|
A proper
marketing plan explains the value proposition your technology and company
provide the government. Developing a sound strategy to target which government
agencies would be most likely to buy, pricing the product or service, and
creating key messaging around the value you deliver is essential to success …
and are skills that ITECS provides. With a strong track record of successfully
introducing products and technologies to the market, we provide in-depth market
research, opportunity identification, and value proposition development to
successfully market your technology to the government. If your company plans to
market a new technology that replaces an existing standard or material, ITECS
can develop a transition plan working with the government agency to determine
timing or replacement costs associated with implementing a new procurement
contract.
Our Process
Conducting Market Research
At ITECS, we can quickly tap into our existing knowledge base and
access key decision-makers to collect the data necessary to evaluate your
product launch opportunities. We size the potential government market by
identifying the market needs, agency fit, competitive alternatives, location,
purchasing habits, vendor selection process, and most common procurement
methods. We also identify other companies with complementary products to
discover sales partnership opportunities. Finally, we identify future trends
that may be favorable or unfavorable to your technology. For example,
government agencies will focus on investing in green products in the future to
comply with federal green mandates to receive American Reinvestment and Recovery
Act (ARRA) funds. ITECS drills down to provide you with as much information as
you need to make your strategic marketing decisions.
Identifying Opportunities and
Developing Strategies
Armed with the collected market research data, ITECS identifies and
recommends the best opportunities to pursue. We find the target agencies,
procurement methods, and product offerings with the most marketing and sales
potential. You're given a Road Map that tells you how to penetrate the
government market, including pricing, bundling, and delivering the technology
to each major segment of the government market. We maintain an up-to-date
understanding of the sometimes shifting government priorities. Depending on
national mood and political support, some projects have a higher probability of
receiving procurement contracts, such as “dual use” green projects today.
Developing the Value Proposition
ITECS’ experienced product marketing consultants define the value
proposition your technology offers by positioning it against competitive
offerings and creating key benefit messages tailored to each government agency.
Knowing how to talk about your technology and what solutions it provides the
government are essential for landing procurement contracts. In the specific
case of the Department of Defense, costs may be measured in other than
conventional terms. For example, some ordinary cost/weight trade-off decisions
changed when evaluated in the context of payloads that must be carried by
ground troops.
Planning for Technology Transition
Implications are significant when a superior technology is presented to
replace an earlier method. In almost every case, less information is made
available for the new technology to meet specifications or fully understand the
government applications. This is
normal – but detrimental to bringing the new technology to market quickly.
ITECS offers the technical horsepower to ease this transition, both for you and
the government customer.
Planning the Sales
Action
A tactical sales plan may be needed to further qualify the government
agencies that offer the best sales opportunities. ITECS provides as much
sales support as you need, from developing the sales plan to setting up initial
meetings to sitting in on sales calls. We identify key contacts and provide the
access needed to penetrate an account. By identifying who to call on and why,
you can move forward.
Contract Management
Even after the government
contract has been signed and systems have been put in place to meet agency
compliance issues, meeting the commitments of the contract to the satisfaction
of the government agency is crucial. In many cases, companies lack the
experience to prepare the documentation the contract requires and companies may
be apprehensive about a potential government audit. ITECS guides you through
every step of the contract management process and works through these issues to
ensure that the contract proceeds smoothly and successfully. We facilitate
meetings with the government agency to ensure that their needs are being met,
while maintaining your trade secrets and intellectual properties. We also
manage any government audits. In addition, ITECS trains your staff on
government contract management for any future contracts.
For more information on ITECS’ Government Contract
Management services and our process, click
here.
|