Transcript Basics of Government Marketing

Back to Basics
Presented by:
Sherry Rose
NJ Institute of Technology, PTAC
&
M. Clyde Stoltzfus
SE PA PTAC
University of Pennsylvania
March 4, 2014
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Procurement Technical Assistance
Program (PTAP)
The PTAP functions as a “link” between
businesses and government offices. Its
primary goal is to help companies market to
government agencies.
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Success Factors
Before attempting major government
marketing:
o 2 to 3 years of commercial experience
o Develop or update your business plan
o Develop a Capability Statement
o Electronic capability
o Financial stability
o Good customer mix
o Credit card capable
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The Trust Factor
Trust issues:
o Reliability
o Stability
o Integrity
o Technical Capability
o Capacity
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Capability Statement
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Capabilities: Type of work you can do.
Facilities and Equipment: List special
equipment and resources
Expertise: A brief summary of your
expertise and key staff expertise.
Codes: List your NAIC and FSC codes
Certifications: List special business status
Customers: Provide a list of at least three
or four of your key customers
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Two-minute Pitch
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Your name, business name, location(s), years in business
Business mission and product or service
Target market or customer
Small business status/certifications
Experience/past performance
Close with your hook (why this customer should care)
Examples:

Your proud achievement

Your special niche’
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Their special need
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Contracting Codes
North American Industrial Classification System
(NAICS)
www.census.gov/epcd/www/naics.html
o a classification system that groups together
economic units that use like processes to
produce goods or services.
o 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.
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Contracting Codes
Data Universal Numbering System
(DUNS) Number call 1-866-705-5711 or
register online at:
http://fedgov.dnb.com/webform/displayHo
mePage.do
o used to identify companies for financial
transactions and required by the
federal government for the System for
Award Management (SAM)
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Contracting Registrations
SAM www.sam.gov
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Companies must register in order to be considered
for any future solicitations, awards or payment
Requires a DUNS number, NAICSs
Will be assigned a CAGE Code
Small Business database (old Pro-Net)
Online Representations and Certifications
Application ( old ORCA)
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Dynamic Small Business database
Small Business database within SAM
o Searchable national internet database of
small, certified & non-certified businesses
o Used by federal agencies and primes to
locate vendors
o Requires entry and upkeep of information
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SBA Certifications
o
SBA 8(a) program
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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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New Requirements
o
Personal Income
$250,000 initial eligibility
$350,000 continued eligibility
o
Total Assets
$4.0 million initial eligibility
$6.0 million continued eligibility
SBA Certifications
o
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 concern’s employees
must reside in a HUBZone
• http://map.sba.gov/hubzone/
•
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WOSB PROGRAM
WOSB and EDWOSB
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83 NAICS Codes
51% owned, controlled and actively managed
by woman/women
EDWOSB personal net worth $750,000;
income $350,000; assets $6.0 million
Register in SAM/ORCA
Self-certify or certified (3rd party)
o
www.sba.gov/wosb
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Veteran First Program
Veterans Administration Only
o Veteran Owned Businesses
o Service Disabled Veteran Owned
Businesses
o Must be verified by CVE and listed in
VetBiz
www.vip.vetbiz.gov
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Other Programs & Certifications
o
Self certification programs (federal)
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Women-Owned businesses
Service Disabled Veterans (Veterans)
Commonwealth of Pennsylvania
www.smallbusiness.pa.gov
Certification with the State of New Jersey
www.state.nj.us/commerce/smallbiz
www.state.nj.us/treasury/purchase
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Some ways Government
contracting differs
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Public accountability for public funds
Socio-economic considerations
The right to protest
Debrief
Rules
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Rules
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Federal Acquisition Regulations – FAR
https://www.acquisition.gov/far/
Department/Agency Regulations/Supplements
- e.g., DFAR
Command Policies/Regulations
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Market Research
http://acquisition.gov/comp/procurement_fore
casts/index.html
o links to agency home pages
o links to small business contacts
o links to procurement opportunities
o links to agency forecasts
www.fpds.gov
www.usaspending.gov
o searchable databases for procurement
history
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Finding Opportunities
Federal BizOpps
o Internet site listing federal contracting
opportunities
o Can search current solicitations by number or
key word
www.fedbizopps.gov
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Finding Opportunities
GSA - Federal Supply Schedules (FSS)
o just about every product and service
o contracting officers purchase directly from
vendors
www.fss.gsa.gov
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Subcontracting
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applies to awards to large firms of
$650,000 and over and construction
awards of $1.5 million and over
requires a subcontracting plan with
goals
good opportunity for new-to-government
contracting firm
http://web.sba.gov/subnet
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Contacts
Sherry Rose, Procurement & Marketing Specialist
New Jersey, PTAC
Atlantic Community College
1535 Bacharach Blvd. Rm. 211
Atlantic City, NJ 08401
Telephone: (609) 343-4845
Fax: (609) 343-4710
[email protected]
Clyde Stoltzfus, Director
SE PA PTAP
The Wharton School
University of Pennsylvania
3733 Spruce Street
Philadelphia, PA 19194
Telephone: (215) 746-6472
[email protected]
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