Many companies include the SWOT chart as part of a competitive intelligence presentation. They spend a lot of time preparing the strengths and weaknesses, opportunities and threats, and creating a beautiful image. And… that’s it.
SWOT charts were designed to be springboards for creating strategies. What products or services will the company leverage? How will they differentiate their offering? What story will they tell? What are their weaknesses? Are they aware of them? How will they mitigate those weaknesses? How are they perceived by the outside market? What kinds of opportunities and threats exist outside of the company’s control?
Strengths identified in other companies should give you incentive to bolster your own solutions. If your solution is not as capable, or desirable, should you be bidding? Opportunities allow you to assess how your own company will be viewed, and where you can maximize play in a potential marketplace.
Weaknesses and threats can be turned into ghosting opportunities. How can you capitalize on potential (or perceived) risk? How can you differentiate your own offering to highlight an area of weakness in another solution?
SWOTs can be extremely valuable tools, if they’re used correctly. Contact Richter & Company today to find out more about positioning and strategies that help you win.
Increasingly, during Richter & Company’s pricing assignments, a “Dark Horse” or “Notional Bidder” is named as a target for analysis. As the federal marketplace becomes more cutthroat, companies are increasingly concerned about the creative pricing strategies that have been offered on recent contracts.
Small businesses are becoming more sophisticated, investing in experienced business development people to bid creatively and expand their business. Large businesses are creating cost pools to keep G&A down, and bidding zero fee to “buy into” programs. A recent Grant Thornton study showed that federal contractor profit rates are plummeting, with 60% of survey respondents reporting no profit or profit in the one to five percent range. And 38% of respondents said their revenue from government contracts declined in the past year. It’s an uncertain world out there for federal contractors.
Let Richter & Company help your company beat the Dark Horse. Our consultants are up to date on market trends, providing actionable intelligence that will allow you to offer the best value to the Government. We have a large number of connections within industry, and considerable insight as to what the government is actually seeking. Once you have insight to that worst case notional bidder, you can position yourself to win. Contact Richter & Company today for more information.
In the world of competition, be it football games or proposals, every competitor’s strategies boil down to the same thing. Follow the rules. Know the people that are buying into the competition. Demonstrate your strengths. Uncover and utilize your opponents’ weaknesses. Win the game. Continue reading Ghosting the Competition
Many incumbent contractors believe they can’t lose the recompete of “their contract.” They’ve held the contract for years. They have good people. The end users are happy with their performance. So they bid the status quo. At Richter & Company, we call this incumbentitis. Continue reading “Incumbentitis”
Last weekend marked the annual kickoff for competitive barbeque season for Hidden Fire BBQ, owned by Randy Richter. In honor of the opening days, we bring you barbeque advice that’s oh-so-valid in the proposal world as well. Continue reading Proposals and Barbeque?
Small businesses are having big impacts in the federal marketplace. Over the past few years, the government has put greater emphasis on small business, dedicating at least 23% of federal contract award dollars to small business. Government evaluation weightings for small business participation are seeing an increase, and in many cases, entire contracts are going small business set aside. Continue reading Small Business, Big Results