I don’t know about the US government but marketing to any new segment would generally follow the same procedure.
Analyze the market. How does it work? How does the prospective client make purchasing? How large is the market? How does the client make purchasing decisions? Are there any sub-niches in the market?
Analyze the competition. Who are they? How do they serve the market? Are there any areas of the market that they are overlooking?
Analyze yourself. Do you have a product that can be sold to the prospective client? Will it fit into your business plan /model? Do you have the capability or capacity to service the market?
Analyze the financial aspects. Will the prospective market be profitable? Will it be more profitable than other available market segments?
Finially figure out a plan of attack to exploit the opportunity.
A marketing analysis and plan is an iterative process, a quick and dirty look at the market to get a rough evaluation and then successive iterations to refine the analysis.
I would thing that government would buy on the basis of competitive proposals and would be very cost sensitive. The market size would be quite large but would be quite variable. Programs can rise and disappear quite quickly. The Canadian government fiscal year ends on 31 march every year and it spends about half its discretionally funds in the last three months of the year, this makes the market very variable and with tight artifical deadlines.
The other thing to realize about selling to the government is that they will often meet you to death. They can have meetings on everything with little or no regard for the bottom line, you can easily spend as much time in meetings as actually doing the work.
Also with government, a budget figure will often be a hard and fast limit. There will not be any money to go even $1 over budget. This you will have the quandary of having a large enough bid to cover a lot of contingencies but be bidding to a price sensitive client.
Finally a lot of government people simply do not have any sort of foggy clue how business actually works and also even though they many be engineers might have only a basic familiarity as to how engineering actually works. This comes from their being is a very closed environment where office politics and the political process plays a more important part of their life than making a profit.
Rick Kitson MBA P.Eng
Construction Project Management
From conception to completion