TextFile MarketResearch AGuideforContractingOfficers
[Link] OfficeofGovernmentContracting&BusinessDevelopment July2012
Slide1MarketResearch AGuideforContractingOfficers [Link] OfficeofGovernmentContracting&BusinessDevelopment July2012
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WelcometoSBAsguideaboutmarketresearch forcontractingofficers. Althoughthistrainingprogramisdesignedforcontractingofficers,webelievethatall federalagencyandbuyingofficepersonnelassociatedwiththeprocurementprocesswill findituseful.
Slide2Introduction ContentDivider Slide3Introduction Understandandapplymarketresearchtoarriveatthemostsuitableacquisition approach FASAandFARAbroughtincreasedattentiontomarketresearch Useofmarketresearchtofindqualifiedsmallbusinessvendors LearnmoreFAR10.00010.003
Narrative
[Link],understandingandusing marketresearchtofindqualifiedsmallbusinessvendors. Marketresearchisacommonbusinesspracticeusedbygovernmentbuyersand [Link](FASA) in1994andtheFederalAcquisitionReformAct(FARA)in1996,Congressdramatically [Link] mandatestomaximizetheacquisitionofcommercialitemsandservices,andtoacquire [Link]
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thebiggestchangesbroughtbyFASAandFARAarethesignificantdiscretionallowedto thecontractingofficerinacquiringcommercialitemsandtheincreasedattentionto marketresearchasanintegralpartoftheprocurementprocess. Implicitintheseimportantchangesistheuseofmarketresearchtofindsuitablesmall businessvendors.
Slide4TrainingContents 1. Introduction 2. MarketResearch:Overview&Importance RegulatoryPerspective MarketResearchDefined SmallBusinessFederalPolicy MarketResearchDocumentation
3. ResourcesforMarketResearch Databases&OtherResources
4. LocatingQualifiedSmallBusinesses Narrative Multipletopicsarediscussedinthisguideandtheyareindexed,suchthatanyspecifictopic,at anytimecanbeeasilyaccessed. Slide5MarketResearch ContentDivider Slide6RegulatoryPerspective [Link],Sec.2377 FAR10.00010.003 MarketResearch FAR2.101MarketResearchDefinition 2 DynamicSmallBusinessSearch(DSBS) SourcesSoughtNotices IndustryDaysandMatchmakerEvents
FAR7.102AcquisitionPlanningandMarketResearch FAR19.202SmallBusinessPolicy Narrative TheFederalAcquisitionStreamliningActof1994setanewtoneandemphasizedtheuseof marketresearchbyfederalagencies. ThegovernmentsrulesandpoliciesregardingmarketresearcharedefinedprimarilyinFARPart 10,[Link],thefederalgovernmentspolicyonsmall businessutilizationandtherequirementsforcontractingofficerstolocateandencouragethe maximumparticipationofsmallbusinessesisoutlinedinFARPart19,specificallyFARPart 19.202. Inaddition,multipleagencieshavepublishedFARSupplementstodefinespecificpolicesonthe [Link],manyagenciesandbuyingofficeshavedevelopedBestPractices [Link] importanttobecomeawareofavailablebestpractices. Youmayalsoconsiderrecordingandmakingavailablebestpracticesforyourownagencyor buyingunit. Slide7MarketResearchDefined Continuousprocessofcollectingandanalyzingdataonproducts,services,business practicesandvendorcapabilities Criticaltoolinhelpingcontractingofficerstofindqualifiedsmallbusinessvendors
Narrative Sowhatismarketresearch? Marketresearchisthecontinuousprocessofcollectingandanalyzingdataonproducts, services,[Link],market researchislearningaboutthemarkettomakeinformedandsuitabledecisionsandchoices abouttheacquisitionofgoodsandservices. Marketresearchisalsoacriticaltoolinhelpingcontractingofficersfindqualifiedsmallbusiness vendors. Simplystated,marketresearchisthefoundationforbuildinganeffectivesolicitationanda [Link] [Link],smallbusinessesarecriticallyimportanttopromotingcompetition intheprocurementprocessandgrowingtheoveralleconomy. 3
Slide8ValueofSmallFirms SmallbusinessesaretheengineforeconomicgrowthinAmerica Providejobs,innovationandcompetition Governmentpolicyprovidesmaximumpracticableprimeandsubcontract opportunitiestosmallfirms Governmentssmallbusinesspolicycanbestbefulfilledwithsolidmarketresearch
Narrative Smallbusinessesprovidejobs,innovationandbringcompetitiontothemarketplace. Therearemorethan27millionsmallbusinessesintheUnitedStatesandtheyemployabout [Link],smallfirmsarethelargestcreatorofnetnewjobsin America. TheGovernmentsprocurementpolicywhichencouragesmaximumpracticableprimeand subcontractopportunitiesforsmallbusinessesisacatalystforeconomicgrowth. Thispolicywhichisdefinedinbothstatuteandfederalregulationscanbestbefulfilledwith solidmarketresearch. Slide9SmallBusinessFederalPolicy Collectingandanalyzingmarketinformationaboutsmallbusinesscapabilitiestosatisfy agencyneeds Governmentwidesmallbusinessgoals Marketresearchisoftenusedtodocumentcompliancewithsmallbusiness requirements LearnmoreFAR19.202;FAR2.101
Narrative Acontractingofficerisrequiredtoencouragemaximumparticipationbysmallbusinessesin agencyacquisitions. Beforeasolicitationisissued,acontractingofficershouldmakeeveryreasonableefforttofind [Link] informationaboutsmallbusinesscapabilitieswithinthemarkettofindqualifiedfirmsand [Link].
Marketresearchisalsoaneffectivetooltohelpagenciesorbuyingunitstomeetoverallsmall businessgoalsorsubcategorygoalssuchasSDB,HUBZoneWOSBand/orservicedisabled veteranownedsmallbusinessgoals. Inaddition,marketresearchisoftenusedtodocumentcompliancewithsmallbusiness [Link]. Slide10MarketResearchisRequired Marketresearchiscriticaltoelevatingsmallbusinessparticipationshouldbeongoing RequiredFAR10.001(a)(2) Mustbeconducted: beforedevelopingnewcontractrequirementdocuments beforesolicitingoffersforacquisitionsabovethesimplifiedacquisition threshold beforesolicitingoffersforrequirementsbelowthesimplifiedacquisition threshold,whensufficientinformationaboutsmallfirmsisnotavailable beforesolicitingoffersthatcouldleadtocontractbundlingandconsolidation
LearnmoreFAR10.001(a)(2)
Narrative Marketresearchiscriticaltoelevatingtheparticipationofsmallbusinessesinthefederal [Link] bemeaningful,continuousandongoing. FAR10.001(a)(2)requiresthatmarketresearchbeconducted,asappropriatetospecific [Link],beforedevelopingnewcontractrequirementdocuments; beforesolicitingoffersforacquisitionsabovethesimplifiedacquisitionthreshold;before solicitingoffersforrequirementsbelowthesimplifiedacquisitionthreshold,whensufficient informationaboutsmallfirmsisnotavailable;and,beforesolicitingoffersthatcouldleadto contractbundlingandconsolidation. Itisalsoimportanttonote,FederalSupplyScheduleacquisitions,ashighlightedinFARPart8.4, arenotexemptfrommarketresearchandthedevelopmentofacquisitionplans. Slide11GAOCase&MarketResearch GAOcaseB406256demonstratestheimportanceforagenciestoconductsufficient marketresearch 5
Agencysdecisionwasreversedfortakinginsufficienteffortstoascertainsmall businesscapability
Narrative ItisimportanttocitearecentGAOcaseB406256whichdemonstratedtheimportancefor agenciestoconductsufficientmarketresearch,specificallysmallbusinessmarketresearch. Inthiscase,theagencysdecisionwasreversedfortakinginsufficienteffortstoascertainsmall businesscapability. Slide12PurposeofMarketResearch Performedtosupportthedevelopmentofeffectiveacquisitionplanning Requireswrittenacquisitionplan
Objectiveistoarriveatthemostsuitableacquisitionapproach Shouldprovidesolidinformationon: Existingproducts Capablesmallbusinesssources Competitivemarketforces Commercialpractices Productperformanceandquality Successfulacquisitionpracticesofotherorganizations
LearnmoreFAR7.102;FAR7.105
Narrative Marketresearchshouldbeperformedtosupportthedevelopmentofaneffectiveacquisition [Link] Part7.105requiresthatwrittenacquisitionplansdocumenthowtheinformationobtained throughmarketresearchwasusedindevelopingelementsoftheplan. Theultimateobjectiveofmarketresearchistoarriveatthemostsuitableapproachto acquiring,[Link] processwillprovidesolidinformationon:existingproducts,capablesmallbusinesssources, competitivemarketforces,commercialpractices,varyinglevelsofproductperformanceand qualityandsuccessfulacquisitionpracticesofotherorganizations.
Slide13UseofMarketResearch Determineavailabilityofsmallbusinesssources Determineifcommercialitemsareavailable Determineifcontractbundlingandconsolidationareavoidableorjustified LearnmoreFAR19.2022
Narrative [Link] usedtodetermineifcommercialitemsareavailabletomeetacquisitionrequirements. Inaddition,marketresearchisusedtoevaluatecircumstancessurroundingthepossible consolidationofcontractrequirementsandtodetermineifcontractbundlingandconsolidation areavoidable. Slide14MarketResearchDocumentation Explanationoftheacquisitionsbackgroundandpurpose Descriptionoftheagencysneeds,intermsoffunctionandperformance Desiredscheduleofdelivery Listofsmallbusinessandothersourceswhowerecontacted Discussionofcustomarycommercialpractices Identificationofpricerangesdiscovered Descriptionofavailablecommercialornondevelopmentalitems
Narrative Whileagenciesmustdocumenttheresultsofmarketresearch,inamannerappropriatetothe sizeandcomplexityoftheacquisition,thereisnospecificformatthatmustbeused. [Link] minimum,thefollowingitemsshouldbeincludedinthedocumentation:explanationofthe acquisitionsbackgroundandpurpose;descriptionoftheagencysminimumneeds,intermsof functionandperformance;desiredscheduleofdelivery;listofsmallbusinessandothersources whowerecontacted,includingthemethodologyusedforcompilingandrefiningthelistof potentialvendors;discussionofcustomarycommercialpractices;identificationofpriceranges discovered;andadescriptionofavailablecommercialornondevelopmentalitems.
Iftheresultingprocurementstrategydoesnotincludesmallfirms,marketresearch documentationshouldexplicitlyexplainwhyasetasideisnotappropriate,aswellasthe specificstepsthatwillbetakentomitigateanegativeimpactonsmallbusinesses. Slide15MarketResearch=MarketIntelligence Graphic Narrative [Link],asolidunderstandingofthe industryandmarketthroughinvestigation&discovery,surveys,requestsforinformation,trade events,associations,sitevisits,industrydays,etc. Solidmarketresearchormarketintelligencecanbeusedto:validaterequirements,ornot; identifymoreefficientrequirementstoeliminategoldplating;ensurethatrequirementsare consistentwithindustrypractices;and,importantly,ensurethatrequirementsareinclusiveof smallbusiness. Slide16ResourcesforMarketResearch ContentDivider Slide17ResourcesforMarketResearch Historicalrecordsrecentresearch,formerbidderlists,currentawardees,etc. Knowledgeablecontractprofessionals(PCRs,BOSs,etc.) Industryconferences,publications,meetingsanddatabases
Narrative Marketresearchisnotanexactscience,butmanyexcellentresourcesareavailabletoassistin suchefforts. [Link], formerbidderlists,currentawardeesandotherrelatedinformation. Inaddition,contactknowledgeablesmallbusinesscontractprofessionals,suchasPCRs,Business OpportunitySpecialists,PTACemployeesandsmallbusinessspecialists,withinandoutsideof [Link],industryconferences,publicationsandmeetingscanbeagreatresourcefor marketresearch.Whenconsideringtheuseofthe8(a)BusinessDevelopmentProgramtomeet yourneeds,anSBA,districtoffice,BusinessOpportunitySpecialistcanbeaninvaluableresource inidentifyingcapableprogramparticipantfirms. Slide18Databases&OtherResources 8
CentralContractorRegistration(CCR)(soontobecometheSystemforAward Management[SAM]) [Link]
DynamicSmallBusinessSearch(DSBS) [Link]
FederalBusinessOpportunities [Link]
FederalProcurementDataSystem [Link]
GSAFederalSupplySchedule(findsimilaritemvendors) [Link]
InteragencyContractDirectory [Link]
VeteransVendorInformationPages [Link]
ThomasNet(industryconnection) [Link]
Commercialsearchengines [Link]
Narrative Therearenumerousgovernmentsponsoreddatabasesthatcanassistinmarketresearch efforts. Suchsystemsinclude,theCCR,whichwillsoonbecomepartoftheSystemforAward ManagementorSAM;theDynamicSmallBusinessSearch;FedBizOpps;theFederal ProcurementDataSystem;GSAsFederalSupplyScheduletoidentifyvendorsthatalready performworksimilartoyourneeds,theInteragencyContractDirectory,TheVeteransVendor InformationPages,ThomasNet,[Link] incredibleresource.
Andfinally,feelfreetocalloneofSBAsPCRsorsmallbusinessspecialiststohelpinyour research. Slide19LocatingQualifiedSmallBusinesses ContentDivider Slide20LocatingQualifiedSmallBusinesses DynamicSmallBusinessSearch(DSBS) IssueSourcesSoughtNotice IndustryDaysandMatchmakerEvents
Narrative Therearethreeprimarywaystofindqualifiedsmallbusinessvendors. Firstandprimary,usethedynamicsmallbusinesssearchfunctionwithintheCCRorSAM,and second,issueasourcessoughtnoticeonline,inFedbizopps,theFederalRegisterorthrough [Link],participateinindustryandmatchmakerevents. Slide21DynamicSmallBusinessSearch CCR/SAMandDSBSarepartoftheIntegratedAcquisitionEnvironment(IAE) Searchabledatabaseofsmallbusinessesinallsocioeconomiccategories IdentifiesSBAcertificationsfor8(a)andHUBZonecertifiedfirms Usedalsobyprimecontractorstolocateteamingpartnersorsubcontractors
Narrative TheDynamicSmallBusinessSearchfunctionisincorporatedintotheCCRorthenewSAM [Link] [Link],ofcoursearetiedtotheavailabilityand [Link] hasmanyfunctionsincludingtheidentificationofSBA8(a)andHUBZonecertifiedfirms,WOSBs, servicedisableveteranownedsmallfirms,and/[Link] byprimecontractorstolocatepartnersorsubcontractors. Itisbyfaroneofthebesttoolsavailable,bothforsmallbusinessesandagencyorprimebuyers. Withthatsaid,itisimportantforcontractingofficerstoremindprospectivesmallbusiness vendorsthattheirSAM/DSBSprofilesarelivingfilesandshouldbeupdatedatleasteverysixto [Link],accurateandvery
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clear,[Link],NAICScodes,keywordsandskillor experiencedescriptorsshouldbecurrent,inclusiveandveryclear. DynamicSmallBusinessSearchisagreattooltoassessthecapabilitiesandcapacitywithinthe varioussmallbusinesssubcategoriesandcanbeinvaluabletoyoureffortsinidentifyingcapable firms,particularlyifanofficeneedstoincreaseopportunitiesforaparticularsubcategoryto meetitsgoals. Slide22TipsforDSBS Prepareforyoursearch Scaleyoursearchandbeflexible DocumentsearchesforyourMarketResearchReport
Narrative TheDynamicSmallBusinessSearchsystemisapowerfultool,butitseffectivenessisclosely alignedwiththethoughtfulnessofyoursearch. Thatis [Link],suchas specificcapabilitykeywordsandNAICScodesyouplantousewellbeforeyouengagethe DSBSsystem. [Link] [Link] morefieldsyouuse,themorenarrow,yoursearchwillbe. Importantly,documentallsearchcriteriausedaswellastheresultsofeachsearchtoincludein yourmarketresearchreport. Slide23IssueSourcesSoughtNotices Maybeappropriateforawiderangeofplannedacquisitions PublishedinFedBizOpps(FBO) Canprovideexcellentdocumentationtosupportachosenprocurementstrategy
Narrative IssuingaSourcesSoughtNoticecanbeanexcellentwaytofindavailable,willingandcapable smallbusinessesvendors,especially,8(a)andHUBZonefirms,servicedisableveteranowned smallbusinesses,womenownedsmallbusinesses,andeconomicallydisadvantagedwomen ownedsmallbusinesses.
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[Link] suchnoticesmaytakealittlemoretimebutcanbeveryeffectiveinattractingpotentialsmall businesscontractors. SourcesSoughtNoticescanbepublishedonline,inFedBizOpps. TheresultsfromaSourcesSoughtNoticecanprovidesoliddocumentationtosupportachosen [Link],tobetrulyeffective,itsimportantthatevaluationsof responsestosourcessoughtnoticesbegenuineandnotgamedtoexcludesmallbusiness results. Slide24IndustryDaysandMatchmakerEvents Participateinindustrydaysandmatchmakerevents Excellentwaytoidentifycapablesmallbusinesssources
Narrative Participationbyagencypersonnel,specificallytechnicalandrequirementsdevelopmentstaff inindustrysponsoredeventsandmatchmakereventscanbeessentialinidentifyingcapable smallbusinesssourcesforbothcurrentandfuturerequirements. Slide25ResourcesandQuestions ContentDivider Slide26ResourcesandTools FederalAcquisitionRegulations [Link]
AcquisitionCentral [Link]
FARPart19SmallBusinessPrograms [Link]
CodeofFederalRegulations(13CFR) [Link]
FederalBusinessOpportunities [Link]
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SBAGovernmentContracting [Link]
Narrative Numerousresourcesareavailabletoassistcontractingofficersandothercontractingpersonnel withmarketresearchandgeneralcontractingissuesorquestions. Slide27ResourcesandTools SBASizeStandards [Link] structure/contracting/contractingofficials/eligibilitysizestandards 8(a)BusinessDevelopmentProgram [Link] WOSBProgram [Link] businesses HUBZoneProgram [Link] Local(client)resources: SBAdistrictoffice[Link] ProcurementTechnicalAssistanceCenter(PTAC) [Link] [Link]/new/Govt_Contracting/[Link] SCOREchapter [Link] SmallBusinessDevelopmentCenter [Link] WomensBusinessCenter[Link]
Usetheseresourcestoenhanceyourprocurementstrategy. Slide28ContactUs ThankyoufortakingthetimetolearnaboutMarketResearch Pleasecontactuswithanyquestionsyoumayhave
[Link] OfficeofGovernmentContractingandBusinessDevelopment 8008275722 13
Narrative [Link] responsibilityofallinvolvedintheprocurementandrequirementsdevelopmentprocess.A strongandefficientprocurementprocesswhichmaximizessmallbusinessparticipationis onlypossibleifallinvolvedintheprocessembracetheconceptofsolidacquisitionplanningand marketresearch. [Link] additionalquestionsyoumayhave. Thankyou.
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