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E-Commerce -Marketing Your

Business to the Government and

CorporationsPresented to:

Candler County Industrial Development Authority

EC

Arthur L. Brown

770-732-9392

[email protected]



“To cost effectively build profitable organizations

through a solid foundation of business, marketing andeconomic development expertise.”

LeScot’s Mission



LeScot Enterprise Services

Marketing Development

Training, Seminar and

Other CommunicationServices

EC

Business Management and

Technical Assistance Services

Economic Development



The electronic exchange ofbusiness/technical informationusing Electronic DataInterchange (EDI), Email,

Electronic Funds Transfer(EFT) and other similartechnologies.

Electronic Commerce

Defined (EC)



Bus iness Climate

CHANGE

Now

Forever



Why/Uses for E-Business?

In order to sell goods and services

Time-saving business communications

To easily share necessary information with other staff

members/businesses



Why/Uses for E-Business? (cont’)

To purchase required goods andservices

Create data once and use it many times

To reduce costs of traditionaloperations



Why/Uses for E-Business?

(cont’) To be electronically linked to the

rest of the business community(world-wide)



Econom ic Forces

Driv ingElectron ic Commerce

Cost of Labor

Telecommunications Costs

Computing Costs



Research Your Market to Find

Answers To: Who are my customers

Where are they located

What does/will make them bymy product/services

What is my optimum sellingprice

What should myadvertising/promotionalmessage consist of

How do I get to them



Market Research Methods Primary Research

Provide online surveys,questionnaires, online focus groups

Study your traffic logs

Example:http://www.zoomerang.com/login/index.zgi

http://www.surveymonkey.com/



http://info.zoomerang.com/



Start by Defining Your Business

Classification North American Industrial Classification (NAICS)Code - http://www.census.gov/epcd/naics02/

Standard Industrial Classification (SIC) Code -http://www.census.gov/epcd/naics02/

Federal Supply Classification (FSC) Code -http://www.softshare.com/tables/pscs/

National Institute of Government Purchasing (NIGP) -http://www.nigp.org/

Commercial and Governmental Entity (CAGE) Code -http://www.dlis.dla.mil/cageserv.asp

Data Universal Numbering System (DUNS) Number -http://www.dnb.com/US/



NAICS Codes of Attendees Janitorial/Custodial Services 561720

Emergency Medical Transportation 621910

Caterer 722320

Contractor (Single Family Contractor) 236115 Florist 453110

Home Improvement 236118

Apartment Rental 531110



www.nigp.org

h // h i d i /02/d / /h /0 2469 3



http://statepurchasing.doas.georgia.gov/02/doas/osp/home/0,2469,3

5226973,00.html



www.dnb.com/US



Market Research Methods (cont’) Secondary Research Sources

Company Data Industry

Sources/Associations Governmental Agencies Universities/Libraries Search Engines Trade Journals Investment Industry Analysis Internet Analysis



http://www.census.gov/epcd/cbp/view/cbpview.html



http://www.bea.gov/



Procurement Personnel

Need to Know (Public Sector) Small and Disadvantaged Utilization Specialists

(SADBUS

Small Business Liaison Officer

Users

Contracting Officer

Competition Advocate

Program Manager http://www.osdbu.gov/Member_List.htm



http://www.dodscrc.org/links.htm



Procurement Personnel Need to Know

(Private Sector) Buyers

Purchasing/Procurement

Supply Chain Managers Supplier Diversity

Program Manager



Who’s the Competition Who are your competitors

Where are they located

What are theirstrengths/weaknesses

How does my product/servicecompare



Marketing Strategy Development A marketing strategy is a target

market and a related marketing mix

A target market is a similar group

(market segment) of customers towhom you wish to appeal

A marketing mix consists of agroup of controllable variables(product, place, promotion, price)which are put together to satisfy atarget market



Target Market Profile Parameters Demographic

Geographic

Cultural and ethnic groups

Economic Power

Industry Type

Psychographic

Values, attitudes, beliefs Lifestyles



Target Market Segment Examples Homeowners with homes valued

at $1million and over

Professional athletes

Colleges and Universities

Families between the ages of 20and 45 years of age

Federal, state and localgovernments



Sources to Identify Target

Markets/Commercial Build/Existing Contact Database

Access/Purchase Database

Reference USA

http://www.referenceusa.com/

Yellow Pages

Yellowpages.com

Thomas Registerhttp://www.thomasnet.com/



Sources to Identify Target

Markets/Government (cont’) U.S., State and Local Governments

Federal

http://www.fedbizopps.gov/

http://www.hq.usace.army.mil/cepr/ASFI.htm

https://www.neco.navy.mil/

http://www.mbda.gov/index.cfm?fuseaction=login.main

&returnAddress=fuseaction%3Dpx2%2Ephx%5Fmain

State and Local

http://www.statelocalgov.net/index.cfm




http://www.mbda.gov/index.cfm?fuseaction=login.main&returnAddress=fuseaction%3Dpx2%2Ephx%5Fmain











http://www.referenceusa.com/



Construction Contractors in Candler County



Banks Located in Candler County



Procurement Research Sources Historical Purchases

E-Procurement Database – http://www.fpdsng.com/

Current Purchases

Fedbizopps - http://www.fedbizopps.gov/

NECO -https://www.neco.navy.mil/secure/register/register.cfm

Army Single Face to Industry -https://acquisition.army.mil/asfi/

Projections

Agency Procurement Forecasts -http://hqlnc.doe.gov/support/SmallBusUtil.nsf

https://acquisition.army.mil/asfi/

https://acquisition.army.mil/asfi/



www.fpds.gov



Purchases of NAICS 453110 for FY 07



http://ssl.doas.state.ga.us/PRSapp/PR_index.jsp



htt // b /GC/ / b ht l



http://www.sba.gov/GC/cmr/gasubs.html



Contracting Preference Programs Small Business

SBA 8(a) Program

Small Disadvantaged Business

Woman Owned Firms Veteran Owned

Veteran Owned Service Disabled

GSA Schedule

HUBZone Certified



Controllable Variables-4Ps Product

Promotion

Place

Price



Product/Service Strategy

What the customer gets to satisfy aneed

Most time spent in this areaperfecting

Giveaway for site visitors (noteverything)

Product/Service often misunderstoodphenomenon



Promotion Strategy (Advertising) Most applicable to e-commerce

of the 4Ps

E-Commerce has revolutionized

how products/services areviewed (Ex: email)



Internet Promotion Tactics

Internal visitor registrations

External website registrations

Website Linking

Advertising/Publicity



Internal Visitor Registrations

Generates contacts for your“contact” database

Used to develop proactive

marketing campaign Request permission to receive

marketing material

Specify on your page your

privacy policy



External Website Registrations

Search engines extremely valuablein getting traffic to your website

Corporate/Industrial sector primarily

using Electronic Data Interchangeas a tool for conducting businesselectronically

Government and particularly, theFederal Government farther ahead

in website registrations than theprivate/industry sector

Must continue to be proactive inmarketing efforts



Web Site Registrations

Central Contractor RegistrationDynamic Small Business Search

Kudzu.com

Thomas Register



www.ccr.gov



Form Associations with Like Organizations

Link to other web sites andrequest visitors to your site toadd a link to their site

Ask your visitors to bookmarkyour site

Develop an affiliate/associateprogram

Include your company in otherindustry/association group lists



Place (Distribution) Strategy

Process of getting theproduct/service to the customer

Traditional distribution model –

manufacturer/provider towholesaler/distributor to retailer toend user

With internet, target ismanufacturer/provider to end user

Can be a major factor in customersatisfaction



Distribution Strategy Realities andConsiderations

Christmas 2000 was a majorfiasco for some retailers

Supply chain/Fulfillment must be

continuously revisited Must make every effort to be

customer “sentric” since limited

customer interaction



Customer Requirements Now Include:

Forming Alliances

Joint Ventures

Partnering

Teaming



Pricing/Payment Strategy

Electronic payments to include EDI,credit card payment/acceptance

In the non-internet environment, pricingis quite speculative

In the internet environment, a moreopen process

Tends to be a negative for thebusiness

Auctions/Reverse Auctions becoming atrend



Securing The Payment

Business Concerns

Security

Considerations Credit Cards

"Electronic

Money"



Internet Marketing Requires Another 4Ps

Persistence

Perseverance

Patience

People



What lies behind us versus what lies before

us are only tiny matters compared to what lieswithin us.…..Ralph Waldo Emerson

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