2016 Midwest Small Business Government Contracting Symposium

2016 Midwest Small Business
Government Contracting
Symposium
Marketing Your Business: Position to
Win Federal Contracts
Presented by:
Gloria Larkin
President, TargetGov
© 2016 TargetGov
Gloria Larkin
President
• Nationally recognized federal contracting
business development expert
• Author of The Basic Guide to Government
Contracting
• Consultant & Trainer
• Clients have won billions in federal
contracts
• Quoted in Wall Street Journal, Washington
Post, INC Magazine, Bloomberg
• Educational Foundation Board Vice-Chair
for WIPP
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
3
• Plan: Market Research
– Identifying targets
• Position: How to get noticed—positively!
– Relationship-based market
• Pursue:
– Layers of decision-makers
– Mitigating risk
– Tools required to get noticed
– Mistakes to avoid
• Win!
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
Learning
Objectives
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Insider’s View: What Works
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
5
Market Research
• Past: FPDS.gov at fpds.gov
• Present: FedBizOpps fbo.gov
• Future: Agency Forecasts
acquisition.gov/comp/procurement_forecasts
• Competition: USASpending.gov
– Primes: USASpending.gov
– Teaming: Small Business Dynamic Search
dsbs.sba.gov
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
6
Data Sources
• Free:
– FedBizOpps, FedConnect, FPDS, DOD eMall,
– SBA Pro-Net & SBDS, Agency web sites
– PTACs, association-related sources
• Subscription:
– BloombergGovernment, FedSources, FedMine,
Onvia, FedBid, etc.
– More popping up every day!
• You can drown in data unless you have the
sales process identified!
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
7
Identify Opportunities
Under $25K (not publically advertised):
• Each agency
• Each base
• Each office, decision-makers!
Over $25K (publically advertised):
• FedBizOpps.gov
– Sources Sought Notices (1,300 in last 30 days!)
• FedConnect.net
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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How to Get Noticed
• Be professional
– Ex: email, web site, dress the part
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© 2016 TargetGov
Know your niche!
Do not try to be all things
Lead with your expertise
Prove it!
Mitigate risk
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
9
Where to Get Noticed
• Person to person
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Conferences
Vendor outreach sessions
Agency and base events
Matchmaking
Associations, social events
• Referral
– From decision-makers
• Virtual
– Email, blog, Facebook,
Twitter, LinkedIn, Google+
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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• Government Contracting: Strict Process as
per the Federal Acquisition Regulations
• NOT Top-Down
• Three layers of decision makers
• Size of purchase determines decision
makers
• Each layer has different purpose and
responsibility
© 2016 TargetGov
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Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
Identifying The Real
Decision Makers
1. Small Business Representatives (OSDBU, SBR, OSBP,
PCR, CMR)
– Purpose: Help agency meet SB Goals: 23%
– Agency web site: search for OSDBU, OSBP
2.Contracting Officers (CO or KO)
– Purpose: Make legal purchase, provide government with
appropriate services and products; total responsibility
– www.FedBizOpps.gov or other opportunity posting site
3.Program Managers (PM), technical representatives
– Purpose: Technical expertise, end-users, can make tech or
vendor recommendations
– The most difficult to locate, use OSDBU & CO to refer you, a
relationship is required!
© 2016 TargetGov
12
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
Three Layers of
Decision Makers
Position
• You as the Prime Contractor
• You as the Subcontractor
• You as the Teaming Partner
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
13
Mitigating Risk
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Create a strong niche statement
Practice a 20 second elevator pitch
Use a powerful Capability Statement
Past performance is king!
Financial stability
Capacity
Partners
Craft strong RFP responses
Debriefing- win or lose
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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Positioning Tools Required
• Opportunity identifier: Past, present, future
• 1 page Capability Statement to identify your:
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Core Competencies
Past Performance
Differentiators
Company Data
• Bid-no-bid process
• Quickly identify the decision-maker, her/his
responsibility & level of interest in your business
• Contract vehicle
• CRM system
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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Marketing Tools
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Government registrations
SAM, SBDS, Agencies
Your business card
Your Capability Statement
Your web site
White Papers
Public Relations
CRM system
Contract vehicle
Advertising
Telemarketing?
Buying lists?
Action Step: Review your marketing tools
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
16
Business Card
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Use both sides
Not coated paper
Company Name, Name, Title
All contact information: phones, address
What do you do? Is it clear?
DUNs
NAICS
Certifications
Contract vehicles
Action step: Update your business card
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
17
Web Site
Is it clear that you support the government market?
Action step:
review and
update
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
18
News Releases
• Not your typical press release
sent to the papers
• It IS targeted to your contacts
• It IS real news
• It is sent via email to specific people and
posted online where it can go viral
• Topics: contract wins, completions, new
hires, awards, new services or products,
certifications, branded services or products
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
19
CRM Systems
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File cabinet; shoebox and 3 x 5 cards
Outlook, email
Excel spreadsheet
ACT!, Goldmine and other PC-based
systems
• Salesforce.com and other web-based
systems
• Don’t drown in data!
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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1. Door-opener, used to begin
relationship-building process
• Obtain decision-maker meeting
• Tool to use during meetings
2. Requested as part of a
Sources Sought or RFI
response
3. Required in a RFP response
© 2016 TargetGov
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Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
Types of Capability
Statements
Your Targets:
• Agency
• Prime Contractor
• Teaming Partner
• Joint Venture
• To obtain decision-maker meetings!
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
Audiences for Your
Marketing Messages
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Promised Documents
Put your business card in envelope or
email [email protected]
Session PPT
Capability Statement Guide
Top 40 CRM Systems article
Bid-no-Bid Process
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
23
Contact
Gloria Larkin
President, TargetGov
888-579-1346
[email protected]
www.TargetGov.com
© 2016 TargetGov
Using Marketing to Increase Revenues in 2016:
What Works, What is a Waste and Proven
Tactics For Success
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Small Business Administration Resources Panel
Ms. Becky Greenwald, Region VII Advocate for
the SBA Office of Advocacy
Mr. Donald Pellico, Chicago Office
Business Oportunity Specialist
Ms. Carolyn Tonn, SBA Lender Relations
Specialist/SCORE Liaison
© 2015 TargetGov
Becky Greenwald
Small Business Advocate for IA, KS, MO, & NE
210 Walnut Street, Room 749
Des Moines, IA 50309
(515) 284-4554
[email protected]
www.sba.gov/advocacy
www.facebook.com/AdvocacySBA
Twitter: @ADVOCACYSBA @BeckyGreenwald
Federal Government Contracting
• U.S. Government: Single largest purchaser of
goods and services in world
• > $500 billion in contracts awarded each year
• Statutory goal: 23% of prime contracting dollars
to small businesses
• SBA: Promotes small business access to federal
procurement opportunities
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Did You Know That Small Businesses…
• Have been responsible for 64% of job creation
over the past 15 years
• Account for 50% of private, non-farm GDP
• Hire 40% of high-tech workers
• Produce 13 times more patents per employee
than large patenting firms
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Small Business Contracting:
a Win-Win
• U.S. Government: Works with America’s most
forward-leaning, nimble and innovative
companies
• Small Businesses: Increase revenue to build and
scale operations and create jobs
Small business contracting fosters competition in
the federal procurement arena.
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Federal Contracting Goals
• 23% of prime contracting dollars to Small Businesses
• 5% of prime dollars to Small Disadvantaged
Businesses with an additional 5% subcontracting goal
• 5% of prime dollars to Women-Owned Small
Businesses with an additional 5% subcontracting goal
• 3% of prime subcontracting dollars to HUBZone Small
Businesses with an additional 3% subcontracting goal
• 3% of prime dollars to Service-Disabled, VeteranOwned businesses and an additional 5%
subcontracting goal
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Is Federal Contracting Right For You?
• Analyze the federal marketplace
• Research procurement forecasts
• Visit a Procurement Technical Assistance
Center
• Get to know the Federal Acquisition
Regulation (FAR)
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Three Questions to Ask Yourself
• Are you a small business?
- Visit www.sba.gov
• What is the size standard for your business?
- Visit www.sba.gov/size
• Do you fall under a specific certification?
- Government Certifications
- Self-Certifications
33
Government Certifications
• 8(a) Business Development Program
- 9 year business development program
- Major benefits include training, counseling and
technical assistance
- www.sba.gov/8abd
• Historically Underutilized Business Zone (HUBZone)
Program
- For businesses located in communities marked by
relatively high unemployment, high poverty,
and/or low income
- www.sba.gov/hubzone
34
Self Certifications
• Women business owners: www.sba.gov/wosb
• Small disadvantaged businesses:
www.sba.gov/SDB
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Identifying Contracting Opportunities
• Visit www.sam.gov and get registered in the federal database
• Obtain your NAICS codes that categorize your business at
www.census.gov/eos/www/naics/index.html
• For current contracting opportunities, visit www.fbo.gov
• To learn about defense contracting opportunities, visit,
www.acq.osd.mil/osbp/doing_business/index.htm
36
Federal Procurement Database
• The Federal Procurement Data System-Next
Generation—can be an educational tool opening
the door for federal contracts
• Take advantage of the more than 50 reports that
you can run based on 160 specialized fields
• Visit https://www.fpds.gov/fpdsng_cms/
37
Avenues to Federal Contracts
• USASpending, go to
www.sba.gov/index.php?q=content/usa-spends
• Sub-Net, visit www.sba.gov/content/sub-net
• GSA Multiple Award Schedules, visit
www.gsa.gov/portal/content/104738
• Government-wide Acquisition Contracts
information can be found at
www.gsa.gov/portal/category/100611
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Why Network?
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Joint Ventures With Other Small Businesses
SBA’s Mentor-Protégé Program
Subcontracting Opportunities
Teaming Partners
39
Additional Available Resources
• GC Classroom—free online training courses
(www.sba.gov/gcclassroom)
• Procurement Technical Assistance Centers
• SBA’s Procurement Center Representatives
• Counseling Services
• SBA Illinois District Office
40
Additional Available Resources
• Small Business Development Centers (SBDCs)
www.sba.gov/sbdc
• SCORE-For the Life of Your Business
www.sba.gov/score
• Veterans Business Outreach Centers (VBOCs)
www.sba.gov/vets
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Additional Available Resources
• Women’s Business Centers (WBCs)
www.sba.gov/women
• Chamber of Commerce
• Business Incubators
• Dynamic Small Business Search (DSBS)
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Questions
43
Point of Contact
Name
Donald Pellico
Illinois District Office
U.S. Small Business Administration
500 West Madison Avenue, Suite 1150
Chicago, IL 60661
PH: 312-353-3962
Email: [email protected]
44
SBA 101
Carolyn Tonn
Lender Relations Specialist
Iowa District Office
America’s Small Business Resource
Capital
Counseling
Contracting
Advocacy
Disaster
Innovation
America’s Small Business Resource
Capital
• Government Guaranteed Loans
• 7(a) & 504
• NO GRANTS! NO GRANTS! NO GRANTS!
America’s Small Business Resource
Loan Programs
• 504 loans
• 7 (a) loans
• - 7(a)
- SBA Express
- Community Advantage
- Export Working Capital/Export Express
- Microloans
America’s Small Business Resource
Counseling
(One-on-one Counseling/Training/Technical Assistance)
• Small Business Development Centers
• SCORE
• Women’s Business Center
• Veteran’s Business Outreach Center
• US Export Assistance Center
America’s Small Business Resource
Contracting
•
•
•
•
•
8(a) certified
HUBZone certified
Women-owned
Service Disabled Veteran
Surety Bonds
America’s Small Business Resource
Innovation
SBA Office of Advocacy
Small Business Innovation Research (SBIR)
Small Business Investment Corporation (SBIC)
National Ombudsman’s Office
America’s Small Business Resource
SBA Disaster Program
• Disaster declaration by President of US or SBA
Administrator
• Low interest, long-term loans
– Physical Disaster Business Loans
– Economic Injury Disaster Loans
– Loans for Homes & Personal Property
America’s Small Business Resource
QUESTIONS?
Iowa District Office
Des Moines – (515) 284-4422
Cedar Rapids – (319) 362-6405
www.sba.gov/ia
NETWORKING BREAK
SPONSOR:
HONEYWELL TECHNICAL SOLUTIONS
2016 Midwest Small Business
Government Contracting
Symposium
Iowa and Illinois Small
Business of the Year Awards
Iowa- Ms. Beth White
Illinois- Ms. Vicky Miller
Professional
Safet y
Solut ions
Your Solut ion for a Safer Company
Brad Puck / Cindy Puck
www.prosafet ysolut ions.com
5 6 3 -3 2 0 -9 6 6 9
cindy@prosafet ysolut ions.com
© 2016 TargetGov
Thomas W. Honsa, CET
Co-Founder, President & CEO
[email protected]
www.honsatools.com
© 2016 TargetGov
Small Business Advocates Panel
Moderator: Ms. Melissa Burant
Mr. Robert Matthys
Mr. John Dengler
Ms. Beth White
Ms. Deborah Crumity
UNCLASSIFIED
UNCLASSIFIED
Army Sustainment Command
/ Joint Munitions Command
Office of Small Business Programs
Robert J. Matthys
Email: [email protected]
My Phone: 309-782-5554
Office Phone: 309-782-7302
Office of Small Business Programs Web Page:
http://www.aschq.army.mil/home/SmallBusiness.aspx
UNCLASSIFIED
UNCLASSIFIED
U.S. ARMY CORPS OF ENGINEERS
ROCK ISLAND DISTRICT
John E. Dengler
[email protected]
(309)794-5205
www.mvr.usace.army.mil
US Army Corps of Engineers
BUILDING STRONG®
Iowa State University
Center for Industrial Research and
Service
Beth White Or Melissa Burant
[email protected] or [email protected]
Procurement Technical Assistance Program for Iowa
Quad Cities Office
© 2013 Iowa State University, All Rights Reserved
Deborah Crumity
Procurement Center Representative
Rock Island, Illinois
[email protected]
(309) 782-5734
www.sba.gov
63
RECEPTION SPONSOR
CONNECTED LOGISTICS