Sarah Green is the co-founder and director of Win That Bid, a UK bid writing and proposal consultancy that helps organisations across the waste, construction, rail and facilities management sectors secure major contracts. With a background in sales, marketing and project management, she has built a business supporting clients through complex tender processes. In this Q&A she shares the lessons, values and practical challenges of running a growing company as a female founder.
Women-led businesses now account for around one in five of all UK enterprises and contribute an estimated £85 billion to the economy, according to the government-backed Rose Review of Female Entrepreneurship. At the same time, the Procurement Act 2023 is reshaping how public sector contracts are awarded, with new rules designed to make it easier for small and medium-sized enterprises to compete. For founders like Sarah Green, that means demand for clear, persuasive bid writing is stronger than ever.
What does Win That Bid do, and who are your customers?
We provide bid support and consultancy to companies in the waste, construction, rail and facilities management (FM) sectors. Founded in 2009 from our London offices, we later opened a Doha office in 2014 to support clients in the Middle East. Companies hire us in two main ways: on a project-by-project basis to help pull together a standout bid, or on a retained basis as their outsourced bid team. Our team includes directors, bid writers, formatters and bid managers, and we work with clients ranging from specialist subcontractors to large infrastructure firms.
How would you describe yourself, and how has your previous experience shaped the business?
I’m a motivated entrepreneur with experience of understanding business needs, creating transformative solutions and delivering results in dynamic environments. My background spans sales and marketing, project management and general business management. Since 2003, I have set up and managed six businesses, including the sale of one. Working in bidding draws on all of those skills: selling our services, discussing complicated bid structures with clients, project managing bids of every size, and making sure the final submission is both compliant and compelling.
How do you balance family life with running a business? What do you do to relax?
Juggling work and family life is one of the biggest challenges any founder faces, and it is no different for me. Before children, I enjoyed running and cycling, and I’m getting back into both—the adrenaline and the journey towards fitness is the best part of being fit. Life is busy, so when I do get downtime, lying in front of the TV doing nothing is my favourite way to relax, unless I’m signing up for my next running race.
What are your values, and what role do they play in the business?
My values are reliability, honesty, efficiency, innovation and positivity. They shape how we deal with clients and the standard of service we deliver. In bid writing, trust matters: clients are often under pressure, deadlines are tight, and the stakes are high. Living these values helps us stay calm, focused and dependable, and they also guide how we recruit, train and develop the team.
What have been the high points?
Highlights with Win That Bid include winning our first client and helping them secure work for the London 2012 Olympics, delivering bid training in Iceland and Austria, and working day and night on our first large-scale tender. Each milestone reminded me why I started the business: to help organisations present their strengths clearly and win work they are genuinely capable of delivering.
What were the toughest challenges, and how did you overcome them?
The bid environment is stressful for clients, and it is our job to absorb some of that pressure. A common challenge is when a client has not anticipated how much support they actually need, which means working right down to the wire. We get through it by being honest early about what is achievable, planning meticulously and communicating constantly. Building a reliable team around me has also been essential, because no founder can do everything alone.
Where do you get support from?
My business partner, my coach and my family. Running a business can be isolating, so having people who will challenge you, listen to you and remind you of the bigger picture is invaluable. I also learn a great deal from peers in the bidding and entrepreneurship communities.
Who has inspired you, and why?
Steve Jobs, for pushing boundaries and innovating. His approach reminds me that even in a traditional industry like bid writing, there is always room to improve the way we work and the value we deliver to clients.
What are your future plans or goals?
We want to continue developing the UK business, launch into new markets and introduce new services that reflect how procurement is changing. With the Procurement Act 2023 opening up more opportunities for SMEs, we are focused on helping clients navigate the new landscape and compete for contracts they might previously have thought were out of reach.
If you are a female founder preparing to bid for public or private sector contracts, start by clarifying your value proposition, gathering evidence of past performance and understanding the buyer’s criteria. Even a modest investment in bid support can improve your win rate and free you to focus on delivery. For more guidance, explore our resources on business planning, public sector tenders and funding for women in business.
