In government contracting, winning doesn’t start with the proposal—it starts long before the RFP is ever released. The most successful contractors invest heavily in opportunity shaping, influencing how an opportunity is defined, structured, and competed during the early phases of the acquisition lifecycle. If you’re only reacting once the solicitation hits the street, you’re already behind.

In this blog, we’ll explain what opportunity shaping in federal capture means, why it matters, and how to implement it to increase your probability of win (Pwin) before formal competition begins.

For upcoming federal opportunities and forecasts, visit SAM.gov.

1. What Is Opportunity Shaping in Federal Capture?

Opportunity shaping refers to the proactive efforts a contractor makes to influence a government customer’s understanding of requirements, acquisition strategy, and solution preferences before the formal release of a Request for Proposal (RFP).

It involves:

• Building relationships with agency stakeholders
• Positioning your solution or capabilities early
• Influencing the technical scope or contract structure
• Raising awareness of risks or considerations that favor your approach
• Helping the agency refine acquisition strategies that align with your strengths

Opportunity shaping happens during the pre-solicitation phase—the critical window where agencies are still deciding exactly what they need and how they’ll buy it.

2. Why Opportunity Shaping Matters

When you shape an opportunity effectively, you:

• Increase customer familiarity and trust with your company
• Frame the problem in a way that matches your solutions
• Influence evaluation criteria toward your strengths
• Limit competitor advantages by shaping technical and management requirements
• Improve your ability to propose realistic, executable solutions

Without shaping, you’re forced to respond to someone else’s playing field—often designed with a competitor’s strengths in mind.

3. When Does Opportunity Shaping Begin?

Opportunity shaping should begin as soon as:

• A potential opportunity is identified through market research or forecasts
• Early indicators such as Requests for Information (RFIs), Sources Sought notices, or Industry Days are released
• Capture managers spot expiring contracts or emerging needs aligned with your capabilities

In some cases, effective opportunity shaping can start 12–24 months before RFP release.

The earlier you engage, the greater your influence.

4. How to Shape Opportunities in Federal Capture

Step 1: Conduct Deep Customer Research

Understand the agency’s:

• Mission priorities and funding drivers
• Program pain points and technical challenges
• Key decision-makers and influencers
• Acquisition history (contract types, vehicle preferences)

Research helps you craft messaging and solution concepts that align with agency needs.

Step 2: Engage Early and Often

Schedule meetings with:

• Program Managers
• Contracting Officers
• Technical Leads
• Small Business Offices (if applicable)

Engage professionally and proactively—ask questions, listen carefully, and offer insights without selling aggressively.

Early engagement builds credibility.

Step 3: Shape Through Thought Leadership

Provide value before the competition begins by:

• Submitting white papers or capability briefings
• Offering insights on technical challenges or emerging technologies
• Sharing lessons learned from similar programs
• Advising on risk management or acquisition strategy (without being self-serving)

Your goal is to become a trusted advisor—not just another vendor.

Step 4: Influence the Acquisition Strategy

Help guide decisions about:

• Contract type (e.g., IDIQ, BPA, definitive contract)
• Set-aside status (e.g., small business, 8(a), SDVOSB)
• Evaluation criteria (past performance weighting, technical vs. price balance)
• Scope of work and deliverables

Position your company to thrive under the structure being contemplated.

Step 5: Monitor and Adjust Based on Feedback

Capture teams should track:

• Customer reactions to your solution ideas
• New competitors entering discussions
• Shifts in funding priorities or leadership
• Changes in draft RFPs or forecasts

Opportunity shaping is dynamic. Stay flexible and adjust strategies as needed.

5. Best Practices for Opportunity Shaping

• Start early and stay persistent: Relationships and influence build over time.
• Focus on the customer’s mission, not your company: Lead with value, not self-promotion.
• Coordinate messaging across your team: Ensure consistency in what BD, capture, and executives communicate.
• Maintain professionalism and compliance: Follow FAR rules governing pre-solicitation communications.
• Document shaping activities: Capture every touchpoint and insight for your capture and proposal teams.

6. Common Mistakes to Avoid

a. Waiting for the RFP to Drop

By then, your competitors have already shaped the playing field.
Fix: Begin shaping as soon as you identify the opportunity.

b. Selling Too Hard

Overly aggressive pitches alienate government stakeholders.
Fix: Focus on helping the agency solve its problems, not just pushing your product.

c. Ignoring Procurement Officers

Program managers have influence, but contracting officers control acquisition strategy.
Fix: Build relationships with both technical and procurement sides.

d. Failing to Follow Up

Single-touch engagement rarely shapes outcomes.
Fix: Plan ongoing, value-added touchpoints over months—not weeks.

7. Conclusion

Opportunity shaping in federal capture is one of the most powerful ways to tilt the competition in your favor—before your competitors even realize a contract is forming. Through early research, customer engagement, solution positioning, and strategic influence, you move from being a bidder to being a trusted partner in the agency’s mission success.

Need help building a capture and opportunity shaping strategy that positions your team for more wins? Hinz Consulting offers full-cycle capture management, customer engagement planning, and proposal development services for government contractors.