Capture Planning - development of sales strategy
Capture Planning means the development of a sales strategy used
in complex tenders such as EU procurements, where the sales
strategy is developed specifically in relation to the contract
option in question and where the proposal submission process always
ends with a sizeable written bid.
Shipley Denmark has on the above background chosen to continue
to use this term, so that these activities are not confused with
the company's overall sales strategy, which is typically developed
overall for the total potential customer portfolio.
Thus, a capture plan is a sales strategy designed specifically
with a view to winning with a proposal targeted at a specific
procurement. A capture plan is therefore the first step in the
proposal development, leading to the writing of a winning
Shipley's bidding process has 7 steps
When we described the capture plan above as a first step, this
is because the previous steps: segmentation, positioning and
qualification, should be seen in Shipley's bidding process as a
funnel through which different contract options are filtered. The
contract options that come through all 3 stages qualify as such
good candidates that they justify the development of a separate
sales strategy; a capture plan.
The capture plan includes the following steps:
- Selection of capture team - the team that will develop the
capture plan • Development of relationships with people
representing the customer, who can be expected to influence the
- Information collection, including anticipated formal rules
applicable to the procurement.
- Development of the first draft of a capture plan incl. budget
for costs related to development of the proposal• Management review
and approval of capture plan • Implementation of the activities
described in the capture plan
- Development of solutions and cost estimates within the
possibilities permitted by formal procurement regulations, for
example relating to customer contact in public procurement and
- Preliminary composition of bid team and team responsible
- Development of executive summary and recommendations for
submission of the tender, including whether a bid should be made or
Shipley recommends that a capture plan is prepared every time
and that thismust be done in good time before tender publication
and always sufficiently early that requirements may be influenced
within the rules applicable to, for example, EU procurements.
Experience and analysis of the companies that win the largest
number of procurements shows that they invest a relatively large
proportion of their resources in the early stages of the bidding
process. Every bit of expense spent on capture planning is
generally money well spent.
Many companies are struggling to get their people in charge of
business development to invest the necessary time in this phase.
Partly because it is of course is more difficult to analyse the
customer's requirements when there is no written specification of
requirements and partly because the tasks that need to be handed in
the next morning tend to take priority.
It therefore makes sense to use external consultant support for
capture planning, as this can provide the focus necessary at this
early stage of the tender submission.
Shipley's capture planning support typically involves in:
- Organisation of workshops where we control the development of
the capture plan through a structured process
- Assistance in drawing up and documenting the capture plan
- Assistance in the acquisition and analysis of market
information, which is often particularly relevant in cases where
the offers are for a type of procurement that the company has not
previously bid on and where a customer relationship has therefore
not been established, for example with the municipality responsible
for the procurement
- Assistance for writing the first draft of the management review
In each case, we base our capture plan development support on
your particular needs. If you would like to find out more, please
contact Søren Lam on telephone +45 4594 4043