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Marketing Strategies and Techniques
U.S. General Services AdministrationOffice of Small Business Utilization
Small Business GSA Schedule Contract Holders
Small Business GSA Schedule Contract Holders
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AgendaAgenda
Business/marketing plans Who uses GSA Schedules? Buying Practices Top 10 Schedules Locating Buyers Partnerships Utilizing Information First Impressions Proposals Offer Challenges News and Information
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Business/Marketing PlansBusiness/Marketing Plans
Blueprints of a Business Who am I/are we? Where do we want to go? What is attainable now? What should we plan to accomplish? What/Who will help me meet my
goals? What is my budget for exploring? What is the final outcome we desire?
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Who uses GSA Schedules?Who uses GSA Schedules?
Executive & Other Federal Agencies
Mixed-Ownership Government Corporations (FDIC, Federal Home Loan Banks, etc.)
The District of Columbia Cost Reimbursable Government
Contractors authorized in writing by a Federal agency (48 CFR 51.1)
State and Local Government (Cooperative Purchasing)
Domestic and Worldwide % Schedules Domestic %Worldwide
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2008 Top Ten Agencies in Federal Procurement2008 Top Ten Agencies in Federal Procurement
1. Department of Defense $314,555,539,523 2. Department of Energy $24,523,659,011 3. National Aeronautics and Space Administration $14,615,545,958 4. Department of Veterans Affairs $14,059,007,778 5. Department of Homeland
Security $13,916,493,609
6. Department of Health and Human
Services $13,102,209,587 7. Department of Justice $5,698,834,163 8. Department of Agriculture $5,149,764,913 9. General Services Administration $4,753,993,250 10. Department of the Interior $2,694,066,867
Source: SBA FY 2008 Official Goaling Reporthttp://www.sba.gov/idc/groups/public/documents/sba_homepage/fy2008official_goaling_report.html
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GSA as a Buyer GSA as a Buyer
Federal Acquisition Service (need data from FAS) $353,406,660 41 Schedule Categories Most Purchases Non-Schedules
Public Buildings Service $353,406,660 41 Schedule Categories Most Purchases Non-Schedules
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Buying Buying PracticesPractices
•Any vendor for purchases under $3000
•Two or more vendors for orders over $3000
•Orders above the Maximum Order request more discounts
•Non-GSA Items are Open Market
•Blanket Purchase Agreements
•Pre-Proposal Conferences
•E-Buy
•FBO Notices
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Sales for All MAS Contracts by Sales for All MAS Contracts by Size and Socioeconomic Status Size and Socioeconomic Status
(November 2009)(November 2009)
Business Size # of Contracts Sales
Small 35% 12,841 3,205,910,683
Large 65% 3,170 5,931,414,158
Socioeconomic Sub-category # of Contracts Sales
8A 3.1% 1,520 283,965,471
(5%) SDB 8% 2,930 699,825,140
(5%) WOSB 7% 3,279 618,480,079
(3%) HUBZone 1% 538 56,328,608
(3%) VOSB 3% 1,283 258,925,382
SDVOSB 2% 891 208,770,487
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State and Local Program SalesState and Local Program SalesCooperative Purchasing Program Sales
Fiscal Year (Oct -Sept)
Total Cooperative
Purchasing Sales Large Business $
Large Business % Small Business $
Small Business %
2003 (March-Sept) $ 7,897,817.00 $ 868,759.87 11% $ 7,029,057.13 89%
2004 $ 75,320,481.00 $42,179,469.36 56% $ 33,141,011.64 44%
2005 $140,774,721.00 $85,872,579.81 61% $ 54,902,141.19 39%
2006 $239,819,554.00 $141,493,536.86 59% $ 98,326,017.14 41%
2007 $314,244,056.00 $168,352,020.00 54% $ 145,892,036.00 46%
2008 $377,533,537.00 $237,747,758.00 63% $ 139,785,779.00 37%
2009 $564,108,321.00 $374,559,484.00 66% $ 189,548,837.00 34%
2010 YTD $121,616,553.00 $ 62,024,442.03 51% $ 59,592,110.97 49%
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Disaster Recovery Purchasing Program SalesDisaster Recovery Purchasing Program Sales
Fiscal Year (Oct - Sept)
Tot Disaster Recovery $ Large Bus $
Large Bus % of Total Sales Small Bus $
Small Bus % of Total Sales
2008 $5,069,515 $2,398,428 47.3% $2,671,087 52.7%
2009 $15,410,450 $2,934,225 19.0% $12,476,225 81.0%
2008-2009 Total $20,479,965 $5,332,653 26.0% $15,147,312 74.0%
In addition to the rise of small business sales in the Disaster Recovery Purchasing Program, Veteran Owned Small Businesses accounted for 29% of all FY 2009 Disaster Recovery Purchasing Sales.
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Purchase Decision
• Past Performance
• Price
• Options
• Warranty
• Availability
• Location
• Buyer Discretion
• 508 Compliance
• Green Options
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www.section508.govwww.section508.gov
Eliminates barriers Opportunities for the disabled Applies to all Federal agencies
Procure Maintain Use Electronic and
Information Technology (EIT)
Contractors selling EIT must comply with 508
Register with the e-Buy Accessible Data Center at www.gsa.gov/ebuy
Consider ALL current and potential customers!
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Environmental ProgramOffice of Applied Science(202) 219-1522Fax (202) 219-0784
Alternative Fuel Vehicles Vehicle Buying(703) 605-CARSFax (703) 605-9868
Green PowerEnergy Center of Expertise (202) 708-9296
Green PurchasingFAS Assisted Acquisition Services (202) 708-8100NCR Safety, Environmental and Fire Protection (202) 708-5236
Waste Reduction and RecyclingEnergy Conservation Branch (202) 708-9010
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Top 10 Schedule Sales in 2009Top 10 Schedule Sales in 2009
70 - IT 15,646,895,263
874 - MOBIS 4,339,503,655
871 – Professional Engineering Services 2,946,654,659
84 – Total Solutions Law Enforcement… 2,464,826,999
520 – FABS 1,145,153,672
71 I – Training Aids and Devices 1,139,502,181
874 V Logistics 876,942,514
CORP Consolidated 856,394,205
36 – Office Imaging 848,348,490
66 – Scientific Equipment 776,376,484
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Locating BuyersLocating Buyers www.fbo.gov – Advanced Search
Pre-solicitation, Sources Sought, Solicitation/Synopsis
Classification Code NAICS Code Recovery and Reinvestment Act Collect Contact Info Always
www.gsa.gov/smbusforecast - Forecast NAICS Code Title State
Cold Calling Authority to Purchase Contact Information Quarterly/Biannual Updates Emails as follow-up only
Conference Attendance Set Goals Anticipate potential partners – not just
buyers Determine Needs Network, Network, Network
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Seeking PartnershipsSeeking Partnerships Contractor Teaming Arrangements (gsa.gov/cta)
GSA Schedule Vendors ONLY Total Solution Paid Separate Team Plans Process
Subcontracting (gsa.gov/subdirectory) Any size prime GSA Schedule Projects Piece of the Pie
Mentor Protégé (gsa.gov/mentorprotege) GSA Schedule Vendors Prime Directed Projects GSA Approved Subcontracting Agreement
American Recovery and Reinvestment (gsa.gov/smallbusinessrecovery) Prime and Subcontracting Construction Related
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Contract Modification for ARRAContract Modification for ARRA
To modify your contract to accept ARRA projects please go to the Vendor Support Center at www.vsc.gsa.gov and follow these directions:
Click on: Contract Administration Modifications MASS Modifications View Modifications
Scroll to find Modification # FX75, "American Recovery and Reinvestment Act (ARRA)“
Open the SF-30
Complete and Sign
Submit to your Contracting Officer
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Schedule Sales Query (SSQ)Schedule Sales Query (SSQ)
SSQ provides the sales reported by MAS contractors
Use SSQ to research your competitors’ sales Utilize free tools to help make better business
decisions Go to http://ssq.gsa.gov Find Opportunities for
Mentor Protégé Contractor Teaming Arrangements Subcontracting
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Utilizing Information EffectivelyUtilizing Information Effectively
Consider different mailing list General – Any and everybody Potential – High Probability Direct – responsive/sure thing FBO Contacts
Contact Steps1. Letter/Postcard (Intro)2. Phone Call (details)3. Follow-up (building trust)
Follow-up Often/Sincere Postcards Email Seasonal Greetings
Update Annually Points of Contact (POC’s) Numbers Address General or Direct List Pricing GSA Data Sites
– e-library– GSA Advantage!®
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Utilize Utilize AllAll FREE Marketing Tools FREE Marketing Tools www.gsa.gov/logo Use images on GSA Advantage!®
Attend large conferences like the GSA EXPO www.expo.gsa.gov www.gsa.gov look under “Events”
Attend outreach sessions designed just for small business
Come prepared to ask questions and get contact information
Invest in FedBizOpps for procurements over $25,000 – www.fbo.gov
Access the GSA’s Forecast www.gsa.gov/smbusforecast
Steps to Success http://vsc.gsa.gov/stepstosuccess.pdf
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Company IntroductionCompany Introduction
Letter, phone call Address specific needs (capability statement)
Follow –Up Card Email Letter Company Growth (quarterly update)
GOAL: Build Familiarity, Trust, and Confidence in your company’s ability
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Quality ProposalsQuality Proposals
Obvious Clean Neat Follow Directions Provide additional data Typed – not hand written Use provided Checklist
Not So Obvious Have more than one person
read for errors Double check submission
requirements Be prepared to provide oral
proposal if requested Rejection doesn’t mean you
were not competitive Points of Contact are reachable Follow-up with a “thank you”
card regardless of outcomeregardless of outcome Highlight where special
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Written ProposalWritten Proposal Decide and Notify
Yes I will be participating No, I will not
Respond in order Not clear, then ask questions Respond to all parts Follow Directions Describe your process and unique
values Spell Check and Grammar Check Be Neat Group Review before submission
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Oral ProposalOral Proposal
Professional Business Attire Be On-Time Know the Proposal Include Key Workers Be polite Speak clearly and professionally Answer all questions
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Know Your Contract TermsKnow Your Contract Terms
Warranty Delivery Discounts Authorized Dealers Quantity Discounts Service Agreements Expiration Date Option Year Requirements
Give copies to your employees!!!Give copies to your employees!!!
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Keep Information Accurate and UpdatedKeep Information Accurate and Updated
Economic Price Adjustment Price Increases Most common EPA clause GSAM 552.216-70 Check the details for your Percentage ceiling Prices fixed for first 12 months No more than 3 increases/year
Price Decreases Determined by the MFC Ratio must remain the same
Spot Price Reduction Reductions that do not apply across the board Used to build relationships Notify GSA when in use Will not affect your awarded discount, terms and conditions
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Adding and Deleting Items Adding
– New products or services must be awarded
– Within Scope, simple modification Deleting
– Remove products or services– Simplify Contract Coverage
Transfer of Assets Novation Agreement
Legal Name Change Change-of-Name Agreement
See “Contract Modification” clause in the solicitation
Update
Update UpdateUpdate
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How to DEAL?????How to DEAL????? Rejected Offers – Request Debriefing Unable to fulfill contract – Contact CO with
explanation Cannot submit an offer – Notify CO immediately Upset the Contracting Officer – Contact your
OSBU for resolution Errors in proposal – Correct and move on Not meeting sales criteria – Reevaluate program
participation, product/service need assessment, and marketing efforts
Nothing seems to be working – Take a break and review your business/marketing plans
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More SupportMore Support11 Regional GSA OSBU
and SBTA’swww.gsa.gov/smallbizsupport
OSDBU for all agencieswww.osdbu.gov
Procurement Technical Assistance Centerswww.aptac-us.org
Customer Service Directorswww.gsa.gov/CSD
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News News You Can Use!You Can Use!
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Policy Changes Allow Greater Access to Policy Changes Allow Greater Access to Schedules When Supporting EmergenciesSchedules When Supporting Emergencies
A policy change now allows GSA Federal Supply Schedule Program contractors: Sell to state, local, territorial and tribal governments Support of public health emergencies, including H1N1.
Eligible ordering activities Purchase when expending federal grant funds Responding to emergencies Declared by: Secretary of Health and Human Services Section 319 Public Health Services Act
Contact: www.gsa.gov/vsc or [email protected]
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Website Shortcuts
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Questions & AnswersChristy L. JackiewiczChristy L. Jackiewicz
Program AnalystProgram Analyst
Office of Small Business UtilizationOffice of Small Business Utilization
202-501-1021202-501-1021
[email protected]@gsa.gov
www.gsa.gov/sbuwww.gsa.gov/sbu
