Capture Plan Content
Although each company can devise its unique structure for the capture plan, similar to an operational plan for a battle, each capture plan must cover a few set areas to be practical and effective:
- Opportunity Description
- Customer Analysis
- Competitive Analysis
- Internal Analysis
- Strategy and Implementation Plan
- Execution and Monitoring
A useful capture plan will be realistic and specific, detailing the objective, the action, who is responsible for it, timing, and the frequency of review.
1. Opportunity Description
The opportunity description part should clearly specify the opportunity name, any known background with dates, any connections to the mission or vision or goals, the requirements and the deliverables. Finally it should contain a schedule of events as far as is known to us.
2. Customer Analysis
The customer analysis should cover a discussion of the customer’s organization and how it works, what are their buying trends, what are their usual evaluation process, what are their hot buttons, issues, and pain points, and what are their typical buying process.
3. Competitive Analysis
The competitive analysis should cover a SWOT analysis as well as a discussion on what the expected approach & strategy should be. Shipley suggests that you should fill out an “Integrated Prospect Solution Worksheet” at this point, which is essentially a list of customer’s requirements (or issues) and how you, as well as your competitors, fare and what should be your strategy and action plan for it. Holding Black Hat exercises (when appropriate) is also planned for (not executed) here.
4. Internal Analysis
Now that you have assessed the enemy, it is now time to gauge the friendly forces. You need to look into your (and your possible teammates’) pasts performance, do a cost and price analysis, assess your probable solution, and conduct a risk analysis. The aim is an early definition of a solution that enables you to influence the customer’s requirements and specifications and to select the best teaming partners.
5. Strategy and Implementation Plan
Up to this point, you have been preparing your ammunition for thought = strategy. Now is the time to propose your win strategy and then how you are going to implement this capture strategy. This is essentially a series of plans aimed at determining what actions to take to position your company against the customer’s needs. You should cover how you will collect the needed intelligence, whom you will call or contact, how you will conduct your public relations/communications, what steps you will take to mitigate risks and risk management as a whole, what steps you will take (if any) towards any technology development, , a preparation plan for the proposal development, a contingency plan, and finally a timetable with specific review milestones to top it off.
6. Execution and Monitoring
You need to hold a kickoff meeting that will include all the stakeholders and, most importantly, all the staff who will participate in the actual implementation or who will manage and have a say as the plan develops. Reviews should also be held periodically, based on the set timetable, and should include all the stakeholders and the implementers.