西門子項(xiàng)目分析（英文版）ppt課件

1、TMProposal Management Sub-phasesProposal Management ProcessBid Invest ApprovalOffer ApprovalContract ApprovalProspect Analysis SubphaseProspectEvaluation SubphaseProposalDevelopment SubphaseProposal Delivery & Follow-up SubphaseContractingSubphaseProposal Project ManagementEntering the Proposal Proc

2、essBid Invest ApprovalOffer ApprovalContract ApprovalProspect Analysis SubphaseProspectEvaluation SubphaseProposalDevelopment SubphaseProposal Delivery & Follow-up SubphaseContractingSubphaseCustomer or opportunity unknownOpportunity was opened up during sales processBid Invest Approval already in p

3、laceProspect AnalysisProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingMotto: Is the prospect / the business opportunity of interest to us?Object:reach an initial decision on whether or not to pursue the opportunity furthermake a decision quickly and on a

4、sound basis so that sufficient time is left for preparation of the proposal.define how and by whom the opportunity should be followed up Critical successful factors:a small number of simple but meaningful decision-making criteriawork must be started without delay and completed speedilyrelevant infor

5、mation (about customer, market, competitors, etc.) must be available quicklyProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse C

6、ompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate PartnersMake Decision to ProceedProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingProspect Analysis245678Prospect AnalysisSubphase Completed31Tender or CustomerRequest ReceivedIdentify Key

7、 Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed= Parallel activities Decide on the responsible person / department. Check completeness of tender document and cor

8、respondence in relation with the tender. Inform management if it is of strategic importance.Starting creating Sales Model View.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingStart Prospect Analysis SubphaseProspect Analysis1245678Prospect AnalysisSubpha

9、se CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed= Parallel activities I

10、dentify key decision maker in various areas. Obtain a clear idea from which the inquiry originates. Outline the customers business profile, e.g. product, market, competitor, ranking, business trend, important event, profitability and financial soundness.Include information about the relationship and

11、 past experience with the customer e.g. products or services purchased from SBS, satisfaction level, major problem.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Receiv

12、ed3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed= Parallel activities Inquire the reasons why the customer wants to

13、 change the existing system and the direction in which he wants to go. To see the problem from his point of view. Document the customers requirement according to aspects such as types of performance, phases, time frame, products or services or training.Prospect AnalysisProspectEvaluationProposalDeve

14、lopmentProposal Delivery & Follow-upContractingProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive

15、StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed= Parallel activities Determine whether the business opportunity is in line with the strategy and value proposition of SBS and the business unit. Make a rough estimate of the expected turnover volume based on available informatio

16、n. Identify the critical points (from customers viewpoint) and the risks of the project (from SBSs viewpoint). Estimate the financial risk: financial strength, credit standing, customers allocated budget, preliminary investment needed. Describe the role that SBS could take: e.g. prime contractor, su

17、bcontractor, supplier, consultant. Access whether partners are needed.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify K

18、ey Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed Ascertain who are our competitors by finding out who else the inquiry or tender has gone to. Access the positio

19、n of all competitors, their relationships and past experiences with the customers. Assess our strengths and weakness against the requirements of the customers and those of competitors. Try to discover major competitors sales strategy. = Parallel activitiesProspect AnalysisProspectEvaluationProposalD

20、evelopmentProposal Delivery & Follow-upContractingProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competiti

21、ve StrategyIdentify Suppliers & Candidate PartnersMake Decision to Proceed= Parallel activities Identify at least one Unique Selling Point, e.g. successful projects of similar kind in the past Design a Sales Strategy starting with the Value Proposition of SBS or the business unit, e.g. cost, best/ p

22、erformance, superior technology, quality, reliability, industry-specific experience. Select one single key Unique Selling Point/Strategy which is most appealing to the customer and build all other aspects around this chosen strategy.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Deli

23、very & Follow-upContractingProspect Analysis1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Sup

24、pliers & Candidate PartnersMake Decision to Proceed Access once again which role SBS to take (prime contractor, sub-contractor) Identify areas of competence that SBS cannot or does not wish to fulfill itself. Find out who has the relevant experiences or has produced similar solutions. Determine whic

25、h roles every potential partner could take on (solution partner, subcontractor, component supplier.) Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingProspect AnalysisProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContr

26、acting1245678Prospect AnalysisSubphase CompletedTender or CustomerRequest Received3Start Prospect Analysis SubphaseIdentify Key Customer DataUnderstand Customers Need or ProblemAssess Business OpportunityAnalyse CompetitorsDefine Competitive StrategyIdentify Suppliers & Candidate Partners Assess the

27、 prospect from the general viewpoint. -Is there an opportunity? -Can we compete? -Can we win? -Is it worth winning? Estimate the budget for the next subphase Compile the Prospect Analysis Report and update Sales Model View. Make GO or NO-GO decision, if necessary together with the Entrepreneur or Ma

28、nagement. Make Decision to ProceedProspect EvaluationMotto: Do we want to bid and can we ?Object: to decide at a further level of detail whether we wish to address the business opportunity and whether the solution is feasibleto create the right conditions for developing the proposal development and

29、to define the necessary constraintsCritical:Must be implemented as quickly as possible and only to the necessary depth. Costs and risks involved must be identified early on and a reliable estimate of the project must be obtained as the basis for the Bid Invest Approval. Prospect AnalysisProspectEval

30、uationProposalDevelopmentProposal Delivery & Follow-upContractingProspect Evaluation1= parallele AktivittenProspect AnalysisComplete3Analyse and SegementTender1Start Prospect Evaluation SubphaseCreate High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValu

31、e4Find PartnersDraft Sales Strategy59Conduct Customer Business NeedsWorkshop2Estimate Effort, Costs,Prices, ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and ResponsibilitiesEvaluationSubphaseCompletePerform Gap Analysis /Assess Feasibility14Analyse RiskCons

32、olidateComponents1315Obtain Bid Invest ApprovalUpdate Models andPlans16171Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContractingProspect Evaluation Outline a Proposal Project Plan based on the customers specified deadlines. Put together a proposal team to proc

33、ess the subphase. Allocate roles to the team members and nominate a Proposal Manager to head the team. Conduct a workshop to develop team spirit and commitment. Bring the team up to the latest level of knowledge. Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upCont

34、ractingStart Prospect Evaluation SubphaseProspect AnalysisComplete113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionComm

35、ercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderProspect Evaluation Ascertain what type of request it most likely is. Collect hints about formal and informal evaluation procedures and decision making criteria. Split the tender int

36、o the bid lots. Analyze the tender or each bid lot at an adequate level of detail according to the 4 specialty areas. - Sales Model View - Solution Model View - Commercial Model View - Customer Project Plan Search through the proposal repository for comparable bids that can be reused.Prospect Analys

37、isProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySale

38、sSolutionCommercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation SubphaseProspect Evaluation Obtain information about issues critical to success e.g. by asking: - How will the bids be assessed? - What is the

39、ideal solution? - What will win your business? - What are the priority? - Who are the preferred suppliers? - Who will make the final decision? - Who has a Veto? - Who must be satisfied? - Who has to live with the final decision? Validate information about the customer, the customers situation and th

40、e opportunity and clarify doubtful areas. Build up relationship with the customer.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find Partners

41、Draft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation SubphaseProspect EvaluationProspect AnalysisPr

42、ospectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSol

43、utionCommercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase Consider the value for the customer. Weigh up whether the benefit for the customer is greater, adequate/realistic or smaller than the cost

44、s. Consider the value for SBS. Weigh up whether the benefit for SBS is greater, adequate/realistic or smaller than the costs. Try to develop a Win-Win situation between the customer and SBS.Prospect EvaluationProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContract

45、ing113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and ResponsibilitiesConduct Cus

46、tomer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase Identify our Unique Selling Point for the proposal. Based on the information about the customer, competitors and market, draft the Sales Strategy: -Our broad spectrum of consultancy services and solution -Our t

47、echnical competence and professional approach. -Our sound financial position -Our in-depth knowledge of the customer and his business/industry. -Our international presence -Our quality and reliability -Our unique solutionProspect EvaluationProspect AnalysisProspectEvaluationProposalDevelopmentPropos

48、al Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope

49、and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase Investigate whether standard solutions solution concepts already exist and can be reused. From customers requirements develop an high-level architecture (Chestra hexagon). A high-

50、level architecture for the entire solution is developed down to a level of detail at which it is possible to assess feasibility and deduce the required know-how, costs and risks. Assess the principal advantages and disadvantages of the chosen solution concept. Define implementation period. Identify

51、gaps and open issues and records any assumptions made. Record them in the Open Issues List.Prospect EvaluationProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop

52、 BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase Check if

53、there is any contractual regulations. Ascertain if the SBS standard contract is applicable. Determine clear milestones to achieve an acceptable cash-flow. Identify all client responsibilities. Determine the price strategy. It is affected by: -Sales Strategy -Costs+ required min. margin -Down-stream

54、revenue potential -Direct or indirect selling -Customers target price -The degree of competitive advantage -Risk premium -Competitors pricing -Payment terms -Investment required -Idle capacity -Contract TypeProspect EvaluationProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery &

55、Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and Responsibi

56、litiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase Set a provisional price for the project Estimate all cost and effort. Estimate the financial result, e.g. margin, EVAProspect Evaluation Assess candidate partner by various criteria: -What weak

57、ness of ours do they cover? -What threats do they pose, remove? -What strength do they bring? -What is their track record? -Is the partner financially sound? -Do they have experience of this application? Determine which partners will provide components of the overall solution. Take measures for conf

58、identiality. Invite the partners to a project meeting and clarify their contributions and responsibilities with them.Prospect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution12Draft Project Plan,Plan Consortium11Plan Proposal ProjectDe

59、velop BusinessValue4Find PartnersDraft Sales Strategy52Estimate Effort, Costs, Prices,ResultsDraft Contract andPrice StrategySalesSolutionCommercialManagement678Define Scope and ResponsibilitiesConduct Customer Business Needs WorkshopAnalyse and SegementTenderStart Prospect Evaluation Subphase910Pro

60、spect EvaluationCF_PG_Evaluation_Process.PPTProspect AnalysisProspectEvaluationProposalDevelopmentProposal Delivery & Follow-upContracting113Create High LevelSolution1210Draft Project Plan,Plan Consortium11Plan Proposal ProjectDevelop BusinessValue4Find PartnersDraft Sales Strategy592Estimate Effort