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Jennifer Schaus and Assoiates presented to a South Korean delegation hosted by The George Mason University, PTAC - Procurement Technical Assistance Center. For more information about government contracting, visit http://www.JenniferSchaus.com
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US Government Marketing Strategies
October 7. 2014
AGENDA
October 7. 2014
Welcome!환영합니다
October 7. 2014
AGENDA
Introduction
Presentation
Conclusions / Recommendations
Q & AOctober 7. 2014
Introduction
Company Name
Product / Service
# Years In Business
Any Government Customers?
October 7. 2014
Introduction
Jennifer L. Schaus
20 Years Govt ContractingWashington DC BasedEmbassies / Foreign
ClientsContract Vehicles / Fed
Gov SalesOctober 7. 2014
Presentation
October 7. 2014
The US Federal Government
World’s Largest PurchaserGoods / Services
$500B (USD) AnnuallyPUBLIC INFO!
October 7. 2014
The US Federal GovernmentContractors
Long Sales CyclePaperwork / Forms
Relationships MatterCompetitive
October 7. 2014
The Federal Fiscal YearOctober 1 – September 30Note: Q4 = Use it or lose
it policyHigh spikes in Q4
spending
October 7. 2014
Learn Before You Leap
October 7. 2014
Considerations:Who is my customer?
How do they buy?When do they buy?
How much do they buy?What is the competitive
landscape?What are my advantages?
October 7. 2014
Considerations:Who is the incumbent?
What certifications do my competitors have?
Do I know the customer?What is the current political landscape?
October 7. 2014
Did You Know?ALL of these questions should be answered;
MOST of these questions can be answered via
public data.
October 7. 2014
Steps to Market Entry
October 7. 2014
Steps to Market Entry1 – Conduct
Research/Homework2 – Create A Plan
3 – Know Your Advantages / Disadvantages
4 – Understand the investment – time & $$$ &
learning curveOctober 7. 2014
5 – Build Relationships6 – Solve Problems7 – Follow the rules (familiar with FAR)
8 – Hire experts when needed
9 – Be aware of compliance & reporting
issuesOctober 7. 2014
10 – The government market is not for
everyone!
October 7. 2014
Steps to Market Entry
Practical & Actionable Steps
for Getting Started!
October 7. 2014
Steps to Market EntryConsider establishing a
US Office / Presence: Branch Office or
Subsidiary(US Bank, Mailing
address, Phone #, Local Contact Person)
October 7. 2014
Steps to Market EntryObtain & know your North American Industry Codes
NAICS www.Naics.com
October 7. 2014
Steps to Market EntryRegister with the IRS
Internal Revenue Servicewww.IRS.gov
Obtain a Tax ID # (TIN)
October 7. 2014
Steps to Market EntryRegister with D&B Dun and Bradstreet
www.DnB.com Obtain a DUNS #
October 7. 2014
Steps to Market EntryRegister on SAMSystem for Award
Managementwww.SAM.gov
October 7. 2014
Steps to Market EntryObtain a CAGE Code
Commercial And Government Entity
www.DLA.gov (Maintained by Defense Logistics
Agency)
October 7. 2014
Steps to Market EntryReview, Search & Register
on Federal Business Opportunitieswww.FBO.gov
October 7. 2014
Steps to Market EntryReview, Search & Register
on Federal Business Opportunitieswww.FBO.gov
* Set up alerts for RFP’s!
October 7. 2014
Steps to Market EntryReview & Search Industry
Codes, Competitors on Federal Procurement Data
Systemwww.FPDS.gov
Competitive Intel!October 7. 2014
Steps to Market EntryReview & Obtain Agency Reports and Budget Info
USA Spendingwww.USAspending.gov
October 7. 2014
Steps to Market EntryReview & Understand the Rules of the Government
Game! The FAR
www.acquisition.gov
October 7. 2014
Steps to Market EntryRegister as a Small
Business (NOTE: US Citizen
requirements)Small Business Administrationwww.SBA.govOctober 7. 2014
Steps to Market EntryReview the Small Business
Scorecard Small Business Administrationwww.SBA.gov
Learn which agencies contract well with small business.
October 7. 2014
Steps to Market EntryAttend Agency Industry Days
Agency Open HouseCan be found on agency
website or with www.OSDBU.gov
(Office of Small & Disadvantaged Business) October 7. 2014
Steps to Market EntryAttend Small Business
Teaming Events with Prime Contractors
* Register as a Small Business Vendor on their
website FIRST!October 7. 2014
Steps to Market EntryWin more through JV,
Teaming & SubContractingConsider viewing
Competitors “as” PartnersLeverage relationships,
capabilities, business status.October 7. 2014
Steps to Market EntryReview Procurement
Forecast Agency Forecast
www.acquisition.gov
October 7. 2014
Steps to Market EntryReview GSA Website for
Similar Services / Products – Competitors /
Partners GSA Schedules
www.gsaadvantage.gov October 7. 2014
Steps to Market EntryReview GSA details on competitors & create
reportsGSA Detailed Reports
http://ssq.gsa.gov
October 7. 2014
Steps to Market EntryCreate a Capability StatementOne Page Marketing Document
Outline info / bulletsNAICS, DUNS & CAGEAny contract vehicles
Business SizePast Performance
October 7. 2014
Steps to Market EntryMake a FOIA Request
Freedom Of Information RequestProvides details on contracts of
competitorswww.FOIA.gov
October 7. 2014
Steps to Market EntrySubmit a Compliant & Competitive Proposal.
Request a Debrief if you win or did not win.
Great way to build relationships and learn what happened.
October 7. 2014
Steps to Market EntryStay abreast of government
issues & areas for improvement where your solution solves a
problem.
October 7. 2014
Steps to Market EntrySuggested Publications:Washington Executive
Washington Business JournalWashington Post
Government ExecutiveFierce Government
October 7. 2014
Steps to Market EntryJoin networking groups &
industry trade organizations:AFCEASECAF
The ASBCNCMA
Professional Services Council
October 7. 2014
Steps to Market EntryLeverage Social Media Sites for
Marketigwww.Linkedin.com – select govt
contracting groups;www.TFCN.us
www.GovLoop.comwww.IDGA.org
www.PublicWorksAgency.com October 7. 2014
Steps to Market EntryList Industry Codes, Contract
Vehicles, Business Size, DUNS# on:Business Cards
WebsiteAuto-signature in email
October 7. 2014
Steps to Market EntryRegularly check www.GovEvents.com
for government related events.
October 7. 2014
Steps to Market EntryConsider subscriptions to
government data aggregators for RFP’s and intel reports:
www.Govini.comwww.BGov.com
www.Deltek.com
October 7. 2014
ConclusionsDo your homework!Budget & PrepareBuild relationships
Know your advantages & value-add
Lead with CapabilitiesOctober 7. 2014
Thank You!고맙습니다
Questions & Answers
Jennifer SchausWashington, DC
Government Contracts Consulting Services
+ 1 – 2 0 2 – 3 6 5 – 0 5 9 8www.JenniferSchaus.com October 7. 2014