You
are embarking on the utilization of SAMContract Opportunities, the gateway for federal government
agencies advertising prospective contracts on the Web.
Now
is the time to think through your marketing strategy and the various
venues for contracting with the federal government. This article will
discuss these venues and the opportunities they offer your small
business.
WHAT TYPE OF SMALL BUSINESS ARE YOU?
A.
Commercial Contracting Under FAR Part 12
Are
you planning to market an existing commercial product which has been
on the market, such as software, hardware, a commodity, a report, a
conference, a survey or a study, sell it to meet a government
specification or statement of work and bill for the end product when
delivered?
If
the answer to this question is "Yes", you may be able to do
business under Federal Acquisition Regulation (FAR) Part 12,
"Commercial Contracting", which is a simplified and fast
form of selling to the federal government.
The
vast majority of purchases by the federal government in this category
are Firm Fixed Price (FFP) with a product warranty of some type. You
may be able to sell under FAR Part 12 if your product meets the
definition of commercial items specified by the government.
B.
Non-Commercial Contracting
Are
you planning to market your services at an hourly rate, sell them by
labor categories with professional job descriptions to perform the
government statement of work and bill by the hour for labor and at
cost for material and travel?
Or
is your product or service a development effort or not readily
available to customers in the commercial marketplace. If you fall
into this category for either reason it is unlikely you will be
contracting under FAR Part 12 and you will be pursuing long term
government contracts.
If
the above apply, much of the remainder of the Federal Acquisition
Regulation (FAR) will apply to you, together with the various
contract types other than FFP which are used for efforts where the
contractor and the government may share the business risk in
development, implementation or production of a new product, system or
service.
C.
Commercial and Non-Commercial Contracting
You
may decide to market under both (A) and (B) above. Some small
businesses sell their product commercially, but contract for product
implementation and support on a service contract basis.
If
you are selling under (A) and (B) or just (B) above you should
examine this web site further to obtain sufficient detail to develop
your business system in estimating, proposing, accounting and billing
the government for contracts not qualifying under FAR Part 12.
YOUR CUSTOMER
Although
all requirements in the federal government market emanate from the US
Agencies there are several ways for meeting these requirements with a
business arrangement that suits your small business.
A.
U.S. Government Agency As a Customer
There
are many agencies or "Departments" in the Federal
Government. Each of these agencies has a statutory obligation to
contract from small business for 23% of everything it buys.
Contracting officers must file reports annually demonstrating they
have fulfilled this requirement. Not fulfilling the requirement can
put the agency annual funding in jeopardy. You have a motivated
customer in federal government contracting officers and buyers.
As
a prime contractor to one of these agencies your small business
proposes, negotiates and contracts directly with a federal government
contracting officer. You may or may not have subcontractors or
suppliers.
A
subcontractor is a teaming partner who agrees to accept a portion of
the effort under your prime contract and abide by the prime contract
terms and conditions flowed down to him from you. On competitive
procurements the business arrangement is usually mutually exclusive
on the part of the subcontractor and your company.
A
supplier is a purchased finished vendor or off the shelf retailer who
sells you items or components necessary to produce your product but
does not accept the flow-down provisions of your prime contract other
than the most general terms and conditions such as US Public Law ,
EEO, Tax Provisions, Warranty and the like. Supplier relationships
are not usually mutually exclusive arrangements.
You
may be able to fulfill the entire prime contract scope of work or
meet the product specification from within your company. However,
major government procurements are increasingly geared to teaming
arrangements involving a prime and several subcontractors. As the
prime on such a procurement you normally have the lead share of the
work scope, you have a product critical to the program, you know the
customer the best or a combination of these factors. Your
subcontractor team members are usually not your direct competitors
but are involved in lines of work that complement your business and
enable the team to fulfill a scope that is larger than any single
member could undertake alone Your direct competition is most likely
forming similar teaming arrangements in an attempt to win the larger
jobs which can span a number of years in duration and mean good,
solid cash flow for all participants.
A
General Services Administration (GSA) Schedule is a pre-qualifying
way to obtain business directly from all federal government agencies.
The GSA performs the service of negotiating with you for multi-year
pricing of labor, products and equipment, together with
pre-established terms and conditions. Your schedule and terms are
posted to the GSA Web Site and all federal agency buyers can
expeditiously buy from your schedule. A GSA Schedule is normally set
up for 5 years. Achieving
and Utilizing a GSA Schedule
The
GSA also sponsors and manages major Indefinate Delivery/Indefinate
Quantity (IDIQ) procurements such as "Alliant" and "Alliant
Small Business" for Information Technology. These contract
vehicles pre-position large and small contractors and teams of
contractors to accept competitive delivery orders under established
terms and conditions and standardized solutions for technological
areas in high demand across the federal government. An IDIQ
procurement can span a period as long as 10 years.
B.
A Government Prime Contractor As A Customer
Government
Prime contractors who are large businesses (roughly defined by the
SBA and the banking community as having over 500 employees and annual
sales in excess of $20M) and who hold federal government contracts
have the same requirement as government agencies to buy at least 23%
of the supplies and services in support of those contracts from small
business.
Large
business, under federal procurement law, must prepare and submit
annual "Small Business Contracting Plans" for approval by
the local Defense Contract Management Area Office (DCMAO) nearest
their headquarters. These plans must include auditable statistics
regarding the previous 12 month period in terms of contracting to
small businesses and the goals forecast for the next year. The
federal government can legally terminate a contract in a large
business for not meeting small business contracting goals. Approved
small business plans must accompany large business contract proposals
submitted to federal government agencies. You have a motivated
customer in large business subcontract managers, administrators and
buyers. A small business who becomes a prime contractor does not have
to meet the annual small business contracting plan requirement until
it becomes a large business.
In
selling to a prime contractor you propose, negotiate and subcontract
with a company who holds a contract with a US government agency and
in turn flows down its provisions to you. Or you sell under purchase
orders on a commercial basis (FAR Part 12) to another company who
holds a federal government contract.
C.
Selling Via a Joint Venture
There
are occasions when two companies wish to combine their respective
products or resources and form a separate entity to undertake a
contract, usually a prime contract with the federal government. The
marketing considerations for such a venture involve impressing the
client with the resources being dedicated to the program or
addressing government concerns about broadening the technology and
assuring redundant capability in the industrial community. A joint
venture consists of human and other resources from the participating
companies. However, it stands alone as a legal entity. Joint venture
agreements are difficult to craft. Protecting proprietary
information, together with intellectual property is especially
demanding. Dividing the contractual effort and ultimately integrating
it into a final product or service is also a challenge. Complicating
the scenario is the fact that the US Government reserves the right to
approve joint venture agreements before a contract can be issued to
the entity. One company usually assumes the lead role in the joint
venture. Some joint ventures hire a joint venture administrator who
is the only legal entity authorized to sign a binding document on
behalf of the two companies once it has been approved by each firm
through a joint venture board, with equal representation by both
organizations. Administration, accounting and billing at the joint
venture level is a third tier of administrative cost which must be
born by both companies.
Your
customer in the federal market is either the government itself or a
prime contractor. You will sell as a prime contractor, as a
commercial supplier or as a subcontractor and on occasion you may
have the need to establish a joint venture with another firm.
MARKETING AVENUES
A.
Small Business Certifications
Your
small business designation at your SAM registration places you in the
small business set-aside market for 23% of the total goods and
services the federal government buys. Within small business, there
are additional self-certifications and SBA certifications to which
you can apply if you qualify.small
business designations
Self-certification
occurs when you respond to government requests for proposals, cite
you registration number and state in your proposal certifications and
representations that you are a Small Business and whether or not you
have set-aside designations.
Procurement
contracting officers and prime contractors are responsible for
verifying self-certifications. Owners claiming designations must
have a major equity share in the business and must be involved in
running the business operations.
The
SBA certifies Small, Disadvantaged Businesses under their "8(a)
Program". The application for this certification is available at
the SBA Web Site for businesses who qualify by virtue of minority
ownership and minority involvement in running the business
operations. The SBA reviews, approves and grants 8(a) Certifications
to small minority-owned businesses. Please see the following link:
Federal
agencies and prime contractors are required to set goals and contract
to achieve annual objectives for each of the above certifications
within the overall 23% small business contracting mandate required by
statute. Procurements are regularly "set-aside" for these
designations to achieve government and prime contractor annual
objectives. Procurements are also set-aside for small business in
general, which includes companies who may not qualify for the
additional small business certifications discussed above.
B.
Capability Statement
With
your small business SAM registration and additional certifications,
you are ready to develop your capability statement. This document
will be a promotional brochure which on paper and through the
electronic media advertises who you are, what your do and why the
government or prime contractors should buy from you. Major elements
of your capability statement in addition to your small business
designation and certifications are as follows:
(1)
Company overview
(2)
Supplies and services description couched utilizing your marketing
ideas and strategy.
(3)
Past performance of your enterprise or your personal background and
qualifications (experience, education, etc.)
(4)
Facilities or capabilities overview (How you perform your service
couched in a manner that will appeal to your target market)
(5)
Explanation of the positive results the client should expect.
(6)
Points of contact and ways to contact you for meetings, placing an
order and contracting your services.
Your
capability statement can be distributed on paper to your target
market as a brochure, emailed as an attachment and linked into
related industry web sites or partner web sites to get the word out
about your product or service. The capability statement targets
contracting officers and prime contractor buyers who are seeking to
fulfill their small business buying goals. It is a way to get you in
the door and speak to or correspond with the management and technical
personnel who are the decision makers in sourcing small business
buys.
C.
Self-Marketing for SBA 8(a) Small Disadvantaged Business (SDB)'s and
Historically Under-Utilized Business (HUB) Zone Contractors
If
you qualify for a SDB Certification or can attest that you are
located in a HUB Zone, these items can be valuable marketing tools.
Presenting your capability statement to a prospective federal
customer and meeting the management, technical and procurement
decision makers puts you in a position to self market projects. All
federal agencies and large business contracting to the federal
government have to meet SDB and HUB Zone annual buying objectives.
They have processes for competitive procurements. The processes are
generally lengthy to comply with regulations governing solicitation
on the open market, request for proposals, source selection,
negotiation and award.
Under
the 8(a) SDB Program and the HUB Zone Program if you can assist a
federal agency or large business in identifying a product or service
they need and that you are a qualified source to fill that need then
the your customer can buy it directly from you and bypass the
competitive process entirely. The key to achieving this type of
targeted marketing is to contact and/or visit your customer regularly
and get in front of the solicitation process. Once a project has gone
to the "Sources Sought" or "Solicitation" stage
you can still convince the customer to set it aside for 8(a) or HUB
Zone firms, but you will be competing with other SDB's or HUB Zone
contractors in your NAIC's Code for the business. The "Early
Bird Gets the Worm", adage is useful for SDB and HUB Zone
organizations. Some buying agencies even permit an 8(a) SDB or HUB
Zone Contractor to assist in writing the product or performance
specification for a project to expedite the process. Federal agencies
and large businesses are motivated to use the non-compete, set-aside
features of the 8(a) SDB and HUB Zone Programs. Doing so permits them
to meet their small business procurement goals and enables a swift
buying action of a product or service for which they may have a
critical need.
D.
GSA Schedules and Indefinite Delivery/Indefinite Quantity (IDIQ)
Contracts
The
General Services Administration (GSA) pre-qualifies contractors with
a terms and conditions package and negotiated rates for products or
services. Your GSA schedule is then posted to the web at:
This
site is searchable by all government agencies who want to buy
products and services. A GSA schedule allows you to offer a
pre-existing contract vehicle with established pricing to any federal
government agency or prime contractor. This shortens the procurement
process considerably. In some procurements, a GSA Schedule is
necessary to qualify for bidding certain jobs. You can read more
about applying for a GSA Schedule by going to the General Services
Administration Web Site at: GSA
Web Site
Under
Indefinite Delivery/Indefinite Quantity (IDIQ) Contracts, terms and
conditions and labor hour pricing are agreed upon in advance with an
agency for a period of time (usually a multi-year arrangement). Many
large government agencies contract utilizing IDIQ contract vehicles
and often make multiple awards to several companies who then compete
for work on a delivery order basis thereafter.
The
GSA also manages large scale IDIQ procurements in high technology
areas such as Information Technology (IT). Individual agencies
then compete and procure IT products and services against the
standard with established terms and conditions and known pricing.
Once qualified, winning in this type of environment is simplified to
submitting the best technical solution to a given delivery order with
the lowest man-hours or product pricing. It is not uncommon for
competitors to offer discounts during the competition.
Under
both GSA Schedules and IDIQ Contracts individual delivery orders are
negotiated separately regarding the labor hours, material and travel
cost necessary to complete a discrete scope of work.
E.
Teaming
Because
the federal government buys on such a large scale and in many
acquisitions chooses to package related technologies or services, it
is a necessary part of your marketing plan to consider teaming with
other companies. As discussed in paragraphs II. and III., above,
large businesses who are in the same line of work as you are have a
requirement to subcontract to small businesses under federal
government contracts. In addition, large and small companies who are
in related or synergistic businesses to yours actively seek partners
in the federal government market to permit access to larger packaged
procurements.
Attend
trade conferences, join trade organizations, get into technical blogs
on the web. All large businesses contracting with the government have
a small business liaison officer which you can locate at the company
web site. Present your capability statement electronically or
preferably in person to local large businesses engaged in federal
government contracts who may need your services.
Many
large businesses are willing to team as a subcontractor to a small
business to get access to the small business set-aside market. A
large business cannot receive an amount in excess of 50% of the
dollar award of a small business set-aside, but many large businesses
are willing to subcontract to multiple small businesses on federal
government contracts to broaden their business base.
For
SDB companies, the "Mentor - Protege' Program is available. This
is a federally sponsored program whereby a large business sponsors a
smaller business through active teaming and mentoring. Your can learn
more about this program at:
The
best way to approach a large business or another synergistic small
business is to have a program target as a discussion vehicle. If you
find a project for which you need a partner or partners, carefully
research the firms you are considering, check their D&B's,
see if they have entered their company in the "Interested
Parties" frame of the solicitation at The System For Award Management (SAM).
When
teaming with another company, most arrangements become mutually
exclusive if you are subcontracting to one another and not just
supplying off the shelf products. As the business relationship
evolves and you begin sharing information a two way Non-Disclosure
Agreement (NDA) is usually necessary to protect proprietary
information.
As
the business relationship matures and the parties agree to become
exclusive, a teaming agreement is also necessary. At this point you
have agreed upon who will be the eventual prime contractor and who
will be the subcontractor. The areas regarding work share and
proposal preparation are particularly critical in terms of thorough
definition to avoid future misunderstandings among the parties. If
and when the prime contract is awarded, the teaming agreement is
replaced by a subcontract from the prime party to the subcontracting
team member.
F.
Small Business Innovative Research Program
Other
federally sponsored programs are the Small Business Innovative
Research (SBIR) and Small
Business Technology Transfer (STTR) Programs for
high technology small business. These are competitive programs
awarding small business fundng in critical high technology areas.
Your can learn more about the SBIR/STTR Programs by going to:
SUMMARY:
This
article has offered a template of avenues for small business federal
government contract marketing. You should apply the template to your
business plan and explore which avenues suit your enterprise. The
federal government contract customer is motivated to buy from you.
Your marketing task is to target and find your customer considering
the supplies and services you sell. The federal government offers
competitive advantages to various types of small business, depending
on ownership and size. Federal government contracts offer small
purchases and long term contractual arrangements from firm fixed
price purchases to cost type and time and material contracts. The
opportunities are there for small business entrepreneurs’ to
pursue.