Marketing Research RFP

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San Joaquin Valley Market Research Study Request For Proposals

March 15

08 Fall

Central Valley Market Research Study Request For Proposal

Request for Proposal 1

Table of Contents

1. GENERAL INFORMATION 2

1.1. CORPORATE OVERVIEW 2 1.2. PURPOSE OF RESEARCH PROJECT 3 1.3. PROJECT LOTS AVAILABLE 3 1.4. CONTACT INFORMATION/SUBMISSION 4

2. PROPOSAL TERMS AND CONDITIONS 4

2.1. LIABILITIES OF AGENCY 4 2.2. CONFIDENTIALITY AND RFP OWNERSHIP 4 2.3. PROPOSAL PROCESS MANAGEMENT 5 2.4. SECURITY-‐NON DISCLOSURE AGREEMENT 5

3. PROPOSAL SUBMISSION REQUIREMENTS 6

3.1. PARTICIPATION 6 3.2. RESPONSE & PROJECT SCHEDULE 6 3.3. PROPOSAL EVALUATION PROCESS 7 3.4. FIRM PRESENTATION 8 3.4.1. CONTRACT NEGOTIATIONS 8 3.4.2. PROJECT MANAGEMENT 9

4. PROPOSAL SUBMISSION FORMAT 10

5. FIRM PROFILE AND REFERENCES 11

5.1. DEMONSTRATED UNDERSTANDING OF AGENCY REQUIREMENTS 11 5.2. TECHNICAL APPROACH 11 5.3. TECHNICAL CAPABILITIES 11 5.4. MANAGERIAL CAPACITY 12 5.5. DEMONSTRATED EXPERIENCE/REFERENCES 12

6. SAMPLE QUESTIONNAIRE 13

7. NON-‐DISCLOSURE AGREEMENT 16

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1. General Information

1.1. Corporate Overview Customers have been enjoying the great taste of Port of Subs® sandwiches for 40 years. In 1972, two brothers from New Jersey opened a modest submarine shop in Sparks, Nevada called the “Sub Shop”. John Larsen, a Public Accountant who had been advising the Sub Shop owners, seized the opportunity to purchase an interest in the business and later bought the business in 1975. After taking the helm, Larsen sponsored a community-wide contest to choose a name for the Sub Shop to differentiate it from imitators. In a review of more than 10,000 contest entries, Larsen chose the name…”Port of Subs®”. Between 1975 and 1985 the Larsens developed ten company-owned units. Throughout the years many people approached them asking for units in other cities because the quality and taste of their products was outstandingly unique. Therefore, with the help of Francorp, the nation’s largest franchise consulting firm, the company began franchising in 1985. Over the years, the Port of Subs® brand has become synonymous with quality sandwich making and superior customer service. Port of Subs® made-fresh-to-order sandwiches are prepared while the customer looks on. The unique taste comes from freshly sliced, top quality meats and cheeses, freshly baked breads and zesty dressings and spices. Port of Subs® also offers breakfast grillers, Sliced Fresh Grillers™, fresh salads, chips, an extensive line of party trays, desserts and a variety of refreshing beverages. Currently Port of Subs® has more than 140 units open in seven Western states. Over the years Port of Subs® has developed a proven, effective system of operation that will give you the edge necessary to create a thriving business.

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1.2. Purpose of Research Project Port of Subs® (herein after, ‘the Agency’) is now soliciting proposals from qualified and licensed entities to provide marketing research that randomly surveys the San Joaquin Valley market region from Modesto to Bakersfield. All proposals submitted in response to this solicitation must conform to the requirements and specifications outlined within this document and any attachments.

The Agency seeks to improve customer satisfaction, increase market share, and increase revenue throughout the region by gaining a better understanding of our customers, specifically:

• Customer Satisfaction

• Brand Awareness

• Customer perception of the Port of Subs® brand

• Competitive advantages of our major competitors in the region

All research received by the chosen firm(s) will become the property of the Agency and will be used by the Agency to make changes that will aid our company’s continued success.

1.3. Project Lots Available The following project lots represent the available work available for the firm to propose services for. The firm should carefully review and indicate which lots they are interested in providing services for. The firm may propose services for any number of the lots listed below. The Agency reserves the right to extend an offer for the lot(s) the firm has successfully demonstrated past performance and understanding of the project.

A. Customer Satisfaction Research

B. Brand Awareness and Perception

C. Competitor Evaluation

D. Effective Marketing Strategies For Region

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1.4. Contact Information/Submission All questions/concerns related to this project should be directed to:

Chase Schwarzwalter Marketing Manager

San Joaquin Valley Region

Phone: 775-747-0555 Email: [email protected]

All firms are to ensure delivery of the proposal in duplicate to the following address prior to 5:00pm (PST) on April 20, 2015.

Chase Schwarzwalter 5365 Mae Anne Ave.

Suite A-29 Reno, Nevada 89523

2. Proposal Terms and Conditions The following subsections include the terms and conditions the firm is to understand and agree to. Failure to agree to any terms or conditions will void the proposal submission of the firm.

2.1. Liabilities of Agency This RFP is only an invitation for proposal and no contractual obligation on behalf of the Agency whatsoever shall arise from the RFP process unless and until a formal contract is signed between the Agency and the firm. This RFP does not commit the Agency to pay any cost incurred in the preparation or submission of any proposal or to procure or contract for any services.

2.2. Confidentiality and RFP Ownership This RFP is both confidential and proprietary to the Agency, and the Agency reserves the right to recall the RFP in its entirety or in part. Firms cannot and agree that they will

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not duplicate, distribute or otherwise disseminate or make available this document or the information contained in it without the express written consent of the Agency.

Firms shall not include or reference this RFP in any publicity without prior written approval from the client, which, if granted, shall be granted by the individual named above. Firms must accept all of the foregoing terms and conditions without exception. All responses to the RFP will become the property of the Agency and will not be returned.

2.3. Proposal Process Management The Agency reserves the right to accept or reject any and all proposals, to revise the RFP, to request one or more re-submissions or clarification from one or more firms, or to cancel the process in part or whole. No firm is obligated to respond to or to continue to respond to the RFP after the submission and closing date.

The Agency will, at its discretion, award the contract to the responsible vendor submitting the best proposal that complies with the RFP. The Agency may, at its sole discretion, reject any or all proposals received or waive minor defects, irregularities, or informalities therein.

2.4. Security-Non Disclosure Agreement The firms, as part of the proposal, should sign the non-disclosure agreement to safeguard the confidentiality of the Agency’s business information and data.

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3. Proposal Submission Requirements

3.1. Participation All firms interested in submitting a proposal for any lots must confirm their participation within 14 days of receiving this solicitation by submitting an Intent To Respond. A failure to confirm will denote that the firm is not interested in participating and the Agency requires and immediate return of this Request for Proposals.

All communication, including the Intent to Respond, should be sent to the email listed in Section 1.4.

3.2. Response & Project Schedule

Response Schedule March 19, 2015 RFP made available to firms April 2, 2015 Deadline for all questions/clarifications April 20, 2015 Response to RFP Deadline (5:00pm) April 21-24, 2015 Bids to be evaluated. Firms may be invited

to present solution during this time. April 27, 2015 Contracts extended to chosen Firm(s)

Project Schedule April 28- May 1, 2015 Contract Negotiation & Project Clarification May 2 – May 22, 2015 Research and Analysis May 25, 2015 Presentation of findings by Firm(s) June 1, 2015 Distribution of findings to regional store

owners

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3.3. Proposal Evaluation Process All submissions will be evaluated based on the following criteria listed in order of priority. Incomplete sections will result in immediate disqualification for the Firm.

No. Max Point Value Factor Type Factor Description

1 15 Objective The Proposed Costs of the overall project(s).

2 15 Subjective (Technical) The Demonstrated Understanding of the

Requirements.

3 20 Subjective (Technical) The Appropriateness of the Technical Approach and

the Quality of the Work Plan

4 20 Subjective (Technical) The Firm’s Technical Capabilities.

5 25 Subjective (Technical)

The Firm’s Demonstrated Experience in performing similar work and the Firm’s Demonstrated

Successful Past Performance of work substantially similar to that required by this solicitation.

6 5 Subjective (Technical) The Overall Quality and Professional Appearance

of the Proposal, based upon the opinion of the evaluator(s).

Total 100 Points

Each proposal received will first be evaluated for responsiveness (i.e. meets the minimum of the requirements) Then an evaluation packet will be prepared for each evaluator(s), including the following documents:

• Instructions to Evaluators • Proposal Tabulation Form • Recap of each proposer’s responsiveness • Copy of all pertinent RFP documents

The Agency anticipates that it will select a minimum of a three-person committee to evaluate each of the responsive “hard copy” proposals submitted in response to this RFP. PLEASE NOTE: No proposer shall be informed at any time during or after the RFP process as to the identity of any evaluation committee member. If, by chance, a proposer does become aware of the identity of such person(s) he/she SHALL NOT make any attempt to contact or discuss with such person anything related to this RFP. Failure to abide by this requirement may (and most likely will) cause such proposer(s) to be eliminated from consideration for award.

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The following table shows the point range for the evaluation criteria: Points Awarded Range

5 10 15 20 25 Excellent 5 8-9 13-15 17-20 21-25

Very Good 4 7-8 10-12 13-16 16-20 Good 3 5-6 7-9 9-12 11-15

Average 2 3-4 4-6 5-8 6-10 Poor 0-1 0-2 0-3 0-4 0-5

To be considered to receive an award a proposer must receive an average score of at least 70 points (of the total 100 points possible).

If an award is completed, all proposers will receive by e-mail a Notice of Results of Evaluation. Such notice shall inform all proposers of:

• Which proposer received the award • Where each proposer placed in the process as a result of the evaluation of the

proposals received • The cost or financial offers received from each proposer; -Each proposer’s right

to a debriefing and to protest.

3.4. Firm Presentation If required, the firms will be asked to make presentations to the Agency. The Agency shall not be under any obligation to bear any part of the expenses incurred by the basic partners for the presentations.

3.4.1. Contract Negotiations

At the completion of the selection process, the Agency will enter into negotiations with the selected firm. Firms should also be aware that the following documents would be included (but not limited to) as attachments to the final contract:

• This Request for Proposal. • The firm’s proposal in response – both technical and commercial • Any modifications to the proposal. • An implementation Plan identifying the tasks to be completed with milestones,

the assigned responsibilities, and the scheduled completion dates.

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3.4.2. Project Management

The firm will provide at least but not limited to the following information to the Agency:

• The description of the different phases of the project, • The methodology and approach Specific list of the deliverables by phase

the firm intends to provide along the project. • Key performance indicators proposed for service delivery.

Section 4 on Next Page

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4. Proposal Submission Format It is preferable and recommended that the proposer bind the proposal submittals in such a manner that the Agency can, if needed, remove the binding (i.e. “comb-type;” etc.) or remove the pages from the cover (i.e. 3-ring binder; etc.) to make copies, and then conveniently return the proposal submittal to its original condition. The following page includes a list of the content required, but not limited to, be included in the final proposal: 1.0 Signed cover letter

2.0 Firm Overview

• Brief History • Mission Statement • Current Scope of Work

3.0 Proposed Services (chosen from Lots Available for Proposal)

4.0 Breakdown Of Project Cost 4.1. Total Cost to Agency 4.2. Itemized Cost List 4.3. Billing Process

5.0 Firm Profile and References (Outlined in Section 5 of RFP) 5.1. Demonstrated Understanding of Agency Requirements 5.2. Technical Approach 5.3. Technical Capabilities 5.4. Managerial Capacity 5.5. Demonstrated Experience/References

6.0 Firm’s Proposed Ideas to Improve Research

7.0 Survey and/or Other Research Methods to be Used

8.0 Equal Employment Opportunity Statement

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5. Firm Profile and References

5.1. Demonstrated Understanding of Agency Requirements The Firm should demonstrate their understanding of the project(s) they are proposing on. Please include the following:

1. Understanding of the terms of the RFP and proposal submission

2. Overall understanding of the Agency’s background and current state.

3. Understanding of the Project(s) the Agency wishes to bid on.

4. Understanding of project schedule

5.2. Technical Approach The Firm should address the following key points:

1. Provide information on your current workload and how you would accommodate this project.

2. Describe in detail the process you would follow.

3. Outline the project schedule you would implement to meet the expected deadlines. Describe the methods you would use to maintain this schedule.

4. Describe your method for consensus building, including your role, the methodology employed, the outcome, and a contact person for a recent project where you employed this method.

5. Describe the types of problems you have encountered on similar projects, and explain what you did to resolve the problems and what you would do differently to avoid such problems on future projects.

6. Describe how your firm can add value to this project and the process and include examples of situations from comparable projects where the owner realized tangible value.

5.3. Technical Capabilities

The Firm should briefly explain each of these key points:

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1. Personnel

a. List the professional and support positions and number of personnel in each position.

b. Provide an organizational chart, including resumes of all personnel who would be committed to this project. Provide specific information as to their experience on projects similar to this one. For the project manager and project architects identified as part of the project team, provide the name and phone number of two (three, four, your call) clients with whom the architect has worked on a similar building project.

c. List professional consultants outside your firm whom you propose would provide services not available in your firm. Provide specific information documenting their work on similar projects.

2. Procedures for maintaining levels of service to all clients and contracts.

3. Equipment and materials available for use on the proposed project.

5.4. Managerial Capacity

The Firm must attach current resumes for any owners, partners, or managers that will be directly managing the project(s) being bid on.

5.5. Demonstrated Experience/References The firm should include the following:

1. A minimum of 3 projects of substantially similar scope and workload. Include for each:

a. Company Name b. Mission Statement c. Company Size d. Area Serviced e. Project Description (approximately 500 words)

2. 3 additional client references (may be different types of projects). Include for each:

a. Partner Name & Title b. Phone Number c. Mailing Address

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6. Sample Questionnaire The following limited sample questionnaire is the direction the Agency expects Firms to pursue in regard to:

• Customer attitudes and perceptions of Port of Subs® • And Customer Satisfaction

The agency expects a 98% chance of statistical accuracy

Port of Subs® Customer Survey

The purpose of this survey is to help Port of Subs® better understand their customers and

provide the greatest experience possible. Your answers are important to us. Thank you for

taking the time to fill out the survey. 1. What is your age?

❏ Under 18 ❏ 19-25 ❏ 26-30 ❏ 31-40 ❏ 41-50 ❏ 51-60 ❏ 61-70 ❏ 71-80 ❏ Over 80

2. What is your gender? ❏ Male ❏ Female ❏ Other

3. How did you hear about us? ❏ Advertisement ❏ Social Media ❏ Yelp or similar app ❏ Another person ❏ I hadn’t heard of Yogurt Etc. prior to my first visit ❏ Other

4. How many times have you visited Port of Subs in the past 12 months? ❏ This is my first visit ❏ 1-3 ❏ 4-10 ❏ 10+

Please indicate your level of agreement with the following statements.

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6. Port of Subs restaurants are always clean. ☐ ☐ ☐ ☐ ☐ 7. The quality of food is excellent. ☐ ☐ ☐ ☐ ☐ 8. The portion size is satisfactory. ☐ ☐ ☐ ☐ ☐ 9. The food is a good value for the money spent. ☐ ☐ ☐ ☐ ☐ 10. I enjoyed the amount of choices Port of Subs provides. ☐ ☐ ☐ ☐ ☐ 11. The service was fast ☐ ☐ ☐ ☐ ☐ 12. The service was friendly ☐ ☐ ☐ ☐ ☐ 13. Overall, I am satisfied with my Port of Subs experience. ☐ ☐ ☐ ☐ ☐ 14. I will return to Port of Subs in the next 3 months or less. ☐ ☐ ☐ ☐ ☐ 15. I will tell a friend about Port of Subs. ☐ ☐ ☐ ☐ ☐ 16. How many times per week do you eat out? ________ 17. How many times per week do you eat at Port of Subs? ___________

Thank You!

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The following simulated response table and charts represent the type of information the Agency wishes to receive, along with the firm’s analysis of the findings.

Strongly Disagree Disagree Neutral Agree Strongly Agree

Port of Subs Restuarants are always clean

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Strongly Disagree

Disagree Neutral Agree Strongly Agree

Port of Subs Staff is Friendly

Strongly Disagree

Disagree Neutral Agree Strongly Agree

I will tell a friend about Port of Subs

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7. Non-Disclosure Agreement All work performed pursuant to this RFP must conform and comply with all applicable local, state and federal codes, statues, laws and regulations.

How many times per week do you eat out?

How many times per week do you eat at Port of Subs?