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Introduction, applicability, and scope of the CapturePlanning.com MustWin process

This process is for the pursuit of a business opportunity that requires the submission of a proposal produced by a team of people

The CapturePlanning.com MustWin Process is an opportunity pursuit process that starts as soon as a lead is identified so that the way intelligence is gathered supports the closing of the sale with the submission of a proposal.  Most “Must Wins” are already lost when the RFP comes out. Even companies who start early often find that time slips by and end up feeling unprepared when the RFP is released.  The CapturePlanning.com MustWin Process provides you with a way to track and measure progress so that you can maintain momentum, achieve a competitive advantage, and position your company to win.

The CapturePlanning.com MustWin Process provides:

  • A means to get everyone on the same page.
  • Written standards and processes to expedite the process.
  • Clearly defined roles and responsibilities that make it easier to work together and set expectations.
  • Planning tools to ensure that everyone has the information needed to execute their role.
  • Tools to measure progress and provide constant feedback so that everyone knows where they stand.
  • Validation to ensure that every aspect of the proposal is right.


The MustWin Process is designed for written business proposals. While it's designed to meet the requirements of preparing government proposals, we avoid using government contracting jargon so that the process can be used by commercial firms or anyone with a non-government RFP.  It can even be used for proposals where there is no RFP if you understand your customer’s expectations.

There are many, many different kinds of proposals: information technology, engineering, landscaping, construction, grants, research, products, services, staffing, healthcare, etc.  This process was not designed around a specific type or industry.  We encourage you to customize it to reflect any specific requirements for your industry or offering.  The questions that specify the intelligence to be collected for each of the Readiness Reviews are a good place to start any customization.

What is a Must Win?

A Must Win opportunity is critical to the company for either financial or strategic reasons.  Recompetes are often Must Wins because the company relies on them financially and uses them as qualifications, and people’s jobs are often on the line.  Must Wins can also be strategic, such as breaking into a new customer, releasing a new product, or launching a new service line/capability.  In each of these cases, you need something that you can cite as a reference, so your first customers are critical to your success.  They often merit extra effort to secure the win.

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