Choosing a Design Firm (Part 2) – The RFP Process

The RFP (or Request for Proposal), is there any item that is so loved and so hated at the same time. Loved because it is sometimes the first step in getting a great new client. Hated because it is a time-consuming, tedious, and subjective process. Part of my responsibility at FORGE is to evaluate RFPs to see if we are a good fit. This has led me to question the use of RFPs as an accurate and fair method of choosing a design firm.

At first glance the RFP could be considered a fair way to find common ground in which to compare different companies to do the same project. While I would mostly agree, I would question why this needs to be the case. No two companies are the same. If FORGE tried to mimic another design firm, we would at best be similar. The truth is, we are unique, whether we want to be or not (in this case we very much want to be.)

When we answer an RFP, we spend the majority of our time trying to make sure that we give the appropriate attention to the areas that seem most important. This is sometimes a very difficult process, as the questions are rarely framed in the same light as we would ask them. Our experience leads us to sometimes tackle technical problems by looking at the overall strategic approach and suggesting a change of direction. Conversely, a content problem is sometimes easily solved by utilizing correct programming in the right place. Offering unique solutions to problems at the correct time is perhaps one of the greatest strengths of an experienced and highly-skilled staff. However, by attempting to protect themselves from firms that aren’t able to handle the work, companies create an RFP that is so detailed that it doesn’t allow for unique approaches to the project.

So let’s assume that the RFP is an inevitable truth in our business. How is an organization supposed to determine if a design firm has the creative and technical ability to complete a project, as well as allow the answering firms to communicate their unique approach to problem solving and overall process? The answer lies in the RFP approach. While the following is certainly not a comprehensive, it is perhaps a good place to start. (Note: all of the below examples are for web projects)

Always Include in the RFP

1. A detailed explanation of who the organization is and how they got there. This is great to have and will only need to be created once, as it can be reused on future RFP’s.
2. The objective of the project. This does not necessarily need to include any suggested ways of solving any technical or other problems. Instead, describe the desired outcome of the project. Ex: sales goals, membership levels, increased website traffic, corporate pride, etc.
3. Describe the intended audience of the project. Who are they? List out the different types of audiences, including any internal audiences (board members, executive management.)
4. Request a detailed technical solution breakdown. Ask the proposing firm to explain their approach to the technical and strategic issues presented in the RFP.
5. Always give the firm a chance to present the proposal in person. This will allow the organization to get a feel for how the design firm represents itself.
6. Qualifications. Request a detailed description of the skills and qualifications that will enable the firm to complete the project. Specifically ask for qualifications and experience that sets them apart from their competition.
7. Proposal Format. If an organization requires a specific format for the proposal, PLEASE include all of the necessary details of this format (perhaps an outline or example.)

Leave out of the RFP

1. Any technical specifications that are not absolutely necessary. NOTE: There are many cases where language, database or other requirements are driven by organizational needs or mandates.
2. An unnecessary focus on SEO (to be clear, ALL well built, semantic, standards compliant websites are automatically optimized for search engines.)
3. Specific time lines, unless absolutely necessary. Also, don’t propose both a start and an end date to a project. It’s fine to propose one of the two, but allow the firm to offer suggestions or alternatives to help solve the problem of timing if one exists.

The most important thing to remember is that the RFQ process should always give the proposing firms a chance to show the qualities that make them unique. Companies spend a great deal of time and money on differentiating themselves from their competition. This focus on value proposition is also important in choosing a design firm to work with. This relationship can (hopefully) last for many years and it’s important to not only know which companies have the ability to perform the required tasks, but what other skills and potential qualities make the firm unique.

Again, the above list is nowhere near exhaustive, but I thought it would be a good place to start. Hopefully you can think of things that would improve the list. I’d love to hear some improvments and critiques in the comments below. Good luck and happy RFQ’ing.

This entry was posted on November 09th, 2009 and is filed under business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or Trackback from your own site.