Win Theme

What is Win Theme?

A win theme connects a buyer's important outcome with a benefit the contractor can deliver and evidence supporting that benefit. It guides the proposal toward a reason to select the company. A slogan or unsupported statement of superiority is not a useful win theme.

How to use it

Identify the customer priority and relevant evaluation factor. State the proposed benefit, explain the mechanism, and attach credible performance evidence. Check that the technical approach and price support the commitment. Remove themes that depend on capabilities the company cannot demonstrate.

Example

Instead of claiming excellent service, an illustrative team explains how its transition approach reduces interruption risk. It supports the approach with relevant past performance and a realistic staffing schedule.

Reference

Federal Acquisition Regulation 15.304.