Antix Consulting Strategic Insights
What is Deal Capture?
Deal capture in the context of government contracting refers to the process of identifying, pursuing, and securing specific government contracts or procurement opportunities. It is a strategic and proactive approach to winning government contracts by effectively identifying and positioning an organization to compete for and secure government business. The goal of deal capture is to maximize the chances of winning contracts and to drive revenue and growth in the government contracting sector.
Capture Manager Role
Capture management is a pivotal process in securing lucrative government contracts, and it demands a dedicated Capture Manager (CM) at the helm. A Capture Manager typically performs the following activities:
Opportunity Assessment
Market Research
Strategic Positioning
Capture Plan Development & Execution (including requested company investment if required)
Team Building & Leadership (internally and externally, may include attracting contingent hires)
Competitive Analysis
Risk Analysis and Mitigation
Relationship Management
Teaming & Partnerships (including Teaming Agreement negotiations)
Proposal Review & Oversight (ensures the proposal reflects the Capture Plan strategy and win themes)
Participate in post-RFP submission activities (varies based on opportunity)
Participates in contract negotiations
Ensures Program Manager Handoff for Wins (clarifies any deal/scope/contract points)
Capture Resources
For large government contract opportunities (e.g., those exceeding $50 million in total contract value (TCV)), a skilled CM can effectively handle three to four opportunities concurrently, provided that their timelines don't significantly overlap. The number of assigned deals can vary depending on their complexity and how familiar the bidder is with the market and/or work scope.
The CM takes on the critical responsibility of determining what additional resources are necessary to ensure a successful capture. Typically, this entails assembling a multidisciplinary team that may include experts in contracts, pricing, technical leadership, and solution architecture. The composition of the team can further expand to encompass various technical resources tailored to meet the specific requirements of the contract at hand (e.g., a cybersecurity subject matter expert (SME) or a healthcare policy SME). Effective resource allocation and teamwork are the cornerstones of a successful capture management strategy.
Capture Activity Timeline
The timeline for deal capture activities in government contracting can vary significantly depending on the complexity of the opportunity, the specific requirements of the contract, and the organization's familiarity with the customer and the market. Generally, a good timeline for deal capture activities may span several months to years, especially for large or complex contracts.
Below is a general outline of deal capture activities and a recommended timeline. In addition to the activities shown, companies often have defined business development stages also called gate reviews. For gate reviews, Capture Managers bring deal progress forward for executive review of progress, challenges, and status.
Opportunity Identification and Market Research (Months 18 through 12 Pre-RFP)
Identify and track potential opportunities
Align selected opportunities to Business Development strategy
Bring deal forward for internal review
Capture Plan/Deal Strategy/Call Plan Development (Months 15 through 6 Pre-RFP)
Create a comprehensive capture plan, including strategies, tactics, and resources
Position the organization to align with the customer's needs and priorities
Develop relationships with key stakeholders within the government agency
Highlight past performance and capabilities
Teaming and Partnerships (Months 9 through 3 Pre-RFP)
Identify and establish partnerships or subcontracting arrangements as needed
Negotiate teaming agreements and roles and responsibilities
Pre-Proposal Activities (Months 6 through RFP Release)
Attend pre-solicitation meetings and industry days
Conduct market shaping activities to influence RFP requirements (if applicable)
Engage with government officials to clarify requirements or address concerns
Bid and Proposal Development (RFP Response Timeline ~30-45 Days)
Final Bid/No-Bid Decision
Write a competitive proposal that addresses the RFP's requirements
Proposal Submission
Submit the proposal in accordance with the RFP's deadline and instructions
Post-Submission Activities (vary based on government response and procurement process)
Engage in discussions, negotiations, or clarifications with the government
Address any government requests for additional information
Prepare for potential oral presentations or site visits
Decision and Award (varies)
Await the government's decision and award
Transition to contract execution upon contract award
It's important to note that the timeline can be adjusted based on the specific needs of each opportunity and the organization's capabilities and resources. Smaller or less complex contracts may have shorter timelines, while larger, more complex contracts may require longer lead times for deal capture activities.
Moreover, some government contracts, especially those with a long procurement cycle or where the government has multiple evaluation phases, may require several years of preparation. Organizations must be prepared to invest the necessary time and resources to pursue and win government contracts successfully. Adaptability and responsiveness to changes in the procurement process are also essential during the deal capture timeline.
Capture Plan Template
In the world of government contracting, the road to securing valuable contracts is paved with careful planning and meticulous strategy. Your ability to capture and win government contracts often hinges on how effectively you can navigate a complex landscape of opportunities, challenges, and competition. The sections below include slides for inclusion in your capture plan template, which is the blueprint for your success in winning contract awards. They include instructions for understanding customer pain points, conducting a comprehensive SWOT analysis, developing a sound pricing strategy, and other components of an effective capture plan. Whether you're a seasoned government contractor or just stepping into this world, these insights and strategies will help you chart a winning course in your next government contract pursuit. You can download our template as a free resource to support your next opportunity capture.
Opportunity Overview
This slide provides essential details about the contract opportunity at hand:
FPDS Record(s) (FPDS link)
This slide provides a place to paste in contract records from the Federal Procurement Data System (FPDS):
Customer Organization
This slide should include your customer's organization chart and highlight key decision-makers:
Customer Pain Points
This slide should list your customer's pain points:
Customer Questions
On this slide, the CM and other capture team personnel should list questions they need answered to craft the best solution:
Competitive Analysis
This slide should include likely and/or known competitors:
SWOT Analysis
This slide should be replicated and completed for each potential competitor:
Gap Analysis
This slide should list the results from a completed gap analysis:
Contract Analysis / Risks
This slide should include all identified risks to the deal. It is important to list everything known and make sure that leadership understands the obstacles to winning and closing a deal.
Win Strategy
This slide should include elements of your win strategy. This is often unique to each opportunity.
Teaming Strategy
This slide includes an analysis of potential teaming partners. Develop your deal strategy first, then decide on teaming partners based on mutual interest and who else is competing for the work. You could also include a teaming partner call plan slide in your Capture Plan deck.
Labor Estimates
These slides present a high-level view of developing initial labor estimates that can be used to run scenarios of what you expect to bid versus competitors. The CM may do the initial breakout, but may also include a Solution Architect, Technical Lead, or other personnel to develop or vet aspects of the estimate.
Price-to-Win
Price-to-Win is one of the least understood aspects of bidding on government contracts. The slide below includes tips on how to get started with PTW development:
Deal Shaping
Deal shaping is another aspect of opportunity capture that is little understood. Rather than "playing defense" and waiting for requirements, deal shaping means that you go on offense and try to shape opportunity requirements in your favor when possible.
Customer Call Plan
Call plans vary significantly in terms of how many meetings will be required with a customer, the ability to get in to see government personnel for a meeting and other factors. When submitting a meeting request, make it attractive for a government POC to accept - mention a cost-savings idea or offer up an idea to a known current challenge.
Conclusion
In the dynamic realm of government contracting, success often hinges on your ability to effectively navigate a complex web of opportunities, challenges, and competition. A well-crafted Capture Plan serves as the linchpin to secure the contracts that can drive your organization's growth and impact. By understanding the critical components of a comprehensive capture strategy, from market research and customer engagement to pricing and risk mitigation, you position yourself as a formidable contender in the highly competitive government contracting arena. As you embark on your next capture management journey, remember that adaptability, strategic thinking, and an unwavering commitment to addressing the unique needs and pain points of your government customers are the keys to success. So, refine your plan, collaborate with a skilled team, and set your sights on winning the contracts that will propel your organization to new heights in the world of government contracting.
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