How Hyble won a multi-million dollar RFP that launched them into the USA.

The Client

Hyble is an industry leading, innovative MarTech company, helping global drinks brands increase sales and reduce waste through their flagship product.

Their technology enables sales reps in the FMCG industry to create on-demand customised marketing materials for their customers. Hyble operate in 36 countries and are backed by the UK’s most active growth capital investor BGF.

Craig Letton, CEO, had been working on a significant opportunity that if won, would see the company double in size within 12 months, and expand rapidly into the US market. However, the client was one of America’s largest privately owned companies and had worked with the incumbent vendor for over a decade. Craig recognised that the RFP process would be run formally through the client’s procurement team, be highly competitive, and game-changing for the winning bidder.

Craig believed that Hyble’s likelihood of winning would be improved significantly if they brought in 3rd party expertise to challenge his own team’s thinking, improve the quality of RFP response, and support them with their negotiation strategy. Craig ran his own competitive tender process, and subsequently, Piscari won the opportunity to work closely with Hyble, over a 12 month period, on this unique and exciting opportunity.

Craig Letton, CEO, Hyble

“As an enterprise seller it’s sometimes difficult to gain the perspective of a corporate procurement professional. Mike’s experience in this role has allowed me and my team to understand the objectives and needs of Procurement and therefore significantly improve the way we interact with the customer’s procurement team.”

The Challenges

The key challenges that Craig wanted Piscari’s support and challenge on included:

  • What were the unique needs, and more importantly interests/motivations, of the client’s procurement and wider commercial team – and how should Hyble position their responses
  • How to present Hyble’s response in a way that would enable the client’s procurement and commercial teams to easily compare a technology led solution with a more traditional model provided by the incumbent.
  • How to build a comprehensive, yet easy to follow negotiation strategy, that enabled all members of the Hyble team to contribute their thinking and level the negotiation playing field.

The Approach

Working with Craig and his senior leadership team, Piscari worked collaboratively on the following key activities::

  • Early in the process, designing and facilitating an “RFP Response” workshop with Hyble’s senior team. The primary purpose was to test key assumptions, build a list of critical questions, challenge the proposed target operating model, and review commercial options.
  • Help prepare the Hyble team for a series of critical client meetings by challenging their thinking and probing with difficult questions.
  • Build a negotiation strategy, based
    on Piscari’s proven methodology and templates, as seen through the eyes of an ex-procurement director.
  • Review and comment on critical commercial documents throughout the process.
  • Provide a framework for, and help think through, the client stakeholder map and strategies to secure alignment.

Outcomes and Benefits

Working collaboratively over 12 months resulted in the following benefits:i:

  • Hyble won a commercially attractive multi-year, multi-million dollar deal.
  • The win was pivotal to enabling US expansion, and, securing an additional £2m follow-on investment from their PE backers, BGF.
  • The process has provided the commercial leaders with new insights, tools and techniques they can re-use as they accelerate their growth.



Landing this huge multi-year deal in the USA is creating transformative growth for Hyble. With a recent follow on investment from BGF, Hyble are scaling up their team in the USA to deliver this new contract and pursue further growth opportunities in the beverage alcohol industry.

Piscari’s Negotiation and Procurement Insights service
Mike Lander,
CEO Piscari

Why Piscari? Our Difference

We asked Craig Letton: “How did Piscari add value to your business?” These are some of the things they said about us:

  • “Mike was extremely flexible in his approach and support; as the client flexed their process, so did Mike”
  • “Mike was the perfect sounding board when
    it came to shaping commercial responses to our client – he was challenging yet supportive which is a pretty rare combination”
  • “Ultimately, we won because the whole team, including Mike, approached this opportunity with a growth mindset. I’d recommend Mike to any growth-oriented business, especially when they’re presented with a pivotal RFP opportunity”.

“Working on this deal with Piscari allowed us to gain a unique insight into what our customer’s procurement team would be looking for and enabled us to compose a proposal and presentation that was incredibly strong, leading us to win this transformative RFP.”

Craig Letton, CEO, Hyble