Federal Market Penetration – Winning Strategic Business

Client Objective:
A software company that was well established in commercial health care as the market leader sought to penetrate the federal market. They had a small project with a major agency and wanted to deliver a key solution to meet relevant needs across the Department and create a strategic partnership with their customer.

JCG Role:
JCG built awareness of our client’s capabilities, positioned their software as a desired solution, and expanded our client’s business. Using our knowledge of the Department’s mission, organization, programs, policy objectives and political dynamics, we helped develop their vision for how our client’s solution addressed key agency priorities and congressional directives. We assisted in preparing white papers and briefings that outlined how our client’s solution would enable achievement of critical objectives and tangible benefits, both to the Department and the customers it serves. We arranged and participated in meetings with key decision-makers and stakeholders to obtain their interest and support for using our client’s software to address broader, strategic needs. We ensured that our client’s capabilities and solution received appropriate attention, even as the agency grappled with multiple pressures from within and the Hill. Concurrently, we assisted our client in gaining their agency customer’s interest and support in expanding use of the company’s software to meet longer-term needs.

Results:
The Department determined that our client’s software addresses key objectives and priorities and met their long-term needs. Our client was awarded an enterprise license for the Department and is now strategically positioned both within that Department and for business with other government agencies with similar needs.

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Assessing the Federal Market for a Product or Service

1. A client with a unique product in the security field came to us because they were trying to develop a new market strategy. Their only federal contract was in an agency that served a niche government function. We conducted a thorough assessment of agencies likely to use and have funding for their product. We considered congressional and regulatory interests and initiatives as well. Our research identified several near term opportunities in various agencies. We prioritized our recommendations based on our client’s preferences and established a time line and initial capture strategy that will be implemented in the next phase of this project.
2. A client in the health care field asked us to conduct an assessment of the Department of Defense and Veterans Affairs health care markets, in particular to identify of the key decision makers and buyers in these organizations. JCG identified the decision process, agency concerns and needs, existing competing programs, and opportunities for the client. Based on these findings, JCG made recommendations in the context of each agency’s political, cultural and budgetary environment. We uncovered more than five viable opportunities for our client’s consideration.

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Developing New Federal Market Opportunities for Specific Products or Services

1. A health care client was interested in developing business in a specific federal agency in which they had not worked. They had significant federal agency experience and wanted to leverage past performance into a new market. This agency was not considering any procurements the client was interested in, so we developed a strategy to understand the agency’s needs and created a program to meet those needs, utilizing the client’s expertise.
   
   The result is a program, currently operating in 68 sites, that is saving the agency millions of dollars and has extraordinarily high satisfaction rates. In fact, the program continues to expand, based primarily on customer referrals. The client is now well known and trusted throughout the entire agency, and is poised to expand these programs into further business opportunities.
2. The worked with a client to develop a new pilot program in a federal agency. The agency staff accepted our white paper, released an RFP, and recently awarded a demonstration contract to our client. Upon its completion, this program could be used as a model for a nationwide expansion of this concept.
3. A client with a large agency contract we helped them position for and win three years ago, was looking for ways to leverage their experience to expand business with this and other customers. During the course of their contract, they developed several original software tools designed to enhance and streamline agency programs. We worked with our client to present these ideas to agency and congressional leaders, as well as other stakeholders. We also coordinated with congressional staff to create legislative language that would direct the agency to implement this software. Report language in this year’s appropriations’ bill recommends adoption of this software by the agency.
   
   In addition, we are working with our client to expand deployment of this software to another federal agency. We are arranging key presentations and meetings with decision makers looking to implement intra- and inter- agency solutions.

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Federal Marketing and Business Development - Finding and Creating Opportunities for Business with the Federal Government

JCG identifies business opportunities for our clients wishing to initiate or expand their business with the federal government. JCG sometimes identifies and positions clients to win upcoming contracts, but JCG also creates opportunity where none previously existed.

1. JCG helped a client win an award of a GSA Management, Organizational and Business Improvement Services (MOBIS) schedule contract, and then successfully renew that contract.
   
   When our client announced a significant merger just days prior to the submission of the final proposal, JCG was able to help the client develop and implement a strategy to gain timely GSA approval, despite the complexities raised by the merger.
2. JCG successfully helped a client win an award of a $250,000 pilot program with the Department of Veterans Affairs (VA), which is expected to be expanded on a nation-wide basis in 2000 with an expected value of $2-3 million.
   
   While our client had done some training at various VA sites, the pilot program provided the opportunity to demonstrate the value of working in a strategic partnership at the organizational level. JCG's knowledge of both VA's challenges and our clients capabilities helped create a mutually beneficial relationship that is successfully addressing key VA needs.
3. Additionally, in 1999 JCG worked with Congress to provide statutory incentives for the Veterans Health Administration to implement a program that made it possible to detect, collect and retain overpayments to non-VA hospitals. This new approach resulted in new business for our client and savings to the government. Prior to this change in law, the VA had little incentive to implement such a program, because recovered funds would not have been used to enhance the VA's tight healthcare budget. Without legislative change, collected overpayments would continue to be returned by law to the US Treasury. As a result of the new language in the FY 2000 VA-HUD Appropriations Act, millions of taxpayer dollars are being recovered by the VA, more veterans are receiving health care, and JCG's client has a thriving new line of business.
4. In another instance of successful lobbying, JCG persuaded Congress to mandate the VA provide long-term care to veterans with significant disabilities and implement several pilot programs to test alternative methods of managing and delivering long-term care services. Prior to this new law, the VA provided only nursing home care to a small percentage of the veteran population. JCG arranged for our client to testify before the House Veterans Committee on its track record in reducing cost and improving quality by its approach to managing long-term care services. Now JCG is working with the client and the VA to demonstrate the impact of a focused care management program using a mix of the VA and community resources.

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Helping Businesses Maintain their Federal Market Share

A client holding a major Department of Defense (DoD) contract was in serious jeopardy of losing its entire DoD business line. DoD was in the process of restructuring a follow-on procurement without congressional notice, testing of the proposed model or consultation with government, industry and other stakeholders. We worked with our client to develop a comprehensive strategy that would result in a tested, workable procurement model for the follow-on contract. Our goal was to keep this important program stable, as well as cost effective. The strategy included listening to, meeting with and providing substantive feedback to DoD, as well as other stakeholders, including Congress. Congress responded by offering to consider legislation that would have required DoD to demonstrate the value of its proposed program model before any changes could be made. In light of this development, DoD announced they had decided to keep the core part of the current model; thereby ensuring the client’s ability to continue in this market.

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Positioning Clients to Become Government Resources and Market Leaders

1. We arranged for several clients to provide testimony on matters in which congressional committees and federal agencies were seeking industry best practices and expertise. These opportunities enhanced our clients’ ability to make current and targeted federal agency customers aware of their offerings. Moreover, these appearances have resulted in follow-up meetings with agency decision makers to determine opportunities to work together.
2. A client with business in one federal agency asked if we could help introduce them into another federal agency. We educated this client about the substance and culture of the targeted agency, as well as the programs, people and politics. We also informed them about the related congressional committees and interests of the staff and Members to help develop a bottom-line focused business strategy. Our work resulted in our client becoming a known and valued offeror by key officials. They have subsequently won multiple contracts valued in the millions of dollars.

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Selecting and Acquiring the Appropriate GSA Schedule

Several clients have asked JCG to assess federal government business opportunities and government-wide acquisition contract vehicles, in particular GSA Schedules. JCG conducted business assessments of the government market for each service to include potential contract vehicles, each vehicle’s dollar value, and competitors’ business both schedule-wide and for targeted services. Our clients then were able to make informed decisions regarding their choice of a contracting vehicle, the potential federal market, and the potential for return on investment. JCG has also successfully assisted companies with GSA schedule required documentation, project management, and access to additional resources such as schedule-experienced legal counsel.

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Writing Winning Proposals

An incumbent contractor was concerned about increasing competition and a changing competitive environment. JCG was retained to manage the proposal development process and provide strategic guidance to ensure a winning proposal. JCG provided advice and counsel on the organization’s strategy, approach, federal agency initiatives and goals, to ensure a compliant and technically superior product. The result was the award of a five-year contract valued at several hundred million dollars.

JCG provides thought leadership in the development of win-themes, key messages, and proposal organization. In concert with our clients, we establish proposal schedules, participate in blue and red team evaluations, advise on proposal compliance, and ensure that our clients stand apart from the competition in their understanding and insight.