Insider's Guide to SF254/255 Preparation— 2nd Edition

(ISBN 1-885002-21-1, 1996, 234 pgs., 8.5x11, $99)

Take a short cut to the short list on your next federal A/E or environmental proposal…
Does your engineering, architecture, or environmental consulting firm perform projects for the federal government? Chances are, you do – or you'd like to. The U.S. government is the largest purchaser of goods and services in the world!

What's more, it doesn't take a lot of detective work to get project leads out of the federal government. Every federal project by law must be announced publicly in the Commerce Business Daily. It's right there in black and white.

A level playing field?
Of course, you're not the only one who can use this information. Every other A/E and environmental firm from coast to coast reads it, too. In most cases, any of these firms can submit on your project and get a shot at proving they're the best-qualified and able to do the job.

That's because the federal government procurement process for services like yours is designed to be fair, equitable, and qualifications-based. In government marketing, it doesn't matter who you know or how glossy your brochure is. Your qualifications must shine through in the Standard Form 255 or you'll never get past the preselection board. It's a "level playing field." Or is it?

Unfortunately, too many firms treat the federal submittals business like it's a lottery. Confronted with the volume of announcements in every day's CBD, many firms respond by issuing bushels of generic SF255s, all of which look basically the same. Agencies receive hundreds of submittals for a single job – many of which should never have been mailed – and 80% or more of which get eliminated within five minutes.

Your firm needs an edge... here it is.
You win some, you lose some, right? Wrong! Veteran A/E firm marketers know that there is a lot you can do to beat the odds and get your firm to the short list. And they're learning new tricks all the time.

In 1993, we got together with Dallas/Fort Worth-based marketing consultant Nancy Usrey of Partners Usrey to prepare a new manual for A/E and environmental firms marketing to the Federal government. Prior to starting her consulting practice, Usrey served as marketing manager for an ENR top 200 engineering firm where she was responsible for pulling together countless government submittals that led to major design contracts.

First, Nancy spelled out everything she'd learned over the years about what works in SF254s and SF255s. Then, she interviewed government contracting officers around the country about the selection process to pinpoint their likes and dislikes in A/E firm submittals. Then she integrated it into a hard-working guidebook that covers every detail of the federal marketing process. The next thing we knew, The Insider's Guide to SF254/SF255 Preparation had become our best-selling book of all time!

Second, revised edition
Meanwhile, the federal marketplace kept changing, and marketers learned new techniques and strategies to keep pace. Readers called and wrote with questions and suggestions. So we went back to the drawing board. The result is a, greatly revised and expanded edition of the Insider's Guide. And it's bigger and better than ever.

Step-by-step advice
The text is organized around a step-by-step process that takes you from identifying and evaluating federal opportunities to forming a team, preparing your proposal, following through, and crossing the finish line.

WHAT YOU'LL LEARN

Getting Started: An introduction to SF254 and SF255. General guidelines on the preparation of submittals.

CBD: Reading the Signs – Identifying federal project opportunities, gathering intelligence, making the decision to pursue a project, and assembling a team.

SF255: Running the Race – Standard Form 255 represents your firm's or team's qualifications to complete a particular project. This chapter walks marketers through the form block by block, sharing tips and advice on how to highlight your credentials, whether as an individual firm or a joint venture. Can you list your sub consultant's experience on the project experience page? (Yes.) Can EITs be counted as engineers in the personnel summary (item 4)? (No.) Is it bad to show 10 projects in progress on the project experience page? (Yes.)

SF254: The Silent Partner – Standard Form 254 is a general introduction to your firm's total capabilities. Here are guidelines for preparing and getting the most out of your firm's SF254. Again, the book takes each block one at a time with detailed advice on what to do – and not to do. You'll even learn acceptable ways to custom-tailor the forms in ways that make your submittals stand out from the crowd.

The Finish Line – What happens after your submittal is in the hands of the pre-selection board? A look inside the government selection process...

Planning for Success – A new chapter on information management shows tips for getting organized and building the foundation upon which future, more effective submittals can be made.

Appendices and extras: The book even comes bundled with complete sets of SF254 and SF255, plus a mini-buying guide on SF254/255 software, resources for further information, tables, checklists, worksheets, new interviews with government contracting officers, and more...

Covers the latest edition of the forms...
In the fall of 1992, the U.S. government published a revised SF254 and SF255 in the Federal Register, making certain revisions in these forms a matter of record and law. There are several important changes in the forms. Some government agencies now refuse to accept the old forms, and more follow suit all the time. The Insider's Guide covers the latest forms, and even gives a sneak peek at planned forms changes for the coming year.

Contents:

Chapter 1 – Getting Started
An introduction to SF254 and SF255. General guidelines on the preparation of submittals.
Overview • The forms • Revisions to the forms • Appearance

Chapter 2 – CBD: Reading the Signs
Identifying federal project opportunities, gathering intelligence, making the decision to pursue a project, and assembling a team.
The Commerce Business Daily • The CBD announcement • Intelligence gathering • Making the decision • Assembling the team • Small and small disadvantaged business utilization • Advice to the prime firm • Advice to the consultant • Developing a strategy • Scheduling your submittal effort

Chapter 3 – SF255: Running the Race
Standard Form 255 represents your firm's or team's qualifications to complete a particular project. Step-by-step instructions on how to assemble your winning SF255 submittal.
Before you begin • Organizing personnel • Resume page • Organization chart • Project experience page • Selecting the projects • Customizing your projects • Cover letter • Standard form 255 • Final review • Delivery

Chapter 4 – SF254: The Silent Partner
Standard Form 254 is a general introduction to your firm's total capabilities. Guidelines for preparing and getting the most out of your firm's SF254. How to get your firm into the national federal database of A/E and environmental consulting firms.
ACASS • Other uses of the SF254 • Standard form 254

Chapter 5 – The Finish Line
A look inside the government selection process shows what happens after your submittal reaches its destination.
The selection process • The preselection board • The selection board • The Interview • The schedule • Follow through for continued success

Chapter 6 – Planning for Success
The task of pulling together cohesive SF254/255 submittals is greatly simplified when the information you need is either at your fingertips or at least in a readily accessible location. Some tips for getting organized and building the foundation upon which future, more effective submittals can be made. 

Chapter 7 – Where do you start?
Information gathering
Implementing the plan
Building support
Developing a system
Now you can jump!

Appendices
A. Blank SF254 forms • B. Blank SF255 forms • C. ACASS center discipline codes • D. ACASS center experience profile codes • E. Completed SF254 example • F. Completed SF255 example • G. Answers to frequently asked questions • H. Insiders' tips on effective government Submittals • I. The Commerce Business Daily (CBD) • J. SF254/255 forms software • K. Organizations, resources, publications • L. Useful acronyms