Basics of Government Marketing

1
Doing Business with the Government
Dolcey Chaplin NJ Institute of Technology,
PTAC M. Clyde Stoltzfus SE PA PTAC University
of Pennsylvania March 4, 2009
2
Procurement Technical Assistance Centers (PTAC)
The PTAC functions as a link between businesses
and government offices. Its primary goal is to
help companies market to government agencies.
3
Success Factors

• Before attempting major government marketing
• 2 to 3 years of commercial experience
• Develop or update your business plan
• Develop a Capability Statement
• Electronically capable
• Financially Stable
• Good customer mix
• Credit card capable

4
The Trust Factor

• Trust issues
• Reliability
• Stability
• Integrity
• Capacity
• Capable

5
Capability Statement

• Capabilities  Type of work you can do.
• Facilities and Equipment  List all facilities,
  equipment and resources used to manufacture the
  products or provide the service.
• Expertise  A brief summary of your expertise and
  key staff expertise.
• Codes  List your NAIC and FSC codes
• Certifications Give your special business
  status and GSA FSS if you have one.
• Customers  Provide a list of at least three or
  four of your key customers

6
Contracting Codes

• North American Industrial Classification System
  (NAICS) www.census.gov/epcd/www/naics.html
• a classification system that groups together
  economic units that use like processes to produce
  goods or services.
• used to classify businesses to facilitate
  information sharing, to determine size standards
  and as search criteria for finding businesses to
  perform specific tasks or contracts.

7
Contracting Codes
Data Universal Numbering System (DUNS) Number
call 1-866-705-5711 or register online
at http//fedgov.dnb.com/webform/displayHomePage.
do

• used to identify companies for financial
  transactions and required by the federal
  government for Central Contractor Registration

8
Contracting Registration

• Centralized Contractor Registration (CCR)
• Cage code, TPIN, DSBS ORCAwww.ccr.gov

• requires DUNS number to register
• companies must register in order to be considered
  for any future solicitations, awards or payment
• CAGE code
• Trading Partner Identification Number TPIN
• Dynamic Small Business Search
• ORCA

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Dynamic Small Business Database

• searchable national internet database of small,
  certified non-certified businesses
• used by federal agencies and primes to locate
  vendors
• requires entry and upkeep of information
• key words
• Capabilities
• past performance

10
Government Contracting Differs

• public accountability for public funds
• socio-economic considerations
• the right to protest
• Debrief
• rules

11
Marketing Strategy Include

• conduct market research
• define target market
• develop contact list
• identify understand the customer
• accumulate procurement history
• learn the bidding process
• know your competition
• make capabilities known/follow-up
• learn from more experienced
• ITS ALL ABOUT RELATIONSHIPS!!!

12
Procurement Personnel

• Small and Disadvantaged Business Utilization
  Specialists (SADBUS)-Employed by government to
  promote business with agency
• Small Business Liaison Officer-Employed by prime
  contractors to promote business opportunity
• SBAs Procurement Center Representatives
  www.sba.gov/GC/pcr.html
• PTACs www.dla.mil/db/procurem.htm

13
Market Research

• http//acquisition.gov/comp/procurement_forecasts/
  index.html
• links to agency home pages
• links to small business contacts
• links to procurement opportunities
• links to agency forecasts
• www.fedspending.org
• searchable database for procurement history

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Golden Rule of Government Marketing
When you are dancing with the bear, you dont
get to lead!!
15
Rules

• Federal Acquisition Regulations
  FARhttp//farsite.hill.af.mil/vffar1.htm
• Department/Agency Regulations/Supplements - e.g.,
  DFAR
• Command Policies/Regulations

16
SBA Certified Programs

• SBA 8(a) program
• Small Disadvantaged Business
• HUBZones

17
SBA Certifications

• SBA 8(a) program

• must be a small business
• must be unconditionally owned and controlled by
  one or more socially and economically
  disadvantaged individuals who are of good
  character and citizens of the United States
• must demonstrate potential for success.
• https//sba8a.symplicity.com/applicants/guide

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SBA Certifications

• Small Disadvantaged Business

• must be a US citizen
• 51 owned and controlled by one or more socially
  economically disadvantaged individuals
• www.sba.gov/sdb/

19
SBA Certifications

• HUBZones

• must be a small business
• concern must be owned and controlled by US
  citizens, Community Development Corporations or
  Indian tribes
• the principal office of the concern must be
  located in a HUBZone
• at least 35 of the concerns employees must
  reside in a HUBZone
• http//map.sba.gov/hubzone/

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Other Programs Certifications

• self certification programs
• Women-Owned businesseswww.womenbiz.gov
• Service Disabled Veterans (Veterans)
  www.vip.vetbiz.gov
• certification with the Commonwealth of
  Pennsylvaniawww.dgs.state.pa.us
• certification with the State of New Jersey
• www.state.nj.us/commerce/smallbiz
• www.state.nj.us/treasury/purchase

21
Finding Opportunities

• GSA - Federal Supply Schedules (FSS)
• just about every product and service
• contracting officers purchase directly from
  vendorswww.fss.gsa.gov
• Schedule Sales Query

22
Finding Opportunities

• Federal BizOpps
• Internet site listing federal contracting
  opportunities
• Can search current solicitations by number or key
  wordwww.fedbizopps.gov

23
Finding Opportunities

• Defense Logistics Agency Procurement Gateway
  http//progate.daps.dla.mil/home/
• internet site for all DLA Centers
• to register and utilize search capabilities

24
Subcontracting

• applies to awards to large firms of 550,000 and
  over and construction awards of 1 million and
  over
• requires a subcontracting plan with goals
• good opportunity for new-to-government
  contracting firm http//web.sba.gov/subnet

25
Government Purchase Card

• must use under 3000
• any governmental employee can have
• volume of transactions growing - 21 b
• average 2,500 buys but some with higher limits
  (overseas up to 25,000)

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State Governments

• Commonwealth of Pennsylvania
• https//www.pasupplierportal.state.pa.us/irj/port
  al/
• State of New Jersey
• http//www.nj.gov/njbusiness/

27
Introduction to Radio Frequency Identification
(RFID)

• RFID has been mandated by the Department of
  Defense for most vendors and is increasingly a
  requirement for many large retail businesses.

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Information Sites

• Overview of selling to the federal
  governmentwww.sellingtothegovernment.net and
  www.sba.gov/GC
• Selling to the Militaryhttp//www.acq.osd.mil/sad
  bu/doing_business/index.htm
• Wide Area Work Flowwww.wawftraining.com
• Radio Frequency Identificationwww.dodrfid.org

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Contacts

• Dolcey Chaplin, Director
• Foundation at New Jersey Institute of Technology
  PTAC
• 323 Martin Luther King Boulevard
• 490 Fenster Hall
• Newark, NJ 07102-1982
• Phone [phone]
• chaplin_at_admin.njit.edu
• Clyde Stoltzfus, Director
• SE PA PTAP
• The Wharton School
• University of Pennsylvania
• 3733 Spruce Street
• Philadelphia, PA 19194
• Telephone [phone]
• clydes_at_wharton.upenn.edu