1. ACQUIRE THE ADVANTAGE © Acquisition Solutions, Inc. April 25, 2007 National Contract Management Association The Power of Market Research Chip Mather Partner 301-261-9849 chip.mather@acqsolinc.com Acquisition Solutions Inc.

2. © Acquisition Solutions, Inc. April 25, 2007 2 Market Research n Two Types of Market Research l General – On Going —Keep Up With Market Place –Identify New Capabilities, Technologies, Companies Etc. –Trade Journals, Conferences, Associations l 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”

3. © Acquisition Solutions, Inc. April 25, 2007 3 Specific Market Research n Agencies Required to Conduct Market Research l Before Developing New Requirements —Ensure Legitimate Needs are Identified and Trade Offs Evaluated n Purpose is to Develop Most Suitable Approach (Not Solution) For Acquiring Goods and Services l Essential For Acquiring Best Value Products and Services That Solve Mission Critical Challenges

4. © Acquisition Solutions, Inc. April 25, 2007 4 FAR Market Research Techniques n Contacting Knowledgeable Individuals In Gov and Industry n Review Results of Recent Research For Similar Items n One on One Meetings with Potential Offerors n Pre-solicitation Notices, Conferences, n Pre-proposal Conferences n Draft RFPs n Site Visits

5. © Acquisition Solutions, Inc. April 25, 2007 5 Reality Model n User/Requestor Meet Informally With Number of Sales and Marketing Representatives l Find Solution (s) They Like l Develop Requirement Around Preferred Solution — “Wired Specifications” n Your Customers Do Not Trust You or The System To Produce Good Results l Majority of Their Time and Effort Spent Gaming the Process

6. © Acquisition Solutions, Inc. April 25, 2007 6 Power of Market Research n Done Early and Well l Dramatically Shape the Acquisition —Draw Powerful Solution-Orientated Concepts —Assist in Fundamental Rethinking About the Nature of the Requirement —Identify “Art of the Possible” n Market Research Should Not Be Used To Validate Acquisition Approach/Concept – But Rather to Craft it!

7. © Acquisition Solutions, Inc. April 25, 2007 7 Performance-Based Acquisition and Management Process

8. © Acquisition Solutions, Inc. April 25, 2007 8 Done Right n Early Exchange! l Before Solution Locked In! l Nothing to Give Away —No Competitive Advantage to Participants n Most Effective – One on One Market Research Sessions l 30 Major Acquisitions - $20+ Billion n Become the Educated Consumer l Use the Information to Craft Acquisition Strategy

9. © Acquisition Solutions, Inc. April 25, 2007 9 Done Right n Identify Industry Leaders In Market Space l Who Are the Best in Class? n Invite Them to Participate in One on One Market Research Sessions l Tailored to Size and Scope of Acquisition n Emphasis l On Commercial and Industry Best Practices l Performance Measures and Metrics l Innovative Delivery Methods l Incentive Programs – Shared Goals and Objectives

10. © Acquisition Solutions, Inc. April 25, 2007 10 Done Right n Steps l Develop High Level “2 pager” on the Problem You Are Looking to Solve l 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

11. © Acquisition Solutions, Inc. April 25, 2007 11 Done Right n Call To Ensure Lead Understands Purpose l Marketing Pitch = Short Meeting l 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 l Who Will Attend From Government Side l Participation in Market Research Is Not Tied to Actual Competition!

12. © Acquisition Solutions, Inc. April 25, 2007 12 Done Right n Agenda l 15 Min Introductions l 60 Min Best Practices —What Works, What Doesn’t —“If You Were Us, What Would You Do?” Why! l 60 Min Performance Measures/Metrics —How Do You Measure Success? –Samples and Examples l 60 Min Incentive Plans and Programs —Win - Win Contract Structures and Plans

13. © Acquisition Solutions, Inc. April 25, 2007 13 Done Right n Conduct of Session-Make it Meaningful l No Recordings! l Open Ended Questions – —If You Were Us, How Would You Approach… —What Are We Doing That is Driving You Crazy! l Interactive – Intent is For Government to Learn! —Ask Questions - Delve Into Advantages and Pitfalls About Various Approaches –No Death By PowerPoint!

14. © Acquisition Solutions, Inc. April 25, 2007 14 Done Right n Significantly Expands Potential Solution Set l “Art of the Possible” n Provides Insight On Best Approach l 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

15. © Acquisition Solutions, Inc. April 25, 2007 15 Done Right n Develop Market Research Document l Capture Best Practices l Maximize Effective Competition —Empowers Competitors —Justify Acquisition Strategies l Structure Shared Goals and Objectives —Contract Written Around Performance Objectives – Not Compliance

16. © Acquisition Solutions, Inc. April 25, 2007 16 Resources n Federal Acquisition Regulation l Part 10 – Market Research l Part 15 – Contracting By Negotiation n Acquisition Solutions’ Advisory l A Program Manager’s Guide to Realizing Marketplace Potential —www.acqsolinc.comwww.acqsolinc.com n 7 Step Performance Based Acquisition l Visit the OFPP-sponsored website: http://www.acquisition.gov/comp/seven_steps/home.html

17. © Acquisition Solutions, Inc. April 25, 2007 17 Supported by the OFPP-sponsored Interagency PBSA Working Group: http://www.acquisition.gov/comp/seven_steps/library3.html Want vetted PBA samples and examples?