Free Pitching Matrix
This chart outlines the ways in which the services of designers are acquired and the issues of free pitching associated with each.
Method of obtaining design services	Request for Quotation	Tender	Paid Pitch, Limited Competition	Public Competition	Awards	Pro Bono	Free Pitch Request
Used to obtain	All services and goods.	All services and goods.	Creative services.	Creative services.	Publicity and, sometimes, creative services	All services.	Creative services.
Method used by	All businesses.	Larger businesses, councils, government.	Larger businesses.	Larger businesses, government.	Larger businesses, government and industry support organisations	Not for profit organisations, charitable organisations, worthy individuals.	Larger businesses, government.
Reason used	Gain understanding of the fair price for a particular service or goods.	Gain understanding of the fair price for a particular service or goods.	Obtain a broad range of solutions to a creative problem.	Publicity for a company, issue or product; enlist public ownership in an issue or project; obtain a broad range of solutions to a creative problem.	Publicity for the organising and sponsoring customers. Publicity and recognition for the participating suppliers. Occasionally to acquire commercial ideas.	Unable to afford the services or products needed.	Gain free solutions for a creative problem.
Features of method	Most common method of purchase between businesses. Purchaser selects those who will quote based on some initial assessment of their suitability. Purchaser is primarily attempting to establish a fair price for the most beneficial parcel of goods or services.	Common method of purchase used by organisations where there is a need to demonstrate an equitable method of selecting a supplier. Provides buyer with a broader range of quotes without the need to select each potential supplier.	An organisation approaches a number of suppliers who are asked to compete for their future business or a project based on providing a paid sample of their work. Or, an organisation approaches a number of suppliers who are asked to quote on and perform the same brief.	An organisation advertises to the public or to a selected community of interest. The competition details will include eligibility, time frame, a clear definition of the material to be provided, and specific details of the prize.	Awards have either a community support focus or a commercial publicity focus. Community support awards usually require the submission of existing work. Commercial publicity awards may be based on existing work or may require the designer to fulfil a set brief. Awards processes are often annual events with the reward to the designer being the prestige and publicity rather than a prize.	A supplier agrees to provide goods and services at no cost, or reduced cost, as a donation towards the community support work being done by the organisation.	An organisation approaches a number of suppliers who are asked to compete for their future business or a project based on providing a free sample of their work.
How is it negotiated	Business to business private communication	Public advertisement, or limited private distribution of tender.	Business to business private communication	Public advertisement	Public advertisement or limited distribution in a particular group.	Business to business private communication	Business to business private communication. Sometimes the offer to pitch is general knowledge within a particular supplier group.
Intellectual property	Ownership of any resulting intellectual property should be clearly documented in the proposal.	Ownership of any resulting intellectual property should be clearly documented in the proposal.	Ownership of any resulting intellectual property should be clearly documented in the proposal.	Check the competition rules for conditions associated with ownership of IP.	Check the award rules for conditions associated with ownership of IP.	Regardless of the provision of free services the ownership of IP should be documented before commencing.	Designers should ensure that they retain all intellectual property that results from their work and be vigilant that the organisation isn't benefiting from IP that it has not paid for.
Advice to the purchasing organisation	Do not expect design solutions to be provided with a quote for services.	Do not expect design solutions to be provided with a quote for services.	Purchasing multiple design solutions may mean reduced briefing and interaction with each supplier with the potential that some or all of the solutions provided may be compromised. You must also ensure that you have the skills to assess and select from the commissioned selections.	Public competitions produce good results when the outcome required is largely publicity or community engagement. Using competitions to develop commercially important designs is dangerous. The variables associated with lack of direct communication between client and designer, the various skill levels of the participants and the relative design assessment skills of the judging panel all contribute to unreliable results.	Award processes used for the collection of commercial ideas have the same flaws as competitions.	Take care to assess that free services will achieve your organisational aims. The commercial benefits of paying a professional supplier to fully assess and address your requirements may produce results that will outweigh the initial investment.	Free design solutions may be detrimental to the commercial success of your project as the normal process of professional interaction between client and designer has been eliminated. Disputes relating to ownership of intellectual property may compromise any commercial outcome from the supplied work.
DIA Position – Advice to designers	Normal commercial practice	Normal commercial practice	Professional designers do not provide their services at a discounted rate for the commercial gain of others	Professional designers may choose to spend time on public competitions.	Professional designers may choose to participate in awards processes.	Professional designers may choose to provide their services in support of organisations and activities that have a public benefit.	Professional designers do not provide their services for free for the commercial gain of others
Things to watch for	Avoid providing free professional services with the quote	Avoid providing free professional services with the quote	Avoid providing discounted professional services. Ensure that the ownership of all intellectual property arising from the brief is clearly defined.	Avoid competitions where the intent is to avoid the payment of professional fees	Support award processes that are primarily intended to build the strength and reputation of the profession. Avoid award processes where the intent is to avoid the payment of professional fees.	Avoid displacing an existing paid professional relationship where the organisation was able to budget the professional fees.