1. Charleston Defense Contractors Association
22 April 2010

2. Recognizing Partners ESN – Past Mentor Protégé
Mercom – Current Mentor Protégé
Information Technology Coalition - Current Mentor Protégé
ISHPI - NGA
Geocent – Nites & SOA
Shoreland Solutions - HLS
SP Systems - . NASA .Satellites . NSWC

3. General Dynamics Information Systems & Technology
Advanced Information Systems
Leading provider of transformational mission solutions through advanced software development and electronics systems design and integration.
Leading European supplier of integrated avionics and mission systems.
General Dynamics UK
Leader in command and control, communications networking, computing and information assurance hardware and products.
C4 Systems
A leading top-tier integrator of information technology, systems engineering and professional services with the mission understanding, domain expertise and proven performance to manage large-scale, mission-critical IT programs.
Information Technology

4. General Dynamics Websites*
* General Dynamics handout has POC information
AEROSPACE AVIATION SERVICES GULFSTREAM AEROSPACE CORPORATION
COMBAT SYSTEMS ARMAMENT & TECHNICAL PRODUCTS (ATP) LAND SYSTEMS (LS): ORDNANCE & TACTICAL SYSTEMS (OTS)
MARINE SYSTEMS BATH IRON WORKS (BIW): ELECTRIC BOAT (EB): NASSCO:
INFORMATION SYSTEMS & TECHNOLOGY: ADVANCED INFORMATION SYSTEMS (AIS): C4 SYSTEMS (C4S): INFORMATION TECHNOLOGY (IT):

5. DIFFERENTIATING YOUR BUSINESS AND GETTING A PRIME’S ATTENTION

6. The Real Key to Teaming….
Be proactive and selective
in your marketing efforts!
Do your homework!

7. Our Database Provides Teaming Partners
Go to
Select “Partners” page
Register
INCLUDE:
Descriptive capability keywords
E.g.: Network engineering, not IT
Not: See attached brochure
Specific customer areas
E.g.: DOD / Navy/ NAVSEA /NUWC not Federal Government
Can add corporate briefings and other documents – highly recommended
This Database is searchable – We use it to find teaming partners!

8. So How Can You Work With Us?
Review understand what we do and fit with your company
Always present yourself professionally
CEO or senior executives – develop relationship with prime
Clear s, voice messages
Use good business etiquette
Send informative, concise, well-written and purposeful s
Focus on past performance, capabilities, customer knowledge, added-value
Show understanding of company to which you are sending
Limit attachments, watch grammar, spelling, full signature, show trail
Register and keep information up to date
Focus on having opportunity-driven meetings
Network at selected events that fit your marketing focus – meet managers
Develop relationships, outstanding past performance and TRUST!

9. General Dynamics IT: Opportunity-Driven Approach
Research, events, customer knowledge
Small Business Contact
Teaming Guidelines
Telephone, , Referral
Small Business Center
Work with Small Businesses and Managers
Teaming Opportunity
Database Registration
Passive
approach
Pro-Active approach
Manager Introductions
Teaming Database
Marketing Activities
Considered for Teaming
Business Opportunity
Prime or Sub
Searches

10. Agenda Items Who is General Dynamics Information Technology?
Differentiating your business
AKA getting a prime’s attention!
Marketing in the U.S. Government sector
Beyond capabilities
Research and capture planning
Calling on primes
Successful teaming
Conclusion

11. DIFFERENTIATING YOUR BUSINESS AND GETTING A PRIME’S ATTENTION

12. A Good Small Business Partner Considerations
Core capabilities and past performance
Price
Personnel experience
Resource availability and HR stability
Locations
Financial solvency
Reputation
Organizational conflict of interest (OCI)
Dependable, a team player, and responsive
Easy to work with on projects
Follow-through and follow-up!

13. How Can You Add Value?

14. Understand Your Market Focus
What are your strengths and core capabilities?
What types of past performance do you have?
Where is your current work today?
What areas do you want to grow in?
Is the market growth there to support it?

15. Understand Your Market Focus
What are your strengths and core capabilities?
What types of past performance do you have?
Where is your current work today?
What areas do you want to grow in?
Is the market growth there to support it?

16. Understanding the Customer
Utilize Market Research
Read and Learn about your customer
Reports
Articles / Websites
Performance Plans
Understanding of mission, goals, objectives and programs
Network through conferences and professional associations
Develop a core of trusted teaming partners
Obtain knowledge of U.S. government contracting
Understanding of rules / agreements
Government purchase cards
Line of credit
CAGE Code, Dun and Bradstreet, NAICS, ITAR Certification
Databases: CCR, DSBS (Pronet), ORCA, VetBiz
Focus, Focus, Focus!
Do Your Homework First!

17. Differentiating Yourself Know Customers
Understand potential customers:
Purchasing history, price
Cost sensitivity
Budget for your product or service
Problems — help them solve!
Desire to solve the problem — do they have $?
Desire to work with your company — do they need you?
Past and future buying requirements
Procurement forecasts
Main primes
Major competitors
Develop a clear roadmap of where you want to go and how you will get there

18. Capture Planning Develop Specific Opportunities
Develop a contact plan
What issues for discussion
Where is the information
When should we get the information
Why talk with specific people
Make contacts
Listen to prospective customers
Develop a trust relationship with customer
Gather information
Incumbent strengths and weaknesses
Grow trusted relationship with the customer
Customer priorities
Funding sources
Plan
When to show how you will solve a customer’s problem
Strategic and contingency hires
Gather other data
Competitor analysis
Cost estimates
Win theme

19. Don’t Sell Capabilities — Uncover Customer Problems and Opportunities, Then Offer Solutions!

20. Understanding the Prime
Drivers of behavior
What the prime looks for in a subcontractor
What the prime looks for in small business
Previous relationships
Understanding
Requirements
Programs
Customer

21. Getting the Prime’s Attention
Calling on the Prime
Opportunity-driven approach
Research first!
Check company web sites
Talk to contacts
Read the government and technology journals
Know “hot buttons”
Attend government industry days and focused events
Prepare “elevator” speech but cater it to organization and/or company
Prove real interest
Follow through on actions and requests!
Be responsive
Show enthusiasm!
Do your homework first!

22. Steps to Successful Teaming
Focus on a customer area – narrow it down…
Map out who has what contract – exercise that allows you to focus on the customer
Do you know the customer? Do you know how to obtain information?
Timing – teaming way ahead of the deal (18-24 months out)
Working on next year and beyond
Know who you are talking to? Understand roles of:
Capture mgrs
Proposal mgrs
Be prepared for discussions
Read the RFP first, if available (or know what the real opportunity is about)
RFP requirement and your fit — tell us:
Related niche or capability areas
Related past experience
Customer knowledge and experience
Why your company?
Why are you seeking out this Prime to team?
Make sure you are registered with the Prime (if applicable)
For example: Go to — Partners page
MATRIX
Key to Teaming - Be proactive and selective in your marketing efforts!

23. Successful Small Businesses*
Four major themes for successful small businesses:
Do their homework
On customers, their mission, budgets, etc.
Participate in outreach and networking events
Selectively, based on market focus
Understand the federal procurement system
Understand contracting, IDIQs, standalone contracts, etc.
Understand concept of teaming
Joint ventures, teaming arrangements, prime/sub, mentor-protégé relationships, etc.
* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS

24. Closing the Deal – Getting on the Team
Know the contracting details
NDA / TA / Attachments (SOW)
Ask about the decision making process / selection process
Internal Prime discussions
Meetings with small businesses
Database searches
PM /CM decision authority
Basis for teaming decisions – Why this company? Why this individual?
Behind the scenes discussion
Value brought to the table
Thought process behind selection
Understand what you bring to the Prime
Be able to cite reasons
Differentiators / Value
Relationships /Support
If you are late to the table - get your hands on the RFP!
Approaching the prime after they win

25. Successful Small Businesses*
Four major themes for successful small businesses:
Do their homework
On customers, their mission, budgets, etc.
Participate in outreach and networking events
Selectively, based on market focus
Understand the federal procurement system
Understand contracting, IDIQs, standalone contracts, etc.
Understand concept of teaming
Joint ventures, teaming arrangements, prime/sub, mentor-protégé relationships, etc.
* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS

26. Seven Golden Rules* Winners constantly do the following:
Winners win because they know and are known by the client. 
They are known by the Source Selection Board. 
They have met with top managers, mid-level managers, and the government’s technical staff. 
They do demonstrations. 
They know the client’s real requirements and dreams. 
They know the client’s price. 
They earn the client’s trust and confidence. 
* Advantage Consulting, Newsletter, 2/10/04

27. And don’t forget to have fun along the way!
Conclusion
It’s hard work
Work smart — focus, focus, focus
Understand Government business, contracting and rules of engagement
Understand needs then discuss solutions, not capabilities
Understand and follow primes processes, tools and interests
Develop an opportunity-driven approach
The five Ps:
Plan your strategy and approach
Prepare to implement your action plan
Stay persistent in your efforts
Remain patient with time
Practice proactive marketing
Prior Planning Prevents Poor Performance
And don’t forget to have fun along the way!

28. Small Business Partnerships
Contact Information General Dynamics IT – Fairfax, VA - HQ Small Business Center
Small Business Partnerships
Ludmilla Parnell
Director, Business Development
Small Business Partnerships
(703)