Proposals teaches skills related to planning and writing sections in any portion of a proposal. While basic principles are applicable to all markets, course content and examples place heavy emphasis on U.S. federal acquisition practices. The workshop is delivered from the perspective of a section author and emphasizes the importance of addressing assigned responsibilities and supporting overall proposal and volume strategies. It also teaches authors their roles as team members and introduces proposal operations in sufficient detail to promote understanding of an author’s obligations to the larger work group. Note that this workshop covers skills relevant for individual section authors, but not all skills necessary to create a completely compliant and responsive proposal. Our companion workshop, Managing Federal Proposals , covers strategy development, compliance checklists, outlining, and review preparation, among other topics related to proposal team leadership.

Workshop Description Workshop participants learn and practice a proven process for planning content and layout of winning proposal sections. They also learn how to be sure their sections will score highly during evaluation through a government evaluation simulation. Given a section assignment for a real government procurement, students will: • Attend a model proposal kickoff meeting to obtain instructions from the proposal manager • Plan content using a storyboard to be compliant and implement approved proposal strategies

• Incorporate effective graphics and captions to better communicate messages • Mock up section layout

• Organize content to be persuasive • Write the planned proposal section • Examine the section draft for effectiveness

• Consider revisions of the draft in response to feedback • Collaborate and coordinate with other team members writing different sections of the proposal

Who Should Attend • Proposal Contributors • Proposal Writers • Proposal Managers • Business Developers and Capture Managers • Proposal Coordinators

Workshop Length • 2 Days • 2 Shipley Certification Units Workshop Material • Workshop Manual • Shipley Proposal Guide™

Shipley Proposal Guide ™

The Shipley Proposal Guide™ contains over 50 topics. Each topic section provides a summary of key points.

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Managing Federal Proposals Course Overview

This workshop teaches essential skills for managing a full proposal or proposal volume in the U.S. federal market space. It focuses on how to lead teams to produce written or electronic proposals in response to a U.S. federal Request for Proposals (RFP), beginning with necessary preparation work that must precede assignment of topics to authors. It also develops detailed understanding of federal proposal evaluation processes and their impact on proposal planning and management. Many of the skills imparted are applicable to commercial and non-federal government proposals. But students should understand the heavy emphasis on federal procurement and the fact that most case study and example material will reflect that orientation.

Workshop Description This interactive workshop builds the proposal management skill set through lecture, discussion, simulations, and exercises. It begins with a detailed simulation of the government’s evaluation of proposals for a real competitive procurement, creating insight into how proposals can be developed to score highly. It progresses through all necessary steps for planning and managing creation of a compliant sales document. You will learn to: • Assess your own proposals like a government evaluation team • Convert action-based capture strategies into message- based proposal strategies or win themes

• Develop a comprehensive compliance checklist • Create a compliant proposal outline • Assign requirements to appropriate authors for coverage in the proposal • Prepare for and conduct an effective kickoff meeting, including providing clear instructions to authors • Lead high-performing proposal teams on fast-paced schedules • Prepare for effective reviews • Exploit knowledge of the selection process to guide interactions with your customer after proposal submittal

Who Should Attend • Anyone who manages

Workshop Material • Workshop Manual • Shipley Proposal Guide™

government proposal efforts

Shipley Proposal Guide ™

Workshop Length • 2 Days • 2 Shipley Certification Units

The Shipley Proposal Guide™ contains over 50 topics. Each topic section provides a summary of key points.

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Topics covered:

• Developing the Writers’ Package • Planning and Conducting Kickoff Meetings • Leading Proposal Operations • Conducting Proposal Reviews • Production Planning and Delivery • Supporting Final Proposal Revisions

• Maximizing Evaluation Scores • Recap: Business Development Process • Developing Proposal Strategies • Building Proposal Schedules • Creating Proposal Outlines • Developing Compliance Checklists and Matrix

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Capturing Federal Business Course Overview

This workshop teaches you how to improve your competitive position before your customer releases a request for proposals. By learning how to select and pursue the most winnable opportunities, you can lower business development costs and increase revenue. Working with a team representing one of several federal contractors, you’ll cover topics including: • Analyzing and building knowledge about potential business opportunities • Understanding competitors and their likely approaches

• Developing strategically sound solutions to the customer’s needs • Influencing customers to prefer your solution over competitors’ • Contributing to bid and proposal efforts to build effectively on prior capture activities

Workshop Description This 2-day, interactive workshop builds practical skills through lecture, presentations to course mates, and simulation of the pursuit of a real, competitive opportunity. Learn a proven capture process for improving your win probability before a request for proposals is released: • Reasons companies pursue business opportunities • Opportunity assessment

• Capture plan preparation • Customer buying behavior • Business intelligence collection and analysis

• Competitor comparison • Strategy development • Influencing customers • Supporting proposals

Who Should Attend • Senior Executives • Program Managers • Capture Managers • Proposal Managers • Campaign Managers

Workshop Length • 2 Days • 2 Shipley Certification Units Workshop Material • Workshop Manual • Capture Management Tools • Shipley Capture Guide™

Shipley Capture Guide ™

Organized around 20 topics, the Shipley Capture Guide provides tools and templates to help organizations win business in varied selling environments.

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Topics covered: • Business Development Process Overview • Selecting Business Opportunities • Opportunity assessment • Capture Planning • Characteristics of Capture Plans • Competitive Intelligence • Customer Analysis

• Competitor Analysis • Bidder Comparison • Validated Solution Set • Capture Strategy • Action Plans • Capture Plan Briefings • Supporting the Proposal

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Business Development Bootcamp The Shipley Business Development Boot Camp provides a unique opportunity to complete all core course requirements for Shipley Business Development Certification in a single week. Taught as a live, online course with 3 days of live instruction or 5 days as an in-person course. These courses include Capturing Federal Business , Managing Federal Proposals , and Writing Federal Proposals . This Boot Camp is interactive, building practical skills through lecture, presentations, and simulation of a real, competitive opportunity, and discussions.

Capturing Federal Business Learn to improve your competitive position before your customer releases a request for proposal. By learning how to select and pursue the most winnable opportunities, you can lower business development costs and increase revenue. Working with a team representing one of several federal contractors, you’ll cover topics including: • Analyzing and building knowledge about potential business opportunities

Managing Federal Proposals Learn essential skills for managing a full proposal or volume in the U.S. federal market space. Develop detailed understating of federal proposal evaluation processes and their impact on proposal planning management. You will learn to: • Assess your own proposals like a government evaluation team • Convert action-based capture strategies into message- based proposal strategies or win themes • Assign requirements to appropriate authors for coverage in the proposal • Prepare for and conduct an effective kickoff meeting, including providing clear instructions to authors • Lead high-performing proposal teams on fast-paced schedules

• Understanding competitors and their likely approaches

• Developing strategically sound solutions to the customer’s needs • Influencing customers to prefer your solution over competitors’

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Writing Federal Proposals Learn skills related to planning and writing sections in any portion of a proposal. Practice a proven process for planning content and layout of winning proposal sections. You will also learn how to ensure your section will score highly during evaluation through a government evaluation. You will learn to: • Plan content using a storyboard to be compliant and implement approved proposal strategies • Incorporate effective graphics and captions to better communicate messages

Who Should Attend • Senior Executives • Program Managers • Capture Managers • Proposal Managers • Campaign Managers • Proposal Contributors • Proposal Writers

• Business Developers • Proposal Coordinators Workshop • 6 Shipley University™ Units • 5 Days in-person or 3 days live, online Workshop Material • Workshop Manual

• Mockup section layout

• Organize content to be persuasive, write the planned proposal section, and examine the section draft for effectiveness • Collaborate and coordinate with other team members writing different sections of the proposal

• Shipley Proposal Guide™ • Shipley Capture Guide™

Shipley Proposal Guide™

Shipley Capture Guide™

Shipley clients value our blended-services model that provides certified consultants, trainers, and business development tools. Since 1972, Shipley has supported large and small companies in securing billions of dollars of government and commercial contracts.

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Writing and Managing Federal Proposals

Workshop Description Workshop participants learn the Shipley proposal process and how it fits into the business development framework. The skills learned include: • Assessing your own proposals like a customer evaluation team • Modeling a proposal kickoff meeting from planning to implementation • Developing a comprehensive compliance checklist • Creating a compliant proposal outline • Assign requirements to appropriate contributors for coverage in the proposal • Planning proposal content using storyboard techniques to be compliant and responsive • Incorporating effective graphics and action captions to better communicate messages • Organizing proposal content to be persuasive • Writing the planned proposal section • Examining the content for effectiveness and compliance

This workshop combines two of Shipley’s most powerful proposal management workshops— Managing Federal Proposals and Writing Federal Proposals. Learn a process that works! Participants learn essential skills for managing a full proposal in any competitive market. It focuses on how to lead teams to produce written or electronic proposals in response to Request for Proposals (RFP), beginning with planning that precedes the assignment of proposal writers. Another key objective is learning to apply proven principles of customer-focused communication. Participants also learn skills related to planning and writing sections in any portion of a proposal. While basic principles are applicable to all markets, course content and examples place heavy emphasis on complex highly competitive bids.

Shipley Proposal Guide ™

Who Should Attend • Proposal Managers • Proposal Writers • Proposal Developers • Proposal Contributors

Workshop Length • 3 Days

Workshop Material • Workshop Manual • Shipley Proposal Guide™

Included with Shipley’s Winning Business workshops

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POWeRful ™ Proposal Writing (Live, Online) Course Description

learn through a series of three live, 1 1/2 hour virtual sessions with an instructor. Use a case study to complete assignments, readings, and a final exam and exercise. You will also receive valuable instructor feedback on your final proposal section submission. Course Structure and Schedule You will work on case study assignments throughout the one-day course. Understanding of key learning objectives will be evaluated based on an end-of- course exam and final proposal section submission. • Section 1: Characteristics of Effective Proposals, Proposal Planning and Proposal Organization • Section 2: Writing Compelling and Customer-Focused Content • Section 3: Examining and Reviewing Content to Improve Readability and Evaluation Scores.

Using the proven Shipley process for developing winning proposals, you will plan, write, and revise a proposal section based on a sample Request for Proposal (RFP). Taught from the perspective of a proposal contributor, from receipt of customer requirements to incorporating feedback from reviewers, you will gain insights into techniques, tools, and resources necessary to win. You will learn to: • Recognize and apply the seven key characteristics of effective proposals • Leverage the sales or capture team strategies to effectively plan a proposal or section • Organize the textual and visual content of a proposal or section around a customer’s hot buttons and issues • Write persuasive, succinct, well-organized proposal content and themes • Use effective examining and revision processes to improve customer focus for higher evaluation scores You will learn the principles and best practices for proposal writing and practice these skills using proven and flexible Shipley tools and templates. You

The end-of-course exercise will be a draft proposal section submitted for instructor review.

Workshop Material • All course materials will be accessible through ShipleyOnline™ • Each section is based on best practices and topics in the Shipley Proposal Guide , an electronic copy of this guide will be provided with the course materials • The sections slides will be downloadable for your use • Shipley forms and tools will be downloadable for use on exercises and after the training

“This online training format was exactly what I needed – it taught me proposal best practices, provided reference material and tools, and gave me a chance to practice what I learned and receive feedback. The format was perfect for my busy schedule and training needs.” “I especially valued the feedback the instructor provided during the course and after my final submission. I’ll be able to apply what I learned immediately on my next proposal.” Actual comments from ShipleyOnline ® participants

• 10 APMP CEUs • Counts as 2 Units toward Shipley University Certification Completion Criteria • Active participation in all live course sessions • Submission of final exercise • A minimum score of 70% on the final exam

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POWeRful ™ Proposal Writing (Live, Online) Course Outline A blended learning course that helps learners understand and practice the process, techniques, and tools necessary to develop customer-focused proposal content.

Pre-Course: Course Introduction and Case Study Review Section 1: Understanding Characteristics of Effective Proposals • Purpose of Proposals—A key sales tool • Proposal Characteristics—Understanding the necessary elements of a winning proposal • Plan Your Proposal—Planning based on customer needs, hot buttons, and requirements • Organize your proposal for ease of evaluation and to ensure compliance. Section 2: Writing the Proposal • Developing a win strategy based on discriminators • Creating effective theme statements • Reflecting principles of customer focus in each proposal and every section • Leveraging visuals to help sell your message • Drafting your message using persuasive techniques • Leveraging style sheets to support your brand • Mocking Up Your Draft—Converting your content into a page-for-page representation Section 3: Examining and Revising the Proposal • Engaging Reviewers—Determining the best team for reviewing proposal content at key stages of proposal development

• Reviewing Proposals—Understanding the importance of proposal reviews to validate win strategy, compliance, responsiveness, and competitiveness within the proposal, prior to submission • Guidelines for Improving Readability and Probability of Winning—Applying proven best practices for customer- focused writing Post-Course: An exam to test your understanding of key terms and best practices and a short draft proposal submission. You also have access to the award-winning Shipley Proposal Guide , as well as necessary tools and templates. Tools and materials included: • Digital version of Shipley Proposal Guide • Copies of all slides and screenshots • Access to downloadable tools and templates: • Section Planner

• Section Organizer • Mock-up Template • Review Checklists • Proposal Assessment Tools

Application exercises are part of this online course. Learners are expected to complete all exercises within the timeframe of the course schedule.

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Managing Strategic Proposals 1-Day Online Course

An online course to help learners understand the roles, responsibilities, techniques, and tools needed to manage a strategic sales proposal in any market. Pre-Course: Case Study and Case Study RFP; Demographic survey including a summary of learner course objectives

• Three 1.5 hour lessons with 10-minute break during each lesson • Two 1-hour breaks for completion and submission of assignments

Course Description • Learn the roles and responsibilities of an effective Proposal Manager • Understand leadership competencies necessary to be successful • Learn to develop a comprehensive Proposal Management Plan (PMP) • Apply outlines, agendas, and tools for managing effective proposal reviews • Learn to collaborate with all sales/capture team members to produce a winning proposal Session 1 (1.5 hours): Managing the Proposal Planning Phase Session Objective: Based on industry best practices, understand the importance of planning and the necessity to develop a comprehensive Proposal Management Plan (PMP). • The Roles and Responsibilities of an Effective Proposal Manager

• Case Study Review – Clarify understanding of the opportunity and requirements • The Proposal Management Plan – Know all elements of an effective plan and how to communicate the plan • Purpose of the PMP • Managing the Elements of the PMP: Compliance matrix, proposal outline, proposal schedule • The Proposal Manager Toolkit Break 1 – 1 hour Assignment: Create an outline based on the RFP in the case study and the requirements listed in the RFP

• Primary roles and attributes for success • Proposal Manager leadership competencies

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888.772.9467 Lesson 2 (1.5 hours): Planning, Kickoff, and Reviews

Lesson 3 (1.5 hours): Managing Proposal Development and Post- Submittal Activities Session Objective: Provide leadership at each phase of proposal development and through contract award. • Review kickoff meeting agendas and best practices • Common Proposal Manager Challenges – meeting deadlines; teaming requirements • Conducting daily and ad hoc stand-up status meetings • Facilitating the Red Team review • Conducting and applying lessons learned • Wrap-Up Final Assignment: Due in one week • Create and submit a 30-day response schedule and a compliance matrix • Final test • Course evaluation Application exercises are part of this online course. Learners are expected complete all exercises within the timeframe of the course schedule.

Session Objectives: Plan for proposal kickoff by establishing win themes and writers’ packages. • Develop win strategies based on sales/capture planning information and assessment • Know the customer hot buttons and your discriminators • Prepare writers’ packages for all proposal contributors • Help shape or create a DRAFT executive summary – understand its purpose • Prepare for and facilitate a proposal kickoff meeting • Prepare for and conduct a Pink Team (Review #1) review session • Validate the bid decision – Are we positioned to win Break 2 – 1 hour Assignment: Prepare a kickoff meeting agenda based on the case study and listen to kickoff meeting audio.

Workshop Material • All course materials will be accessible through the ShipleyOnline™ LMS • Each lesson is based on best practices and topics in the Shipley Proposal Guide; an electronic copy of this guide will be provided with the course materials • The lesson slides will be downloadable for your use • Shipley Proposal Manager Toolkit (MS Office tools)

Completion Criteria • Active participation in all 4 live course sessions • Submission of all quizzes and written assignments • A minimum score of 70% on the final exam Who Should Attend: • Anyone who is responsible for managing a proposal effort and overseeing proposal contributors

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Capturing New Business (Online) 1-Day Online Course

An online course to help learners understand the roles, responsibilities, techniques, and tools needed to improve your organization’s competitive position before your customer releases a request for proposal. • Three 1.5 hour lessons

• Two 1-hour breaks between lessons for completion and submission of exercises

Course Description • Recognize the customer buying process

• Make the Interest Decision—Follow a checklist to determine if the opportunity generates enough interest to pursue, based on alignment with your organization’s strategic direction • The Capture Planner—Use an effective tool to gather and track opportunity information Break 1: 1-hour to review materials Assignment: Use Pwin Calculator to calculate the case study Pwin Session 2 (1.5 hours): Capture Planning Lesson 2: Capture Planning • Understand the Customer—Research the key personnel, decision makers, evaluation process, buying history, and issues regarding the opportunity • Understand the Competition—Research your competitors’ strengths, weaknesses, probable solutions and gaps, and any discriminators • Make the Pursuit Decision—Follow a checklist to determine if you should pursue the opportunity, based on what you now know, and update your Pwin • Update the Capture Planner—Add customer and competitor information to your tool

• Understand the roles and responsibilities of capture planning • Use Pwin (the probability of win) to evaluate factors leading to a bid/no-bid decision • Select and qualify business opportunities of interest, based on rational criteria • Develop an action plan for pursuing qualified opportunities Pre-Course: Case Study Review • Review a customer opportunity case study Session 1 (1.5 hours): Identifying and Qualifying Opportunities Lesson 1: Identifying and Qualifying Opportunities • Review Opportunity and Capture Management— Understand roles and responsibilities in the process and learn how to use probability of winning (Pwin) as a measure of whether to pursue a bid or not • Identify and Qualify an Opportunity—Research the essential elements of an opportunity and prepare to make an informed interest decision

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888.772.9467 • Complete an Internal Assessment—Review your own organization’s approach and track record in the market, your strengths and weaknesses, your solution and discriminators, and past performance • Compare Bidders—Use a Bidder Comparison Matrix to evaluate how you compare with your competitors Break 2: 1-hour Assignment: Update the Pwin. Complete a bidder comparison chart Session 3 (1.5 hours): Developing the Win Strategy Lesson 3: Developing the Opportunity Win Strategy • Develop the Win Strategy—Analyze the bidder comparison results to develop strategies for leveraging strengths, mitigating weaknesses, neutralizing competitors’ strengths, and exploiting their weaknesses • Make the Preliminary Bid Decision—Follow a checklist to determine a preliminary bid decision, based on what you know, and update your Pwin

• Update the Capture Planner—Add internal assessment, bidder comparison, and win strategy to your tool • Execute the Appropriate Action Plans—Use action plans to move your organization forward • Present the Plan to Leadership—Prepare an Executive Summary to present what you have so far Final Assignment: Prepare a short briefing to management outlining your capture plan. Post-Course: A final exercise using a Capture Plan template. You also have access to the award-winning Shipley Capture Guide , as well as necessary tools and templates.

Workshop Material • All course materials will be accessible through the ShipleyOnline™ LMS • Each lesson is based on best practices and topics in the Capture Guide ; an electronic copy of this guide will be provided with the course materials • The lesson slides will be downloadable for your use • Shipley Capture Workbook (MS Office tools)

Completion Criteria • Active participation in all 3 live course sessions • Submission of all quizzes and written assignments • A minimum score of 70% on the final exam Who Should Attend: • Anyone who is responsible for capture planning and capture strategy.

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Four Elective Courses for Certification 4 learning units Elective Courses. Completion of four professional units from a variety of Shipley training is required beyond the core courses. Each day of training qualifies for one elective unit toward certification. • Pricing to Win • Qualifying to Win

• Winning Executive Summaries • Winning in the Cost Volume • Winning Through Oral Proposals • Winning with Past Performance • Blueprint to Winning

Winning in the Cost Volume

Price to Win

Winning Through Oral Proposals

Winning Executive Summaries

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Equivalent non-Shipley courses also qualify, upon approval from Shipley’s Director of Learning.

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Pricing to Win Course Overview

Pricing to Win (PTW) focuses on the development and exploitation of competitive intelligence and analysis of relative positions of competitors. PTW is not a cost-estimating workshop. Instead, PTW emphasizes: • Understanding customers’ price/capability trade-offs • Assessing competitors’ likely positions • Targeting a combination of price and capability that takes advantage of the customer’s value system and expected buying behavior

Workshop Description This workshop, in one- and two-day offerings teaches awareness and skills related to: • Customers’ acquisition budgets, including sources and uses • Customer assessments of bidders’ proposed prices • Price-capability trade-offs • Competitors’ probable solutions and likely pricing strategies and tactics • Iteratively adapting one’s solution, price, and capture strategy to improve win probability

• Guiding proposal pricing efforts to ensure the offer places the organization in a position to compete and ultimately in a position to win • Securing the award after proposal submittal by refining and executing pricing strategies In a 2-day, in-person workshop, participants actively engage in hands-on exercises based on a real-world competitive opportunity and explore adaptation of pricing-to-win principles to different business niches and customer types. In a 1-day, online, instructor-led workshop, participant exercises focus on current practices within their organization and identifying priority improvements.

Who Should Attend • Business Development

Workshop Length • 2 Days • 2 Shipley Certification Units Workshop Material • Workshop Manual • Shipley Capture Guide™

Shipley Capture Guide ™

Professionals and Managers • Financial/Technical Professionals

Organized around 20 topics, the Shipley Capture Guide provides tools and templates to help organizations win business in varied selling environments.

• Pricing Managers • Capture Managers

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Topics covered in both in-person and online workshops: • Identifying Common Pricing Challenges • Understanding Pricing-to-Win Objectives • Understanding Prive versus Capability Dynamics • Applying Pricing-to-Win Activities in the BD Process • Business Development Process

• Conducting Customer Analysis • Conducting Competitor Analysis • Determining PTW Target • Determining PTW Strategies

• Refining and Updating the PTW and Strategies • Connecting Pricing Strategy to the Price Volume Narrative

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Qualifying to Win: Improving Your Pwin Course Overview

interacting with the customer. The training is a blend of lecture, discussion, and exercises based on a real- world scenario. The facilitator guides the participants through the process of establishing a business case for making a buying decision. Topics covered during the training include: • Mutually exploring customer needs, issues, and challenges • Identifying key decision-makers and their priorities • Asking questions that uncover needs and issues • Uncovering evidence and impact of issues driving the customer’s need to seek solutions • Actively listening and clarifying to establish trust and understanding • Overcoming obstacles that might prevent the customer from buying • Collaborating with the customer to build a value proposition • Planning and scheduling customer engagement opportunities This workshop builds on sales and capture efforts that aim to advance any sales opportunity.

This workshop teaches you to qualify opportunities through improved customer engagement. Well- planned questions that focus on customer needs, issues, and motivators are essential to qualifying effectively. Improve your Pwin using these key points: 1. Understanding the Current Sales Environment. Customers have more access to information than ever before. Understanding the customer buying cycle and decision-makers helps advance the opportunity. Learn why customers are more skeptical than ever and learn the importance of establishing trust. 2. Assessing Customer Needs. Asking good qualifying questions and actively listening help build trust with the customer. Learn about ways to uncover hidden needs and clarify issues and expected results through effective questioning. 3. Developing a Business Case. Customers make buying decisions once they can justify the cost and see the value of your solution. Learn to overcome customer obstacles by focusing on the benefits and results rather than the features of your solution. Workshop Description This one-day, interactive workshop, with instructor-led, in-person, and online offerings, focuses on customer engagement using a sales case study as the basis for

Who Should Attend • Capture Managers • Account Managers • Sales Executives • Business Development Specialists

Workshop Length • 1 Day • 1 Shipley Certification Unit Workshop Material • Case Study Materials • Opportunity Planner and Worksheet • Shipley Capture Guide™

Shipley Capture Guide ™

Organized around 20 topics, the Capture Guide provides tools and templates to help organizations win business in varied selling environments.

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Winning Executive Summaries

Course Overview Executive summaries are key elements of your business development documents, often the only part decision- makers will read. Learn to write them quickly and effectively in this fast-paced workshop. Whether you sell to governments or other businesses, offer products or services, work for a large, established organization or a small startup, Winning Executive Summaries will give you knowledge and tools to enhance your performance. Course topics include: • Understanding Executive Summary Purposes, Both Internal and External • Applying Customer Focus Principles • Characteristics of Highly Effective Executive Summaries • Planning the Executive Summary Content • Organizing the Executive Summary • Applying Best-Practice Writing Techniques • Examining for customer focus and effectiveness • Revising to be clear, concise, and correct

Workshop Description Winning Executive Summaries is a 1-day, hands-on, skill- building session. It’s packed with examples and tips on how to craft a hard-hitting executive summary organized around your customer’s most important issues—the hot buttons. Over the course of the day, through lecture, discussion, and practical exercises, you’ll be guided to actually create a complete executive summary for a proposal of your choice from among three options: • A “live” opportunity your organization is currently pursuing • A past opportunity you won or lost, for which a powerful executive summary could have improved your chances or made your job easier • A case study opportunity provided by your instructor Whichever you choose, you’ll learn to use customized tools for planning and writing with great efficiency. You’ll receive those tools in electronic form to apply to your next executive summary. And you will have your completed summary to send to your customer or use as an example internally.

Who Should Attend • Market or Account Managers

Workshop Length • 1 Day • 1 Shipley University™ Unit Workshop Materials • Workshop Manual • Shipley Proposal Guide™

Shipley Proposal Guide ™

• Sales Professionals • Proposal Managers • Capture Managers • Business Development Managers

The Shipley Proposal Guide™ contains over 50 topics and model documents. Each topic section provides a summary of key points.

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Winning in the Cost Volume Course Overview

Gain a strategic advantage by enhancing the skills of your proposal professionals who manage and prepare cost volumes by providing techniques and tools that support your claim to offer best value. Learn how to enhance your win probability, improve profit margins, reduce financial risk, and minimize cost decrements during contract negotiations with properly developed cost volumes. • Accurate, acceptable, and clearly described pricing methodology and pricing techniques • Consistency between the cost and non-cost volumes • Supportable Basis of Estimates (BOEs) • Narrative that includes strategic messaging that goes beyond simply explaining the numbers • Including overall and cost volume executive summaries To best meet the specific needs of each client, this modular workshop may be tailored to a specific audience. For example, managers may want to focus on developing the cost volume and cost volume summary, while contributors may need to focus primarily on how to prepare BOEs, select estimating techniques, and justify the resulting estimates.

Workshop Description This interactive workshop delivered in-person or online builds practical skills through lecture, discussion, and issues-focused exercises. The training addresses critical issues needed to gain a

strategic advantage by enhancing the skills of the people who manage and prepare cost volumes: • Understand typical cost volume content and organization • Understand how cost volumes are evaluated and what increases cost in evaluation

Who Should Attend • Account Managers • Sales Professionals • Proposal Writers • Capture Managers • Anyone who contributes to Cost Volumes

Workshop Length • 2 or 3 Days • 2 Shipley Certification Units Workshop Material • Workshop Slides and reference materials • Shipley Proposal Guide™

Shipley Proposal Guide ™

The Shipley Proposal Guide™ contains over 50 topics and model documents. Each topic section provides a summary of key points.

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Winning Through Oral Proposals Course Overview

Through instruction, exercises, and one-on-one coaching, workshop participants will learn the processes, skills, and techniques to: • Develop a Winning Strategy • Design a Persuasive Message Using the Oral Proposal Planner • Develop a Winning Delivery Style • Prepare to Answer Critical Questions Workshop topics: • Oral Presentation Trends (Federal Government) • Planning the Winning Oral Proposal • Scheduling Development • Planning the Content

About 70 percent of verbal communication comes from non-verbal messages. Oral proposals must be just as compliant and responsive as written proposals, but winning an oral proposal requires a different set of verbal and non-verbal skills. Many government and business-to-business customers are encouraging the use of oral proposals because they decrease selection time and costs, increasing the importance of gaining solid presentation skills. Workshop Description Winning Through Oral Proposals is an interactive workshop designed to build practical skills through 20 percent lecture, 30 percent discussion, and 50 percent skill-building exercises. The overall focus is divided between developing content and improving delivery skills. Participants receive a comprehensive workshop manual and planning templates, are videotaped, and improve their delivery skills and confidence through constructive coaching.

• Creating Effective Visuals and Slides • Using Effective Delivery Techniques

• Practicing the Delivery • Presenting the Proposal • Handling Tough Questions

Who Should Attend • Solutions Managers

Workshop Length • 2 Days • 2 Shipley Certification Units Workshop Material • Workshop Manual • Shipley Proposal Guide™

Shipley Proposal Guide ™

• Key Program Personnel • Sales and Marketing Prof. • Proposal Managers • Those who develop, present, or critique oral proposals

The Shipley Proposal Guide™ contains over 50 topics and model documents. Each topic section provides a summary of key points.

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