![Page 1: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/1.jpg)
Positioning to Win
in 2013: Refresh Your
Marketing Strategies and
Tactics
May 17, 2013
5520 Research Park Drive, Ste 100Baltimore, MD 21228(443) 543-5067(direct)(866) 579-1346 (toll-free)www.targetgov.com
Presented by:Gloria Larkin
President, TargetGov
© 2013www.TargetGov.com
866-579-1346
![Page 2: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/2.jpg)
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
2
Today’s Objectives
© 2013www.TargetGov.com
866-579-1346
![Page 3: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/3.jpg)
“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
3
Critical Issues in Accelerating DoD, Intel & Civilian Market Entry and Penetration
© 2013www.TargetGov.com
866-579-1346
![Page 4: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/4.jpg)
4
© 2013www.TargetGov.com
866-579-1346
Strategies
Prime Contractor
Subcontractor
Teaming Partner
![Page 5: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/5.jpg)
5
Primary Tactic
Answer Sources Sought Notices Mandated Federal Market Research Over 1,420 posted in the last 30 days Informed companies USE these notices
© 2013www.TargetGov.com
866-579-1346
![Page 6: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/6.jpg)
Air Force Recommendations
6
© 2013www.TargetGov.com
866-579-1346
![Page 7: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/7.jpg)
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
7
Marketing in FY 2013: Critical First Impressions
© 2013www.TargetGov.com
866-579-1346
![Page 8: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/8.jpg)
8
Existing Capacity vs. Potential Capacity
(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.
© 2013www.TargetGov.com
866-579-1346
![Page 9: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/9.jpg)
Top Differentiators in FY 2013 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
© 2013www.TargetGov.com
866-579-1346 9
![Page 10: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/10.jpg)
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
10
Layers of Decision-makers
© 2013www.TargetGov.com
866-579-1346
![Page 11: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/11.jpg)
Registrations Web Site Capability Statement White Papers Lead Generators Vendor Outreach Meetings Debriefings Social Media, Blogs Public Relations Advertising: TV, Radio, Print
11
Tools to Reach Decision-makers
© 2013www.TargetGov.com
866-579-1346
![Page 12: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/12.jpg)
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
12
Where to Use Your Refreshed Capability Statement
© 2013www.TargetGov.com
866-579-1346
![Page 13: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/13.jpg)
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!
13
A Generic Capability Statement
© 2013www.TargetGov.com
866-579-1346
![Page 14: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/14.jpg)
1. Door-opener, used to begin relationship-building processa) Obtain decision-maker
meetingb) Tool to use during meetings
2. Requested as part of a Sources Sought or RFI response
3. Required in a RFP response
14
3 Types of Capability Statements
© 2013www.TargetGov.com
866-579-1346
![Page 15: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/15.jpg)
1. Call it a Capability StatementSection Titles:2. Core Competencies3. Past Performance4. Differentiators5. Company Data
15
5 Required Elements for Both a Web Site & Capability Statement
© 2013www.TargetGov.com
866-579-1346
![Page 16: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/16.jpg)
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
16
Core Competencies for 2013
© 2013www.TargetGov.com
866-579-1346
![Page 17: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/17.jpg)
17
Use Their Terminology!!
© 2013www.TargetGov.com
866-579-1346
![Page 18: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/18.jpg)
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!
18
Past Performance
© 2013www.TargetGov.com
866-579-1346
![Page 19: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/19.jpg)
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.
19
Past Performance: Example 1
© 2013www.TargetGov.com
866-579-1346
![Page 20: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/20.jpg)
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.
20
Past Performance: Example 2
© 2013www.TargetGov.com
866-579-1346
![Page 21: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/21.jpg)
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.
21
Past Performance: Example 3
© 2013www.TargetGov.com
866-579-1346
![Page 22: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/22.jpg)
Identifying Organizational DifferentiatorsThink about: Location People
Capacity
Capabilities 3rd 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
© 2013www.TargetGov.com
866-579-1346 22
![Page 23: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/23.jpg)
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
23
Differentiators are NOT
© 2013www.TargetGov.com
866-579-1346
![Page 24: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/24.jpg)
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?
24
Sample Differentiator Questions
© 2013www.TargetGov.com
866-579-1346
![Page 25: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/25.jpg)
Speak EXACTLY to requirementsSpeak exactly to that decision-maker
CO, COTR, PM, OSDBU, SBLOAre benefit-focused Include metricsAre straightforward, easy to understandAre branded to your companyBetter to have only 2 or 3 strong differentiators
than an entire list of mediocre or poor
25
Ideal Differentiators
© 2013www.TargetGov.com
866-579-1346
![Page 26: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/26.jpg)
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
26
Company Data
© 2013www.TargetGov.com
866-579-1346
![Page 27: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/27.jpg)
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
27
Company Data (Cont’d)
© 2013www.TargetGov.com
866-579-1346
![Page 28: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/28.jpg)
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
28
Graphic Design Elements
© 2013www.TargetGov.com
866-579-1346
![Page 29: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/29.jpg)
Government and Social Media Health and Human Services:
Army:
GSA:
© 2013www.TargetGov.com
866-579-1346 29
![Page 30: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/30.jpg)
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
30
White Papers
© 2013www.TargetGov.com
866-579-1346
![Page 31: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/31.jpg)
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?
31
White Papers
© 2013www.TargetGov.com
866-579-1346
![Page 32: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/32.jpg)
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
32
News Releases
© 2013www.TargetGov.com
866-579-1346
![Page 33: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/33.jpg)
TV Radio Publications Blogs
33
Advertising
© 2013www.TargetGov.com
866-579-1346
![Page 34: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/34.jpg)
What does your business look like to the government decision makers?
Email your Capability Statement PDF to: [email protected] your company’s complimentary
Capability Statement Score
34
What is Your Score?
© 2013www.TargetGov.com
866-579-1346
![Page 35: May 17, 2013 5520 Research Park Drive, Ste 100 Baltimore, MD 21228 (443) 543-5067(direct) (866) 579-1346 (toll-free) Presented by: Gloria](https://reader035.vdocuments.us/reader035/viewer/2022062421/56649e2f5503460f94b1faad/html5/thumbnails/35.jpg)
35
ContactGloria Larkin
President, TargetGov
443-543-5067
www.TargetGov.com
© 2013www.TargetGov.com
866-579-1346