Achieving 8(a) Certification Success

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Achieving 8(a) SuccessMARIA ASUELIMEN | AMA CONSULTING LLC


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2Course Description

This course is designed to provide newly certified 8(a) firms with the strategies and resources to be successful in the 8(a) program from the onset of their program term. We will address the components of a strategic marketing plan which is the central ingredient in success as an 8(a) firm.


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3Course Objectives

Course Objectives Results/Outcome Expected

Set Business Goals and Objectives as an 8(a) firm

Clear sense of direction for the business for Developmental and Transitional phase of the program

Understand Federal Contracting Environment

Categorizing contacts and understanding their functions

Clearly define your company’s services/products Projecting your firms value at all times

Create Marketing Materials Professional Corporate Image


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48(a) Overview

SBA Business Development Program For Economically And Socially Disadvantaged Small Businesses

Governed By FAR 19.8, 13 CFR 124 Program has a 9 Year Term: 5 Years Developmental Phase And 4

Year Transitional Phase Firms have to submit an Annual Review Package to maintain

eligibility in the Program Firms Can Receive Sole Source Contracts For Up To $4million For

Services And $ 6.5 Million for Manufacturing Firms Can Benefit From 8(a) Joint Ventures And Mentor Protégée

Relationships With Larger Firms


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5Some 8(a) FACTS

About 60% of 8(a) firms NEVER get an 8(a) contract award There is not priority for 8(a) firms over companies in other small

business programs The 8(a) designation is a self marketing tool All 8(a) contracts are awarded and executed with close

involvement of SBA Most 8(a) contracts are not posted on fedbizopps or agency

procurement websites On the average, it takes about 12 – 18 months of marketing an

opportunity before it is awarded


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6What is the one reason why an 8(a) firm succeeds?

AN ACTIONABLE MARKETING PLAN

“Give me six hours to chop down a tree and I will spend the first four

sharpening the axe.” ― Abraham Lincoln

http://www.goodreads.com/author/show/229.Abraham_Lincoln


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7Benefits of a Marketing Plan

Helps to Narrow your organizations focus on target market: There are 480 U.S. Government Departments and Agencies and each of them have their own mission and operations.

Helps to maximize use of resources Helps to identify company’s current state and desired state Can be incorporated in to a business plan for financing Enables firms to cultivate the right relationships necessary for

contract wins


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8Components of Strategic Marketing Plan

SWOT Analysis Goals and Objectives Business Environment: Market Entry Strategies, Competitive

Intelligence Data, Strategic Alliances Services/Product Definition: Market positioning, value proposition,

discriminators Marketing Tools/Branding: Website, Capability Statements,

presentations, social media


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9SWOT Analysis

Strength and Weaknesses are usually internal and within your direct control such as Org structure, procedures, staff, technical capability etc

Opportunities and Threats: are usually external and outside your direct control like market trends, social, political and technological factors

S-O Strategies pursue opportunities that leverages your organizations strengths

W-O strategies that overcome weaknesses to pursing opportunities S-T strategies identify way to use an organizations strength to avoid

vulnerability to weaknesses W –T strategies establishes plan to prevent the organizations

weaknesses from exposing it to external threats


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10Goals and ObjectivesGOALSGoals are what you want to achieve. They must be ACTIONABLE and SMART: Specific, Measurable, Achievable, Realistic and Timeline: Short term and long term Can be in terms of revenue, technical capability or positioning Set no more that 3 short term and 3 long term at a timeExamples: Bring in $1million in revenue in FY 2014, Work on 3 Heath IT projects in FY 2014, Identify a mentor firm and form a mentor protégé relationship in FY 2014


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11Goals and Objectives Cont’dObjectivesObjectives are activities carried out in order to achieve a goal. Activities have to state who, when and where the action will be taken Must be as detailed as possible Can list as many objectives as needed under a goal Each objective MUST be tied to a goal

Example: Under goal identify mentor firm and form mentor relationship1. Tonya Freeman CEO, will write a description of ideal mentor to include firm size, location, corporate culture and qualifications and submit to Alicia Smith, VP by December 31st 20132.Alicia Smith, VP will attend 2 industry outreach events, make contacts with other companies and participants and follow up with each contact to form a relationship every month starting January.


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12Business Environment

YOU

OSDBU/SBA BOS

Contracting Officer

Other Businesses

Program Director/

COTR


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13Business Environment Cont’dProgram Director/COTR• This your customer or end

user• They are usually very

technical• May not have knowledge

of the best procurement vehicle

• Evaluates your proposal and performance

• Approves your invoice

Contracting Officer • Legally Binds the

Government to contract• Responsible for contract

mods, extension and all contract related issues

• Is a great resource for funding source

• “Should be” the expert on procurement vehicle and process


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14Business Environment Cont’d OSDBU/ SBA BOS• Advocates/Offering

Letter• Resources for first

contact with Program Director/ Contracting Officer

• Resources for general information

Other Businesses• Competitors• Teaming Partners• Mentors• Mentees


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15Defining your company’s Services/Products

Always Communicate Value Value: The monetary worth of something Value Proposition: The collection of reasons why a buyer buys Value Proposition Positioning Statement: A compelling,

tangible statement of how a company or individual will benefit from buying something specific or buying from you in general

Categorize your services based on customer targets or industry For example

Be as specific as you can when describing your services; avoid clichés like “Management Consulting” “Enterprise Architecture” “IT”


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16Corporate Marketing Materials

Company Website Social Media Pages: LinkedIn, Twitter, Facebook, Blogs Capability statement: Brief company description, summary of

services, DUNS Number, NAICs Codes, contract vehicles and contact information

Company Overview presentation Brochures


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Questions ?


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AMA Consulting LLC10104 senate Drive Suite 208

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Achieving 8(a) Certification Success

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