PHD Strategic Pricing, Ticketing and Demand Study
Royal Navy MuseumsEstimated Value
Up to £60,000
Deadline
11 September 2026
Published
10 August 2026
Type
Not specified
Key points
- 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 £60,000 and £120,000 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 £60,000 - £120,000. 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 dates
- Duration
- 18 months
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Likely incumbents
Suppliers who won similar work from this buyer in the last 5 years.
- 1
BRAND XL LIMITED t/a Golden Goose
£60,000
total awarded
- 2
T NIELSEN & CO LIMITED
£35,750
total awarded
- 3
MTECH SOUTHERN SOLUTIONS LIMITED
£27,000
total awarded
BRAND XL LIMITED t/a Golden Goose is the most likely incumbent based on recency and category match. To win, bidders typically need a clearly differentiated proposition or a price advantage.
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two years of filed accountsyour financial standingturnover vs contract valueyour Companies House recordcash flow for 30-day termscredit scores and ratios
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Buyer Profile
Royal Navy MuseumsKey Dates
Published
10 August 2026
Submission deadline
11 September 2026
Notice type
tender
Source
find a tender
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