Thank You for Joining Us
‘The How and Why of Market Analysis’
Will Begin Shortly
While you are waiting please check out the Upcoming
Webinars on www.GiveMe5.com.
Sizing Your Market:
The How and Why of Market Analysis
September 26, 2014
John Stanford, WIPP Government Relations
2
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.
www.WIPP.org
3
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

7
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
The Need for Market Analysis
8

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
What You Need First
9

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:
 541519 PRIMARY
 541512 SECONDARY
Tools We Will Use

10
Information is publicly available:

USA Spending: www.USAspending.gov

System for Award Management (SAM): www.sam.gov

SBA Dynamic Small Business Search (DSBS): www.dsbs.sba.gov

Federal Procurement Data System (FPDS): www.fpds.gov
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
Overview Procurement
Market
Identify
Competition/Partners
Analyze Contracts
12
USA Spending: Step 1 (Homepage)

13
Click “Prime Advanced Search” located near the top:
USA Spending: Step 2 (Search)

14
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”
USA Spending: Step 3 (Results)
15
USA Spending: Step 3 (Results) Cont.
16
USA Spending: Key Takeaways

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
17
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

19
Using the information found on www.USAspending.gov we can look at
top vendors
Using the SBA’s Dynamic Search

Different tool for finding small businesses from SBA

Access the Dynamic Search at dsbs.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.
22
Search by vendor, NAICS code, or contract #
 Use border “boxes” to narrow search
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

24
With this information you could complete a market analysis including:
 Identify Top 3 Agencies for FY 2011-2013
 Include 3 sub-agency buying centers

Identify 5 Prime Vendors to consider subcontracting

Identify 3 WOSB/EDWOSB vendors (competitors/partners)

Create profiles on FPDS
Thank You For Participating
Following this call you will receive links to the podcast of
this session.
For additional information on this webinar, please email
[email protected]
•
•
•
•
Get Involved!
Join a policy issue committee and learn how policy can impact your business growth
Make your voice heard - become a member of our national Instant Impact Advocacy
Team
Participate in our educational series – unlimited opportunities for you and your staff
Receive weekly policy updates and briefings
1-888-488-WIPP
www.wipp.org
Questions? Contact WIPP Staff
Program & Education Coordinator: Lin Stuart▪ [email protected] ▪ (415) 434-4314
Membership Coordinator: Lynn Bunim ▪ [email protected] ▪ (415) 434-4314