Position/Price-to-Win (PTW) is the science and art employed to match your offering to your customer’s perceived value proposition. The Syndetics PTW process begins by gaining insight into the opportunity. Some, but certainly not all, of the attributes we examine are detailed customer analyses including budget parameters, competing priorities, funding profile, and customer relationships. We also communicate with you to understand your preliminary win strategies and strengths and weaknesses.
We then collect and analyze data from numerous open sources to develop our assessment of competitors in the areas of their technical offering, teaming, management approach, customer intimacy, pricing behavior, and past performance. This approach allows accomplishment of early customer and competitor black hat reviews, the outputs of which aid greatly in the enhancement of your win strategy, as well as creating consensus on the competitors. This initial output is also applied to Design-to-Cost and Design-to-Value calculations, as well as Cost as an Independent Variable (CAIV) trades.
Next, we scrutinize a variety of available data sources to compile the expected pricing behavior of the competitors. We model competitor aggressiveness from a pricing perspective and socialize that information with your Capture Management team. Depending on the available time and resources, we also develop the PTW from both a top down and bottom up perspective.
Our PTW constantly evolves reflecting changes to the assumptions as clarity is gained. PTW starts at the Pursue milestone and is commonly updated at DRFP, RFP and Final Bid milestones. This process allows you to understand your risks and take early action to mitigate them, in order to maximize your bid price and your Probability of Win (Pwin).