For Training purposes only - GSA - NCR SBUC

Marketing Strategies and Techniques for Small Business

National Capital RegionSmall Business Utilization Office

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Overview

• The federal government is the largest buyer of goods and services. In FY 2011 federal agencies awarded over $535 billion dollars in contracts

• General Services Administration awarded 12.1 billion dollars in FY 2011

• The agency is comprised of the Federal Acquisition Service (FAS), the Public Buildings Service (PBS), 12 Staff Offices, 11 Regional Offices and the independent Office of Citizen Services and Innovative Technology , and Office of Governmentwide Policy

Source: USASpending.gov

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Objectives

Understand how to:Position your business to compete for

contracts - CCR, Certs & Reps, Cap StatementsDetermine your Federal Market/NicheConduct Market Research for

Government Opportunities Contracting Vehicles

CCR Record/ Capability Narrative

Include a capability narrative

For Training purposes only - GSA - NCR SBUC

Marketing Plans Blueprints of a Business

• Who are we?• What are our business strengths and

weaknesses? - Take a honest assessment• Where do we want to go?• What is attainable now (Federal

customer)?• What/Who will help me meet my (federal

sales) goals?• What is my budget for exploring

opportunities?

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What are you offering?

What products or services do you want to offer?• Is there a viable market for your offering?

-How to determine if there is a federal market for your products or services?

• What makes your products or services unique--Innovation

-Price -Expertise-Solutions

For Training purposes only - GSA - NCR SBUC

Who buys what we sell?To answer this question you must conduct market research .

Consider the following resources to conduct market researchAcquisition Central• www.acquisition.gov/procurement_forecastsUSASpending.gov• www.usaspending.gov

Federal Business Opportunities• www.fedbizopps.govFederal Procurement Data System• https://www.fpds.gov

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One simple search using NAICS codeor keywords, Agency

Utilize www.fpds.gov and your NAICS code to determine who buy your product or services:

Insert NAICS code or Keyword

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Contract Vehicles – Do you need one?

GSA Federal Supply Schedule –FAR 8.404

FY 2011 Sales from the GSA Multiple Award Schedule reached over $38 Billion

Determine how your products or services are selling off the GSA schedule

SSQ.GSA.GOV

10

Preferred Source of Supply

Great Earning Potential

World Wide Program

High Visibility

Credibility

Potential Financial Success

5-20 Year Contract

GSA Schedule the Pro’s

11

Sales Criteria - $25K per yearAuditing and Set-Up

RequirementsVaried DemandPaperwork Award process time – back up

to 6 months for so schedulesSuccess Not Guaranteed –

numerous schedule holders with zero or low sales

GSA Schedule Contract – the Cons

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Additional Contract Vehicles/Systems

GWAC – Government Wide Acquisition Contract Alliant, Alliant SB, 8(a) Stars II

BPA – Blanket Purchase Agreement

IDIQ – Indefinite Delivery/Indefinite Quantity

8(a) – Sole Source

Federal Strategic Sourcing Initiative*

For Training purposes only - GSA - NCR SBUC

More Support

• 11 Regional GSA OSBUwww.gsa.gov/smallbizsupport

• OSDBU for all agencieswww.osdbu.gov

• Procurement Technical Assistance Centerswww.aptac-us.org

• Customer Service Directorswww.gsa.gov/CSD

For Training purposes only - GSA - NCR SBUC

Questions & AnswersJudith Stackhouse -Jordan

Judith.stackhouse@gsa.gov