Capture Plan

The capture plan is a living breathing document that is in essence your plan to win an opportunity. It is a document that evolves over time to reflect current conditions relative to winning an award. Where does the information that guides the proposal strategy, pricing and message come from? All the information obtained by the business development staff regarding the identity of the decision makers and influencers and their needs, wants, and biases, to facilitate the generation of unique technical and management solution. The key components of the capture plan include:

1. Everything the organization understands about the client and their needs specific to the current opportunity.
2. Customer hot buttons, pain points, requirements, goals and expectations.
3. Realistic assessment of the user’s organization capabilities with regard to the current opportunity supplemented with one’s team contributions. This is typically a gap analysis of the team.
4. Detailed team composition and deep analysis of the team’s capabilities.
5. Competitive assessments tempered by Black Hat (devil’s advocate) challenges to the team’s understandings.
6. Win messaging presented through win themes and discriminators.
7. A bis/no-bid analysis based on one’s organizational goals and capabilities.
8. PWin (Probability of Win) to assess the chances of winning a particular opportunity considering several factors and probabilities at any given point of time.
9. Risk analysis to understand what happens if the organization wins the award.
10. Call plan to continue learning about the opportunity and the client to improve one’s probability of winning.
11. Win strategy articulated in detail.
12. Solution development.
13. Evolving Executive Summary.
14. Incumbent analysis if one exists.