Course #906-11-SDCA-1

The Business of Winning: Seven Steps in Government Contracting

Dates: Jan-24-2011 - Jan-25-2011


San Diego Conventon Center (Map)
111 West Harbor Drive
San Diego, CA 92101

Hours: 8:30am-4:30pm

Early Bird Rates In Effect through 12/03/2010!

$810 $710 Government AFCEA Member
$850 $750 Government Non Member
$1,030 $930 Non-Government AFCEA Member
$1,080 $980 Non-Government Non Member

Note: Detailed Information for WEST 2011 - January 24-28th visit: STUDENTS SHOULD BRING LAPTOP TO CLASS

Course Description:

The Business Of Winning: Seven Steps to Success in Government Contracting. Strategy; Focus; Process; Competitive Positioning; Teaming; Relationships; and Marketing.

This two-day course focuses on the fundamentals of how government business is developed and won (and why people fail to win!), designed for people who want tools, structure, and a systematic approach to win more government contracts, avoid the traps, and hit the ground running toward success. Company owners and business development executives, small business liaison officers, mentor-protégé program managers. and procurement specialists, can learn how to excel in a challenging economy with a tight focus on cost effective pursuit of government contracts for business growth.

Some industry participants have already spent scarce resources on ill-advised government marketing activities like pumping out proposals in response to FedBizOpps notices and getting GSA Schedules without a clear understanding of how much time and money the pursuit will take. Others will have a strong commercial market track record, but are either newcomers to government contracting, or want to increase their success. This course gives everyone, regardless of experience, an organized way to fine tune their approach to a confusing market. Other members of this group are aware of the risks and provide the best advice they can to small business, but are overwhelmed by requests for help (all the more so with stimulus excitement), and often lack the time and resources to give small companies the support they really need to make good decisions.

The course delivers proven steps, tools and systems that build a foundation for success the risks of government contracting based on realistic expectations. The course uses the framework of Seven Steps To Success: Strategy; Focus; Process; Competitive Positioning; Teaming; Relationships; and Marketing. Company representatives and small business specialists alike will use these tools to guide a company's entry or expansion into government contracting.

This course concentrates on the challenge that the small business team (owner, business development executives, technical specialists and operations/administrative managers who deliver niche products and services), and prime contractors (who hold the government contracts to provide the products and services) are likely to encounter on the road to success in winning government business.

Active discussion, case studies developed from real-world questions offered by registrants, role play and small group exercises give industry students a confident start at tasks they will want to complete after the course. Government and prime contractor attendees can also evaluate how they might use or adapt these tools and techniques to brief the small businesses they counsel every day.

Business strategy, targeting, and relationship development form the foundation of this course, with an emphasis on free public sources of information and a review of pay-to-play options. The student will gain a solid understanding of how government business is developed -- for primes and subcontractors -- and get workbooks to develop ideas both during and after class. The student will not complete a comprehensive business plan for winning government contracts; however, s/he will be able to combine technical or business skills with these tools and techniques to increase the likelihood of success and lower the costs.

The course begins with the most often overlooked foundation: business strategy. How does selling to government fit with the company's plans for growth? And how would pursuit of government contracts change today's plan? Focus explores the world of advance intelligence into opportunities -- where to find it and how to use it -- and setting priorities for winnable business. Process is an overview of how government does business -- key parts of the Federal Acquisition Regulation (FAR) and the most common contract vehicles, and the use and advantages of set-aside programs. Understanding competition is the foundation for developing the Unique Value Proposition, Capability Statement and effective meeting preparation. That prepares you up for Teaming, one of the most misunderstood concepts in government contracting. With those decisions in hand, we look at how winners develop Relationships in business networks essential to success, and choose among myriad options for spending Marketing resources.

The course is oriented to industry business owners and business development executives, small business liaison officials in prime contractors, small business specialists in government agencies, and those who manage mentor-protégé programs in both industry and government.

COURSE OUTLINE: The Business Of Winning

The Course Handout will include the Government Contracts Strategy Workbook and specific topic Reference Guides.


1. Strategy

How Government Buyers Fit Your Business Plan

Defining Core Competency

Setting Your Business Mix Goals

Capacity Forecasting

Critical Resources and Constraint Considerations

A Classic Strategy Assessment Framework for Government Markets:

Strengths, Weaknesses, Opportunities and Threast.

2. Focus: Forecasting & Targeting

Avoiding the FedBizOpps Traps

Using Past Contract Data to Size Up The Market

Spotlighting Your Prospects

Creative Ways To Find Buyers’ Hot Spots

Reviewing Forecasts to Narrow The Field

Creating Your Priority List

3. Process -- Keys For Business Development

NOTE: This module provides high-level introduction to key points that students may learn in depth on AFCEA Course 901

Following The Money: From Capitol Hill On Down

Steps In The Buying Process

Registrations and Certifications

The Federal Acquisition Regulations: Essential Section Review Pre-Solicitation Tactics: Acquisition Planning and Vendor Positioning

How Government Buys Large Complex Requirements

Urgent Requirements

Smaller Purchases

GSA Schedules: Debunking The Myths

Leveraging Preferences For Small Business

Proposal-Writing: Keys To Success

After The Win: Some Tips for Top Performance, Retention & Referrals


4. Competition

Researching Your Competitors

Keys To Unseating Incumbents

Differentiating Your Company

Creating Your Unique Value Proposition

Drafting -- or Fine Tuning -- Your Capability Statement

Documenting Past Performance

5. Teaming

What Primes Want

Top Teaming Traps -- What Not To Do

Identifying Top Teaming Prospects

Researching Your Primes

Discussion: Productive Outreach to Small Partners

Discussion: Fostering High-Potential Small Business

Mentor-Protégé Programs

Preparing For Teaming Meetings

Teaming Agreement Essentials: Preventing Bait-and-Switch

Protecting Your Interests

6. Relationships

Government Buyers: The Five People You Need To Meet

Where The Primes Are: Front- and Back-Door Keys

How to Strengthen Your Government Business Network

Finding, Choosing, & Getting Value from Associations & Events

Contact Relationship Management: Gotta-Do's

7. Marketing & Business Development

Foundation: Budget, Targets & Success Criteria

Where & When Lobbying Fits

Web Site Must-Do's

Avoiding Email Marketing Traps

Who Still Reads Direct Mail

Smart Tactics To Leverage Social Media: What's Working

Trade Press: Getting High-Credibility Coverage

Trade Shows: Do They Matter Any More?

The OSDBU Conference: A Special Case

Conferences: Opportunities On Both Sides Of The Platform

8. Conclusion: The OODA Loop

Observe, Orient, Decide, Act

…and Repeat

Ms Judy Bradt
Course Coordinator and Lecturer

Ms Bradt is an award-winning and passionate educator, consultant and author on government contracts for corporate clients and their trusted advisers in industries including advanced technology, military systems, security solutions, professional services, and construction. She guided over 5,000 companies to win over $200 million in U.S. government contracts as top expert at the Canadian Embassy in Washington DC. She has hands-on experience with clients needing to find opportunities, develop business strategy, build teaming relationships, and resolve contract disputes. In addition to her consulting practice , Ms Bradt lectures for the Procurement Technical Assistance Center at George Mason University and delivers courses for private and public sector clients. She holds a BA and an MBA.

This course is oriented to business owners and business development executives, small business liaison officials,
small business specialists, and those who manage mentor-protégé programs in both industry and government.
Course handouts will include the Government Contracts Strategy Workbook and specific topic reference guides.

This course covers the challenges small business teams and prime contractors are likely to encounter in winning
government business, using active discussion, case studies, and group exercises. Business strategy, targeting, and
relationship development are the foundation of this course, with an emphasis on free public sources of information.

DETAILED INFORMATION for WEST2011 San Diego, CA - January 24-28, 2011-

HOURS OF COURSE: 8:30 AM to 4:30 PM. Sign in at the classroom commences at 7:30AM.

DRESS: Business Casual