The Power of Capture Planning for Seasoned Government Contractors
In the competitive landscape of government contracting, seasoned professionals recognize that success is not merely about submitting a proposal—it's about strategic preparation before the Request for Proposal (RFP) is even issued. This preparation is known as capture planning, a crucial process that significantly enhances the likelihood of winning contracts.
Capture planning can be likened to the presales strategy used by commercial companies involved in complex sales, but it is even more structured and regimented. In the world of complex sales, success hinges on building relationships, understanding client needs, and identifying competitors well before the contract is awarded. The concept of capture planning may be relatively new, having gained prominence since the 1990s, but its roots are deeply embedded in traditional sales practices.
The Objective of Capture Planning
The primary objective of capture planning is to ensure that winning a contract is virtually likely before the RFP is released. This proactive approach allows contractors to maintain a competitive edge throughout the award process. According to the Association of Proposal Management Professionals (APMP), a significant majority of industry veterans believe that between 40% to 80% of a prospect’s purchasing decision is made prior to the submission of proposals. This reality underscores the importance of effectively positioning oneself in the market.
You wouldn't attempt to write a proposal in the commercial sector without first engaging with potential clients, establishing rapport, assessing their needs, and identifying your competition. Unfortunately, in the government sector, where the term "sales" can carry negative connotations, many contractors neglect this critical pre-proposal work. Some rely on intelligence databases to identify bidding opportunities and proceed to write proposals without adequate preparation, hoping for the best.
The Risks of Lack of Preparation
Many contractors either do not understand the necessity of proper positioning or believe that capture planning is only feasible for those with extensive resources. While it is true that luck occasionally favors the unprepared—especially if they excel at writing proposals within their expertise—more often than not, these approaches result in wasted time and resources without any successful outcomes.
Bidding on government contracts without effective capture planning is akin to gambling. It’s comparable to taking a few pool lessons, winning a couple of games by chance, and then heading to a pool hall armed with a suitcase full of cash, ready to face seasoned players.
In the world of government proposals, as in the pool hall, there are seasoned competitors who know the game and those who are merely taking shots in the dark. Those who invest the necessary effort in capture planning will consistently outshine those who do not. Occasionally, a less-prepared bidder may win, but this is generally due to the complacency of their competitors rather than any strategic advantage.
Capture Planning: The Game Before the Game
Capture planning is the art of securing victory before the official competition begins. It commences when qualifying an opportunity and extends until the RFP is issued, marking the beginning of the proposal process. However, this timeline is not rigid. Effective capture planning continues through proposal development and even post-submission, remaining critical until the contract is awarded.
The capture period for standard requirements contracts or Indefinite Delivery/Indefinite Quantity (IDIQ) contracts can last up to five years, with an average duration of 12 to 24 months. During this time, contractors must diligently convince the client that their solution is superior to the competition. An APMP survey reveals that companies boasting high win rates—70% or higher—allocate approximately 60% of their budgets to capture planning and 40% to proposal development.