Download - Certificationsasa strategy presentation
Georgia SBDC NetworkCertifications
A Marketing Strategy for Winning Contracts
With Corporations and the GovernmentPresented by:
Erica BraceyBusiness Consultant
Georgia State University SBDC
2
AgendaAlphabet Soup
Private Sector vs Public Sector Certifications
Benefits of Certification
Role of SBDC Consultant in the Certification Process
Certification Requirements & Documentation
Common Mistakes to Avoid
A License to Hunt – Marketing The Certification
Impact – Managing The Results
Certification as a Strategy
3
Certifications 101Making sense of Alphabet Soup
Certification as a Strategy
4
Certifications 101
Certification as a Strategy
Public Sector Certifications
Private Sector Certifications
Same Game….…..Different Perspective
5
Certifications 101Making sense of Alphabet Soup
WBE
MBE
PDBE
GLBT
Private Sector
Certifications
Certification as a Strategy
8(A)
WOSBEDWOS
B
Hub Zon
e
SDB
Public Sector
Certifications
VOSB
SDVOSB
DBE
GSA Sched
ule
Certifications 101Making sense of Alphabet Soup
WBE
MBE
PDBE
GLBT
Private
Sector
8(A)
WOSB
Hub Zon
e
SDB
Public
Sector
VOSB
SDVOSB
DOT
DBE
GSA Schedul
e
Private Sector Certifications
WBE
Woman Business Enterprise
MBE
Minority Business
Enterprise
PDBEPerson with Disabilities
Business Ent.
GLBTGay, Lesbian,
Bisexual, Transgender Business Ent.
8(A)8A Business
Dev. Program
WOSBWoman Owned Small Business
EDWOSBEconomically
Disadvantaged WOSB
HubZoneHistorically
Underutilized Business Zone
VOSBVeteran Owned Small Business
SDVOSB
Service Disabled VOSB
DOT DBE
Dept. of Transp. Disadvantaged Bus. Enterprise
GSA Schedule
General Service Administration
Schedule
Public Sector Certifications
SDBSmall Disadvantaged Bus.
7
Private Sector Certifications
Certification as a Strategy
WBE’s
MBE’s
8
Private Sector Certifications
The Women's Business Enterprise National Council (WBENC)
Largest third-party certifier of businesses owned controlled, and operated by women
14 Regional Partner Organizations WBENC is also the nation's leading advocate of women-owned businesses Approved Third-party for SBA WOSB
WBENC Certification 51 percent owned, controlled, operated, and managed by a woman or
women. Formal documentation and site visit process WBENC Certification gives women-owned businesses the ability to compete
www.WBENC.orgCertification as a Strategy
9
Private Sector Certifications
The National Minority Supplier Development Council ® (NMSDC®)
Chartered in 1972 to provide business opportunities for minority businesses
Provides a direct link between corporate America and minority-owned businesses
One of the country's leading business membership organizations.
NMSDC Certification Gold standard for certifying minority-owned businesses by corporate
America 51 percent owned, controlled, operated, and managed by minority Formal documentation and site visit process Asian, Black, Hispanic and Native American business owners
www.NMSDC.org Certification as a Strategy
10
Benefits of Private Sector Certifications
Access to supplier diversity and procurement executives
Formal & informal networking with corporate buyersConferences, business fairs and matchmaking
sessions Electronic database of certified small business
ownersFoster long-term and mutually beneficial business
relationshipsStrategic partnershipsJoint Ventures
Certification as a Strategy
11
NMSDC MBE Corporate Spend Provided by
NMSDC
$110.8 Billion – 2011 $105.2 Billion – 2010$101.1 Billion – 2009$100.5 Billion – 2008$104.7 Billion – 2007$100.3 Billion – 2006$ 94.6 Billion – 2005
Certification as a Strategy
Benefits of Private Sector Certifications
12
Benefits of Private Sector Certifications
Certification as a Strategy
13
WBE
Gender
Based
Ethnicity NOT a
consideration
Permanent Legal Resident
Alien
US Citizen OR
MBE
Ethnicity
Based
Gender NOT a
consideration
US Citizen ONLY
Certification as a Strategy
Certification Program Eligibility
Certification Program Eligibility
15
WBENC WBE Certification
Certification as a Strategy
Documentation Required for WBENC Legal entity documentationTax returnsBank signature cards ResumesEvidence of genderEvidence of citizenshipFinancial statementsPersonnel documentation
Processing FeeBetween $350 - $1000
16
NMSDC MBE Certification
Certification as a Strategy
Documentation Required for NMSDC Legal entity documentationTax returnsBank signature cards ResumesEvidence of ethnicityEvidence of citizenshipFinancial statementsWork History
Fees$500 processing fee$350 annual recertification fee
17
WBE
Gender
Based
Ethnicity NOT a
consideration
Permanent Legal Resident
Alien
US Citizen OR
MBE
Ethnicity
Based
Gender NOT a
consideration
US Citizen ONLY
Certification as a Strategy
WBE vs MBE
July 2011The Small Business Administration (SBA) has APPROVED WBENC as a Third-Party
Certifier - providing Women Owned Small Business (WOSB) certification - for the
SBA's WOSB Federal Contracting Program.
For some time, WBENC has investigated additional ways in which it can support its mission of leveling the playing field for women's business enterprises (WBEs) not only in the private sector, but also in the public sector. Now WBENC is at an historic moment and is proud to announce it will take its world-class certification into the government arena by delivering WOSB certification.
January 2009GWBC entered into MOU with City of Atlanta
18
Certifications 102More Alphabet Soup
WBE
MBE
PDBE
GLBT
Private Sector
Certifications
Certification as a Strategy
8(A)
8(M) WOS
B
Hub Zone
SDB
Public Sector
Certifications
VOSB
SDVOSB
DBE
GSA Sched
ule
19
Public Sector Certifications
8(A) Business Development Program business assistance program for small
disadvantaged businesses socially and economically disadvantaged individuals participation in the program is divided into two
phases over nine years a four-year developmental stage and a five-year transition
stage
Certification as a Strategy
20
Public Sector Certifications
Historically Underutilized Business Zones (Hub Zone) small businesses in urban and rural communities
gain preferential access to federal procurement opportunities
35% of staff must live in a HubZone company "principal office“ must be in specially
designated area 3% annual goal
Certification as a Strategy
21
Public Sector Certifications
GSA Schedule fast, easy, and effective contracting vehicle “Most Favored Customer” (MFC) pricing Special Item Numbers (SINs) intensive screening criteria Indefinite Delivery, Indefinite Quantity (IDIQ)
contracts
Certification as a Strategy
22
Public Sector Certifications
Service Disabled Veteran-Owned Small Business Veterans Entrepreneurship and Small Business Development
Act of 1999 Veterans Benefits Act of 2003 Service-Disabled Veteran-Owned Small Business Concern
Program
Purpose of the SDVOSBC Program exclusive competition sole source awards Certification as a
Strategy
23
Public Sector Certifications
Women-Owned Small Business Federal Contract Program 51 percent owned, controlled, operated, and managed by a
woman or women self-certification OR certified by an SBA-approved Third-Party Certifier WOSB EDWOSB
Certification as a Strategy
Over 300 NAICS codes currently eligible for Federal contracting under the WOSB Program
24
Public Sector Certifications
Disadvantage Business Enterprise DOT-assisted State and local transportation agency
is required to establish DBE goals. DBE subcontracting goals DBE Certification Officers widely accepted by most States
http://www.sba.gov/content/state-government-certifying-agencies
Certification as a Strategy
25
Benefits of Public Sector Certification
Access to SADBU’s Formal & informal networking with government
buyersConferences, Business Fairs and Matchmaking
Sessions Electronic database of certified small business
ownersNetworking activities Foster long-term and mutually beneficial
business relations
Certification as a Strategy
26
Benefits of Public Sector Certification
Certification as a Strategy
8 (A) 8 (M)WOSB
EDWOSB HubZone VOSB DBE GSASchedule
Managing Agency SBA SBA SBA SBA Department of Veteran Affairs
Department of Transportation
General Services Administration
Start-Up Businesses Can Apply No Yes Yes Yes Yes Yes No
Must Be In Business > 2 years YesWaivers Eligible
in Certain Circumstances
No No No No No Yes
Must Meet SBA Small Business Size Standards
Yes Yes Yes Yes Yes Yes No
Restrictions on NetWorth Yes Yes Yes Yes Yes Yes No
Restrictions on Location of Principal Office No No No Yes No No No
Business Tax Returns Required Yes Yes Yes Yes Yes Yes Yes
Personal Tax Returns Required Yes Maybe Maybe Maybe Maybe Maybe No
Must Demonstrate Past Performance Yes No No No Maybe Yes Yes
Program Length 9 years IndefiniteCertain
information must be updated annually
IndefiniteCertain
information must be updated annually
IndefiniteMust Recertify Every 3 Years
IndefiniteMust Renew Every 2 Years
Indefinite 5 Years with three 5 Year Extension
Options
Average Time for Approval 6-9 Months (often longer)
Self-Certification
Does not require approval
Self-Certification
Does not require approval
3 –5 Months Approx. 4-8 Weeks
3 –5 Months 3-6 Months
Application Complexity High Low Low Moderate Moderate Moderate High
27
Benefits of Public Sector Certifications
Certification as a Strategy
28
Benefits of Public Sector Certification
Certification as a Strategy
Estimated Obligations Negotiated
Direct Dollar Value Goal
Small Businesses $882 M 42.0%
Small Disadvantaged Businesses $105 M 5.0%
Women-Owned Small Businesses $105 M 5.0%
HUBZone Businesses $63 M 3.0%Service Disabled Veteran Small Businesses $63 M 3.0%
Subcontract Dollar Value Goal
Small Businesses $220 M 53.3%
Small Disadvantaged Businesses $20 M 5.0%
Women-Owned Businesses $20 M 5.5%
HUBZone Businesses $12 M 3.0%Services Disabled Veteran-Owned Small Businesses $12 M 3.0%
Fiscal Year 2012-2013 Agency GoalsThe U.S. Environmental Protection Agency (EPA) goals for Fiscal Years (FY) 2012/2013 are based on estimated obligations of $2.1 billion for direct and $400 million for subcontract.NOTE: 8(a) and SDB has a combined goal
29
Role of SBDC Consultant
with Clients Seeking Certification
Certification as a Strategy
30
Strategy
Certification as a Strategy
Strategy drives Marketing ….
……Marketing does NOT drive Strategy
31
Role of SBDC Consultant
Educate client on benefits of certificationBe an objective 3rd partyServe as intermediary between applicant &
certifying organizationMaintain credibility & visibility within business
communityStay knowledgeable about national & local eventsSource & Recruit long term AND good clients
Certification as a Strategy
32
Certification Assistance Process
Meet and interview the business owner
Determine certification eligibility
Educate business owner on the process
Review application and supporting documentation for accuracy and completion
Post certification follow up and ongoing consulting
Certification as a Strategy
33
Why do applications get declined?
Certification as a Strategy
Industry Specific
Certifications
False Preten
se
Arms Length
Transactions
Bylaw Discrepanci
es
Board of
Director Issue
Ownership but not in Control
Business Not Eligibl
e
34
Yeah!!! We’re Certified
Certification as a Strategy
Bag ‘O
Certifications
NOW WHAT???
35
Marketing the Certification
“Don’t just send a check and expect magical contracts to just fall from heaven…
…The way to get the most out of certification is
to establish sound, long term relationships.”
Ken HuffSupplier Diversity Manager GA Power
Certification as a Strategy
36
Marketing the Certification
Certification is the beginning of the process
Encourage developing marketing strategy and implementation plan for EACH certification
Coach clients on networking skills and best practices
Certification as a Strategy
Marketing the Certification
38
Why Bother with Certifications?
Benefits to ConsultantReferral SourcesArea of ExpertiseImpact Clients Long Term CasesSuccess Stories
Certification as a Strategy
Final Thoughts
40
Help at your fingertips
Helpful Siteswww.nmsdc.orgwww.wbenc.orgwww.sba.gov
Contracting Opportunitieswww.fbo.govwww.gtpac.org – Useful Links!
Certification as a Strategy
41
Thank You
Certification as a Strategy
Questions