1. Contracting Officer Podcast Slides
Knowledge & Insights From Contracting Officers

2. What is the Market Research Zone (Zone 2)
Episode 013
What is the Market Research Zone (Zone 2)
Original Air Date: February 8, 2015
Hosts: Kevin Jans & Paul Schauer

3. Formatting notes
Hyperlinks: Blue font indicates hyperlinks – presentation must be in ‘Slide Show’ mode to activate the link
Red bold font indicates a point of emphasis
Green bold font indicates CO’s personal comment or perspective

4. When does the Source Selection happen?
Acquisition Time Zones
(from Podcast Episode 003)
Requirements Zone
Market Research Zone
RFP Zone (proposal zone)
Source Selection Zone
Execution Time Zones
(from Podcast Episode 084)
Kick Off Zone
Performance Zone
Re-compete Zone (well, sort of… )
Wrap-up Zone

5. Overview - What is the Market Research Zone (Zone 2)?
What does the Market Research Zone mean?
What does Market Research accomplish?
What are some types of Market Research used by the Government?
What is the Government team doing during this zone?
What is Industry doing during this zone?

6. What is Market Research?
Government Team is looking at the requirement through the lens of industry
Moving from the Requirement into Potential Solutions
Can lead back to Requirements Zone
Refinement
Enhancement
Budget adjustments

7. What is Market Research?
FAR 10.0: Government’s process to find out “most suitable approach to acquiring, distributing, and supporting supplies and services”
Government team is determining…
What can meet the requirement?
Does a product or service exist?
Do we need to develop it? Is it commercial?
How much will it cost? Do we know? Can we afford it?

8. What is Market Research?
Who can meet the requirement or provide a solution?
How much competition? Lots of companies or just a few?
Small businesses, Large businesses, both?
Original Equipment Manufacturers (OEMs) or resellers?
How will we acquire it?
What type of contract?

9. What is Market Research?
Lowest-priced, Technically Acceptable (LPTA) vs. Trade off
How long is the contract?
How important is past performance?
Do we need to test it?
How?
Can we test it or does someone else need to?

10. Types of Market Research?
Secondary Market Research
Faster and more general
“Assess” the industry by
Internet Search
Trade shows, conferences, trade journals, etc.
Industry Day or Bidders’ Conference

11. Types of Market Research?
Primary Market Research
Slower and more targeted
Tends to be more effort for both sides
Also has more benefits for both sides

12. Types of Market Research?
“Assess” potential offerors, by
RFI (Request for Information)
DRFP (Draft Request for Proposal) – see Episode 008
Sources Sought Synopsis (SSS), (aka Sources Sought Notice)
Mentioned in R&D
Industry Day “One on Ones”

13. What is the Government Team Doing?
Trying to figure out:
What industry can ACTUALLY do?
How can they have the most effective and efficient competition?
How can they fit this puzzle together?
How and with what solution industry can solve the problem

14. What is Industry Doing? Already competing
Trying to accomplish these tasks:
Figure out what the requirement is (or will be)
Get the Government team to know what their company does
Get the Government team to make the requirement include what their company does
Target and engage

15. What is Industry Doing? Dominate secondary Market Research
Engage with primary Market Research
Shape the requirement to their benefit
Shape the acquisition strategy for their benefit

16. Summary
Zone 2 – The Market Research Zone – entails Government’s attempt to see the market through the eyes of Industry
Confirms or modifies the requirement specifications
Invites industry to provide input and shape the acquisition
Basic understanding of capabilities, price, schedules

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