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Sizing Your Market: The How and Why of Market Analysis September 26, 2014 John Stanford, WIPP Government Relations 2

3 WIPP is a national nonpartisan public policy organization, advocating on behalf of nearly 4.7 million business women representing 76 business organizations. WIPP provides timely economic policy information and identifies important trends and opportunities to its membership.

Give Me 5 National program from WIPP & American Express OPEN designed to educate women business owners on how to apply for and secure federal procurement opportunities. Give Me 5 works to increase the representation of Women Business Owners that win government contracts. We provide accessible business education tools to assist both new and experienced federal contractors. Women Business Owners could gain more than $4 billion in annual revenues if the 5% contracting goal set by Congress was reached.

John Stanford WIPP Government Relations

Sizing Your Market: The How and Why of Market Analysis September 26, 2014 John Stanford, WIPP Government Relations 6

Program Objectives  Participants will leave with a better understanding of:  The need for market analysis  The availability of public information  How to size your market  Finding competitors and partners  Strategies using this information 7

The Need for Market Analysis  Two reasons: 1. Unlike commercial selling, federal government contracting information is public, giving everyone an opportunity (but you have to know where to look) 2. The government as a whole is too big for small businesses to target, you have to know who is buying what you are selling  Competitor vs. Partner 8

What You Need First  Top Two NAICS Codes  For this presentation, I am using the example of Women Tech, Inc. – an imaginary IT company with the following NAICS codes:  PRIMARY  SECONDARY 9

Tools We Will Use 10  Information is publicly available:  USA Spending:  System for Award Management (SAM):  SBA Dynamic Small Business Search (DSBS):  Federal Procurement Data System (FPDS):

Sizing the Market  How much of your product/service does the government consume?  Who in the government buys it?  How do they buy it? 11

The Funnel Process 12 Overview Procurement Market Identify Competition/Partners Analyze Contracts

USA Spending: Step 1 (Homepage)  Click “Prime Advanced Search” located near the top: 13

USA Spending: Step 2 (Search)  Enter two options: 1. Fiscal Year to search (use the most recent FULL year, i.e. FY13) 1. Your primary NAICS code  Scroll to the bottom and click “Search” 14

USA Spending: Step 3 (Results) 15

USA Spending: Step 3 (Results) Cont. 16

USA Spending: Key Takeaways 17  Summary View (blue # icon) under map  Searches return results in # of contracts not $ amount  Searches can be narrowed to return more detailed information  Need to narrow to find top sub-agency information  Contracts and Grants available for search

Identifying the Competition  Companies who contract with the government are public  Big and small competitors  Multiple sites useful for vendors 18

USA Spending: Finding Competitors  Using the information found on we can look at top vendorswww.USAspending.gov 19

Using the SBA’s Dynamic Search  Different tool for finding small businesses from SBA  Access the Dynamic Search at dsbs.sba.govdsbs.sba.gov  Search functions like the USA Spending search and returns results as a table or in Excel file 20

Researching Vendors  System for Award Management  When visiting SAM, click “Search Records” 21

Examining Contracts  Use the Federal Procurement Data System (FPDS)  Steps 1. Register with FPDS for advanced search  No items are needed; create a profile with username and password (requires letter, number, and special character) 2. Search by vendor, NAICS code, or contract #  Use border “boxes” to narrow search 22

What You Can Do Next  Use refined searches to identify buying centers  Figure out size and type of contracts  Subcontracting Opportunities 23

Next Steps Checklist  With this information you could complete a market analysis including:  Identify Top 3 Agencies for FY  Include 3 sub-agency buying centers  Identify 5 Prime Vendors to consider subcontracting  Identify 3 WOSB/EDWOSB vendors (competitors/partners)  Create profiles on FPDS 24

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