E-Commerce -Marketing Your
Business to the Government and
Corporations
Presented to:
Candler County Industrial Development Authority
EC
Arthur L. Brown
770-732-9392
art@lescot.com
LeScot’s Mission
“To cost effectively build profitable organizations
through a solid foundation of business, marketing and
economic development expertise.”
LeScot Enterprise Services
EC
Business Management and
Technical Assistance Services
Economic Development
Training, Seminar and
Other Communication
Services
Marketing Development
Electronic Commerce
Defined (EC)
The electronic exchange of
business/technical information
using Electronic Data
Interchange (EDI), Email,
Electronic Funds Transfer
(EFT) and other similar
technologies.
Business Climate
Now
CHANGE
Forever
Why/Uses for E-Business?
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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’)
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To purchase required goods and
services
Create data once and use it many times
To reduce costs of traditional operations
Why/Uses for E-Business?
(cont’)

To be electronically linked to the
rest of the business community
(world-wide)
Economic Forces
Driving
Electronic Commerce
Cost of Labor
Telecommunications Costs
Computing Costs
Research Your Market to Find
Answers To:
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Who are my customers
Where are they located
What does/will make them by
my product/services
What is my optimum selling
price
What should my
advertising/promotional
message 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/ind
ex.zgi
http://www.surveymonkey.com/
http://info.zoomerang.com/
Start by Defining Your Business
Classification
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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
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Janitorial/Custodial Services
Emergency Medical Transportation
Caterer
Contractor (Single Family Contractor)
Florist
Home Improvement
Apartment Rental
561720
621910
722320
236115
453110
236118
531110
www.nigp.org
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)
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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
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Who are your competitors
Where are they located
What are their
strengths/weaknesses
How does my product/service
compare
Marketing Strategy Development
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A marketing strategy is a target
market and a related marketing mix
A target market is a similar group
(market segment) of customers to
whom you wish to appeal
A marketing mix consists of a group
of controllable variables (product,
place, promotion, price) which are
put together to satisfy a target
market
Target Market Profile Parameters
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Demographic
 Geographic
 Cultural and ethnic groups
 Economic
 Power
 Industry Type
Psychographic
 Values, attitudes, beliefs
 Lifestyles
Target Market Segment Examples
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Homeowners with homes valued
at $1million and over
Professional athletes
Colleges and Universities
Families between the ages of 20
and 45 years of age
Federal, state and local
governments
Sources to Identify Target
Markets/Commercial
Build/Existing Contact Database
 Access/Purchase Database
 Reference USA
 http://www.referenceusa.com/
 Yellow Pages
 Yellowpages.com
 Thomas Register
 http://www.thomasnet.com/
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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
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State and Local
 http://www.statelocalgov.net/index.cfm
http://www.referenceusa.com/
Construction Contractors in Candler County
Banks Located in Candler County
Procurement Research Sources
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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
www.fpds.gov
Purchases of NAICS 453110 for FY 07
http://www.fedbizopps.gov/
http://ssl.doas.state.ga.us/PRSapp/PR_index.jsp
http://www.sba.gov/GC/cmr/gasubs.html
Contracting Preference Programs
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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
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Product
Promotion
Place
Price
Product/Service Strategy
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What the customer gets to satisfy a
need
Most time spent in this area
perfecting
Giveaway for site visitors (not
everything)
Product/Service often misunderstood
phenomenon
Promotion Strategy (Advertising)
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Most applicable to e-commerce
of the 4Ps
E-Commerce has revolutionized
how products/services are
viewed (Ex: email)
Internet Promotion Tactics
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Internal visitor registrations
External website registrations
Website Linking
Advertising/Publicity
Internal Visitor Registrations
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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
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Search engines extremely valuable
in getting traffic to your website
Corporate/Industrial sector primarily
using Electronic Data Interchange
as a tool for conducting business
electronically
Government and particularly, the
Federal Government farther ahead
in website registrations than the
private/industry sector
Must continue to be proactive in
marketing efforts
Web Site Registrations
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Central Contractor Registration
Dynamic Small Business Search
Kudzu.com
Thomas Register
www.ccr.gov
Form Associations with Like Organizations
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Link to other web sites and
request visitors to your site to
add a link to their site
Ask your visitors to bookmark
your site
Develop an affiliate/associate
program
Include your company in other
industry/association group lists
Place (Distribution) Strategy
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Process of getting the
product/service to the customer
Traditional distribution model –
manufacturer/provider to
wholesaler/distributor to retailer to
end user
With internet, target is
manufacturer/provider to end user
Can be a major factor in customer
satisfaction
Distribution Strategy Realities and
Considerations
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Christmas 2000 was a major
fiasco 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:
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Forming Alliances
Joint Ventures
Partnering
Teaming
Pricing/Payment Strategy
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Electronic payments to include EDI,
credit card payment/acceptance
In the non-internet environment, pricing
is quite speculative
In the internet environment, a more
open process
Tends to be a negative for the business
Auctions/Reverse Auctions becoming a
trend
Securing The Payment
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Business Concerns
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Security
Considerations

Credit Cards

"Electronic
Money"
Internet Marketing Requires Another 4Ps
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Persistence
Perseverance
Patience
People
What lies behind us versus what lies before
us are only tiny matters compared to what lies
within us.
…..Ralph Waldo Emerson