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Certificationsasa strategy presentation

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Certifications for small businesses

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Certificationsasa strategy presentation

  1. 1. Georgia SBDC Network Certifications A Marketing Strategy for Winning Contracts With Corporations and the Government Presented by: Erica Bracey Business Consultant Georgia State University SBDC
  2. 2. Agenda Alphabet 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 2 Certification as a Strategy
  3. 3. Certifications 101 Making sense of Alphabet Soup 3 Certification as a Strategy
  4. 4. Certifications 101 Private Sector Certifications Public Sector Certifications Same Game…. …..Different Perspective 4 Certification as a Strategy
  5. 5. Certifications 101 Making sense of Alphabet Soup VOSB 8(A) WBE WOSB MBE PDBE GLBT SDVOSB EDWOSB Private Sector Certifications Hub Zone SDB Public Sector Certifications DBE GSA Schedule 5 Certification as a Strategy
  6. 6. Certifications 101 Making sense of Alphabet Soup Private Sector Certifications VOSB 8(A) Public Sector Certifications 8(A) WBE MBE MBE Private Sector PDBE Minority Business Enterprise PDBE Person with Disabilities Business Ent. Hub Zone DOT DBE GLBT GLBT Gay, Lesbian, Bisexual, Transgender Business Ent. SDB GSA Woman Owned Small Business Service Disabled VOSB DOT DBE Economically Disadvantaged WOSB Dept. of Transp. Disadvantaged Bus. Enterprise HubZone Public Sector SDVOSB EDWOSB SDVOSB WOSB Veteran Owned Small Business WOSB Woman Business Enterprise VOSB 8A Business Dev. Program WBE GSA Schedule Historically Underutilized Business Zone General Service Administration Schedule Schedule SDB Small Disadvantaged Bus.
  7. 7. Private Sector Certifications WBE’s MBE’s 7 Certification as a Strategy
  8. 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 8 Certification as a Strategy
  9. 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 9 Certification as a Strategy
  10. 10. Benefits of Private Sector Certifications Access to supplier diversity and procurement executives Formal & informal networking with corporate buyers Conferences, business fairs and matchmaking sessions Electronic database of certified small business owners Foster long-term and mutually beneficial business relationships Strategic partnerships Joint Ventures 10 Certification as a Strategy
  11. 11. Benefits of Private Sector Certifications 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 11 Certification as a Strategy
  12. 12. Benefits of Private Sector Certifications 12 Certification as a Strategy
  13. 13. Certification Program Eligibility Ethnicity Based Gender Based US Citizen OR WBE Ethnicity NOT a MBE consideration US Citizen ONLY Permanent Legal Resident Alien Gender NOT a consideration 13 Certification as a Strategy
  14. 14. Certification Program Eligibility
  15. 15. WBENC WBE Certification Documentation Required for WBENC Legal entity documentation Tax returns Bank signature cards Resumes Evidence of gender Evidence of citizenship Financial statements Personnel documentation Processing Fee Between $350 - $1000 15 Certification as a Strategy
  16. 16. NMSDC MBE Certification Documentation Required for NMSDC Legal entity documentation Tax returns Bank signature cards Resumes Evidence of ethnicity Evidence of citizenship Financial statements Work History Fees $500 processing fee $350 annual recertification fee 16 Certification as a Strategy
  17. 17. WBE vs MBE Ethnicity Based Gender Based US Citizen OR WBE Permanent Legal Resident Alien Ethnicity NOT a consideration July 2011 MBE The 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. Gender US Citizensome time, WBENC has investigated For additional ways in which it can support its NOT a ONLY mission of leveling the playing field for women's consideration 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 2009 GWBC entered into MOU with City of Atlanta 17 Certification as a Strategy
  18. 18. Certifications 102 More Alphabet Soup 8(A) 8(M) WOSB WBE MBE PDBE Private Sector Certifications VOSB SDVOSB Hub Zone SDB GLBT Public Sector Certifications DBE GSA Schedule 18 Certification as a Strategy
  19. 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 19 Certification as a Strategy
  20. 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 20 Certification as a Strategy
  21. 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 21 Certification as a Strategy
  22. 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 22 Certification as a Strategy
  23. 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 Over 300 NAICS codes currently eligible for Federal contracting under the WOSB Program 23 Certification as a Strategy
  24. 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 24 Certification as a Strategy
  25. 25. Benefits of Public Sector Certification Access to SADBU’s Formal & informal networking with government buyers Conferences, Business Fairs and Matchmaking Sessions Electronic database of certified small business owners Networking activities Foster long-term and mutually beneficial business relations 25 Certification as a Strategy
  26. 26. Benefits of Public Sector Certification 8 (A) 8 (M) WOSB EDWOSB HubZone Managing Agency SBA SBA SBA SBA Start-Up Businesses Can Apply No Yes Yes Yes Yes No No No No No Yes Must Be In Business > 2 years Waivers Eligible in Certain Circumstances VOSB DBE Department of Department of Veteran Transportation Affairs Yes Yes GSA Schedule General Services Administration No 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 9 years Indefinite Indefinite Indefinite Indefinite Must Renew Every 2 Years Indefinite 5 Years with three 5 Year Extension Options 3 –5 Months Approx. 4-8 Weeks 3 –5 Months 3-6 Months Moderate Moderate Moderate High Program Length Average Time for Approval Application Complexity 6-9 Months (often longer) High Certain Certain Must Recertify information must information must Every 3 Years be updated be updated annually annually SelfCertification SelfCertification Does not require Does not require approval approval Low Low 26 Certification as a Strategy
  27. 27. Benefits of Public Sector Certifications 27 Certification as a Strategy
  28. 28. Benefits of Public Sector Certification Fiscal Year 2012-2013 Agency Goals The 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 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% 28 Certification as a Strategy
  29. 29. Role of SBDC Consultant with Clients Seeking Certification 29 Certification as a Strategy
  30. 30. Strategy Strategy drives Marketing …. ……Marketing does NOT drive Strategy 30 Certification as a Strategy
  31. 31. Role of SBDC Consultant  Educate client on benefits of certification  Be an objective 3rd party  Serve as intermediary between applicant & certifying organization  Maintain credibility & visibility within business community  Stay knowledgeable about national & local events  Source & Recruit long term AND good clients  31 Certification as a Strategy
  32. 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 32 Certification as a Strategy
  33. 33. Why do applications get declined? Industry Specific Certifications Business Not Eligible Ownership but not in Control False Pretense Arms Length Transactions Board of Director Issue Bylaw Discrepancies 33 Certification as a Strategy
  34. 34. Yeah!!! We’re Certified NOW WHAT??? 34 Certification as a Strategy
  35. 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 Huff Supplier Diversity Manager GA Power 35 Certification as a Strategy
  36. 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 36 Certification as a Strategy
  37. 37. Marketing the Certification
  38. 38. Why Bother with Certifications? Benefits to Consultant Referral Sources Area of Expertise Impact Clients Long Term Cases Success Stories  38 Certification as a Strategy
  39. 39. Final Thoughts
  40. 40. Help at your fingertips Helpful Sites     Contracting Opportunities  – Useful Links!  40 Certification as a Strategy
  41. 41. Thank You 41 Certification as a Strategy
  42. 42. Thank You Georgia SBDC Network * 42 Certification as a Strategy