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What is Ultimate Tender Coach?

Ultimate Tender Coach is a unique bid writing training programme created to help SMEs win more UK public contracts.

It includes access to a comprehensive online training platform covering the entire end-to-end bid life cycle. The programme contains over 25 hours of video content and learning materials, supported by weekly coaching calls with a bid specialist and online access to an experts’ forum.

It is designed for SMEs who want to win more public contracts, give their tenders a boost or just want to know where and how to start winning work in the UK public sector.

Frequently asked questions

How is Ultimate Tender Coach delivered?
The modular learning programme is hosted online, comprising of a range of video tutorials with downloadable action items/ worksheets. It is a flexible learning programme that you can work through at your own pace and fit around the demands of your business. Weekly coaching video calls (optional) are hosted on Zoom and the online experts’ forum is a private community group hosted on LinkedIn. You can complete Ultimate Tender Coach online in your own time to fit around the demands of your business.
How does it work?
As a member you login online to watch the modular video tutorials and complete the corresponding action items with a focus on your business. You can ask specific questions in the private members’ group and discuss the course content - or any other tender challenges you might be facing - on the optional weekly coaching video calls.
Why does it exist?
We know the SMEs need more support when it comes to bidding for public contracts, as it's not easy to do well and they're not easy to win. Improving your knowledge and bid skills will help you identify, write and develop winning bids to the UK public sector, which could transform your business.
What does the Ultimate Tender Coach programme cover?
The programme covers the entire public sector tender process, so you can focus your bidding efforts on the right opportunities for your business. It provides you with the knowledge you need to navigate the tender process and to develop compelling responses that will help you win public contracts. We explain how to identify contract opportunities with the highest win probability for your business - then show you how to improve your bid writing and develop winning bids. The programme goes beyond the tender submission, covering how to identify lessons learned, drive marginal gains and continually improve each bid in turn, to build a constantly successful bidding function for your business.


“We have found both the people and the service at Ultimate Tender Coach to be excellent. For us, tender writing was a daunting prospect, but the approachability and guidance given on the course was an enjoyable and educational experience. I wouldn’t hesitate to recommend, money well spent.”

Steve Johnstone, Director

Alliance Creative, July 2021

“We have found both the people and the service at Ultimate Tender Coach to be excellent. For us, tender writing was a daunting prospect, but the approachability and guidance given on the course was an enjoyable and educational experience. I wouldn’t hesitate to recommend, money well spent.”

Steve Johnstone, Director

Alliance Creative, July 2021

Ultimate Tender Coach is delivered by AM Bid. Our business launched in 2014 and has successfully grown into one of the UK’s leading bidding consultancies offering bid, proposal and tender expertise.  We consistently achieve 80%+ bid success rates for local, regional and national organisations on contracts worth anything from £50k to £500m.

Our team of seasoned tender writers and managers, based across the UK, are experienced in over 25 sectors and specialise in telling their clients’ story in a way that resonates with decision-makers.

We have developed a range of tried and trusted strategies to turn bid/tender opportunities into lucrative business wins. We have taken this knowledge and expertise to create Ultimate Tender Coach. This is a brand new and unique public sector bid writing training programme. It can act as in-house resource for all those looking to improve their bid writing skills.

Membership of Ultimate Tender Coach provides:

  • access to 27 modules of online training for 2 licensed users;
  • training delivered by 3 Directors with 40 years+ public sector bidding experience;
  • access to a 1-hour weekly member coaching call; and
  • entry to a private LinkedIn group for advice, support and news.

Andrew Morrison - Founder & BD Director

Andrew launched AM Bid in October 2014 and he has more than 16 years of experience successfully leading bid teams to over £1.75 billion of contract wins (with Local Authorities, Housing Associations, ALMOs, Central Government, NHS & Education, Procurement Frameworks and private sector organisations). He has gained exceptional contractor experience in FTSE100 companies and SMEs as well as roles with clients in both local government and the third sector. He possesses expert levels of commercial, strategy, writing and editing skills.

He is a Fellow of the Chartered Institute of Housing (FCIH), APMP Certified Practitioner and Member of the Institute of Directors. Andrew has a MSc in Housing Studies (with distinction). He holds a string of business awards including APMP UK Bid Excellence Finalist (2020), IoD Scotland Emerging Director of the Year (2018) and Edinburgh Chamber of Commerce Director of the Year Finalist (2019, 2018 and 2017) and is an industry recognised expert speaker.  Andrew was given the bid world’s first LinkedIn Live broadcasting rights and to date has presented 90+ broadcasts on a range of work-winning and entrepreneurial topics.

David Gray - Managing Director

David joined AM Bid in October 2016. He is an award-winning leader and bid expert, with over 14 years’ experience leading high-performance bid teams to new business opportunities worth over £2.5bn in cumulative value. He has extensive experience in directing and developing bids across a broad range of sectors, including Architecture, Asset Management, Construction, Design, Energy, FM, IT, Legal, Marketing, Renewables and Telecoms.

Elected by his professional peers to the APMP international Board of Directors in 2020, David helps shape the strategic long-range plan of the bid world’s membership association and certification body. He is the APMP UK Outstanding Leadership Award Winner (2020) and was named in the APMP Global Top 40 Under 40 list (2019). David has a BA (Hons) in Corporate Communication, holds Chartered Membership of the Chartered Institute of Housing (CIHCM) and also is professionally qualified with the Association of Proposal Management Professionals (CP APMP). David is an international speaker and bidding thought leader, who is regularly invited to speak at professional events and contribute to industry publications across the world.

Philip Thomson – Bid Development Director

Philip joined AM Bid in April 2021 bringing with him over a decade of highly successful bidding experience. He is a senior bid professional with an exceptional track record in winning new business in a wide range of sector and across all parts of the UK and Ireland including Blue Light, Central and Local Government, Construction, Education, Healthcare, Manufacturing, Pharmaceutical & Retail.

He has an exceptional track record in customer relationship management, leading to retention of existing business and the organic growth of contracts – in some cases to over 200% of their original value. He is an Association of Proposal Management Professionals (APMP) Certified Practitioner, with extensive experience of working with, supporting, and mentoring bid teams. He is also a member of the Institute of Workplace and Facilities Management (IWFM) and Institution of Environmental Sciences (IES).




To find out more about AM Bid and the services they offer click here.