Marketing and Business Development. Ken Breivik. 101 Rice Bent Way #6 | Columbia, SC 29229 803-865-5665 | www.nehemiahcommunications.com. Who do you think about the most?. What do These Things Have in Common?. 4 Alarm Clock 4 Cell Phone & Text Messaging 4 Blackberry
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Ken Breivik 101 Rice Bent Way #6 | Columbia, SC 29229 803-865-5665 | www.nehemiahcommunications.com
What do These Things Have in Common? 4Alarm Clock 4Cell Phone & Text Messaging 4Blackberry 4Outlook Calendar 4GPS
The New Demographic 4Harvard seminary study 4What does it mean to marketing if people are overly structured? 4How would it impact your marketing to know that the average person receives 3,000 marketing messages a day and this number is on the rise?
New Demographics 4People are busy. To reach them, people need repetitive touches. 4People are receiving their marketing and researching their decisions from an ever increasing number of sources.
The Old Method Cost per thousand (CPT), is a commonly used measurement in advertising. In Latin mille means thousand, therefore, CPM means cost per thousand. Radio, television, newspaper, magazine, out-of-home advertising and online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad. An example of computing the CPM: 4Total cost for running the ad is $15,000. 4The total audience is 2,400,000 people. 4CPM is calculated as CPM = $15,000/(2,400,000/1000) = $6.25
The Problems with the Old Way of Thinking? 4It is hard do get the hit numbers you need (10 to 15) even if they are open to your idea. 4Costs of all marketing methods are on the rise even as people are reading less, and all other forms of marketing are getting increasingly diversified.
What if You Could Change All This? 4What if you could reduce the number of touches needed before people would consider doing what you want them to do? 4What if you get them to act more often?
The Value Proposition The number one goal of today’s marketing plan for any event, business or nonprofit is to create a meaningful value for your target that encourages them to do what you want them to do. Why should I do what you want me to do?
What Motivates People to Buy? 4To fix a problem or quench a desire 4For the experience 4For the prestige or to connect 4Better value: cost, ease of use, location, time savings or poor service else where
Know Your Resources • 4What can you commit to for the next 18 months? • 4Money • 4Know what your average customer spends per year • 4Keep track of your acquisition costs • 4Estimate what your competitors spend • 4Time • 4Your Time • 4Staff Time • 4Timing for campaign should match your business cycle
What Marketing Tools Best Suit Your Needs? • 4Have you asked your clients? • 4Survey • 4Phone call • 4Have you talked with people you would like to be customers? • 4What marketing tools best match the resources that you have?
Websites – The Hub of the Activity / Brochure Style Versus Active Website / Content is King • Misc. – Specialty Items/Books, Branding on Shipping Products
Other Things You Can Do • 4Sign-up for the Nehemiah Communications newsletter at www.nehemiahcommunications.com • 4Visit DifferenceMarketing.com • 4email address: Ken@nehemiahcommunications.com
Ken Breivik 101 Rice Bent Way #6 | Columbia, SC 29229 803-865-5665 | www.nehemiahcommunications.com
SELLING TO THE STATE OF SOUTH CAROLINA John Stevens State Procurement Officer
The State Structure – Centralized Purchasing Division of Procurement Services • Information Technology Management Office – IT products and services • Materials Management Office – other goods and services • Office of the State Engineer - construction
The State Structure - Decentralized Purchasing • All state agencies, colleges and universities, and technical colleges in our state process procurements, not just the Division of Procurement Services • Many entities are “certified” to process their own procurements above their baseline authority of $50,000.
COMPETITION LEVELS AND SOURCE SELECTION METHODS • There are a variety of competition thresholds and source selection methods prescribed by the South Carolina Consolidated Procurement Code. • Familiarize yourself with the Code by visiting http://www.mmo.sc.gov/MMO/legal/DDP/MMO-legal-general-info.phtm
Competition Requirements Is it less than $2,500? • If so, the contract can be awarded without seeking competition. • Agencies decide who to call. • Do they know your name & phone number?
Competition Requirements Is it more than $2,500 but less than $10,000? • If so, the contract will be awarded based upon telephone requests for written quotes from a minimum of three sources of supply. • Again, agencies decide who to call. • Do they know your name & phone number?
Competition Requirements Is it greater than $10,000? • If so, a procurement must be advertised in the South Carolina Business Opportunities (SCBO). • We publish twice weekly (Monday & Thursday) • This is the single source of advertising for all bidding opportunities of $10,000 or more
Where can I find SCBO? • South Carolina Business Opportunities (SCBO) • Download free @ http://www.mmo.sc.gov/MMO/ops/scbo_online/ • No computer? - It's also free in every public library in the State!
YOU MAY QUALIFY FOR COMPETITIVE PREFERENCES • The advantages available to you by law • A new Preference Law was enacted in 2009! Consult Section 11-35-1524 of the Code. • A “Frequently asked questions (FAQ)” link can be found at http://www.mmo.sc.gov/MMO/webfiles/MMO_PREFS/Main/FAQ_Preferences.htm • The FAQ contains a great deal of useful info on what preferences are available, how to request them, and how they are applied.
ADDITIONAL BENEFITS FOR SMALL & MINORITY VENDORS • Every agency must prepare a plan annually to utilize small, minority vendors certified by the Governor's Office of Small & Minority Business Assistance (OSMBA) • We offer low cost training opportunities • We offer vendor shows for certified minority vendors. • Apply for OSMBA Certification at http://www.govoepp.state.sc.us/osmba/apps.html
REMEDIES UNDER THE LAW • If you don't understand or agree with the outcome, ask the procurement officer for information about the decision • If still dissatisfied, you may protest • Solicitations - Any Prospective Bidder or Offeror • Awards - Any Actual Bidder or Offeror • Two levels of review are available: • Administrative Review - Chief Procurement Officers - 3 in the State • Procurement Review Panel - laypersons appointed by the Governor
BEST PRACTICES Your seven step “To Do” list.
1. FIND STATE GOVERNMENT • Go to www.sc.gov/ • For agencies, click on "Agency Listing" for state agencies, or • For colleges, click on "Education", then "Colleges and Universities" for colleges and technical colleges
2. DEVELOP A MARKETING STRATEGY Decide: • What is your target contract (including dollar levels, products and services sought by the government)? • Who is your target audience?
3. TARGET YOUR OPPORTUNITIES • SCBO - All Procurements >$10,000 @ • http://www.mmo.sc.gov/MMO/ops/scbo_online/MMO-scbo-online.phtm • Get to Know Agency Procurement Officers for those procurements <$10,000. See the list @ http://www.mmo.sc.gov/MMO/MMO-direct-info.phtm
4. REGISTER YOUR BUSINESS • To register in SCEIS, go to http://www.mmo.sc.gov/MMO/MMO-vendor-reg.phtm • Then, select "new vendor registration" • You will be asked a few questions including, “What do you sell?" • Once you register, we will email you when we are buying what you sell.
5. STUDY THE SOLICITATION • Study each solicitation’s requirements • Ask questions - Contact the buyer • Attend Pre-Bid and Pre-Proposal Conferences - Even if you can't bid on all of it, you can meet larger contractors to subcontract with • Object to the solicitation’s requirements if they are “unduly restrictive”
6. BE RESPONSIVE AND RESPONSIBLE • Contact the buyer to find out what we paid last time - It's public information under the Freedom of Information Act (FOIA) • Submit Bids that meet solicitation requirements • Make sure your bid is received on time…it’s the law! • If you win, perform.
7. ACCEPT THE PROCUREMENT CARD • Arrange to accept the State Procurement Card, currently a Bank of America “Visa” • Agencies use the card often
Assistance Available to You • We are here to help • Visit us on the web at www.procurement.sc.gov
PERSPECTIVES ON FEDERAL CONTRACTING NFIB/SC Department of Commerce March 30, 2010
SBDC-PTAC Program • Small Business Dev. Ctr. (SBDC) • Consulting • Continuing Education • Information & Referral • Special Purpose Programs • Procurement Technical Assistance Ctr. (PTAC)
SC PTAC/SBDC • In CY2009 our clients were awarded over $102M in contract awards, an effort complemented by • 9,923 hours of one-on-one free counseling offered through our 15 office network to 2,842 clients like yourself.
Intro. (contd.) • This presentation is intended to provide more of a general perspective on government contracting rather than a detailed “how to.” • I have prepared a step-by-step handout that can be viewed along with our presentations on the NFIB web site. Note that this is a process and will take you some time and assistance before you find success.
Be Risk Averse • Think in terms of having a diversified portfolio (the ability to work in both the private and public sectors)
It’s Your Money, so… • Transparency in government (the taxpayer wants to know that they’re getting the best value for their money) • Concept of “Fair and Reasonable” • Competition
The Govt. makes the rules, so… • Government wants: • to know who the players are • Central Contractor Registration (www.ccr.gov) • people to play by the rules AND actually complete the contract work • “Responsive and Responsible”
The Rule Book(s) • Federal Acquisition Regulations (something like 2,000 printed pages) • (State, County, City procurement codes)
Your Strategy (in a nutshell) • Register (CCR, ORCA, GLS)and then learn the rules before you start to play the game • But…
Work Responsibly • Assumption: You are already “responsible” (capable of doing the work) • PTAC SBDC • Responsive & Responsible
Questions/Next Step? Contact your SBDC. Scott H Bellows firstname.lastname@example.org (preferred) 1225 Laurel St., Columbia, SC 29201 Tel. 803.777.7877 http://scsbdc.moore.sc.edu/
Marketing and Business Opportunity Resources April 6, 2010