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Marketing Strategies and Techniques U.S. General Services Administration Office of Small Business Utilization Small Business GSA Schedule Contract Holders
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2 Agenda Business/marketing plans Who uses GSA Schedules? Buying Practices Top 10 Schedules Locating Buyers Partnerships Utilizing Information First Impressions Proposals Offer Challenges News and Information
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3 Business/Marketing Plans Blueprints of a Business Who am I/are we? Where do we want to go? What is attainable now? What should we plan to accomplish? What/Who will help me meet my goals? What is my budget for exploring? What is the final outcome we desire?
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4 Who uses GSA Schedules? Executive & Other Federal Agencies Mixed-Ownership Government Corporations (FDIC, Federal Home Loan Banks, etc.) The District of Columbia Cost Reimbursable Government Contractors authorized in writing by a Federal agency (48 CFR 51.1) State and Local Government (Cooperative Purchasing) Domestic and Worldwide % Schedules Domestic %Worldwide
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5 2008 Top Ten Agencies in Federal Procurement 1. Department of Defense $314,555,539,523 2. Department of Energy $24,523,659,011 3. National Aeronautics and Space Administration $14,615,545,958 4. Department of Veterans Affairs $14,059,007,778 5. Department of Homeland Security $13,916,493,609 6. Department of Health and Human Services $13,102,209,587 7. Department of Justice $5,698,834,163 8. Department of Agriculture $5,149,764,913 9. General Services Administration $4,753,993,250 10. Department of the Interior $2,694,066,867 Source: SBA FY 2008 Official Goaling Report http://www.sba.gov/idc/groups/public/documents/sba_homepage/fy2008official_ goaling_report.html
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6 GSA as a Buyer Federal Acquisition Service (need data from FAS) $353,406,660 41 Schedule Categories Most Purchases Non-Schedules Public Buildings Service $353,406,660 41 Schedule Categories Most Purchases Non-Schedules
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8 Buying Practices Any vendor for purchases under $3000 Two or more vendors for orders over $3000 Orders above the Maximum Order request more discounts Non-GSA Items are Open Market Blanket Purchase Agreements Pre-Proposal Conferences E-Buy FBO Notices
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9 Sales for All MAS Contracts by Size and Socioeconomic Status (November 2009) Business Size # of ContractsSales Small 35%12,841 3,205,910,683 Large 65%3,170 5,931,414,158 Socioeconomic Sub- category# of ContractsSales 8A 3.1%1,520 283,965,471 (5%) SDB 8%2,930 699,825,140 (5%) WOSB 7%3,279 618,480,079 (3%) HUBZone 1%538 56,328,608 (3%) VOSB 3%1,283 258,925,382 SDVOSB 2%891 208,770,487
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10 State and Local Program Sales Cooperative Purchasing Program Sales Fiscal Year (Oct -Sept) Total Cooperative Purchasing SalesLarge Business $ Large Business %Small Business $ Small Business % 2003 (March- Sept) $ 7,897,817.00 $ 868,759.8711% $ 7,029,057.1389% 2004 $ 75,320,481.00 $42,179,469.3656% $ 33,141,011.6444% 2005 $140,774,721.00 $85,872,579.8161% $ 54,902,141.1939% 2006 $239,819,554.00 $141,493,536.8659% $ 98,326,017.1441% 2007 $314,244,056.00 $168,352,020.0054% $ 145,892,036.0046% 2008 $377,533,537.00 $237,747,758.0063% $ 139,785,779.0037% 2009 $564,108,321.00 $374,559,484.0066% $ 189,548,837.0034% 2010 YTD $121,616,553.00 $ 62,024,442.0351% $ 59,592,110.9749%
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11 Disaster Recovery Purchasing Program Sales Fiscal Year (Oct - Sept) Tot Disaster Recovery $Large Bus $ Large Bus % of Total SalesSmall Bus $ Small Bus % of Total Sales 2008$5,069,515$2,398,42847.3%$2,671,08752.7% 2009$15,410,450$2,934,22519.0%$12,476,22581.0% 2008-2009 Total$20,479,965$5,332,65326.0%$15,147,31274.0% In addition to the rise of small business sales in the Disaster Recovery Purchasing Program, Veteran Owned Small Businesses accounted for 29% of all FY 2009 Disaster Recovery Purchasing Sales.
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12 Purchase Decision Past Performance Price Options Warranty Availability Location Buyer Discretion 508 Compliance Green Options
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13 www.section508.gov Eliminates barriers Opportunities for the disabled Applies to all Federal agencies Procure Maintain Use Electronic and Information Technology (EIT) Contractors selling EIT must comply with 508 Register with the e-Buy Accessible Data Center at www.gsa.gov/ebuy Consider ALL current and potential customers!
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14 Environmental Program Office of Applied Science (202) 219-1522 Fax (202) 219-0784 Alternative Fuel Vehicles Vehicle Buying (703) 605-CARS Fax (703) 605-9868 Green Power Energy Center of Expertise (202) 708-9296 Green Purchasing FAS Assisted Acquisition Services (202) 708-8100 NCR Safety, Environmental and Fire Protection (202) 708-5236 Waste Reduction and Recycling Energy Conservation Branch (202) 708-9010
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15 Top 10 Schedule Sales in 2009 70 - IT15,646,895,263 874 - MOBIS4,339,503,655 871 – Professional Engineering Services2,946,654,659 84 – Total Solutions Law Enforcement…2,464,826,999 520 – FABS1,145,153,672 71 I – Training Aids and Devices1,139,502,181 874 V Logistics876,942,514 CORP Consolidated856,394,205 36 – Office Imaging848,348,490 66 – Scientific Equipment776,376,484
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16 Locating Buyers www.fbo.gov – Advanced Search Pre-solicitation, Sources Sought, Solicitation/Synopsis Classification Code NAICS Code Recovery and Reinvestment Act Collect Contact Info Always www.gsa.gov/smbusforecast - Forecast NAICS Code Title State Cold Calling Authority to Purchase Contact Information Quarterly/Biannual Updates Emails as follow-up only Conference Attendance Set Goals Anticipate potential partners – not just buyers Determine Needs Network, Network, Network
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17 Seeking Partnerships Contractor Teaming Arrangements (gsa.gov/cta) GSA Schedule Vendors ONLY Total Solution Paid Separate Team Plans Process Subcontracting (gsa.gov/subdirectory) Any size prime GSA Schedule Projects Piece of the Pie Mentor Protégé (gsa.gov/mentorprotege) GSA Schedule Vendors Prime Directed Projects GSA Approved Subcontracting Agreement American Recovery and Reinvestment (gsa.gov/smallbusinessrecovery) Prime and Subcontracting Construction Related
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18 Contract Modification for ARRA To modify your contract to accept ARRA projects please go to the Vendor Support Center at www.vsc.gsa.gov and follow these directions: Click on: Contract Administration Modifications MASS Modifications View Modifications Scroll to find Modification # FX75, "American Recovery and Reinvestment Act (ARRA)“ Open the SF-30 Complete and Sign Submit to your Contracting Officer
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19 Schedule Sales Query (SSQ) SSQ provides the sales reported by MAS contractors Use SSQ to research your competitors’ sales Utilize free tools to help make better business decisions Go to http://ssq.gsa.gov Find Opportunities for Mentor Protégé Contractor Teaming Arrangements Subcontracting
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20 Utilizing Information Effectively Consider different mailing list General – Any and everybody Potential – High Probability Direct – responsive/sure thing FBO Contacts Contact Steps 1.Letter/Postcard (Intro) 2.Phone Call (details) 3.Follow-up (building trust) Follow-up Often/Sincere Postcards Email Seasonal Greetings Update Annually Points of Contact (POC’s) Numbers Address General or Direct List Pricing GSA Data Sites –e-library –GSA Advantage! ®
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21 Utilize All FREE Marketing Tools www.gsa.gov/logo Use images on GSA Advantage! ® Attend large conferences like the GSA EXPO www.expo.gsa.gov www.gsa.gov look under “Events” Attend outreach sessions designed just for small business Come prepared to ask questions and get contact information Invest in FedBizOpps for procurements over $25,000 – www.fbo.gov Access the GSA’s Forecast www.gsa.gov/smbusforecast Steps to Success http://vsc.gsa.gov/stepstosuccess.pdf
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22 Company Introduction Letter, phone call Address specific needs (capability statement) Follow –Up Card Email Letter Company Growth (quarterly update) GOAL: Build Familiarity, Trust, and Confidence in your company’s ability
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23 Quality Proposals Obvious Clean Neat Follow Directions Provide additional data Typed – not hand written Use provided Checklist Not So Obvious Have more than one person read for errors Double check submission requirements Be prepared to provide oral proposal if requested Rejection doesn’t mean you were not competitive Points of Contact are reachable regardless of outcome Follow-up with a “thank you” card regardless of outcome Highlight where special
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24 Written Proposal Decide and Notify Yes I will be participating No, I will not Respond in order Not clear, then ask questions Respond to all parts Follow Directions Describe your process and unique values Spell Check and Grammar Check Be Neat Group Review before submission
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25 Oral Proposal Professional Business Attire Be On-Time Know the Proposal Include Key Workers Be polite Speak clearly and professionally Answer all questions
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26 Know Your Contract Terms Warranty Delivery Discounts Authorized Dealers Quantity Discounts Service Agreements Expiration Date Option Year Requirements Give copies to your employees!!!
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27 Keep Information Accurate and Updated Economic Price Adjustment Price Increases Most common EPA clause GSAM 552.216-70 Check the details for your Percentage ceiling Prices fixed for first 12 months No more than 3 increases/year Price Decreases Determined by the MFC Ratio must remain the same Spot Price Reduction Reductions that do not apply across the board Used to build relationships Notify GSA when in use Will not affect your awarded discount, terms and conditions
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28 Adding and Deleting Items Adding –New products or services must be awarded –Within Scope, simple modification Deleting –Remove products or services –Simplify Contract Coverage Transfer of Assets Novation Agreement Legal Name Change Change-of-Name Agreement See “Contract Modification” clause in the solicitation Update
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29 How to DEAL????? Rejected Offers – Request Debriefing Unable to fulfill contract – Contact CO with explanation Cannot submit an offer – Notify CO immediately Upset the Contracting Officer – Contact your OSBU for resolution Errors in proposal – Correct and move on Not meeting sales criteria – Reevaluate program participation, product/service need assessment, and marketing efforts Nothing seems to be working – Take a break and review your business/marketing plans
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30 More Support 11 Regional GSA OSBU and SBTA’s www.gsa.gov/smallbizsupport OSDBU for all agencies www.osdbu.gov Procurement Technical Assistance Centers www.aptac-us.org Customer Service Directors www.gsa.gov/CSD
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31 News You Can Use!
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32 Policy Changes Allow Greater Access to Schedules When Supporting Emergencies A policy change now allows GSA Federal Supply Schedule Program contractors: Sell to state, local, territorial and tribal governments Support of public health emergencies, including H1N1. Eligible ordering activities Purchase when expending federal grant funds Responding to emergencies Declared by: Secretary of Health and Human Services Section 319 Public Health Services Act Contact: www.gsa.gov/vsc or MASstateandlocal@gsa.gov
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33 Website Shortcuts
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34 Questions & Answers Christy L. Jackiewicz Program Analyst Office of Small Business Utilization 202-501-1021christy.jackiewicz@gsa.govwww.gsa.gov/sbu
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