0407 Charleston Defense Contractors Association 22 April 2010.

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www.gdit.com

Charleston Defense Contractors Association

22 April 2010

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Recognizing Partners

• ESN – Past Mentor Protégé

• Mercom – Current Mentor Protégé

• Information Technology Coalition - Current Mentor Protégé

• ISHPI - NGA

• Geocent – Nites & SOA

• Shoreland Solutions - HLS

• SP Systems - . NASA .Satellites . NSWC

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General Dynamics Information Systems & Technology

A leading top-tier integrator of information technology, systems engineering and professional services with the mission understanding, domain expertise and proven performance to manage large-scale, mission-critical IT programs.

Information Technology

Leading European supplier of integrated avionics and mission systems.

General Dynamics UKAdvanced Information Systems

Leading provider of transformational mission solutions through advanced software development and electronics systems design and integration.

Leader in command and control, communications networking, computing and information assurance hardware and products.

C4 Systems

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General Dynamics Websites*

AEROSPACE

AVIATION SERVICES www.gdaviationservices.com

GULFSTREAM AEROSPACE CORPORATIONwww.gulfstream.com

MARINE SYSTEMS

www.gd.com/overview/marine/Default.htm

BATH IRON WORKS (BIW): www.gdbiw.com

ELECTRIC BOAT (EB): www.gdeb.com

NASSCO: www.nassco.com

* General Dynamics handout has POC information

COMBAT SYSTEMS

www.gd.com/overview/combat/Default.htm

ARMAMENT & TECHNICAL PRODUCTS (ATP)www.gdatp.com

LAND SYSTEMS (LS): www.gdls.com

ORDNANCE & TACTICAL SYSTEMS (OTS)www.gd-ots.com

INFORMATION SYSTEMS & TECHNOLOGY:

www.gd.com/overview/ist/Default.htm

ADVANCED INFORMATION SYSTEMS (AIS): www.gd-ais.com

C4 SYSTEMS (C4S): www.gdc4s.com

INFORMATION TECHNOLOGY (IT): www.gdit.com

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DIFFERENTIATING YOUR BUSINESS AND GETTING A

PRIME’S ATTENTION

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The Real Key to Teaming….

Be proactive and selective

in your marketing efforts!

Do your homework!

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Our Database Provides Teaming Partners

• Go to www.gdit.com• Select “Partners” page• Register• INCLUDE:

– Descriptive capability keywords• E.g.: Network engineering, not IT• Not: See attached brochure

– Specific customer areas• E.g.: DOD / Navy/ NAVSEA /NUWC not Federal Government

– Can add corporate briefings and other documents – highly recommended

This Database is searchable – We use it to find teaming partners!

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So How Can You Work With Us?

• Review www.gdit.com, understand what we do and fit with your company• Always present yourself professionally

– CEO or senior executives – develop relationship with prime– Clear emails, voice messages

• Use good business etiquette• Send informative, concise, well-written and purposeful emails

– Focus on past performance, capabilities, customer knowledge, added-value– Show understanding of company to which you are sending email – Limit attachments, watch grammar, spelling, full signature, show email trail

• Register and keep information up to date• Focus on having opportunity-driven meetings• Network at selected events that fit your marketing focus – meet managers• Develop relationships, outstanding past performance and TRUST!

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Research, events, customer knowledge

Small Business Contact

Teaming Guidelines

Telephone, E-mail, Referral

Small Business Center

Small Business Center

Work with Small Businesses and Managers

Teaming Opportunity

Database Registration

Passive approach

Pro-Activeapproach

Manager Introductions

Teaming Database

Marketing Activities

Considered for Teaming

Business Opportunity

Prime or Sub

Searches

General Dynamics IT: Opportunity-Driven Approach

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Agenda Items

• Who is General Dynamics Information Technology?• Differentiating your business

– AKA getting a prime’s attention!• Marketing in the U.S. Government sector

– Beyond capabilities– Research and capture planning

• Calling on primes – Successful teaming

• Conclusion

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DIFFERENTIATING YOUR BUSINESS AND GETTING A PRIME’S ATTENTION

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A Good Small Business PartnerConsiderations

• Core capabilities and past performance• Price• Personnel experience • Resource availability and HR stability • Locations• Financial solvency • Reputation• Organizational conflict of interest (OCI)• Dependable, a team player, and responsive • Easy to work with on projects• Follow-through and follow-up!

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How Can You Add Value?

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Understand Your Market Focus

• What are your strengths and core capabilities?

• What types of past performance do you have?

• Where is your current work today?

• What areas do you want to grow in?

• Is the market growth there to support it?

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Understand Your Market Focus

• What are your strengths and core capabilities?

• What types of past performance do you have?

• Where is your current work today?• What areas do you want to grow

in? • Is the market growth there to

support it?

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Understanding the Customer

Focus, Focus, Focus!

Do Your Homework First!• Utilize Market Research• Read and Learn about your customer

– Reports– Articles / Websites– Performance Plans– Understanding of mission, goals, objectives and

programs • Network through conferences and professional associations • Develop a core of trusted teaming partners • Obtain knowledge of U.S. government contracting

– Understanding of rules / agreements – Government purchase cards– Line of credit– CAGE Code, Dun and Bradstreet, NAICS, ITAR

Certification– Databases: CCR, DSBS (Pronet), ORCA, VetBiz

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Differentiating YourselfKnow Customers

• Understand potential customers:– Purchasing history, price – Cost sensitivity– Budget for your product or service– Problems — help them solve!– Desire to solve the problem — do they have $?– Desire to work with your company — do they need you?

• Past and future buying requirements• Procurement forecasts• Main primes• Major competitors

Develop a clear roadmap of where you want to go and how you will get there

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Capture PlanningDevelop Specific Opportunities

• Develop a contact plan – What issues for discussion– Where is the information– When should we get the information– Why talk with specific people

• Make contacts– Listen to prospective customers– Develop a trust relationship with customer

• Gather information– Incumbent strengths and weaknesses– Grow trusted relationship with the customer– Customer priorities – Funding sources

• Plan– When to show how you will solve a customer’s problem– Strategic and contingency hires

• Gather other data– Competitor analysis– Cost estimates– Win theme

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Don’t Sell Capabilities — Uncover Customer Problems and

Opportunities, Then Offer Solutions!

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Understanding the Prime

• Drivers of behavior• What the prime looks for in a subcontractor• What the prime looks for in small business• Previous relationships• Understanding

– Requirements– Programs – Customer

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Getting the Prime’s AttentionCalling on the Prime• Opportunity-driven approach• Research first!

– Check company web sites– Talk to contacts– Read the government and technology journals– Know “hot buttons”– Attend government industry days and focused

events • Prepare “elevator” speech but cater it to organization

and/or company• Prove real interest

– Follow through on actions and requests!– Be responsive– Show enthusiasm!

Do your homework first!

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• Focus on a customer area – narrow it down…– Map out who has what contract – exercise that allows you to focus on the customer– Do you know the customer? Do you know how to obtain information?

• Timing – teaming way ahead of the deal (18-24 months out)– Working on next year and beyond– Know who you are talking to? Understand roles of:

• Capture mgrs• Proposal mgrs

• Be prepared for discussions– Read the RFP first, if available (or know what the real opportunity is about)

• RFP requirement and your fit — tell us:– Related niche or capability areas– Related past experience– Customer knowledge and experience– Why your company?– Why are you seeking out this Prime to team?

• Make sure you are registered with the Prime (if applicable) – For example: Go to www.gdit.com — Partners page

Steps to Successful Teaming

Key to Teaming - Be proactive and selective in your marketing efforts!

MATRIXMATRIX

MATRIX

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Successful Small Businesses*

Four major themes for successful small businesses:

1. Do their homework– On customers, their mission, budgets, etc.

2. Participate in outreach and networking events– Selectively, based on market focus

3. Understand the federal procurement system– Understand contracting, IDIQs, standalone contracts, etc.

4. Understand concept of teaming– Joint ventures, teaming arrangements, prime/sub, mentor-protégé

relationships, etc.

* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS

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Closing the Deal – Getting on the Team

• Know the contracting details – NDA / TA / Attachments (SOW)

• Ask about the decision making process / selection process– Internal Prime discussions

• Meetings with small businesses• Database searches• PM /CM decision authority

• Basis for teaming decisions – Why this company? Why this individual?– Behind the scenes discussion– Value brought to the table – Thought process behind selection

• Understand what you bring to the Prime – Be able to cite reasons– Differentiators / Value – Relationships /Support

• If you are late to the table - get your hands on the RFP!– Approaching the prime after they win

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Successful Small Businesses*Four major themes for successful small businesses:

1. Do their homework– On customers, their mission, budgets, etc.

2. Participate in outreach and networking events– Selectively, based on market focus

3. Understand the federal procurement system– Understand contracting, IDIQs, standalone contracts, etc.

4. Understand concept of teaming– Joint ventures, teaming arrangements, prime/sub, mentor-

protégé relationships, etc.

* Kevin Boshears, Office of Small and Disadvantaged Business Utilization (OSDBU) Director, DHS

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Seven Golden Rules*

Winners constantly do the following: 

1. Winners win because they know and are known by the client. 

2. They are known by the Source Selection Board. 

3. They have met with top managers, mid-level managers, and the government’s technical staff. 

4. They do demonstrations. 

5. They know the client’s real requirements and dreams. 

6. They know the client’s price. 

7. They earn the client’s trust and confidence. 

* Advantage Consulting, Newsletter, 2/10/04

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Conclusion• It’s hard work• Work smart — focus, focus, focus• Understand Government business, contracting and rules of engagement• Understand needs then discuss solutions, not capabilities• Understand and follow primes processes, tools and interests• Develop an opportunity-driven approach• The five Ps:

– Plan your strategy and approach– Prepare to implement your action plan– Stay persistent in your efforts– Remain patient with time – Practice proactive marketing

• Prior Planning Prevents Poor Performance

And don’t forget to have fun along the way!

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Contact Information General Dynamics IT – Fairfax, VA - HQ Small Business Center

Small Business Partnerships

[email protected]

Ludmilla ParnellDirector, Business DevelopmentSmall Business Partnerships(703) 246-0948

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www.gdit.com