Price-to-Win

Strategic process of identifying and developing long-term relationships with target customers, mapping decision-makers, and positioning for future opportunities.

Decision by the capture team to pursue an opportunity based on win probability, weighing risk, value, and investment required.

The end-to-end process from market identification through contract delivery. Shipley defines seven phases (0–6) with decision gates at each stage.

The art and science of pursuing opportunities before the Draft RFP and RFP are released. Involves customer engagement, competitive intelligence, and solution development.

Systematic evaluation of competitors' likely strategies, solutions, pricing, and teaming arrangements.

Tool to determine an offeror's capability and experience gaps, and whether the combined team covers all contract areas.

Evaluation of a potential contracting opportunity based on profitability, win probability, strategic fit, and resources.

A listing of potential opportunities a company wants to bid or pursue, tracked through BD lifecycle stages.

An interim, early estimate of what price the customer will perceive as competitive, made before final requirements are known and used to guide initial solution design.

A tool to assess the chance of winning a contract. Helps prioritize which opportunities to pursue.

Brainstorming session to determine the best solutions for the customer's concerns and requirements.