Marketing to the Government
Wyoming PTAC Team
February 17th, 2016
Topics
• Registrations
• Dynamic Small Business
Search/SBA Profile
• Capabilities Statements
• Websites & Email
Communication
• Research & Targeting
Agencies
• Networking & Events
• Speaking Their Language
Requirements
What Do I Have to Do?
DUNS Number
Certain registrations are absolutely required
• Must obtain a DUNS number (123-456-789)
• Gives you credibility in the marketplace
• Provides useful information for other businesses and creditors
seeking to partner with an organization.
• Used & required in completing the SAM registration.
• https://iupdate.dnb.com/iUpdate/viewiUpdate
Home.htm
System for Award Management (SAM)
• Database of government contractors
– https://www.sam.gov/
(make SURE .gov is the site you’re using)
– Absolutely must be registered here to receive
any government contracts
– Designed to be a single resource for multiple
required registrations
– Must have an active registration to use other
government websites and to be eligible for
contacts.
Where Do COs Look for Me?
Dynamic Small Business Search
• Also called SBA Profile
• Not an absolute requirement, but still vital to
contracting success
– http://dsbs.sba.gov/dsbs/search/dsp_dsbs.cfm
– This is your tool to market to contracting officers
– Your opportunity to tell agencies what you’re good at,
what products & services you provide, and what past
work you’ve done
– Able to be edited through SAM
What should I include?
• Some info from SAM is carried over:
– NAICS Codes
– Contact Info
– DUNS #, Cage Code, etc.
– Certifications
• Other info can only be entered on this site,
and is VERY important…
What should I include?
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Keywords
Industry Certifications
Capabilities Narrative
Special Equipment
Performance History
What are Keywords?
• Treat these like a Google search
• Anything you can think of related to your
business
– Roads, bridges, paving, grading, dirt work, etc.
– HVAC, heating, ventilation, air conditioning, etc.
Lauren Sarantopolos
Doodle 4 Google
WY Finalist, Grade 4-6
What is the Capabilities Narrative?
• Very brief explanation of your business
• Highlight:
– Years of experience
– Specific govt. agencies you’ve worked with
– What makes you different from competitors
What is the Performance History?
• Treat this section like References on a resume’
• List past jobs you’ve successfully completed
– Government work is preferable
– Private sector work is fine as well
• List the ones who love you the most
General Tips for DSBS
• Use good profiles as a template for yours
– Find other companies similar to yours and get
ideas from them.
General Tips for DSBS
• Revise your Capabilities Narrative a few times
– It’s a challenge to sum up your business in 2-3
sentences
General Tips for DSBS
• Update your past performance as you get new
jobs
– Old references imply a lack of work
Capabilities Statements
What is a Capabilities Statement?
• Providing decision makers with concise descriptions of the
goods/services your business can provide along with being a consistent
reminder of your firm. You’re promoting the business’s capabilities.
• Powerful marketing document to help open doors to contracting
opportunities.
• Should be brief and to the point; ideally 1 page, 2 pages max.
• One page – As an business intro at events
• Brochure – As part of response to an RFI or Sources Sought
• Detailed presentation – for capability briefings
• Must be an easily downloadable, sharable document – save it as a pdf
with your firm’s name.
Capabilities Statement Content
• Should include the following sections:
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Core competencies – what can your business do?
Differentiators – what sets you apart from your competitors
Past Performance – completed government projects
Company Data/Business Summary
Contact Information
• Include relevant data like NAICS codes, DUNS number, CAGE code, past
performance, certifications, core competencies, differentiators, etc.
• Create a new document for each agency or opportunity. Tailor it
whenever possible.
Capabilities Statement
• Number of purposes:
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Door-opener to new agencies
Proof of qualification
Proof of past performance
May be required for government registration processes
Sets you apart from your competitors
• Avoid using long sentences, rather highlight your business
with bullet points.
• Make your document visually interesting by customizing it
with brand colors, font, style.
• Have the PTAC review your statement for perfection 
Capabilities Statement Examples
Your Website and Online Profile
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Your website is important! Contracting officers will Google you!
Capability Statement available on website - or Page devoted to government procurement
Add details to your Dynamic Small Business Search (DSBS) profile
(e.g., certifications, commercial customers, federal customers,
special capabilities, keywords, etc.)
• Be aware of the available social media sites and how they could
be used. Twitter, Facebook, Instagram, LinkedIn are examples.
These sites act as data points; have a consistent message on
each and activity (posts, et al) to stay high in SE rankings.
Website Considerations
Make a good first impression:
Loads quickly (Do not use Flash or frames; use small
image size)
Good “About Us” page (2nd page visited – HUBSpot)
Well laid out
Easy to navigate
Contact info easy to find and use
Mobile friendly
Keep it updated! (Increases rank, visibility)
SEO, indexing (MRC Web Analysis)
user experience (basics of your business, plus
why should people do business with you?)
keywords
content/content strategy
online visibility
technical aspects
Email
Introduce your company and how it fits the agency’s mission/goals.
• Briefly discuss your capabilities…
• How those relate to the agency’s mission and…
• How your past performance substantiates it all.
• Attach your capability statement pdf – single page, one sided
• Request a follow-up meeting or phone call
 Use your CAGE and/or DUNS in your signature
 Have a link back to your website in your signature
Send introduction emails to:
Contracting officers (CO)
End users – IMPORTANT
Prime contractors (always register on their website, send to SBLO)
Small Business Offices at government facilities
Market Research
Before You Research
• Vernacular (acronyms)
http://www.dfas.mil/contractorsvendors.
html
• How government is structured
https://www.usa.gov/federal-agencies/a
• How the government purchases
• Codes: NAICS, PSC/FSG, state codes
• Your average invoice size
Avenues of Purchase
• Solicitations (RFP, RFQ, Sources
Sought, Pre-Solicitation, Sole
source, IDIQ)
• Subcontracting (both state and
federal)
• Multiple Award Schedules, such as
GSA schedules, MATOCS, etc.
• Government purchase cards
Government Purchase Card
• Any government employee can have
• Volume of transactions growing - $15B
• Used for purchases under $3500/$2000
construction/$2500 Services
• Average $2,500 buys but some with
higher limits (overseas up to $25,000)
• Difficultly in marketing to this group
Invoice Size: Procurement Thresholds
Dollar Threshold
$0 to $3,500
($2,000 construction; $2,500 services)
$3,500 to $15,000
$15,001 to $25,000
$25,001 to $150,000
>$150,000
Type
Micro-purchase
Simplified Acquisition Procedures (SAP)
Simplified Acquisition Procedures (SAP)
Simplified Acquisition Procedures (SAP)
Formal with large contract/full or open competition
Action
Not competed
Not advertised
Open to large businesses
Use of credit card by non-COs
3 sources to be compared
No advertising required
Oral or written quotes – RFQs
If a service, SOW will be issued
Awarded with a purchase order
Reserved for small businesses
Usually lowest price
Quotes from two sources
Needs to be publically posted
Oral or written quotes – RFQs
If a service, SOW will be issued
Awarded with a purchase order
Reserved for small businesses
Usually lowest price
Competition required
Advertised in FBO
FRQs, RFPs, IFBs, et al.
Awarded with contracts
Reserved for small businesses
Usually best value procedures
Competition required
Advertised in FBO
Written proposals – RFPs
Awarded with contracts
Open to large businesses
Usually best value procedures
North American Industrial
Classification System (NAICS)
www.census.gov/epcd/www/naics.html
• Replaced the Standard Industrial Code (SIC)
categorizes and classifies a company’s product
or service
• Defines the size of a company (large or
small)
service companies classified by sales per year
manufacturers classified by number of
employees
Federal Supply Code (FSC) &
Product Service Code (PSC)
– https://www.acquisition.gov/?q=
node/3637 (pdf, doc ,xls files)
– http://www.outreachsystems.co
m/resources/tables/pscs/
Examples:
C212 A/E – drafting engineering
4110 refrigeration equipment
Research Goals
1. To find 3-5 agencies that have
purchased your goods/services
2. Determine if the agency is a good
fit with your company
3. Get the details and develop a
contact list:
4. Know your competitors
Goal 1: Finding the Agencies
• Federal Procurement Data System (FPDS)
https://www.fpds.gov
• USASpending – User friendly access to FPDS
data: http://www.usaspending.gov
• GSA Schedule research
https://ssq.gsa.gov/
Finding the Agencies
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FPDS and USASpending.gov use the same database
Interfaces are very different
Downloadable pdf or csv files do not have the same fields
User accounts are not required at either site
NAICS codes cover very broad areas
PSC codes are narrower focus (relatively speaking)
Use data from only the last 2-3 years if possible
Narrow to Place Of Performance (POP) (if pertinent)
Goal 2: Is the Agency a Good Fit?
What is their mission?
What is their organization?
Where are their purchasing offices?
What rules do they follow?
Do they publish a spending forecast?
Do they publish a budget?
Acquisition.Gov
https://www.acquisition.gov/?q=procurement-forecasts
–Links to Agency Home Pages
–Links to Small Business contacts
–Links to Procurement Opportunities
–Links to Agency Forecasts
USDA Procurement Forecast
Goal 3: Details and Develop a Contact List
• Does the agency have a specialized
purchase site?
• Who are their SBLOs?
• Who are the COs and project managers?
• Where are their purchasing offices?
Contacts?
• Who are their main support primes and
what are their roles?
Specialized Opportunity Sites
Navy - NECO
https://www.neco.navy.mil/
DLA – DIBBS
https://www.dibbs.bsm.dla.mil/default.aspx
Spare parts (plus)
DLA - DIBBS
http://www.dla.mil/
http://www.dla.mil/DoingBusinessWithDLA/BusinessOperations.aspx
https://www.dibbs.bsm.dla.mil/default.aspx
Private Sector Programs
• Large Companies (“Primes”)
• Supplier Diversity Programs – POC is
either titled “SBLO” or “Supplier
Diversity”
• Prequalifying based on financial
stability, experience and quality
programs (Preferred Vendor List)
• Certifications vary
o Could ask for DBE, CVE, MBE,
WBE, among others
Subcontracting
• Applies to awards to large firms of
$700,000 and over and construction
awards of $1.5 million and over
• Requires a subcontracting plan with
goals
• http://www.va.gov/oal/business/fss/sbsp.asp
• Good opportunity for new-togovernment contracting firm
http://web.sba.gov/subnet
http://www.gsa.gov/portal/service/SubCo
ntractDir/category/102831/hostUri/portal
Subcontracting
http://web.sba.gov/subnet
GSA Subcontracting Directory
Goal 4: Know Your Competition
• Research their sales to find targets
• Possibly partner with them on larger
projects that either couldn't handle
alone
• Use SAM, DSBS, FBO (interested
vendors list – direct advertising to other
companies)
Wyoming State Government
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List of state agencies:
http://www.wyo.gov/agencies
• Register on www.publicpurchase.com
o Connect to WYDOT and “State of
Wyoming” (A&I)
o Add codes to your profile
• Research past sales to get an idea of
prices, etc. WYDOT
• DBE if useful and company qualifies
http://www.statelocalgov.net/state-wy.cfm
Wyoming State Government
In general:
• If the product or service is over $7500, a
competitive bidding process is utilized.
Advertised in newspapers.
• If it is between $2500 and $7500 written
quotations are used.
• If the product or service (usually for day-today operations) is under $2500, verbal quotes
are used.
An exception is printing/duplicating - >$1500 it
goes out for bid.
Wyoming State Government - WYDOT
The Contracts and Estimates Office within WYDOT
handles bidding for highway and bridge
construction or other federally funded projects.
Engineering Services is responsible for consulting
services.
Airport Projects has information on bidding and
bid openings for airport improvement projects.
http://www.dot.state.wy.us/home/business_with_
wydot.html
Local Government
• Search newspapers for
opportunities
• Keep an eye on local government
websites
• Network – attend planning
meetings, chamber events, etc.
Local Procurement
Newspaper Notices http://wyopublicnotices.com/
County Governments https://en.wikipedia.org/wiki/List_of_counties_
in_Wyoming
– http://cic.naco.org/
Municipalities
The Wyoming Association of Municipalities
Other Information Sites
ASSIST (federal specs, standards and handbooks, commercial
item descriptions, et al.)
http://www.dla.mil/Home.aspx
(awards data for DLA, DLA SB Offices, DIBBS, et al.)
SBA.gov (certifications, subcontracting, other programs)
FAR (Federal Acquisition Regulations)
http://farsite.hill.af.mil/farsite.html
VetBiz.gov (VA CVE certification) http://www.va.gov/osdbu/
Regulations (CFR) http://www.ecfr.gov/cgibin/ECFR?page=browse
Other Information Sites
Office of Small & Disadvantaged Business Utilization,
agency list: http://www.osdbu.gov/members.html
Budgets: http://catalog.gpo.gov/F
Federal Acquisition JumpStation (NASA site)
https://prod.nais.nasa.gov/pub/fedproc/home.html
DoD Office of Small Business Programs:
http://www.acq.osd.mil/osbp/
GSA eLibrary (GSA Schedules)
http://www.gsaelibrary.gsa.gov/ElibMain/home.do
Networking & Events
What Do I Do?
• Use resources available to help you in marketing your business at
events
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Matchmaking Events
Conferences
One-on-one meetings
Capabilities Statements
SBA Profile
• To effectively market your company’s product or service:
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Identify your customers
Research their requirements
Learn federal procurement regulations
Discover what your customers are buying, look for trends and past
purchases
How Do I Prepare?
• Most importantly, BE PREPARED!
• Prepare yourself and your documents before each networking event
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Research and know the agency’s you’re targeting
Have an active SAM registration
Ensure your SBA profile and personal website is up to date
Customize your capabilities statement (know your NAICS codes)
Have a brief (30 sec) elevator speech memorized
• Prepare for matchmaking events like you are preparing for a job
interview. An under-prepared first meeting is a missed opportunity.
Learn to Speak Their Language
What Does This All Mean?
• You will see and hear MANY acronyms
• Don’t be afraid to ask for clarification
• However, it will be helpful to learn the most
common acronyms to show the government
you know what you’re doing
Some Examples
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DUNS
SAM
NAICS
FAR
RFP
RFQ
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FBO
IDIQ
WOSB/EDWOSB
VOSB/SDVOSB
HUBZone
How to Learn Them
• Use the cheat sheet/link we provided
• Keep it handy and review it
• Again: Ask for clarification when you hear a
new acronym
Things to Remember
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Make sure your registrations are current
Use DSBS effectively
Craft a quality Capabilities Statement
Use your website to clearly show what you do
Write relevant emails and become comfortable
with that method of communication
• Do your research and target specific agencies
• Network with agencies at events
• Learn to speak their language
Brett Housholder
Alyssa Lozier
Andi Lewis
300 S. Wolcott, Ste. 300
Casper, WY 82601
brett.housholder@uwyo.edu
307-234-3203
213 W. Main St, Ste. C
Riverton, WY 82501
alozier@uwyo.edu
307-240-7453
1400 E. College Dr.
Cheyenne, WY 82007
amlewis@uwyo.edu
307-772-7372
www.wyen.biz