May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria

Positioning to Win

in 2013: Refresh Your

Marketing Strategies and

Tactics

May 17, 2013

5520 Research Park Drive, Ste 100Baltimore, MD 21228(443) 543-5067(direct)(866) 579-1346 (toll-free)www.targetgov.com

Presented by:Gloria Larkin

President, TargetGov

© 2013www.TargetGov.com

866-579-1346

Position to win: First impressions are critical Accurate representation Easily understood Capture the interest of agency contracting

personnel Capture the interest of prime contractors Common mistakes Omissions that cripple Tricks to target your capability statements to a

specific audience Key elements you must include Tactics that make a difference

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Today’s Objectives


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“If you build it” mentality The NEW procurement “Normal”◦Budget cuts, election, sequestration, vehicles

Market: ◦Which DoD, Intel or Civilian entity?

Understanding the customer’s requirements Vehicles◦ IDIQs, GWACs, FOC, Set-asides

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Critical Issues in Accelerating DoD, Intel & Civilian Market Entry and Penetration


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Strategies

Prime Contractor

Subcontractor

Teaming Partner

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Primary Tactic

Answer Sources Sought Notices Mandated Federal Market Research Over 1,420 posted in the last 30 days Informed companies USE these notices


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Air Force Recommendations

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Be professional Ex: email, web site, typos No clip art, stock graphics

Know your strengths: niche! Lead with your expertise Do not try to be all things Prove it! Address capacity Mitigate risk

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Marketing in FY 2013: Critical First Impressions


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Existing Capacity vs. Potential Capacity

(1) The contractor’s ability to manage, as prime contractor, the types and magnitude of tasking in the Performance Work Statement (PWS); and(2) The contractor’s technical ability, or potential approach to achieving technical ability, to perform at least 50% of the cost of the contract/task order incurred for personnel with its own employees; and(3) The contractor’s capacity, or potential approach to achieving capacity, to conduct the requirements of the PWS. For the purposes of this Capability Statement, capacity shall refer to matters such as the magnitude of the tasking, the amount of equipment or facilities

involved, and the size of the staff needed.

The concept of “potential capability” greatly improves a Small Business’ chances of being

found “capable,” so Small Businesses need to take full advantage of this development.


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Top Differentiators in FY 2013 Priorities shifting in FY 2013: ◦ Market Shift: Budget reductions, Contracting/Acquisition staff

shrinking

Differentiators that matter:◦ Use updated terminology◦ Focused on that customer’s specific requirements◦ Focused on the level of decision-maker◦ Specific to opportunity◦ Include metrics◦ Are provable ◦ Relate to past performance


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Turnover exceeds 42% per year! Contracting and acquisition staff

• CO, KO, COTR Program and technical managers

• PM, end-user Small business representatives

• OSDBU, SADBU, SBLO

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Layers of Decision-makers


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Registrations Web Site Capability Statement White Papers Lead Generators Vendor Outreach Meetings Debriefings Social Media, Blogs Public Relations Advertising: TV, Radio, Print

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Tools to Reach Decision-makers


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Person to person Conferences Vendor outreach sessions Agency and base events Matchmaking Associations, social events

Referral From decision-makers Prime contractors, teaming partners

Virtual Email, web site, blog, LinkedIn

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Where to Use Your Refreshed Capability Statement


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http://gainesville-marketing.com/webinars/

Slam doors on you Highlight your weaknesses Proves that you are not competent Highlights the risk to hire you Proves you don’t have a clue ...and you DO NOT understand the customer ………or the market!

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A Generic Capability Statement


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1. Door-opener, used to begin relationship-building processa) Obtain decision-maker

meetingb) Tool to use during meetings

2. Requested as part of a Sources Sought or RFI response

3. Required in a RFP response

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3 Types of Capability Statements


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1. Call it a Capability StatementSection Titles:2. Core Competencies3. Past Performance4. Differentiators5. Company Data

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5 Required Elements for Both a Web Site & Capability Statement


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Section title: CORE COMPETENCIES Laser-focused on the target! Short introduction statement mentioning the target◦Ex: ABC Company provides the services DHS requires to

meet its mission of _______________by providing____. Your solid expertise Relate your company’s core competencies to the

target’s specific needs Followed by key-word heavy bullet points

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Core Competencies for 2013


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Use Their Terminology!!


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Section title: PAST PERFORMANCE Show the benefit to the customer List past customers for whom you have done

similar work. Prioritize by: Internal to that agency Related agency Other government entities:

federal, state, local Commercial contracts

This is NOT a resume!

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Past Performance


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Example (if you were the prime):

Department of Homeland Security[Customer Name]: Provided x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxx,xxx over three years. Name contract vehicle & amount. Give contact reference, name, title, phone and email.

Note: If past projects do not relate to the targeted agency’s needs, do not list.

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Past Performance: Example 1


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Example (if you were the subcontractor):

Department of Homeland Security: As a subcontractor to PRIME[company name], provided the x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxxxx over three years. Give contact reference, name, title, phone and email.

Note: If past projects do not relate to the targeted agency’s needs, do not list.

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Example (if you were an employee):

Department of Homeland Security: As an employee of COMPANY, provided the x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxxxx over three years. Give contact reference, name, title, phone and email.

OR, Key staff members have experience providing………..

Note: If a reference is not available, do not list.

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Identifying Organizational DifferentiatorsThink about: Location People

Capacity

Capabilities 3rd Party validations/certifications Metrics

Solutions

State: Located within 10 miles of….. Training, certifications, safety record,

loyalty, published, awards, recognitions Financial stability, ramp up process, past

experience in similar contract Exactly relating to target opps ISO, FedRAMP, Validator Trained over 3,000 people, installed 1,000

miles of ___, shipped xx to yy bases in zz timeframe, reduced costs by $MM, eliminated redundancy and reduced labor by $MM

Exactly DESCRIBE YOUR solution and the BENEFIT to the client, related to the target


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Socioeconomic certifications Generic statements Static, never changing One type fits all “quality” people, services, products “100” or xxx years of experience “solutions provider” “best in class”, “world class”, “best of breed” or

other superlatives

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Differentiators are NOT


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Why did your biggest customer want you? How and why is your company the best choice for

the needs of this opportunity or agency? What is it about your services/products that make

you stand out from the rest? What is it about your people that give you the

advantage over your competitors? Why are your products better solutions than the

others that are available? Is your business located near the targeted agency?

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Sample Differentiator Questions


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Speak EXACTLY to requirementsSpeak exactly to that decision-maker

CO, COTR, PM, OSDBU, SBLOAre benefit-focused Include metricsAre straightforward, easy to understandAre branded to your companyBetter to have only 2 or 3 strong differentiators

than an entire list of mediocre or poor

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Ideal Differentiators


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Federal: DUNS & CAGE Code NAICS (grouped) DOD: PSC & FSC codes GSA Schedule Contract Number(s) BPAs and other contract numbers Socio-economic certifications: WBE,

MBE, SDB, WOSB, 8(a), HUB Zone, SDVOB

Teams

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Company Data


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1 or 2 sentence summary of highlights Financial stability Number of employees Capacity Teams YOUR contact information:

Name Email Phone: office, direct Printed on the Capability Statement, not attached as a business card

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Company Data (Cont’d)


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Use your own branding elements Your logo Your colors Your style Your fonts Complement your web site, business cards Use up the entire page, do not think “letterhead” Spare the graphics: usually large file size Keep it in Word, save as a PDF Do NOT save as graphic file: tif or jpg

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Graphic Design Elements


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Government and Social Media Health and Human Services:

Army:

GSA:


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To state an organization's policy, position, or philosophy about a subject;

To present a not-too-detailed technical explanation of an architecture, framework, or product technology; or

To pose a technology-oriented problem or question and then answer that question with information or a proposed solution.

The terms policy paper or position paper, technology paper or product paper, and issue paper are often used in place of white paper

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White Papers


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Pre-assessment: What is XYZ technology and what are the benefits from it’s use?

Plan & execute: How can an XYZ application rollout affect other deployed technologies?

What pitfalls can be expected? Post-assessment: How can the effectiveness of

XYZ technology be judged? Case studies?

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White Papers


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Not your typical press release sent to the papers It IS targeted to your contacts It IS real news It is sent via email to specific people and posted

online where it can go viral Topics: contract wins, completions, new hires,

awards, new services or products, certifications, branded services or products

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News Releases


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TV Radio Publications Blogs

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Advertising


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What does your business look like to the government decision makers?

Email your Capability Statement PDF to: [email protected] your company’s complimentary

Capability Statement Score

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What is Your Score?


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mailto:[email protected]

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ContactGloria Larkin

President, TargetGov

443-543-5067

[email protected]

www.TargetGov.com


866-579-1346

mailto:[email protected]

Documents

May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria