Monday, December 28, 2015

Fixed bid or Time & Material contract, which one to choose ?

The customer was known to be a tough negotiator; the partner knew it would be a long and tiring discussion going over each and every line item in the contract. They had spent almost 6 months discussing the scope, exclusions, inclusions and service level agreements. Now that the detail was out of the way, the last mountain to climb was deciding the commercial terms of engagement. Both were masters of the game and that made it an interesting setting for others to observe and learn from.

Starting point was the global RFP which had taken everyone by surprise with level of detail and articulation of expectations; none had seen such a comprehensive document clearly outlining the selection criteria and process towards the journey that would select first among equals. It was an important engagement for both customer as well as providers who had reached the penultimate stage towards closure; for the partner it was a long and hard fought battle to emerge as the better player amongst global competition.

Considering deals in the market, the contract value was not very large or the customer a big name to add as a logo; the deal was important in the goals and audacity of what it attempted to achieve. Thus interest from OEMs and partners was definitive with local and global teams from vendor organizations putting their best teams on the job to respond to the RFP and subsequent clarifications. Everyone commended the process, transparency and the professionalism shown by the team through the journey.

The solution architecture was complex yet simple in its design with integrated pieces that made up the whole. It had not been attempted before and that raised adrenalin levels akin to conquering an unscaled peak. With passing time the scope became clearer to everyone with vendors garnering global resources to stitch together the masterpiece. Tough filter criteria eliminated some of the contestants leaving behind a mix of large credible players who imbibed confidence with their brand and experience.

Between the remaining contestants two camps emerged which proposed to use Commercial-Off-the-shelf (COTS) solutions with minimal customization, or setting a foundation of COTS but with extensive customization to create comfort fit to existing processes. Both approaches created the solution demanded by the opportunity though with divergent approaches. Conventional wisdom dictated that minimal customization while a school of thought propagated adaptation to what business can use.

The two approaches demanded alternative commercial models with respective recommendations on why one is better over the other; these were fixed bid versus time and material, the first for COTS, the latter for customized solution; the company had used both approaches in the past though on smaller initiatives with mixed results, neither emerging as a preferred way of working. The current project much larger with budgets that were well-defined, thereby required a very different yardstick to arrive at any conclusion.

COTS fixed bid offered some level of certainty of outcomes, the number appeared large; it also created perception of limited flexibility by which business teams were discomforted. What if the solution delivered does not meet our requirements, what if people are unable to use it as expected, what if it did not deliver promised results ? There were many case studies on what did not work in large projects including for solutions proposed by the vendors; it thus required acceptance of associated risks.

Customized always gives the comfort with the syndrome that I know what I want and I will get it; it leads to extensible timelines and in many cases suboptimal process. Agreed that when completed it is used by everyone eventually; this methodology has been fast losing traction among savvy business and IT folks with the balance in favor of COTS and Cloud hosted for purpose apps. It may sound counterintuitive for someone attempting a project so large and complex, but there were proponents of bending the solution.

Coming back to the commercials, the customer finally decided to take the risk with a fixed bid hoping to pull it off with the bravado demonstrated by some of the team members, acknowledging that the world has moved on. They fought hard on every line item and then some wanting to create an open book costing which eventually prevailed in the interest of the marquee project. Both sides came out of the marathon negotiations feeling exhausted but with a win-win having listed out all possible risks to the project.

The project got off to a great start, did it deliver to promise ? Wait for the next year !

Tuesday, December 22, 2015

Don’t let your Digital Strategy fail; align to execution on the ground

I have been searching for replacement tires for my car for the last few weeks; so I traveled from search engines, to websites of popular manufacturers, to social media groups, to for purpose automobile portals to find where I can get genuine, reliable tires at a good bargain. Search results pushed me towards aggregators and marketplaces who probably do better SEO but did not carry the product I wanted. That is when I realized that the specifications of my requirement are unique and will require me to invest more time and effort.

In the digital world with every newspaper carrying multi-page advertisements from popular internet marketplaces to hoarding on roads, I believed that everyone is hungry for business. So painstakingly I filled all kinds of forms on various manufacturer websites and portals giving them the information they wanted – personal details, car make/model, tire specifications, timeframe for my requirement, and waited for a response. I was hopeful that between 8 portals and manufacturers I will be able to fulfill my need.

Patience is a virtue and the portals/manufacturers were colluding to prove that I am not that virtuous after all. Days passed with no response from anyone, big name global and local internet shopping sites as well as global and local big brands who collectively invest ridiculous amounts on advertising enticing consumers to choose them or shop on their sites over others (barring one who regretted that they did not service my location). Wondering if my email id or phone number had a problem, after a week repeated the process while expanding my search to the physical world.

Many years back I was involved in setting up an internet portal for a large retailer; we evaluated multiple technology solutions wanting the best option within our affordability. The team was excited and it was the beginning of the new cycle of euphoric expectations that subsequently resulted in obscene investments being thrown at virtual retailers and marketplaces. Conservatively we focused on process: how we will receive queries from customers, check orders for completeness, inventory availability to promise.

As we went live and the site picked momentum, we learned the ropes spending frugally on SEO, SEM, PPM, PPC, social media, steadily increasing traction. We exercised care to respond to every message received, suggestions, bouquets and brickbats, and fulfil all orders. 93% order completion was a sore thumb while 99% response to queries offered solace. Enviously we observed the investments into the perceived bubble with no focus on customer or end to end process while we toiled to create a profitable, sustainable business model.

The market expansion based on the promise of low price ensured that remaining wisps of customer loyalty disappeared into thin air fueling a race to burn money faster than others. Abandoned carts increasing and returns crossing the teens, some believe that they are too big to fall and moneybags will continue to prop them with the fear of losing their investments. What does it take for someone to become irrelevant ? Someone with deeper pockets and money to burn to eventually starve the other to oblivion.

Checking around with friends I discovered a few contacts with some of the manufacturers and portals; so I send emails to my connects describing my need and predicament. Prompt came the responses apologizing for the lapse and the offer to help connecting me to relevant people. This is where things started to get interesting. One manufacturer advised that they do not manufacture the specific SKU and that it would be figuring on the website by error. Another offered an attractive price but could not guarantee availability.

The portals/marketplaces feigned remorse that they did not control their partners who listed their merchandise; they were only a technology provider and offered fulfillment services as a value add. The merchant claimed they were out of stock and did not know when the new consignments would arrive. In comparison the store that I visited courteously offered alternatives to choose from explaining the finer nuances of my choices making me wonder why I spent so much time attempting to buy online.

Digital marketing strategies work, they attract customers, create a pull, help customers choose, and then they need the real world to take over with real processes that will stand the test of time without failing. Success requires alignment to create customer satisfaction, repeatability ensures delight and repeat purchases. The future belongs to those who unflinchingly focus on execution, right first time, every time. Invest in technology and also in process and execution, they will collectively stand by you.