Charleston Defense Contractors Association
22 April 2010
www.gdit.com
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Recognizing Partners
• ESN – Past Mentor Protégé
• Mercom – Current Mentor Protégé
• Information Technology Coalition - Current Mentor Protégé
• ISHPI - NGA
• Geocent – Nites & SOA
• Shoreland Solutions - HLS
• SP Systems - . NASA .Satellites . NSWC
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General Dynamics Information Systems &
Technology
Advanced Information Systems
Leading provider of
transformational
mission solutions
through advanced
software development
and electronics systems
design and integration.
C4 Systems
Leader in command and
control, communications
networking, computing
and information
assurance hardware
and products.
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General Dynamics UK
Leading European supplier of
integrated avionics and
mission systems.
Information Technology
A leading top-tier integrator of
information technology,
systems engineering and
professional services with the
mission understanding,
domain expertise and proven
performance to manage largescale, mission-critical IT
programs.
General Dynamics Websites*
* General Dynamics handout has POC information
AEROSPACE
AVIATION SERVICES
www.gdaviationservices.com
GULFSTREAM AEROSPACE CORPORATION
www.gulfstream.com
COMBAT SYSTEMS
www.gd.com/overview/combat/Default.htm
ARMAMENT & TECHNICAL PRODUCTS (ATP)
www.gdatp.com
LAND SYSTEMS (LS):
www.gdls.com
ORDNANCE & TACTICAL SYSTEMS (OTS)
www.gd-ots.com
MARINE SYSTEMS
www.gd.com/overview/marine/Default.htm
BATH IRON WORKS (BIW):
www.gdbiw.com
ADVANCED INFORMATION SYSTEMS (AIS):
www.gd-ais.com
ELECTRIC BOAT (EB):
www.gdeb.com
C4 SYSTEMS (C4S):
www.gdc4s.com
NASSCO:
www.nassco.com
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INFORMATION SYSTEMS & TECHNOLOGY:
www.gd.com/overview/ist/Default.htm
INFORMATION TECHNOLOGY (IT):
www.gdit.com
DIFFERENTIATING YOUR
BUSINESS AND GETTING A
PRIME’S ATTENTION
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The Real Key to Teaming….
Be proactive and selective
in your marketing efforts!
Do your homework!
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Our Database Provides
Teaming Partners
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Go to www.gdit.com
Select “Partners” page
Register
INCLUDE:
– Descriptive capability keywords
• E.g.: Network engineering, not IT
• Not: See attached brochure
– Specific customer areas
• E.g.: DOD / Navy/ NAVSEA /NUWC not Federal Government
– Can add corporate briefings and other documents – highly
recommended
This Database is searchable – We use it to find teaming partners!
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So How Can You Work With
Us?
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Review www.gdit.com, understand what we do and fit with your company
Always present yourself professionally
– CEO or senior executives – develop relationship with prime
– Clear emails, voice messages
Use good business etiquette
Send informative, concise, well-written and purposeful emails
– Focus on past performance, capabilities, customer knowledge, added-value
– Show understanding of company to which you are sending email
– Limit attachments, watch grammar, spelling, full signature, show email trail
Register and keep information up to date
Focus on having opportunity-driven meetings
Network at selected events that fit your marketing focus – meet managers
Develop relationships, outstanding past performance and TRUST!
General Dynamics IT:
Opportunity-Driven Approach
Passive
approach
Small Business
Contact
Telephone, E-mail,
Referral
Teaming Guidelines
Small Business Center
Pro-Active
approach
Database Registration
Marketing Activities
Teaming Database
Teaming Opportunity
Business Opportunity
Manager Introductions
Research, events,
customer knowledge
Prime or Sub
Searches
Considered for
Teaming
Small Business Center
Work with Small Businesses and Managers
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Agenda Items
• Who is General Dynamics Information Technology?
• Differentiating your business
– AKA getting a prime’s attention!
• Marketing in the U.S. Government sector
– Beyond capabilities
– Research and capture planning
• Calling on primes
– Successful teaming
• Conclusion
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DIFFERENTIATING YOUR BUSINESS AND
GETTING A PRIME’S ATTENTION
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A Good Small Business Partner
Considerations
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Core capabilities and past performance
Price
Personnel experience
Resource availability and HR stability
Locations
Financial solvency
Reputation
Organizational conflict of interest (OCI)
Dependable, a team player, and responsive
Easy to work with on projects
Follow-through and follow-up!
How Can You Add Value?
Niche
Technologies
Customer
Focus
Market
Knowledge
VALUE
PROPOSITION
Marketing
Focus
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Customer
Reputation
Understand Your Market Focus
• What are your strengths
and core capabilities?
• What types of past
performance do you
have?
• Where is your current
work today?
• What areas do you want
to grow in?
• Is the market growth
there to support it?
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Understand Your Market Focus
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What are your strengths and core
capabilities?
What types of past performance
do you have?
Where is your current work today?
What areas do you want to grow
in?
Is the market growth there to
support it?
Understanding the Customer
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Utilize Market Research
Read and Learn about your customer
– Reports
– Articles / Websites
– Performance Plans
– Understanding of mission, goals, objectives and
programs
Network through conferences and professional associations
Develop a core of trusted teaming partners
Obtain knowledge of U.S. government contracting
– Understanding of rules / agreements
– Government purchase cards
– Line of credit
– CAGE Code, Dun and Bradstreet, NAICS, ITAR
Certification
– Databases: CCR, DSBS (Pronet), ORCA, VetBiz
Do Your Homework First!
Focus, Focus, Focus!
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Differentiating Yourself
Know Customers
• Understand potential customers:
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Purchasing history, price
Cost sensitivity
Budget for your product or service
Problems — help them solve!
Desire to solve the problem — do they have $?
Desire to work with your company — do they need you?
• Past and future buying requirements
• Procurement forecasts
Develop a clear roadmap of where you want to go and how you will get there
• Main primes
• Major competitors
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Capture Planning
Develop Specific Opportunities
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Develop a contact plan
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What issues for discussion
Where is the information
When should we get the information
Why talk with specific people
Make contacts
– Listen to prospective customers
– Develop a trust relationship with
customer
Gather information
– Incumbent strengths and weaknesses
– Grow trusted relationship with the
customer
– Customer priorities
– Funding sources
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Plan
– When to show how you will solve a
customer’s problem
– Strategic and contingency hires
Gather other data
– Competitor analysis
– Cost estimates
– Win theme
Don’t Sell Capabilities —
Uncover Customer Problems and
Opportunities, Then Offer Solutions!
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Understanding the Prime
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Drivers of behavior
What the prime looks for in a subcontractor
What the prime looks for in small business
Previous relationships
Understanding
– Requirements
– Programs
– Customer
Getting the Prime’s Attention
Calling on the Prime
•
Opportunity-driven approach
•
Research first!
– Check company web sites
– Talk to contacts
– Read the government and technology journals
– Know “hot buttons”
– Attend government industry days and focused
events
•
Prepare “elevator” speech but cater it to organization
and/or company
•
Prove real interest
– Follow through on actions and requests!
– Be responsive
– Show enthusiasm!
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Do your homework first!
Steps to Successful Teaming
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Focus on a customer area – narrow it down…
– Map out who has what contract – exercise that allows you to focus on the customer
– Do you know the customer? Do you know how to obtain information?
Timing – teaming way ahead of the deal (18-24 months out)
– Working on next year and beyond
– Know who you are talking to? Understand roles of:
• Capture mgrs
• Proposal mgrs
Be prepared for discussions
– Read the RFP first, if available (or know what the real opportunity is about)
RFP requirement and your fit — tell us:
– Related niche or capability areas
– Related past experience
– Customer knowledge and experience
– Why your company?
– Why are you seeking out this Prime to team?
MATRIX
Make sure you are registered with the Prime (if applicable)
MATRIX
MATRIX
– For example: Go to www.gdit.com — Partners page
Key to Teaming - Be proactive and selective in your marketing efforts!
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Successful Small Businesses*
Four major themes for successful small businesses:
1. Do their homework
– On customers, their mission, budgets, etc.
2. Participate in outreach and networking events
– Selectively, based on market focus
3. Understand the federal procurement system
– Understand contracting, IDIQs, standalone contracts, etc.
4. Understand concept of teaming
– Joint ventures, teaming arrangements, prime/sub, mentor-protégé
relationships, etc.
* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS
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Closing the Deal – Getting on
the Team
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Know the contracting details
– NDA / TA / Attachments (SOW)
Ask about the decision making process / selection process
– Internal Prime discussions
• Meetings with small businesses
• Database searches
• PM /CM decision authority
Basis for teaming decisions – Why this company? Why this individual?
– Behind the scenes discussion
– Value brought to the table
– Thought process behind selection
Understand what you bring to the Prime
– Be able to cite reasons
– Differentiators / Value
– Relationships /Support
If you are late to the table - get your hands on the RFP!
– Approaching the prime after they win
Successful Small Businesses*
Four major themes for successful small businesses:
1. Do their homework
– On customers, their mission, budgets, etc.
2. Participate in outreach and networking events
– Selectively, based on market focus
3. Understand the federal procurement system
– Understand contracting, IDIQs, standalone contracts, etc.
4. Understand concept of teaming
– Joint ventures, teaming arrangements, prime/sub, mentorprotégé relationships, etc.
* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS
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Seven Golden Rules*
Winners constantly do the following:
1. Winners win because they know and are known by the client.
2. They are known by the Source Selection Board.
3. They have met with top managers, mid-level managers, and the
government’s technical staff.
4. They do demonstrations.
5. They know the client’s real requirements and dreams.
6. They know the client’s price.
7. They earn the client’s trust and confidence.
* Advantage Consulting, Newsletter, 2/10/04
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Conclusion
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It’s hard work
Work smart — focus, focus, focus
Understand Government business, contracting and rules of engagement
Understand needs then discuss solutions, not capabilities
Understand and follow primes processes, tools and interests
Develop an opportunity-driven approach
The five Ps:
– Plan your strategy and approach
– Prepare to implement your action plan
– Stay persistent in your efforts
– Remain patient with time
– Practice proactive marketing
Prior Planning Prevents Poor Performance
And don’t forget to have fun along the way!
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Contact Information
General Dynamics IT – Fairfax, VA - HQ Small Business Center
Small Business Partnerships
smallbusiness@gdit.com
Ludmilla Parnell
Director, Business Development
Small Business Partnerships
(703) 246-0948
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