Transcript Small Business Administration Georgia 8(a) Firms

Navigating the Internet for
Procurement Opportunities
Presented to:
Small Business Administration Georgia 8(a) Firms
EC
Arthur L. Brown
770-732-9392
[email protected]
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’)
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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
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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/
http://www.census.gov/epcd/naics02/
http://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’)
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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
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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
Custom computer programmers in Fulton
County – NAICS 541511
Banks in Fulton 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
Procurement by NAICS 423690 - FY 07
Contracting Department Name
DEPT OF DEFENSE
Current Contract Value
$10,588,770,861
HOMELAND SECURITY, DEPARTMENT OF
$2,893,651
HEALTH AND HUMAN SERVICES, DEPARTMENT OF
$2,630,290
STATE, DEPARTMENT OF
$1,413,033
JUSTICE, DEPARTMENT OF
$1,266,694
INTERIOR, DEPARTMENT OF THE
$1,004,970
NATIONAL AERONAUTICS AND SPACE
ADMINISTRATION
$503,781
AGRICULTURE, DEPARTMENT OF
$473,161
TRANSPORTATION, DEPARTMENT OF
$462,324
VETERANS AFFAIRS, DEPARTMENT OF
$394,590
GENERAL SERVICES ADMINISTRATION
$332,839
COMMERCE, DEPARTMENT OF
$241,832
TREASURY, DEPARTMENT OF THE
$217,703
FEDERAL COMMUNICATIONS COMMISSION
$157,000
SMITHSONIAN INSTITUTION
$85,921
ENERGY, DEPARTMENT OF
$71,842
LABOR, DEPARTMENT OF
$58,316
EDUCATION, DEPARTMENT OF
$29,612
ENVIRONMENTAL PROTECTION AGENCY
$26,374
SMALL BUSINESS ADMINISTRATION
$24,876
CONSUMER PRODUCT SAFETY COMMISSION
$2,107
http://www.fedbizopps.gov/
http://hqlnc.doe.gov/support/SmallBusUtil.nsf
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
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Credit Cards
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"Electronic
Money"
Internet Marketing Requires Another 4Ps
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Persistence
Perseverance
Patience
People
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EC
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