BMAD-METHOD/expansion-packs/bmad-rfq-government/tasks/win-theme-development.md

Win Theme Development Task

Purpose

• Create compelling win themes that differentiate your proposal
• Align strategic messaging with customer priorities and evaluation criteria
• Develop evidence-based discriminators that highlight your strengths
• Ensure consistent messaging throughout the proposal
• Increase evaluation scores by addressing key customer hot buttons

Usage Scenarios

Scenario 1: Initial Win Theme Development

1. Customer Analysis: Analyze agency priorities and pain points
2. Capability Assessment: Identify organizational strengths and differentiators
3. Theme Creation: Develop structured win themes with claims, proof, and benefits
4. Theme Prioritization: Select and refine the most impactful themes

Scenario 2: Win Theme Integration

1. Section Mapping: Determine where each win theme should appear
2. Content Integration: Incorporate themes into proposal narratives
3. Consistency Check: Ensure themes are applied uniformly
4. Impact Assessment: Evaluate theme effectiveness in draft content

Task Instructions

1. Customer and Evaluation Analysis

Analysis Components:

1. Agency Mission Analysis:

   • Research agency strategic priorities
   • Identify program-specific goals and challenges
   • Understand end-user needs and pain points
   • Review agency technology and modernization initiatives

2. Section M Evaluation Criteria Analysis:

   • Extract and prioritize evaluation factors
   • Identify scoring methodology and weights
   • Determine critical success factors
   • Map evaluation criteria to proposal sections

3. Competitive Assessment:

   • Identify likely competitors
   • Analyze competitor strengths and weaknesses
   • Determine incumbent performance issues (if applicable)
   • Identify opportunities for differentiation

4. Hot Button Identification:

   • Determine customer's critical concerns
   • Identify risk areas from the customer perspective
   • Recognize unstated but important priorities
   • Map hot buttons to evaluation criteria

2. Win Theme Structure Development

Theme Components:

1. Claim Development:

   • Create clear, concise statements of value
   • Focus on customer benefits, not features
   • Address specific evaluation criteria
   • Differentiate from competitor offerings

2. Proof Point Assembly:

   • Gather evidence supporting each claim
   • Include metrics and quantifiable results
   • Reference relevant past performance
   • Incorporate certifications and qualifications

3. Benefit Articulation:

   • Connect capabilities to customer mission outcomes
   • Explain why the benefit matters to this customer
   • Quantify impact when possible
   • Address specific agency priorities

4. Risk Reduction Elements:

   • Identify how your approach reduces risk
   • Highlight proven methodologies and experience
   • Demonstrate understanding of potential challenges
   • Explain mitigation strategies

3. Theme Refinement and Selection

Refinement Process:

1. Theme Evaluation:

   • Score themes against evaluation criteria alignment
   • Assess strength of supporting evidence
   • Evaluate differentiation from competitors
   • Consider impact on customer hot buttons

2. Theme Selection:

   • Choose 3-5 primary themes for emphasis
   • Ensure coverage across all evaluation factors
   • Balance technical, management, and past performance themes
   • Select themes with strongest evidence

3. Theme Enhancement:

   • Strengthen language for clarity and impact
   • Add specific metrics and results
   • Refine customer benefit statements
   • Ensure themes are memorable and distinctive

4. Theme Testing:

   • Review with subject matter experts
   • Validate claims with evidence
   • Test against competitor likely approaches
   • Ensure alignment with proposal strategy

4. Integration Planning

Integration Strategy:

1. Theme Mapping:

   • Identify primary and secondary placement locations
   • Map themes to specific proposal sections
   • Determine frequency and emphasis
   • Create theme integration matrix

2. Presentation Formats:

   • Develop theme statements for executive summary
   • Create theme boxes or callouts for key sections
   • Design graphics that reinforce themes
   • Prepare evidence tables supporting theme claims

3. Consistency Guidelines:

   • Establish standard theme language
   • Create theme integration checklist
   • Develop theme-specific keywords and phrases
   • Prepare guidance for section authors

Best Practices

• Customer Focus: Always frame themes from the customer's perspective
• Evidence-Based: Include specific, quantifiable proof for every claim
• Differentiated: Ensure themes highlight what sets you apart from competitors
• Evaluation-Aligned: Map directly to Section M evaluation criteria
• Consistent Application: Use themes consistently throughout the proposal
• Visual Reinforcement: Support themes with graphics and callouts
• Memorable Language: Create clear, concise theme statements that evaluators will remember
• Benefit-Oriented: Focus on outcomes and benefits, not features or capabilities

Integration Points

• RFQ Document Import: Builds on understanding of RFQ requirements and evaluation criteria
• Compliance Matrix Generation: Ensures themes address key requirements
• Proposal Content Generation: Guides content development with strategic messaging
• Review Simulation: Provides criteria for evaluating theme effectiveness
• Executive Summary Development: Forms the core messaging for the executive summary

Related Agents

• Win Theme Generator: Primary agent for this task