Federal Acquisition Service
U.S. General Services Administration
Marketing to the Federal GovernmentA Business Primer For GSA Industry Partners
Customer Accounts & Research DivisionMarketing & Business Support BranchGSA Federal Acquisition Service
Marketing to the Federal GovernmentA Business Primer For GSA Industry Partners
Customer Accounts & Research DivisionMarketing & Business Support BranchGSA Federal Acquisition Service
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Federal Acquisition Service
Today’s Agenda
•Overview
•Federal Government Customers
•Conducting Market Research
•Developing an Effective Marketing Strategy
•Other Useful Tools and Resources
•Wrap-Up
•Q&A
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Federal Acquisition Service
GSA Acquisition Centers
Management Services Center
Center for Facilities Maintenance & Hardware
Greater SouthwestAcquisition Center
National Administrative Services & Office Supplies Acquisition Center
Integrated Workplace,Information Technology, Center for Innovative Acquisition Development & Automotive Center
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Federal Acquisition Service
National Administrative Services and Office Supplies Acquisition Center
Business DevelopmentMarketing
Customer Service*****
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Federal Acquisition Service
National Administrative Services & Office Supplies Acquisition Center
67 Cameras, Photographic Printers &
Related Supplies & Services
738 X HR/EEO and Social/Counseling Services
75 Office Products/ Supplies and Services and New Products/Technology
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Federal Acquisition Service
National Administrative Services & Office Supplies Acquisition Center
76 Publication Media
81 IB Shipping, Packaging and Packing Supplies
874 Mission Oriented Business Integrated ServicesMOBIS (Training Services)
00JWOD now Ability One - NIB/NISH Products (Skilcraft brand)
GSA Global Supply
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Federal Acquisition Service
Federal Government CustomersWho Buys?
Decision Makers and Influencers in federal agencies:
Contracting Officer/Specialist
Program Managers
End Users
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Federal Acquisition Service
Contracting Officers/Specialists
Warranted by Congress to negotiate and enter into binding contracts with commercial firms
Gate Keepers of Programs and Initiatives
Generally Work for Project and Program Managers
Post Requests online for:
Quotes, Proposals, and for Requests For Information
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Federal Acquisition Service
Program Managers
Establish “big-picture” requirements based on Agency Missions, Goals, Initiatives and Plans
Identify and Allocate Resources Authors of Statements of Work (SOW)
Key reviewers of vendor capabilities
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Federal Acquisition Service
End-Users
Your largest target market for products - Credit Card holders
Federal civilians and DoD employees
Often have major input in selecting the product/service offering the best value and ease of use
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Federal Acquisition Service
GSA SchedulesWhy Buyers Use Them
What GSA Tells Prospective Customers:
Ease of ordering Discounted prices, volume discounts Wide selection of contractors Direct relationships with contractors Orders count towards agency’s socio-economic goals Reduction of procurement lead time and administrative
costs
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Federal Acquisition Service
Conducting Market ResearchSources of Information and Customer Data
Federal Procurement Data System (FPDS)
FedBizOpps (FBO)
DoD Business Opportunities
Schedule Sales Query
Federal Government Agency Websites
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Federal Acquisition Service
Federal Procurement Data System (FPDS) https://www.fpds.gov
Central Repository of contract actions over $25,000
Summary info on actions less than $25,000
Identifies which federal civilian agencies are buying and
what they are buying
Users can run a variety of Reports
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Federal Acquisition Service
FedBizOppswww.fbo.gov
FedBizOpps is the Government-wide Point of Entry for Procurement Opportunities over $25,000
Good POC information
Government buyers post their RFQs, RFPs, BPAs and Task Orders online
Vendors can sign up for e-mail notifications based on NAIC Codes and Keywords
Advanced Search capability
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Federal Acquisition Service
Schedule Sales Queryssq.gsa.gov
Schedule Sales Data as reported by schedule contractors
Variety of reports available
Goes back five years
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Federal Acquisition Service
Federal Government Agency Websites
What You Should Be Mining Websites for:
Contracting Opportunities and Forecasts
Contracting Office POC Info
Agency Small Business Info
New Procurement Initiatives
Agency Procurement Plans
Business Opportunity Forecasts
Industry Day Briefings
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Federal Acquisition Service
GSA Advantage!www.gsaAdvantage.gov
GSAs powerful search-engine and online ordering system
Benefits for vendors:Graphics included along with your product listingEasy to Navigate Increases potential for strong salesProvides instant visibility and ability to broadcast price changes easilyProvides a direct link to your company’s homepageReduces catalog printing and mailing costs
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Federal Acquisition Service
GSA’s e-Buywww.gsa.gov/ebuy
Electronic Request for Quote and RFP/RFI system
Provides vendors with a greater opportunity to respond to RFQs and RFPs
Check e-Buy routinely for opportunities Receive e-mail notices of RFQ opportunities Access to all RFQs under SINS in which you hold contracts – Key Value: Schedule Holders only
Point of Contact info, Contracting Officer Names, e-mail, phone number for mods and changes
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Federal Acquisition Service
Schedules e-Librarywww.gsa.gov/elibrary
The online source for GSA Schedule contract awards:
Perform searches by SIN (category), contract number, contractor name, Schedule number or keyword
Research other Schedule-holders in your industry
Find Partners/Sub-contractor and Contractor Teaming Arrangements
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Federal Acquisition Service
Vendor Support Center
The VSC is the Starting Gate
Sign up for e-Buy – Schedule Holders OnlyView RFQs on e-Buy/Steps to Success
New Contractor Orientation Webcast (take it!)Tips on how to succeed as a contractor GSA Steps Newsletter
Access at: vsc.gsa.govToll Free: 877-495-4849e-mail: [email protected]
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Federal Acquisition Service
Develop a Market StrategyStrategies for targeting government buyers:
Create a Capabilities StatementTarget Buyers at peak government buyingtimesMaximize web presenceSend traffic to GSA Advantage! from yourcompany websiteActively participate in a variety of federaland state government; conferences,seminars & trade shows to generate leadsand opportunitiesKnow your NAICS codesLease or Purchase Direct Mail Lists
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Federal Acquisition Service
Contractor Teaming ArrangementsExpanding Your Business Opportunities
Teaming Arrangements are created when two or more Multiple Award Schedule contractors join together to provide a solution to meet a federal customer need
They independently abide by the terms of their individual contracts, but one contractor is designated, by the team, as Team Leader
Contractors form these arrangements, at their discretion, when the result of their efforts produce the best solution for an agency’s requirement
Non Schedule Holders can be a Subcontractor to Primes
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Federal Acquisition Service
Local GSA Customer Service Directors
CSDs meet with federal civilian and DoD customers Hold Regional Events with customer attendance
- Regional focus with the benefit of local knowledge - Go to www.gsa.gov/csd for POC information or call - 800-488-3111
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Federal Acquisition Service
Web Resources
GSAs Section 833 – gsa.gov/stateandlocal Schedules Training - gsa.gov/cae. Go to ‘create new
account’ Schedules Info: gsa.gov/schedules and gsa.gov/masguide Listing of Large Primes – gsa.gov/subdirectory Publications: gsa.gov/cmls DoD RFQ Notices – http://progate.daps.dla.mil
Lists: INPUT, e-Pipeline, Leadership Directories (input.com, epipeline.com, leadershipdirectories.com)
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Federal Acquisition Service
Finding Business Opportunities
Events: GSA Expo – expo.gsa.gov Regional/National Events – many types www.gsa.gov/events
Acquisition Center Resources:
Business Development Unit
Marketing Unit
Pamphlets and Brochures
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Federal Acquisition Service
Advertising - print
MarkeTips
R2 Liaison is Peter Davis; [email protected] Phone (212) 264-4781
Federal Times (federaltimes.com)
Government Executive (govexec.com)
Military Times (militarycity.com)
Armed Forces Journal (armedforcesjournal.com)
Federal Computer Week (fcw.com)
Government Computer News (gcn.com)
Government Security News (gsnmagazine.com)
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Federal Acquisition Service
National Administrative Services and Office Supplies Acquisition Center - POCs
Marketing James Nicols212-264-4828 Alan Rosner 212-264-0868
General Information [email protected] 212-264-0868
Customer Service Directors Christine Lincoln 917-282-4933