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About · Team

Meet the Team

Between them the team has over 40 years of combined bidding experience across solution design, bid writing, compliance and mobilisation.

Headshot of Diana Jones, Co-Founder and Co-Owner

Diana Jones

Co-Founder & Co-Owner

With over ten years’ experience in bids and business development, I specialise in helping providers win and deliver complex services across healthcare, justice and immigration.

Headshot of Tudor Pettengell, Solutions Director and Co-Owner

Tudor Pettengell

Solutions Director & Co-Owner

I specialise in securing high-value government contracts across justice, healthcare, IT and defence. I lead teams using a human-centred approach so proposals are practical, commercially sound and built around real service users.

Headshot of Emma Smith, Director of Writing and Co-Owner

Emma Smith

Director & Co-Owner

I am a specialist technical bid and proposal writer, turning complex IT, health and justice services into clear, evidenced answers for buyers including DfT, DfE, DWP, MoJ, MoD and NHSE.

Headshot of Tom Whiting, Co-Founder and Co-Owner

Tom Whiting

Co-Founder & Co-Owner

I coordinate bids, mobilisation planning and the back-office systems that keep every FBS pursuit on schedule. I bring a project management background running multi-site operations across Birmingham, London and Essex.

Headshot of Joel Mullish, Bid Director

Joel Mullish

Bid Director

I have over a decade of experience on complex public sector bids and pursuits, for large outsourcing businesses across justice, health, security and transport, and more recently on micromobility contracts across Europe.

Headshot of Maya Richards, Bid Writer

Maya Richards

Bid Writer

I write proposals and shape solutions with SMEs bidding for public sector work, drawing on project controls and management roles across defence and an early career in the Civil Service.

Headshot of Sam Hopkinson, Bid Writer

Sam Hopkinson

Bid Writer

I write bid responses alongside our senior writers, turning subject matter expertise into clear answers built around the buyer’s questions.

Headshot of Lisa Haskard, Business Administrator

Lisa Haskard

Business Administrator

I run the back-office processes, policies and documentation behind every FBS bid, so compliance documents and certificates are ready when a tender asks for them.

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Send us the opportunity and the deadline. We will tell you straight whether we can help, what it takes and what it costs.

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AI & Automation

At FBS, we strategically embed AI tools into traditional bid workflows to accelerate productivity and drive value for money. We understand that AI is a powerful accelerator, but we also know its limits.   

While AI can rapidly generate a strong structural foundation, it will only get your draft 70% of the way there. To achieve maximum evaluation scores, guarantee  compliance, and genuinely resonate with evaluators, expert human intervention remains non-negotiable. 

We bridge the gap between artificial efficiency and winning human strategy by: 

  • Building Your "Bidding Machine": We work collaboratively as an extension of your team to combine your Subject Matter Expertise (SME), internal knowledge base, and historical case studies with our deep procurement expertise. The result is a highly efficient, AI-augmented bidding engine tailored specifically to your operational strengths. 
  • Defining "What Good Looks Like": Leveraging our professional understanding of winning public sector bids, we help you establish quality benchmarks. We support you in developing a distinct tone of voice and style within your AI prompts, ensuring generated content feels authentic to your brand.   
  • Accelerated First Drafts: We guide your business in using AI to rapidly generate structured, comprehensive first drafts. This removes the "blank page" hurdle, freeing up your internal SMEs to focus on solution design rather than heavy writing. 
  • Expert Review & Polish: The 30%  is where bids are won. We provide high-level manual reviews of your AI-generated drafts. Our bid experts meticulously edit, challenge, and refine the content to ensure every nuanced specification requirement is hit, the narrative is compelling, and the final submission is 100% compliant. 

By merging AI efficiency with our senior-level bid execution, we ensure you can bid at scale without ever sacrificing the strategic quality required to win. 

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Mobilisation & Project Management

We bridge the gap between contract award and operational go-live, ensuring your proposed solution is implemented on Day One. We drive the transition process with strict project governance, protecting your commercial baselines and safeguarding service continuity throughout the setup phase. 

  • Transition Planning & Governance: We establish the master mobilisation plan, using robust project management methodologies to track critical milestones, assign clear ownership, and maintain strict governance from contract signature to operational launch. 
  • Resource & Supply Chain Activation: We manage the practical rollout of your workforce and partner ecosystems. From coordinating complex TUPE (Transfer of Undertakings) processes to embedding external sub-contractors, we ensure all operational elements are securely in place. 
  • Risk Mitigation & Issue Resolution: We proactively identify and mitigate implementation risks before they impact delivery. By maintaining dynamic RAID logs and facilitating swift executive escalations, we prevent costly delays and scope creep during the transition. 
  • Day One Readiness & Handover: We guarantee a seamless transition to your business-as-usual teams. We conduct rigorous operational readiness testing and facilitate comprehensive handovers, ensuring your delivery leaders can deliver the contract with confidence. 
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Bid Management

We drive the end-to-end bidding process, bringing strict discipline to complex, high-pressure pursuits. We manage the moving parts, deadlines, and governance, allowing your operational and executive teams to remain focused on business as usual while we deliver the submission. 

  • Critical Path & Governance: We build and enforce the master bid plan. By running regular delivery stand-ups and structuring clear executive decision gates, we ensure every workstream stays on schedule and aligned. 
  • Stakeholder Orchestration: We act as the central hub for the pursuit, actively managing internal Subject Matter Experts, external supply chain partners, and board-level sponsors to eliminate siloes and drive seamless collaboration. 
  • Rigorous Review Cycles: We embed structured, independent review stages into the timeline. By acting as an objective external evaluator, we continuously challenge the developing proposition to elevate quality. 
  • Production & Submission Control: We take full ownership of the final output. From document versioning and graphics coordination to final formatting and secure portal uploads, we support a stress-free submission. 
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Bid Writing

We translate operational solutions into compelling, evaluator-focused narratives. We manage the end-to-end drafting process, ensuring every response is highly persuasive, easy to evaluate, and explicitly mapped to the buyer’s scoring criteria. 

  • Storyboarding & Answer Structuring: Before drafting begins, we deconstruct complex specification questions into detailed storyboards. This approach sequences arguments logically, and ensures no sub-question is missed. 
  • SME Knowledge Extraction: We conduct targeted interviews with your operational and technical Subject Matter Experts. We capture their vital on-the-ground knowledge and translate it into polished, authoritative copy, minimising the writing burden on your internal delivery teams. 
  • Persuasive Content Creation:  We articulate your exact delivery methodologies and seamlessly weave your win themes throughout the text to build a highly credible, client-centric proposition. 
  • Scoring Matrix Optimisation: We align every paragraph with the buyer's evaluation framework. By mirroring the authority's specific terminology and structuring our answers to make hard evidence easy to find, we successfully achieve maximum quality scores. 
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Commercial Modelling

We architect commercial strategies that balance competitive pricing with sustainable, long-term delivery. We ensure your financial models withstand buyer scrutiny and align with public sector value-for-money criteria. 

  • Cost-to-Serve & Baselining: We translate your operational blueprints into fully costed commercial baselines. By rigorously testing volume assumptions and resource requirements, we build competitive pricing models that protect your margins without compromising service quality. 
  • Risk Positioning & Allocation: Working alongside your internal finance and legal teams, we identify, quantify, and map contractual risks. We develop clear mitigation strategies and contingency models to shield your business from financial exposure. 
  • Payment Mechanism Alignment: We structure your pricing logic to directly align with the buyer’s proposed payment mechanisms, performance deductions, and Service Level Agreements, ensuring your financial model remains resilient during live operations. 
  • Value-for-Money Narratives: We translate complex financial data into a compelling commercial narrative. We clearly articulate your operational efficiencies, economic benefits, and long-term cost savings to maximise your scores in the commercial evaluation.
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Solution & Service Design

We engineer comprehensive operational blueprints that translate complex procurement requirements into deliverable, fully costed services. We bridge the gap between high-level strategy and on-the-ground execution, ensuring your proposed delivery model is highly competitive and operationally resilient. 

  • Operational & Workforce Modelling: We convert raw operational data into scalable staffing models. We design shift patterns, resource allocations, and management structures that meet government value-for-money criteria while ensuring safe delivery. 
  • Human-Centred Service Journeys:  We design services to be accessible, safe, and compliant whilst supporting vulnerable populations in highly regulated environments. 
  • Technology & Infrastructure Integration: We design the structural interfaces between your core operations and necessary support systems, embedding IT, digital tools, and facilities management workflows into the overarching service model. 
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Capture Planning

We manage intelligence-gathering and positioning activities required to shape the buyer's requirements. 

  • Competitor & Buyer Intelligence: We analyse incumbent performance, map key decision-makers, and study competitor strategies to identify exactly where your proposition can disrupt the market. 
  • Pre-Market Engagement: We guide your approach to soft market testing, bidder days, and early buyer dialogues, helping you influence the procurement design and build early credibility. 
  • Win Theme Development: We synthesise market intelligence into highly focused, client-centric win themes that address the buyer’s core pain points, creating the strategic anchor for submission. 
  • Actionable Pursuit Plans: We transition high-level strategy into a shared action plan, defining clear capture milestones, assigning resource responsibilities, and tracking intelligence gaps.  
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Pipeline Management

FBS act as an extension of your growth function, taking ownership of comprehensive opportunity tracking so your leadership team can remain focused on strategic decision-making and operational delivery. By integrating directly with your internal systems, we provide total visibility over your future pipeline. 

  • Automated Tracking & CRM Integration: We embed our tracking processes directly into your existing systems (such as Monday.com or HubSpot), building a live, automated pipeline of upcoming opportunities that is immediately accessible to your wider team.   
  • Curated Weekly Summaries: Instead of sifting through standard automated portal alerts, you receive a refined weekly delivery of curated opportunities. This includes targeted executive summaries for shortlisted tenders that genuinely align with your strategic strengths and right-to-win. 
  • Strategic Go/No-Go Check-ins: You benefit from weekly, high-value check-ins with an experienced FBS Bid Manager. We help you objectively assess tender viability, analyse the competitive landscape, and make rigorous, data-driven go/no-go decisions before committing resources.   
  • Accurate Cost Forecasting: By keeping you consistently ahead of the procurement curve, we ensure you have a clear view of your pipeline. This visibility allows you to accurately forecast bidding costs, balance your team's capacity, and prepare your strategic approach months before a tender is officially published. 
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Bid Readiness & Improvement

We evaluate and upgrade your existing collateral to ensure you are fully prepared to mobilise the moment a tender is published. By addressing foundational requirements and content gaps in advance, your team can focus on solution tailoring during the live bid period. 

  • Collateral & Evidence Banks: We audit your past submissions to extract and refine your strongest narratives, structuring a comprehensive, accessible library of case studies and evidence bases for your team to pull from. 
  • Targeted Gap Analysis: By cross-referencing your current materials against your forecasted pipeline, we pinpoint exactly where evidence is missing. We then work directly with your Subject Matter Experts to build out these missing pieces before the procurement goes live. 
  • Market Entry Stress-Testing: When targeting an adjacent sector, we act as a critical friend to pressure-test your operational assumptions. We challenge your proposition to ensure it is credible and fully aligned with the unique realities of a new market. 
  • Compliance & Certification Assurance: We verify that your business holds the mandatory legal registrations, policy frameworks, and industry certifications expected for your upcoming tenders, ensuring no procedural hurdles block your submission. 
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Business Development & Strategy

Winning complex, high-value public sector contracts demand a carefully architected strategy long before the procurement officially opens. At FBS, we leverage our insider experience from leading major bids to help you design, position, and deliver a competitive growth strategy. 

We act as an embedded extension of your executive team, providing the architecture and commercial rigor necessary to confidently enter new markets and unseat established competitors.

  • Market Entry & Competitive Positioning: We guide providers into highly regulated adjacencies, including Justice, Defence, Health, and the Home Office. By mapping the competitive landscape, we help you shape a proposition that highlights your unique right-to-win from day one.
  • Enterprise Architecture & Solution Design: We take a Human-Centred Design approach to build your overarching operating model from the ground up. We specialise in translating operational data into fully scoped, scalable delivery models ensuring your IT, HR, and security solutions meet and exceed strict public sector standards.
  • Supply Chain & Partner Ecosystems: We take ownership of your supply chain formation to integrate external partners into your core service model. 
  • Pursuit Governance & Capability Building: Beyond single bids, we help you build a sustainable, disciplined pursuit engine. We establish clear decision gates, board reporting rhythms, and Risks, Assumptions, Issues, Dependencies trackers, giving your internal teams the structural framework needed to confidently manage high-stakes opportunities. 
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