--- title: "PHD Strategic Pricing, Ticketing and Demand Study" ocid: "ocds-h6vhtk-06e096" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-06e096" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-06e096.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-06e096.json" source: "Find A Tender Service" current_stage: "Tender" buyer: "ROYAL NAVY MUSEUMS" published: "2026-08-10" --- # PHD Strategic Pricing, Ticketing and Demand Study Buyer: ROYAL NAVY MUSEUMS Current stage: Tender OCID: ocds-h6vhtk-06e096 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-06e096) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-06e096.json) ## Summary The Royal Navy Museums, a public authority within central government, is inviting tenders for a comprehensive study on strategic pricing, ticketing, and demand analysis titled "PHD Strategic Pricing, Ticketing and Demand Study". The procurement exercise is classified under the 'Research and development services' industry category and will be conducted via an open competitive process. This tender focuses on the service sector with an expected contract value ranging between £60,000 and £120,000, excluding VAT. It is set in Portsmouth, United Kingdom, and includes a procurement timeline where the tender period concludes on 11th September 2026. The successful proposal will undertake an independent analysis and modelling for understanding how the current pricing affects visitor demand and how to optimise future ticketing strategies. Key dates include the enquiry period ending on 21st August 2026 and the award period closing on 6th October 2026. The contract is anticipated to begin on 19th October 2026 and last 18 months. This tender provides a substantial opportunity for businesses specialising in pricing strategy, behavioural insights, visitor research, digital analytics, and commercial implementation. Companies with relevant expertise can align the outcomes of this project with strategic growth initiatives for long-term commercial performance enhancement. The procurement process invites consortium bids, enabling businesses to leverage complementary expertise. The project allows for substantial growth prospects by offering a platform where suppliers can influence significant operational decisions impacting visitor admissions structures. Companies able to demonstrate a robust methodology, relevant experience, and the ability to deliver practical recommendations stand a good chance of securing the contract, paving the way for reputational growth and future procurement successes. ## Notice PHD has identified a need for specialist expertise to address several strategic questions that cannot be answered internally with sufficient confidence. Existing evidence suggests pricing, admissions structure and visitor decision-making are affecting demand and conversion. However, the organisation requires independent analysis and modelling to understand: * Whether current pricing levels suppress demand. * How visitor segments respond to price and product structure. * The impact of removing lower-commitment admission products. * The relationship between yield, volume and long-term sustainability. * The role of digital channels in visitor conversion. * How future ticketing structures can support both commercial performance and audience growth. Deliverables * The commission is expected to produce: * A recommended admissions architecture. * A recommended pricing framework. * Recommendations regarding lower-priced entry products. * Recommendations regarding Gift Aid. * Recommendations regarding discounting. * Recommendations regarding affiliate, trade and third-party sales. * A practical implementation roadmap for Easter 2027. Procurement Structure An open competitive procurement exercise will be undertaken. Potential suppliers will be invited to submit proposals detailing: * Understanding of the brief. * Proposed methodology. * Relevant experience. * Project team. * Cost proposal. * Delivery timetable. Submissions will be evaluated against: * Understanding of strategic challenge. * Methodology and robustness. * Relevant expertise. * Practical applicability. * Value for money. * Quality of proposed team. Consortium bids are welcomed where they bring together complementary expertise across pricing strategy, behavioural insight, visitor research, digital analytics and commercial implementation. One organisation should be identified as lead contractor and assume overall responsibility for delivery. Contract Management The contract will be managed by the Head of Audiences and Revenue Marketing (Racheal Brasier) with support from Sharna Bennett (Performance and CRM Lead). Regular project meetings will be held throughout delivery. Key milestone outputs will be reviewed by an internal project steering group representing: * Portsmouth Historic Dockyard Operations with representation from MRT and RNM Contract Duration 18 months The core consultancy work is expected to complete within approximately 6-9 months, with the remaining term allowing for validation, implementation support and follow-up advice as required. Contract Value The estimated contract value is between PS60,000 and PS120,000 excluding VAT, based on the indicative project scale identified through an initial document sent out to potential suppliers. Initial market research was undertaken with a variety of suppliers that outlined different approaches to the work - the estimates provided ranged from PS60,000 - PS120,000. Funding is expected to be met from approved budgets and supports long-term commercial growth priorities for both RNM and MRT. Failure to undertake the study may result in: * Continued suppression of visitor demand. * Reduced accessibility for key audience segments. * Inefficient pricing structures. * Lost admissions income. * Poor strategic decision-making based on incomplete evidence. * Failure to optimise the balance between revenue generation and audience growth. Supplier Suitability Assessment Suppliers will be assessed against: * Understanding of the strategic challenge (15%). * Methodology and approach (15%). * Relevant experience and expertise (15%). * Project team quality (15%). * Deliverability and practical recommendations (15%). * Value for money (15%). * Sustainability (10%) Evaluation criteria reflect those outlined in the commission brief. Full details can be found within the scope document. ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/075910-2026 | | Notice type | UK4 - Tender Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Open | | Procurement method details | Open procedure | | Tender suitability | SME | | Awardee scale | Not specified | | All stages | Tender | ## Dates | Field | Value | | --- | --- | | Publication date | 10 Aug 2026 | | Submission deadline | 11 Sep 2026 | | Future notice date | Not specified | | Award date | Not specified | | Contract period | 18 Oct 2026 - 31 Mar 2027 | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £60,000 | | Lots value | £60,000 | | Awards value | Not specified | | Contracts value | Not specified | ## Status | Field | Value | | --- | --- | | Tender status | Active | | Lots status | Active | | Awards status | Not specified | | Contracts status | Not specified | ## Buyer | Field | Value | | --- | --- | | Main buyer | ROYAL NAVY MUSEUMS | | Locality | PORTSMOUTH | | Post town | Portsmouth | | Postcode | PO1 3NH | | Country | England | | ITL 1 | TLJ South East (England) | | ITL 2 | TLJ3 Hampshire and Isle of Wight | | ITL 3 | TLJ31 Portsmouth | | Local authority | Portsmouth | | Electoral ward | Charles Dickens | | Westminster constituency | Portsmouth South | | Delivery location | Not specified | ## CPV Codes ### Divisions - 73 - Research and development services and related consultancy services ### Codes - 73000000 - Research and development services and related consultancy services ## Release History - 10 Aug 2026 at 15:39 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/075910-2026 ## Documents - https://www.find-tender.service.gov.uk/Notice/075910-2026 10th August 2026 - Tender notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/Attachment/A-20510 - https://www.find-tender.service.gov.uk/Notice/Attachment/A-20512 ## Notice URLs - https://www.legislation.gov.uk/ukpga/2023/54/contents ## Provenance This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-06e096. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-06e096.json.