1. Contracting Officer Podcast Slides
Knowledge & Insights From Contracting Officers

2. The Importance of Targeting
Episode 016
The Importance of Targeting
Original Air Date: March 2, 2016
Hosts: Kevin Jans & Paul Schauer

3. Formatting notes
Hyperlinks: Blue font indicates hyperlinks – presentation must be in ‘Slide Show’ mode to activate the link
Red bold font indicates a point of emphasis
Green bold font indicates CO’s personal comment or perspective

4. Introduction Why is Targeting important?
What are the 3 parts of your IDEAL target market?
Reachable Market
Target Market
Weight Class
Where can I learn more? NOTE: This is NOT just for industry…

5. Standard Operating Procedures for Selling to the US Government….
But NOT your company, right????

6. Let’s all agree… There is enough competition and enough opportunity
Think abundance, not scarcity

7. Your ideal Target Market
Weight
Class
Acquisition Team too
Reachable
Market

8. Reachable Market
Reachable
Market

9. What is your Reachable Market?
What you can DO within your NAICS, SB Size Standard, Socio-economic status, etc.
Example: Skyway’s Reachable Market is the 500,000 companies in the System for Award Management (SAM) that could benefit in some way from a Contracting Officer’s Perspective

10. Target Market
Target
Market

11. What is your Target Market?
What you can WIN within your NAICS, SB Size Standard, Socio-economic status, Geographical focus area, Past Experience Envelope, Etc.
Example: Skyway’s Target Market is the privately-owned companies with over $500,000 in annual revenue, 5+ employees, and at least one Government prime or subcontract
There are 25,000 of these (10% of our Reachable Market)

12. Weight Class
Weight
Class
Acquisition Team too
Reachable
Market

13. What is your Weight Class?
The right size of opportunity that you can afford to WIN or lose without derailing your company
- or -
The size of requirement you can solicit, award, and administer without derailing your team/office/agency
Do not think about what it will get you… think about what it will cost you.

14. What is your Weight Class?
Example: Skyway does not pursue opportunities over $1B
We turned down a $150M company who was targeting a position on an enormous GWAC (Government Wide Acquisition Contract)
Because it would have derailed us
Yup, we turned down a potential a huge “opportunity” because it would have consumed us

15. What is your Weight Class - Government?
Do you know how to solicit and award this requirement?
If not, do you have time to learn?
Are we making it easier or harder to administer?
Will this acquisition strategy meet the schedule?
Can you use an ‘agile’ approach?
Can the customer survive the ‘protest zone?’

16. What is your Weight Class - Industry?
Can you survive the Market Research and RFP Zones?
Can you endure the Source Selection Zone?
How much growth can you really handle?
Can you afford to lose?
It will happen

17. How to Find Your Target Market
Does the Government buy what you sell?
Which agencies buy the most?
How much do they buy?
When do they buy?
How do they buy?
Are they a fit?

18. What is our point? Identify your ideal Target Market…
Then filter ruthlessly!

19. Summary
Targeting is vital for efficient and effective marketing and pursuit
Three parts of the Ideal Target Market:
Reachable Market
Target Market
Weight Class
Targeting focuses resources, saves time, and optimizes the chances of success

20. Contact us We are on LinkedIn, Twitter and Facebook
We also started the Government Contracting Network Group on Facebook. Join us there!
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