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Marketing To Achieve A Small Business Set Aside Contract Alliance South Conference Atlanta, GA 1 Dinora Gonzalez DG Federal Procurement Advisors, LLC . . .your connection to federal contracts [email protected] 614-434-6672 DG Federal Procurement Advisors, LLC 2 Art Brown LeScott Enterprises, Inc. [email protected] 770-732-9392 DG Federal Procurement Advisors, LLC 3 Small Business Set Aside Contracting Program 4 Small Business Set Aside Programs* Small Business Set Asides are acquisitions reserved exclusively for participation by small business concerns. Procurements of $3,000 - $150,000 are automatically reserved for SBC unless the CO determines that there is no reasonable expectation of obtaining offers from at least two responsible SBC that are competitive in terms of market prices, quality and delivery. (Rule of Two) *FAR Part 19.5 5 Small Business Set Aside Programs* If only one acceptable offer is received the contracting officer is REQUIRED to make an award to that firm. If no acceptable offers: CO can WITHDRAW the set aside and solicit on an unrestricted basis. There are no small business set asides for contracts $3000 or less. *FAR Part 19.5 6 SBA’s “Parity” Programs There is no order of precedence among the 8(a), HUBZone, SDVOSB, and WOSB/EDWOSB Set Aside programs. However, if a requirement has been accepted by SBA under the 8(a) Program, it must remain in the 8(a) Program unless SBA agrees to its release in accordance with 13 CFR 124, 125, and 126. FAR Part 19.203 7 Small Business Program Parity 8a HUBZone WOSB/EDWOSB SDVOSB Small Business Unrestricted Competition over $150,000 8 Summary of Small Business Set Asides Procurement Method Eligibility & Dollar Thresholds FAR Reference Independently owned and operated, for profit, not dominant in its field according to NAICS Code Automatically set aside for procurements $3K $150K FAR 19.3, FAR 19.5 51% owned and controlled by a socially and economically disadvantaged individual, includes automatic SDB Certification Competitive: If > $4mil / $6.5 (Mfr) 51% owned and controlled by U.S. citizens, principal office located in HUBZone, 35% of employees must live in HUBZone Full & Open with a price evaluation preference of 10% Small Business Category Definition Small Business 8(a) Historically Underutilized Business (HUB) Zone Small Business Set aside based on “Rule of Two” if >$150K Sole Source: If < $4mil /$6.5. CO may accept – OR if only one source available that can perform. FAR 19.12, FAR 19.8 FAR 19.13 Competitive: If > $4mil / $6.5 (Mfr) Sole Source: : If < $4mil /$6.5 OR if only one source available that can perform. Service Disabled VeteranOwned Small Business 51 % owned and controlled by one or more Competitive: If > $3.5mil / $6 (Mfr) service-disabled veterans Sole source: If < $3.5mil / $6mil (Mfr). OR if only one source available that can perform. FAR 19.14 Woman-Owned Small Business / EDWOSB 51% owned and controlled by one or more women / Economically Disadvantaged women FAR 19.15 Only eligible NAICS / NO Sole Source Competitive: If > $4mil / $6.5 (Mfr) 9 Marketing Strategies for Pre Selling: Begin as early as possible Historical Information; Current contracts; Competitors; Use e-tools Relationship building with decision makers: “Interview” the Federal Client to find their procurement needs. 10 Interviewing Your Federal Clients: Get to know their situation and how you can assist them. What purchasing vehicle(s) do you use Who are they currently using? What is your role at this agency? What is the protocol at this agency? Make the appointment all about them, not you!! 11 Make yourself Approachable!!! Properly registering on the central contractor registration (CCR) and Dynamic Small Business Search (DSBS) Adding and broadening their North American Classification System (NAICS) codes Exploring if they qualify for any other SBA's small business programs Look at contracting vehicles such as the GSA Schedule program. Consider teaming with other firms 12 Navigating the Internet to Identify Opportunities for Your Preference Certification Presented to: Alliance South April 17, 2012 Arthur L. Brown 770-732-9392 [email protected] EC Research Your Market to Find Answers To: Who are my customers Where are they located What does/will make them by my product/service What is my optimum selling price What should my advertising/promotional message consist of How do I get to them How Search Engines Work There are oodles of servers, billions of pages and a gazillion words and pictures on the Internet The Web: Growing Exponentially Best guess is somewhere over several trillion pages and growing by a billion pages daily Search Tool Category Examples Search Engines Google – http://google.com Yahoo – http://www.yahoo.com MSN – http://www.msn.com Ask - http://ask.com Cuil - http://www.cuil.com/search Bing - http://www.bing.com/ Directories Reference USA - http://www.referenceusa.com Thomas Register – http://www.thomasnet.com Central Contractor Registry – http://www.ccr.gov Listing of International Search Engines http://www.searchenginecolossus.com/ Market Research Methods Primary Research Provide online surveys, questionnaires, online focus groups Study your traffic logs Example: http://www.zoomerang.com/login/index.zgi http://www.surveymonkey.com/ http://www.zoomerang.com/ Start by Defining Your Business Classification North American Industrial Classification (NAICS) Code http://www.naics.com/search.htm Standard Industrial Classification (SIC) Code http://www.naics.com/search.htm Data Universal Numbering System (DUNS) Number http://www.dnb.com/US/ National Institute of Government Purchasing (NIGP) http://www.nigp.org/ http://vendornet.state.wi.us/vendornet/asp/CC13_Process.asp Market Research Methods (cont’) Secondary Research Sources Company Data Industry Sources/Associations Governmental Agencies Universities/Libraries Search Engines Trade Journals Investment Industry Analysis Internet Analysis http://www.census.gov/econ/cbp/index.html Marketing Strategy Development A marketing strategy is a target market and a related marketing mix A target market is a similar group (market segment) of customers to whom you wish to appeal A marketing mix consists of a group of controllable variables (product, place, promotion, price) which are put together to satisfy a target market Historical Acquisitions Projected Acquisitions Current Acquisitions Procurement Research Sources Historical Purchases E-Procurement Database – http://www.fpdsng.com/ Current Purchases Fedbizopps - http://www.fedbizopps.gov/ Subnet - http://web.sba.gov/subnet/search/index.cfm NECO - https://www.neco.navy.mil/secure/register/register.cfm Army Single Face to Industry - https://acquisition.army.mil/asfi/ Projections Agency Procurement Forecasts https://www.acquisition.gov/comp/procurement_forecasts/index.html https://www.fpds.gov/fpdsng_cms/ http://web.sba.gov/subnet/search/index.cfm http://dsbs.sba.gov/dsbs/search/dsp_dsbs.cfm Administrative Management Consulting Firms Located in Fulton County – NAICS 541611 https://www.rfpsource.ca/e/index.cfm Sources to Identify Target Markets/Commercial Build/Existing Contact Database Access/Purchase Database Reference USA http://www.referenceusa.com/ Thomas Register http://www.thomasnet.com/ Yellow Pages http://www.yellowpages.com/ http://www.referenceusa.com/Static/Home#businessDatabases Management Consulting Firms Located in Fulton County Banks Located in Fulton County identified as NAICS Code 522110 "The past is history, the future a mystery, and the present is a gift. Spend it wisely." SBA 8(a) contractor offering HR and Administrative Support Solutions DeVan C. Brown, President • SBA 8(a) Program • • • I’m approved! Now what? Why isn’t my phone ringing? Does the 8(a) program work? Questions? 57