Perfectly Targeted
Improving the art of marketing technology
RFI/RFP Preparation

A typical follow-on to strategy articulation (once a program has been approved) and/or technology articulation, is the preparation of a request for information (RFI) or a request for proposal (RFP). The primary differences between an RFI and an RFP is the request for pricing information in the later and substantially fewer questions in the former. If the requested solution is very complex or "mission critical," an RFI should be used as an initial “filter” of vendors in order to focus the RFP on the vendors most likely to provide a suitable solution.

The activities normally performed here include:
  • Recasting the business requirements into technical requirements
  • Drafting a cover letter, “situation statement,” and process for vendors to follow
  • Identification of an appropriate set of vendors to participate in the activity
The largest activity relative to RFI/RFP preparation is recasting the business requirements into technical requirements. Smaller program will typically generate on the order of 400 requirements whereas large programs can result in 1,000 or more. Consider a business requirement on the order of “Members will be awarded points for purchases at our retail stores, our e-commerce site, and through our catalog.” There are many ways for a vendor to implement this business requirement. In some cases, the specific technical implementation of the business requirement may be immaterial and so the technical requirement flows very directly. On the other hand, there may be nuances to your program strategy, environment, or other considerations that dictate a particular form of solution. For example, if a POS upgrade is contemplated and there is a desire to provide immediate notification of point earnings once the upgrade has been rolled out, then the vendor’s solution must provide real-time interfaces to support this and so additional requirements should be included.

Note that requirements should generally not specify a “how,” but instead specify the “what.” The more you specify “how” something must be done, the more likely vendors will require custom work to accommodate your needs, thus increasing the cost of their solution. To try to stay away from “what,” I tend to phrase needs as “The ability to…” For example, “The ability to authenticate users before they access the system.” If there is need to be very specific, then I tend to phrase this as “The system shall…” For example, “The system shall use LDAP to authenticate all users.”

Creation of the cover letter, situation statement, and process for vendors to follow is fairly formulaic and not a lengthy process.

As a result of developing a fair number of these on an annual basis, I maintain a good list (although always changing) of vendors that provide loyalty technology. Recommendations can be made from this list and these are then combined with any organizations you would like include.

Upon completion of the above activities, the nest steps are RFI/RFP issuance and scoring.