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Competitive Analysis: Black Hat and Price to Win (PTW)
Black Hat and Price to Win (PTW) are the backbone of the competitive analysis, and are indispensable in the highly competitive world of winning government proposals.

Many companies forego competitive analysis altogether, and cannot set effective and conscious pricing strategies. Many resort to a guessing game where they guess the salaries and rates or blindly accept target rates from a prime contractor, and face profitability and execution problems later. Since price is a core element of your offering, and outdoing your competition in the technical solution is key to winning, much is lost before the competition even begins.
Our Black Hat and Price to Win two-day course will give you the real tools and skills you can apply immediately to positioning yourself to win against the competition, significantly raising your win probability (Pwin).

This course is for those who have experience with capture management. It builds advanced skills by offering a deeper understanding of theory and practice of capture management, expanding abilities through best practices-based methodologies, and providing tool sets for immediate implementation.

Master the techniques for performing opportunity-specific competitive analysis. Topics covered include identifying your competitors; performing ethical competitive analysis using publicly accessible sources; quantitative and qualitative questions to answer; organizing full-blown and reduced size Black Hat sessions; collecting relevant information on competitors’ approach; performing SWOT analysis; postulating competitors’ win strategies; ranking competitors; developing the resulting win strategies and action items such as ghosting; understanding the tradeoff between the technical solution, best value, and price; following a disciplined PTW development process; leveraging data from various PTW information sources; pricing competitors’ solutions; integrating competitive analysis with the pricing model; performing labor rate analysis; and applying strategies to win based on the whole offer, including the price.
This is an interactive 2-day workshop that is 50 percent lecture, 40 percent exercises based on a real opportunity analysis, and 10 percent discussion.
The experts who teach our course are highly experienced, currently practicing proposal professionals whose decades of successful experience in Government acquisition and training allow them to offer valuable insights to our students. Our instructors can answer tough questions as they come up during the course. They can also tailor the material to their students’ specific challenges, and share their experience based on the most current realities.

Advanced Capture Management for Government Contractors
Location: Metro Park North Business Center, 7361 Calhoun Place, Suite 560, Rockville, MD 20855 (check our Visitor Guide for location details, driving directions, nearby hotels and restaurants, and more).

Course completion: By attending this class, you will receive 3 CEUs towards your APMP accreditation, or 3 PDUs towards your PMP. At the end of this course you will get a Certificate of Completion.

Who should attend this course: Capture Managers, Pricing Managers and Strategists, Finance Managers and CFOs, business owners, company executives and senior managers, senior proposal managers, business developers.

Course materials: Course workbook, handouts, templates, forms, and checklists.

Professional certification: This is an Elective Course that provides 2 units (2 days) towards Bid & Proposal Academy certification program for proposal professionals. To learn more about the program or enroll:
Course Curriculum
Day 1 Highlights
Module 1: Introduction
  •  Introductions and learning objectives.
  •  Introduction to capture and overview of the capture process to offer you a big-picture perspective.
  •  Overview of the case study.
Module 2: Laying the Groundwork for Competitive Analysis
  •  What if there is no competitive analysis and PTW?
  •  Competitive analysis elements
  •  Ethics of competitive intelligence and the information you must not touch
  •  Four steps for developing a repository to collect knowledge on competitive intelligence
  •  Other competitive analysis tips
Module 3: Identifying the List of Competitors and Preparing for the Black Hat
  •  Techniques for determining the list of prime contractors 
  •  Techniques for overcoming challenges in determining the teaming partners
  •  A typical Black Hat setup 
  •  A sample Black Hat agenda 
  •  Black Hat groups organization 
  •  Determining Customer’s hot buttons 
  •  Defining the potential Source Selection Board members 
  •  Competitive analysis overview process
  •  Developing the viable competitor Profiles 
  •  Exercises: Determine a competitor list for the case study; capture the viable competitor profiles
Module 4: Performing the Competitive Analysis
  •  Qualitative questions to answer about each competitor – the most impactful capture information 
  •  Competitor analysis – company information gathering 
  •  Mining a variety of data sources for relevant competitive intelligence 
  •  SWOT analysis 
  •  Determining competitors’ postulated win strategies 
  •  Ranking competitors individually and as an aggregate competitive field analysis 
  •  Exercise: Go through the competitive analysis steps and develop competitor rankings against the home team
Module 5: Developing a Competitive Analysis-Based Win Strategy
  •  Comparing competitors with the “home” team’s win strategy 
  •  Developing the resulting action items and win strategies 
  •  Exercise: Devise the home team’s win strategy based on the Black Hat results and determine the resulting strategic action items
Day 2 Highlights
Module 6: Price to Win Principles and Process
  •  Why Price to Win? 
  •  Understanding the tradeoff between value and price 
  •  Understanding the best value continuum in proposal evaluation 
  •  PTW development process steps 

 Module 7: Gathering Information for the PTW Effort
  •  Mobilizing information sources for situational assessment of the PTW 
  •  Determining the funding budget for the target contract 
  •  Analyzing customer trends and behaviors and how this information impacts your PTW analysis decisions 
  •  Analyzing your competitors’ financial decisions and trends 
  •  Filing FOIA requests for cost proposals  
  •  Exercise: Gather information to prepare for the PTW analysis
Module 8: Performing the PTW Analysis
  •  Identifying the price to compete 
  •  Developing a solution-based PTW 
  •  Pricing competitors’ solutions based on Black Hat findings and information gathered specifically for the PTW effort 
  •  Pricing competitors’ offerings per the RFP and competitors’ postulated win strategies 
  •  Exercise: Develop a solution for a proposal segment and document in a capture plan.
Module 9: Mastering the Labor Rate Analysis
  •  The process for performing a labor rate analysis 
  •  The process, tips, and tricks for matching labor categories 
  •  Determining the competitors’ wrap rates  
  •  When and how to use GSA rates as data points 
  •  Exercise: Practice labor category matching and labor rate analysis
Module 10: The Next Steps for PTW: Developing Your Pricing Strategy
Learning Objectives
Upon course completion, the participants will have learned and be able to put into practice:
  •  Understanding how to lay the groundwork for competitive analysis. 
  •  Identifying three to five competitor teams and preparing for the Black Hat Analysis.  
  •  Organizing and conducting the Black Hat exercise. 
  •  Performing the competitive analysis before and during the Black Hat. 
  •  Using a variety of data sources to determine and correlate information about competitors. 
  •  Conducting SWOT analysis and postulate competitor win strategies.   
  •  Ranking competitors against the stated requirements and customer hot buttons. 
  •  Developing a competitive analysis-based win strategy. 
  • Understanding Price to Win principles and process.
  •  Gathering information for the PTW effort using a variety of paid and free sources, including filing Freedom of Information Act (FOIA) requests 
  •  Performing the PTW analysis 
  •  Performing the labor rate competitive analysis, including reverse-engineering competitors’ wrap rates 
  •  Developing pricing strategy based on the Price to Win 

This course is worth every cent and every minute. For me this is a great conduit to what is out there in terms of Government contracting. A lot of information packed into a day’s class but every slide is useful and relevant. Strongly recommended.”
Summant Kapoor
Radiant Info Tech
“I have two years of experience with proposals while assigned to USSTRATCOM. Being a BD course and not a “capture” course I was surprised by how much I didn’t know about how much information is available for companies. This will make me more aware of how much we need to look in the mirror and square away our own program before submitting proposals to capture business. Excellent course.”
Ron Candiloro
Senior Tactical Systems Analyst
Tactical Air Support, Inc.
“Being new to the industry, this course has allowed me to learn the process, understand the process, and have a clear road map what to do to be successful. I will return for advanced materials and recommend this service to anyone with gaps in their business structure or strategy.”
Emilio Lopez
Vice President
Competitive Analysis: Black Hat and Price to Win
For team discounts please change quantity of attendees at the checkout and click “Recalculate” to get the discount. Register 3 weeks before class date and receive $100 off per attendee as an EARLYBIRD discount!
$1390 per one attendee ($1290 if registered 3 weeks before class date).
$1250 per attendee when registering a team of 3 or more ($1150 if registered 3 weeks before class date), discounts apply at the checkout.
$1390 per one attendee
$1250 per attendee when registering a team of 3 or more
Register for an Upcoming Class
Seating is limited. Do not delay registering.
Cancellations and rescheduling policy: Cancellation notification must be received 10 business days prior to the training date. Upon notification, your registration fee will be refunded less a $100 non-refundable processing fee. Any cancellations beyond the 10 business days are non-refundable, but the course fee can be applied towards another training course, webinar, or an OST Global Solutions training product. No refunds will be made for the cancellation of a rescheduled course. Attendee substitutions may be made at any time. Payment must be received prior to the course date. No-shows are liable for the full class fee.
For additional questions please call 301-384-3350 during normal business hours. If you’d like to pay by invoice please send an email to (NOTE: the payment must be received prior to the course start date).
Would you like to take this class remotely? We have webcasting capability. Please send us an email at if you’d like to attend a class via live webcast. The date and time will be the same as the classroom training.
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