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April 25, 2007
ACQUIRE THE ADVANTAGE
© Acquisition Solutions, Inc.
National Contract Management Association
The Power of Market Research
Chip MatherPartner
Acquisition Solutions Inc.
April 25, 2007 2© Acquisition Solutions, Inc.
Market Research
Two Types of Market Research General – On Going
—Keep Up With Market Place– Identify New Capabilities, Technologies, Companies
Etc.– Trade Journals, Conferences, Associations
Specific – Tied to Specific Acquisition—FAR 10.002(a) “Acquisitions begin with a description of
the Government’s needs stated in terms sufficient to allow conduct of market research”
April 25, 2007 3© Acquisition Solutions, Inc.
Specific Market Research
Agencies Required to Conduct Market Research Before Developing New Requirements
—Ensure Legitimate Needs are Identified and Trade Offs Evaluated
Purpose is to Develop Most Suitable Approach (Not Solution) For Acquiring Goods and Services Essential For Acquiring Best Value Products and
Services That Solve Mission Critical Challenges
April 25, 2007 4© Acquisition Solutions, Inc.
FAR Market Research Techniques
Contacting Knowledgeable Individuals In Gov and Industry
Review Results of Recent Research For Similar Items
One on One Meetings with Potential Offerors Pre-solicitation Notices, Conferences, Pre-proposal Conferences Draft RFPs Site Visits
April 25, 2007 5© Acquisition Solutions, Inc.
Reality Model
User/Requestor Meet Informally With Number of Sales and Marketing Representatives Find Solution (s) They Like Develop Requirement Around Preferred Solution
— “Wired Specifications”
Your Customers Do Not Trust You or The System To Produce Good Results Majority of Their Time and Effort Spent Gaming
the Process
April 25, 2007 6© Acquisition Solutions, Inc.
Power of Market Research
Done Early and Well Dramatically Shape the Acquisition
—Draw Powerful Solution-Orientated Concepts —Assist in Fundamental Rethinking About the Nature of
the Requirement —Identify “Art of the Possible”
Market Research Should Not Be Used To Validate Acquisition Approach/Concept – But Rather to Craft it!
April 25, 2007 8© Acquisition Solutions, Inc.
Done Right
Early Exchange! Before Solution Locked In! Nothing to Give Away
—No Competitive Advantage to Participants
Most Effective – One on One Market Research Sessions 30 Major Acquisitions - $20+ Billion
Become the Educated Consumer Use the Information to Craft Acquisition Strategy
April 25, 2007 9© Acquisition Solutions, Inc.
Done Right
Identify Industry Leaders In Market Space Who Are the Best in Class?
Invite Them to Participate in One on One Market Research Sessions Tailored to Size and Scope of Acquisition
Emphasis On Commercial and Industry Best Practices Performance Measures and Metrics Innovative Delivery Methods Incentive Programs – Shared Goals and Objectives
April 25, 2007 10© Acquisition Solutions, Inc.
Done Right
Steps Develop High Level “2 pager” on the Problem You Are
Looking to Solve Identify and Invite Potential Participants
—Letter of Invitation– Conduct Market Research to Craft Innovative Acquisition
Strategy For Mission Critical Agency Need (2 Pager)– Given Operational Focus – Limit Marketers
– Operational and Program Managers– If Commercial Division – Bring Some of Them Also!– Include Agenda– Bring Samples, Examples, Best Practices
– Performance metrics/SLAs etc.– Information Presented Will Be Treated as Proprietary
April 25, 2007 11© Acquisition Solutions, Inc.
Done Right
Call To Ensure Lead Understands Purpose Marketing Pitch = Short Meeting Interested in Learning How To Best Craft Strategy
— Results in Shared Goals and Objectives—Any Areas of Specific Interest
– How Long Due Diligence Should Take…etc– Special Considerations
Who Will Attend From Government Side Participation in Market Research Is Not Tied to
Actual Competition!
April 25, 2007 12© Acquisition Solutions, Inc.
Done Right
Agenda 15 Min Introductions 60 Min Best Practices
—What Works, What Doesn’t —“If You Were Us, What Would You Do?” Why!
60 Min Performance Measures/Metrics—How Do You Measure Success?
– Samples and Examples
60 Min Incentive Plans and Programs—Win - Win Contract Structures and Plans
April 25, 2007 13© Acquisition Solutions, Inc.
Done Right
Conduct of Session-Make it Meaningful No Recordings! Open Ended Questions –
—If You Were Us, How Would You Approach…—What Are We Doing That is Driving You Crazy!
Interactive – Intent is For Government to Learn!—Ask Questions - Delve Into Advantages and Pitfalls
About Various Approaches– No Death By PowerPoint!
April 25, 2007 14© Acquisition Solutions, Inc.
Done Right
Significantly Expands Potential Solution Set “Art of the Possible”
Provides Insight On Best Approach Allow You to Craft Acquisition Strategy
—Maximize Quality Competition—Solicit Solutions – Not Compliance—Competition Structured Around Quality of Solution
– Easier To Recognize Good Idea Than It Is To Develop One
April 25, 2007 15© Acquisition Solutions, Inc.
Done Right
Develop Market Research Document Capture Best Practices Maximize Effective Competition
—Empowers Competitors—Justify Acquisition Strategies
Structure Shared Goals and Objectives—Contract Written Around Performance Objectives – Not
Compliance
April 25, 2007 16© Acquisition Solutions, Inc.
Resources
Federal Acquisition Regulation Part 10 – Market Research Part 15 – Contracting By Negotiation
Acquisition Solutions’ Advisory A Program Manager’s Guide to Realizing Marketplace
Potential —www.acqsolinc.com
7 Step Performance Based Acquisition Visit the OFPP-sponsored website:
http://www.acquisition.gov/comp/seven_steps/home.html