1. May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) www.targetgov.com Presented by: Gloria Larkin President, TargetGov © 2013 www.TargetGov.com 866-579-1346

2.  Position to win: First impressions are critical  Accurate representation  Easily understood  Capture the interest of agency contracting personnel  Capture the interest of prime contractors  Common mistakes  Omissions that cripple  Tricks to target your capability statements to a specific audience  Key elements you must include  Tactics that make a difference 1 © 2013 www.TargetGov.com 866-579-1346

3.  “If you build it” mentality  The NEW procurement “Normal” ◦ Budget cuts, election, sequestration, vehicles  Market: ◦ Which DoD, Intel or Civilian entity?  Understanding the customer’s requirements  Vehicles ◦ IDIQs, GWACs, FOC, Set-asides 2 © 2013 www.TargetGov.com 866-579-1346

4. 3 © 2013 www.TargetGov.com 866-579-1346 Strategies  Prime Contractor  Subcontractor  Teaming Partner

5. 4 Primary Tactic  Answer Sources Sought Notices  Mandated Federal Market Research  Over 1,420 posted in the last 30 days  Informed companies USE these notices © 2013 www.TargetGov.com 866-579-1346

6. Air Force Recommendations 5 © 2013 www.TargetGov.com 866-579-1346

7.  Be professional  Ex: email, web site, typos  No clip art, stock graphics  Know your strengths: niche!  Lead with your expertise  Do not try to be all things  Prove it!  Address capacity  Mitigate risk 6 © 2013 www.TargetGov.com 866-579-1346

8. (1) The contractor’s ability to manage, as prime contractor, the types and magnitude of tasking in the Performance Work Statement (PWS); and (2) The contractor’s technical ability, or potential approach to achieving technical ability, to perform at least 50% of the cost of the contract/task order incurred for personnel with its own employees; and (3) The contractor’s capacity, or potential approach to achieving capacity, to conduct the requirements of the PWS. For the purposes of this Capability Statement, capacity shall refer to matters such as the magnitude of the tasking, the amount of equipment or facilities involved, and the size of the staff needed. The concept of “potential capability” greatly improves a Small Business’ chances of being found “capable,” so Small Businesses need to take full advantage of this development. © 2013 www.TargetGov.com 866-579-1346 7

9.  Priorities shifting in FY 2013: ◦ Market Shift: Budget reductions, Contracting/Acquisition staff shrinking  Differentiators that matter: ◦ Use updated terminology ◦ Focused on that customer’s specific requirements ◦ Focused on the level of decision-maker ◦ Specific to opportunity ◦ Include metrics ◦ Are provable ◦ Relate to past performance © 2013 www.TargetGov.com 866-579-1346 8

10.  Turnover exceeds 42% per year!  Contracting and acquisition staff CO, KO, COTR  Program and technical managers PM, end-user  Small business representatives OSDBU, SADBU, SBLO 9 © 2013 www.TargetGov.com 866-579-1346

11.  Registrations  Web Site  Capability Statement  White Papers  Lead Generators  Vendor Outreach Meetings  Debriefings  Social Media, Blogs  Public Relations  Advertising: TV, Radio, Print 10 © 2013 www.TargetGov.com 866-579-1346

12.  Person to person  Conferences  Vendor outreach sessions  Agency and base events  Matchmaking  Associations, social events  Referral  From decision-makers  Prime contractors, teaming partners  Virtual  Email, web site, blog, LinkedIn 11 © 2013 www.TargetGov.com 866-579-1346

13.  Slam doors on you  Highlight your weaknesses  Proves that you are not competent  Highlights the risk to hire you  Proves you don’t have a clue ...and you DO NOT understand the customer  ………or the market! 12 © 2013 www.TargetGov.com 866-579-1346

14. 1. Door-opener, used to begin relationship-building process a) Obtain decision-maker meeting b) Tool to use during meetings 2. Requested as part of a Sources Sought or RFI response 3. Required in a RFP response 13 © 2013 www.TargetGov.com 866-579-1346

15. 1.Call it a Capability Statement Section Titles: 2.Core Competencies 3.Past Performance 4.Differentiators 5.Company Data 14 © 2013 www.TargetGov.com 866-579-1346

16.  Section title: CORE COMPETENCIES  Laser-focused on the target!  Short introduction statement mentioning the target ◦ Ex: ABC Company provides the services DHS requires to meet its mission of _______________by providing____.  Your solid expertise  Relate your company’s core competencies to the target’s specific needs  Followed by key-word heavy bullet points 15 © 2013 www.TargetGov.com 866-579-1346

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18.  Section title: PAST PERFORMANCE  Show the benefit to the customer  List past customers for whom you have done similar work. Prioritize by:  Internal to that agency  Related agency  Other government entities:  federal, state, local  Commercial contracts  This is NOT a resume! 17 © 2013 www.TargetGov.com 866-579-1346

19. Example (if you were the prime): Department of Homeland Security[Customer Name]: Provided x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxx,xxx over three years. Name contract vehicle & amount. Give contact reference, name, title, phone and email. Note: If past projects do not relate to the targeted agency’s needs, do not list. 18 © 2013 www.TargetGov.com 866-579-1346

20. Example (if you were the subcontractor):  Department of Homeland Security: As a subcontractor to PRIME[company name], provided the x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxxxx over three years. Give contact reference, name, title, phone and email. Note: If past projects do not relate to the targeted agency’s needs, do not list. 19 © 2013 www.TargetGov.com 866-579-1346

21. Example (if you were an employee):  Department of Homeland Security: As an employee of COMPANY, provided the x-y-z services to enable the effective use of a-b-c thereby reducing costs by $xxxxx over three years. Give contact reference, name, title, phone and email.  OR, Key staff members have experience providing……….. Note: If a reference is not available, do not list. 20 © 2013 www.TargetGov.com 866-579-1346

22. Think about:  Location  People  Capacity  Capabilities  3 rd Party validations/certifications  Metrics  Solutions State:  Located within 10 miles of…..  Training, certifications, safety record, loyalty, published, awards, recognitions  Financial stability, ramp up process, past experience in similar contract  Exactly relating to target opps  ISO, FedRAMP, Validator  Trained over 3,000 people, installed 1,000 miles of ___, shipped xx to yy bases in zz timeframe, reduced costs by $MM, eliminated redundancy and reduced labor by $MM  Exactly DESCRIBE YOUR solution and the BENEFIT to the client, related to the target © 2013 www.TargetGov.com 866-579-1346 21

23.  Socioeconomic certifications  Generic statements  Static, never changing  One type fits all  “quality” people, services, products  “100” or xxx years of experience  “solutions provider”  “best in class”, “world class”, “best of breed” or other superlatives 22 © 2013 www.TargetGov.com 866-579-1346

24.  Why did your biggest customer want you?  How and why is your company the best choice for the needs of this opportunity or agency?  What is it about your services/products that make you stand out from the rest?  What is it about your people that give you the advantage over your competitors?  Why are your products better solutions than the others that are available?  Is your business located near the targeted agency? 23 © 2013 www.TargetGov.com 866-579-1346

25.  Speak EXACTLY to requirements  Speak exactly to that decision-maker  CO, COTR, PM, OSDBU, SBLO  Are benefit-focused  Include metrics  Are straightforward, easy to understand  Are branded to your company  Better to have only 2 or 3 strong differentiators than an entire list of mediocre or poor 24 © 2013 www.TargetGov.com 866-579-1346

26.  Federal: DUNS & CAGE Code  NAICS (grouped)  DOD: PSC & FSC codes  GSA Schedule Contract Number(s)  BPAs and other contract numbers  Socio-economic certifications: WBE, MBE, SDB, WOSB, 8(a), HUB Zone, SDVOB  Teams 25 © 2013 www.TargetGov.com 866-579-1346

27.  1 or 2 sentence summary of highlights  Financial stability  Number of employees  Capacity  Teams  YOUR contact information:  Name  Email  Phone: office, direct  Printed on the Capability Statement, not attached as a business card 26 © 2013 www.TargetGov.com 866-579-1346

28. Use your own branding elements  Your logo  Your colors  Your style  Your fonts  Complement your web site, business cards  Use up the entire page, do not think “letterhead”  Spare the graphics: usually large file size  Keep it in Word, save as a PDF  Do NOT save as graphic file: tif or jpg 27 © 2013 www.TargetGov.com 866-579-1346

29.  Health and Human Services:  Army:  GSA: © 2013 www.TargetGov.com 866-579-1346 28

30.  To state an organization's policy, position, or philosophy about a subject;  To present a not-too-detailed technical explanation of an architecture, framework, or product technology; or  To pose a technology-oriented problem or question and then answer that question with information or a proposed solution. The terms policy paper or position paper, technology paper or product paper, and issue paper are often used in place of white paper 29 © 2013 www.TargetGov.com 866-579-1346

31.  Pre-assessment: What is XYZ technology and what are the benefits from it’s use?  Plan & execute: How can an XYZ application rollout affect other deployed technologies?  What pitfalls can be expected?  Post-assessment: How can the effectiveness of XYZ technology be judged? Case studies? 30 © 2013 www.TargetGov.com 866-579-1346

32.  Not your typical press release sent to the papers  It IS targeted to your contacts  It IS real news  It is sent via email to specific people and posted online where it can go viral  Topics: contract wins, completions, new hires, awards, new services or products, certifications, branded services or products 31 © 2013 www.TargetGov.com 866-579-1346

33.  TV  Radio  Publications  Blogs 32 © 2013 www.TargetGov.com 866-579-1346

34.  What does your business look like to the government decision makers?  Email your Capability Statement PDF to: capabilitystatement@targetgov.com capabilitystatement@targetgov.com for your company’s complimentary Capability Statement Score 33 © 2013 www.TargetGov.com 866-579-1346

35. 34 Gloria Larkin President, TargetGov 443-543-5067 glorialarkin@targetgov.com www.TargetGov.com © 2013 www.TargetGov.com 866-579-1346