003: Pursuit Phase – Screening & Strategic Positioning

Darian Macey

So, Jessica, we've reviewed our Defence Capability Statements, let’s start screening opportunities and building our pipeline—that means diving into the Pursuit Phase. But why is positioning so important? Can't we just wait for the tender to drop?

Jessica Bottlebrush

It’s all about groundwork, Darian. The Pursuit Phase happens before a formal Defence tender is even released. It's the prep work—gathering intelligence, evaluating whether a project is worth pursuing, and setting yourself up for success long before anyone writes a single word of a proposal.

Darian Macey

Okay, so like building the foundation before the house?

Jessica Bottlebrush

Exactly. It’s during this phase you can identify opportunities and, crucially, decide whether to invest your time and resources in chasing them. Defence tenders can be expensive to bid for, you know, so you’ve gotta screen them carefully. This is where the structured Go/No-Go decision framework comes in—avoiding wasted effort on bids you’re unlikely to win.

Darian Macey

Right, right. So how does the Go/No-Go thing actually work? What’s the checklist look like?

Jessica Bottlebrush

It’s basically a way to weigh up the key factors before committing to a bid. You’d consider things like strategic alignment—does the project fit with your business goals? Then there's resource availability—do you have the people and assets to deliver it? And of course, competition—can you realistically win, or are you facing an incumbent with years of rapport and experience?

Darian Macey

Ah, so no blindly jumping into a David versus Goliath battle without a slingshot... got it. I’ve gotta ask, Jess, any real-world examples of this saving someone from a disaster?

Jessica Bottlebrush

Funny you should ask, Darian. Take a mid-sized engineering firm in the Northern Territory. They looked at a massive Defence radar upgrade project. At first glance, it seemed like a tempting opportunity—the prestige, the dollar signs! But when they used a Go/No-Go framework, they quickly realised—

Darian Macey

—let me guess, they had no radar experience?

Jessica Bottlebrush

Exactly. Not only that, their competition included an industry heavyweight with 30 years of radar expertise. Plus, the client for the project was one they’d barely worked with before. Bottom line? They had little chance to win, and pursuing it would’ve diverted crucial resources from smaller, winnable projects. They said “No-Go” and avoided a financial and resource headache.

Darian Macey

I like it—smart moves, not wasted efforts. It’s a disciplined approach, isn’t it? Keeps you from biting off more than you can chew.

Jessica Bottlebrush

Exactly. That’s what makes the Pursuit Phase so critical—learning to pick your battles. Strategic decisions made early can be the difference between winning one big tender... or losing a string of bids simply because you spread yourself too thin.

Darian Macey

Alright Jess, so we've covered the groundwork and the Go/No-Go framework—that's all making a lot of sense. Now, say a company decides, “Yes, this Defence project is worth going after.” What’s the next step? How do you actually start positioning yourself to win?

Jessica Bottlebrush

That’s where strategic positioning comes in. You don’t just bid; you plan how you’re going to win. It’s all about aligning your approach with the client’s priorities. A great tool for this is the Solution-Experience-Resources Matrix, or SER Matrix. Heard of it?

Darian Macey

Oh yeah, sounds fancy. What’s it actually do?

Jessica Bottlebrush

It’s a simple but powerful framework. You take each major requirement of the project and map out three things: your solution—what you’re proposing to deliver; your experience—proof you’ve done it before; and your resources—how you’ll make it happen, like your team or your technical assets. It keeps your strategy cohesive.

Darian Macey

And shows you’re not just making stuff up last minute, right?

Jessica Bottlebrush

Exactly. For example, say you’re bidding on, I don’t know, a Brisbane tender for building a secure Defence facility. You wouldn’t just say “Yeah, we can do that.” You’d outline your past projects, like a similar facility you’ve built, and name the specific team members who worked on it. The SER Matrix makes sure you’ve got the evidence and resources to back your promises.

Darian Macey

Okay, so it’s not just blowing your own horn, it’s proving why you’re the best choice. Love that. But let’s talk teams then—this all sounds good on paper, but who’s actually putting all the pieces together?

Jessica Bottlebrush

The bid team, and they’re absolutely critical. You need to assemble your A-team during the pursuit phase, not after the tender drops. That means assigning clear roles—like the bid manager, technical experts, writers, and even graphic designers. Big tenders can have heaps of moving parts, so coordination is key.

Darian Macey

I can see it already—confusion, missed deadlines, people doubling up on stuff. It’s chaos without a proper plan, huh?

Jessica Bottlebrush

Exactly. That’s why tools like a responsibility chart or even a swimlane diagram can work wonders. They visually show who’s responsible for what and when. For that Brisbane example, you’d have your architect focusing on the design, your engineer handling structural details, and your graphics team creating those professional diagrams evaluators love.

Darian Macey

Alright, practical example time—you promised one, Jess.

Jessica Bottlebrush

Right. A few years ago, there was a Brisbane tender for a base redevelopment. Early in the pursuit phase, the team hit a snag—the requirements included integrating a cutting-edge environmental management system. Their engineers didn’t have that expertise on hand, but instead of scrapping the bid, they brought in a consultant early to collaborate. By the time the tender dropped, that consultant had become a real asset, and their bid was seamless.

Darian Macey

So they fixed the gap before it became a sinkhole. That’s brilliant. Shows the value of starting early, eh?

Jessica Bottlebrush

Exactly. Defence evaluators can tell if a bid is a last-minute scramble versus one that’s well-prepared and cohesive. Building your team early also keeps your staff motivated and clear on the plan, even on the longer projects. It’s not glamorous work, but it’s what gets the win.

Darian Macey

I reckon it shows, Jess. These Defence projects aren’t just awarded on what you promise but how you prove you’re ready to deliver. I love how all this prep leads to stronger bids.

Darian Macey

Alright, Jess, we’ve covered building the right team and getting all those pieces in place to impress evaluators. But none of that comes without a cost, right? So, how do you start planning financially when chasing a Defence tender? These bids can’t come cheap, can they?

Jessica Bottlebrush

Oh, absolutely, Darian. Defence bids can cost hundreds of thousands just to prepare, especially for major contracts. The key is budgeting realistically during the pursuit phase. Start by listing all the likely costs—labor for your team’s time, travel costs for site visits, consultants, maybe even developing prototypes.

Darian Macey

Wait, prototypes? You mean companies might be building stuff just to bid?

Jessica Bottlebrush

In some cases, yes. For complex equipment or tech, Defence might want a mock-up or proof of concept. And that adds to the cost. It’s why you need a clear idea of what you’re committing to before saying, “We’re in.” You also need to factor in contingencies—things like extended deadlines or unexpected scope changes can push up costs quickly.

Darian Macey

So... a bit like setting a budget for reno work at home, only for Defence, eh? Get the estimate, then add a chunk on top because something always blows out.

Jessica Bottlebrush

Exactly like that, except the stakes are much higher. A stretched budget in this context doesn’t just cost money—it can cost your company’s reputation if you can’t deliver. That’s why financial risk management is a big part of the pursuit phase.

Darian Macey

Alright, walk us through managing these risks. How do companies keep from sinking their own ship?

Jessica Bottlebrush

First, decide early if this bid aligns with your financial capacity. If a tender is worth, say, $50 million but your company usually works below $5 million, it might be a stretch, even if you win. You’ll need to think about cash flow and whether you’d need additional financing to handle a big project. Then assess what compliance costs are involved—things like security clearances, indemnities, or insurance requirements.

Darian Macey

Yeah, I can see the hidden traps there. Winning the bid isn’t the finish line—it’s just the start if you haven’t planned properly. Any tricks to keep those bid costs down?

Jessica Bottlebrush

Absolutely. A great one is reusing content. Build a library of past proposals—things like management plans or project profiles that can be tailored instead of starting from scratch every time. And teaming up with a larger partner can help share costs, especially if they bring expertise or resources you’d otherwise have to hire or buy.

Darian Macey

Right, so team smarter, not harder. I like it. But what about when plans change mid-pursuit? Let’s say new intel comes in—how does a team adapt without losing focus or blowing the budget?

Jessica Bottlebrush

That’s where being flexible comes in, Darian. Regular strategy reviews are a must. Maybe a competitor suddenly teams up with another player, or Defence shifts a requirement—it’s about staying agile. Reassess your SWOT, adjust your bid strategy, or even rethink roles within your team. For instance, you might bring in a tech partner late if a new requirement emerges you can’t handle solo.

Darian Macey

Okay, so staying nimble is just as important as getting the numbers right early on. Got it. What about practical exercises for teams—like how do you get them up to speed on this planning stuff?

Jessica Bottlebrush

Great question. One exercise we often recommend is a simulated Go/No-Go decision. You give your team a hypothetical tender scenario, complete with all the complexities—budget, competition, risks—and have them work through a decision-making framework. It’s a safe way to train teams on balancing big-picture strategic thinking with cost-focused reality.

Darian Macey

I love that. It’s like giving your team a dress rehearsal before the main show. Nothing beats hands-on experience, even if it’s hypothetical.

Jessica Bottlebrush

Exactly. And it’s these exercises that build the discipline to assess opportunities objectively, manage budgets wisely, and adapt to surprises in real bids. It’s all part of preparing to win strategically, not just by chance.

Darian Macey

Alright Jess, after diving deep into the Pursuit Phase today—from budgeting smartly to staying agile and teaching teams adaptive strategies—what’s the one big takeaway you think our listeners should really hang on to?

Jessica Bottlebrush

Well, I’d say the key takeaway is planning and discipline. Defence bids aren’t about reacting; they’re about being proactive—preparing early, making smart decisions, and focusing your energy on opportunities where you have the best chance to succeed.

Darian Macey

Exactly. And for everyone listening, if you wanna put all this into practice, don’t forget to check out the exercise we’ve set up this week.

Jessica Bottlebrush

Yes, it’s a Go/No-Go decision checklist exercise. You can find opportunities by visiting DECNet.com.au, navigating to the Project Opportunities section, and using the filter tool to find an upcoming tender. Then use the checklist to test if it's worth pursuing. It’s a great way to test what we’ve covered.

Darian Macey

And once you’ve done it, share your outcomes in the forum! It’s all about learning from each other, right?

Jessica Bottlebrush

Exactly, Darian. Plus, we’d love your feedback—just hit reply to the email with your thoughts. Tell us what’s working, what’s not, or even what topics you’d like us to cover in future episodes.

Darian Macey

Oh, and if you’ve been enjoying the ride, spread the word—share the podcast with your mates!

Jessica Bottlebrush

That’s right. The more people we can help navigate the world of Defence tenders, the better.

Darian Macey

Well, Jess, it’s been an absolute blast diving into all this with you. Thanks for all your insight.

Jessica Bottlebrush

Likewise, Darian. I hope our listeners feel ready to tackle their next Defence opportunity. And on that note, we’ll catch you all next time.

Darian Macey

Cheers, everyone! Stay sharp out there!