This paper examines a hypothetical small business, Enviro LTD, that offers biodegradable, environmentally safe packaging solutions for U.S. military meal storage. The paper outlines the eligibility criteria small businesses must meet to qualify for government contracts under Small Business Administration regulations and then evaluates three electronic marketing resources — government websites, FedBizOpps, and federal procurement data resources — ranked from most to least useful. By leveraging these tools strategically, Enviro LTD can increase its visibility in the federal marketplace, demonstrate its environmental value proposition, and position itself for long-term government contract success.
Small businesses are striving to survive in today's economy. However, one way to keep oneself safe from the changing tides of the market is to secure a long-term government contract that will ensure steady, meaningful income. Despite the many opportunities to innovate and establish oneself in this market, hindrances present themselves at every step along the way.
First, it is important to note that the government utilizes various criteria in establishing a firm as a potential government contract candidate. These criteria include counting the number of employees, annual receipts, and affiliates to determine whether the business is viable and whether it qualifies under small business guidelines. If a business wishes to review these criteria prior to applying for government contracts, it can find them in the Small Business Administration Small Business Size Regulations, Title 13, Part 121 of the Code of Federal Regulations.1 Government websites detailing small business size standards can also provide information on industry classifications, which can include manufacturing, construction, services, transportation, refined petroleum products, and research, development, and testing.2
For the purposes of this paper, the following sections examine how an already-qualifying hypothetical environmental business, Enviro LTD, could make itself a more attractive candidate for government contracts through the use of efficient marketing resources — including government websites and federal procurement data resources, among others. The analysis also considers which of these marketing resources are most and least useful for the company's objectives.
In this hypothetical scenario, Enviro LTD is a company that provides the government with environmentally safe solutions regarding the products used to store meals for troops abroad. Soldiers deployed in Afghanistan and Iraq, for instance, typically receive their meals in various containers while in the field. Depending on the meal, items are sealed in tin cans, plastic pouches, or plastic bags. These items are placed on tin or plastic trays and subsequently covered with a clear plastic wrapper.
What Enviro LTD proposes is to replace these plastic-based storage options with biodegradable, environmentally safe alternatives — all provided at a cost comparable to what the government currently incurs when ordering existing storage options. Furthermore, the new storage options offered by Enviro LTD would allow the government to choose various colors to signify different products, and to utilize special cold-storage or heat-storage packaging, an innovation pioneered by Enviro LTD.
After establishing the company's description, it is important to determine which marketing strategies are best suited to making Enviro LTD more widely known and capable of attaining government contracts on a viable, ongoing basis. Enviro LTD should consider utilizing government websites, FedBizOpps, and other federal procurement data resources to market itself further.
Government websites would provide exposure to the sector in which Enviro LTD seeks entry, offering a strong opportunity for the company to expand upon its objectives and encourage the government to implement policies that promote environmentally safe procedures by utilizing its services. Through these websites, the company could also stress that its services would be recognized worldwide, and that the United States would improve its standing in the global community on environmental matters — thereby gaining the respect of other nations. For broader context on how federal agencies manage sustainable procurement, resources such as the U.S. EPA's Greener Products portal illustrate the growing federal emphasis on eco-friendly purchasing decisions.
With regard to utilizing FedBizOpps, the company must also be aware of the services that this website provides and utilize only what it needs. The website is very useful for marketing activities because it provides opportunities and allows others to search for opportunities offered by companies such as Enviro LTD. According to the website, in the Buyers/Engineers section, "Government users may post, manage, and award opportunities."3 In the Vendors/Citizens section, it states, "Vendors and citizens may search, monitor, and retrieve opportunities."4
In the Vendors/Citizens section, one can preview various opportunities at no cost and sign up for an account. When signing up, a company can include not only the scope of its business but also the kinds of services it can provide — a valuable marketing opportunity. The website is also useful because it provides significant exposure for companies seeking to work in the government sector. Understanding federal acquisition processes more broadly can help small businesses like Enviro LTD navigate these platforms more effectively.
"How FedBizOpps connects vendors to federal opportunities"
"Procurement data as a supplementary marketing tool"
3 FedBizOpps. (2011). FedBizOpps.gov. Retrieved November 13, 2011.
4 FedBizOpps. (2011). FedBizOpps.gov. Retrieved November 13, 2011.
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