National Contract Management Association The Power of Market Research Chip Mather Partner 301-261-9849 chip.mather@acqs

1. National Contract Management Association The Power of Market Research Chip Mather Partner 301-261-9849 chip.mather@acqsolinc.com Acquisition Solutions Inc.

2. Market Research • Two Types of Market Research • General – On Going • Keep Up With Market Place • Identify New Capabilities, Technologies, Companies Etc. • Trade Journals, Conferences, Associations • Specific – Tied to Specific Acquisition • FAR 10.002(a) “Acquisitions begin with a description of the Government’s needs stated in terms sufficient to allow conduct of market research”

3. Specific Market Research • Agencies Required to Conduct Market Research • Before Developing New Requirements • Ensure Legitimate Needs are Identified and Trade Offs Evaluated • Purpose is to Develop Most Suitable Approach (Not Solution) For Acquiring Goods and Services • Essential For Acquiring Best Value Products and Services That Solve Mission Critical Challenges

4. FAR Market Research Techniques • Contacting Knowledgeable Individuals In Gov and Industry • Review Results of Recent Research For Similar Items • One on One Meetings with Potential Offerors • Pre-solicitation Notices, Conferences, • Pre-proposal Conferences • Draft RFPs • Site Visits

5. Reality Model • User/Requestor Meet Informally With Number of Sales and Marketing Representatives • Find Solution (s) They Like • Develop Requirement Around Preferred Solution • “Wired Specifications” • Your Customers Do Not Trust You or The System To Produce Good Results • Majority of Their Time and Effort Spent Gaming the Process

6. Power of Market Research • Done Early and Well • Dramatically Shape the Acquisition • Draw Powerful Solution-Orientated Concepts • Assist in Fundamental Rethinking About the Nature of the Requirement • Identify “Art of the Possible” • Market Research Should Not Be Used To Validate Acquisition Approach/Concept – But Rather to Craft it!

7. Performance-Based Acquisition and Management Process

8. Done Right • Early Exchange! • Before Solution Locked In! • Nothing to Give Away • No Competitive Advantage to Participants • Most Effective – One on One Market Research Sessions • 30 Major Acquisitions - $20+ Billion • Become the Educated Consumer • Use the Information to Craft Acquisition Strategy

9. Done Right • Identify Industry Leaders In Market Space • Who Are the Best in Class? • Invite Them to Participate in One on One Market Research Sessions • Tailored to Size and Scope of Acquisition • Emphasis • On Commercial and Industry Best Practices • Performance Measures and Metrics • Innovative Delivery Methods • Incentive Programs – Shared Goals and Objectives

10. Done Right • Steps • Develop High Level “2 pager” on the Problem You Are Looking to Solve • Identify and Invite Potential Participants • Letter of Invitation • Conduct Market Research to Craft Innovative Acquisition Strategy For Mission Critical Agency Need (2 Pager) • Given Operational Focus – Limit Marketers • Operational and Program Managers • If Commercial Division – Bring Some of Them Also! • Include Agenda • Bring Samples, Examples, Best Practices • Performance metrics/SLAs etc. • Information Presented Will Be Treated as Proprietary

11. Done Right • Call To Ensure Lead Understands Purpose • Marketing Pitch = Short Meeting • Interested in Learning How To Best Craft Strategy • Results in Shared Goals and Objectives • Any Areas of Specific Interest • How Long Due Diligence Should Take…etc • Special Considerations • Who Will Attend From Government Side • Participation in Market Research Is Not Tied to Actual Competition!

12. Done Right • Agenda • 15 Min Introductions • 60 Min Best Practices • What Works, What Doesn’t • “If You Were Us, What Would You Do?” Why! • 60 Min Performance Measures/Metrics • How Do You Measure Success? • Samples and Examples • 60 Min Incentive Plans and Programs • Win - Win Contract Structures and Plans

13. Done Right • Conduct of Session-Make it Meaningful • No Recordings! • Open Ended Questions – • If You Were Us, How Would You Approach… • What Are We Doing That is Driving You Crazy! • Interactive – Intent is For Government to Learn! • Ask Questions - Delve Into Advantages and Pitfalls About Various Approaches • No Death By PowerPoint!

14. Done Right • Significantly Expands Potential Solution Set • “Art of the Possible” • Provides Insight On Best Approach • Allow You to Craft Acquisition Strategy • Maximize Quality Competition • Solicit Solutions – Not Compliance • Competition Structured Around Quality of Solution • Easier To Recognize Good Idea Than It Is To Develop One

15. Done Right • Develop Market Research Document • Capture Best Practices • Maximize Effective Competition • Empowers Competitors • Justify Acquisition Strategies • Structure Shared Goals and Objectives • Contract Written Around Performance Objectives – Not Compliance

16. Resources • Federal Acquisition Regulation • Part 10 – Market Research • Part 15 – Contracting By Negotiation • Acquisition Solutions’ Advisory • A Program Manager’s Guide to Realizing Marketplace Potential • www.acqsolinc.com • 7 Step Performance Based Acquisition • Visit the OFPP-sponsored website:http://www.acquisition.gov/comp/seven_steps/home.html

17. Want vetted PBA samples and examples? Supported by the OFPP-sponsored Interagency PBSA Working Group: http://www.acquisition.gov/comp/seven_steps/library3.html