The Edge of Experience: Marketing Veteran-Owned Businesses in Competitive Markets

National Veterans Small Business Week (NVSBW) is a time to celebrate the entrepreneurial contributions of veterans and highlight the opportunities available through government contracting. For veteran-owned businesses, set-aside contracts offer a strategic pathway to secure partnerships with prime contractors and government agencies. However, effectively marketing your business to these agencies requires a strong branding and marketing strategy.

Understanding Veteran Set-Aside Contracts

Veteran set-aside contracts are designed to create opportunities for Service-Disabled Veteran-Owned Small Businesses (SDVOSBs) and Veteran-Owned Small Businesses (VOSBs). These contracts require agencies to work with businesses that meet specific eligibility criteria, providing a unique lane for veterans to grow their companies.

Branding Strategies to Attract Prime Contractors

1. Position Yourself as a Specialist
Prime contractors often seek businesses with specific expertise that aligns with project needs. Highlight your core competencies, past performance, and certifications in your marketing materials.

• Action Tip: Develop a capability statement that outlines your services, certifications (e.g., SDVOSB, VOSB), and differentiators. Make it visually appealing and easy to share electronically.

2. Showcase Your Compliance and Credentials
Prime contractors and agencies value reliability. Displaying your veteran certification prominently on your website and marketing materials assures decision-makers of your eligibility for set-aside contracts.

• Action Tip: Create a dedicated “Capabilities” page on your website, detailing your SDVOSB or VOSB status and related qualifications like being a GSA Schedule holder or bonding capabilities.

3. Build a Trustworthy Online Presence
A professional website and active LinkedIn profile can establish credibility. Government decision-makers often view social media activity, so your digital presence should reflect your professionalism and expertise.

• Action Tip: Highlight completed projects, client testimonials, and your veteran-owned status prominently on your homepage.

Marketing Strategies to Engage Government Agencies

1. Attend Networking Events and Trade Shows
Industry-specific trade shows, procurement events, and matchmaking sessions are invaluable for connecting with agency representatives and prime contractors.

• Action Tip: Research events tailored to the government and veterans, such as the National Veteran Small Business Coalition (NVSBC) events.

2. Leverage Government Databases
Registering in databases like SAM.gov and the SBA’s Dynamic Small Business Search (DSBS) is essential. These platforms make it easier for contracting officers and prime contractors to find your business.

• Action Tip: Optimize your DSBS profile with targeted keywords and NAICS codes, a clear business description, and up-to-date certifications.

3. Target Agency-Specific Marketing
Understanding the priorities and needs of specific agencies can give you a competitive edge. Tailor your proposals and marketing materials to align with agency missions.

• Action Tip: Research agencies with strong veteran-focused initiatives, such as the Department of Veterans Affairs (VA) or the Department of Defense (DoD).

Relationship-Building with Prime Contractors

Prime contractors often seek reliable SDVOSBs and VOSBs for subcontracting opportunities. Building trust and demonstrating value are critical.

1. Develop Strategic Partnerships
Collaborate with prime contractors to establish yourself as a go-to subcontractor for future projects.

• Action Tip: Consistently reach out to primes working on contracts within your expertise. Offer to solve specific challenges they face.

2. Communicate Your Value Proposition
Clearly articulate how your veteran background translates into unique benefits, such as discipline, leadership, and a mission-driven approach to work.

• Action Tip: Include real-world examples of how these qualities have contributed to the success of past projects.

Conclusion

National Veterans Small Business Week highlights the vital role of veteran entrepreneurs in the economy. By strategically marketing to prime contractors and government agencies, SDVOSBs and VOSBs can secure valuable contracts and grow their businesses. A clear brand identity, professional marketing materials, and targeted outreach efforts can set your business apart in a competitive landscape.

Ready to enhance your branding and marketing strategy? Contact us to create messaging and materials that position your veteran-owned business for success in government contracting.

FAQ

1. Why should veteran-owned businesses target government agencies?

Government agencies often set aside contracts specifically for Veteran-Owned Small Businesses (VOSBs) and Service-Disabled Veteran-Owned Small Businesses (SDVOSBs). These programs help level the playing field and provide unique opportunities for veteran entrepreneurs to secure long-term contracts.

2. How do I get my business certified as a veteran-owned business?

You can apply for certification through the Department of Veterans Affairs’ VetCert program or third-party certifiers approved by the Small Business Administration (SBA). Certification ensures eligibility for set-aside contracts and increases credibility.

3. What marketing strategies work best for veteran-owned businesses?

• Leverage your veteran status: Highlight your VOSB or SDVOSB certification in all promotional materials.
• Build relationships: Network with agency procurement officers and attend matchmaking events.
• Focus on value: Showcase your reliability, efficiency, and commitment to delivering results.
• Use digital tools: Optimize your website, social media, and capability statement to have a strong presence.

4. What is a capability statement and why is it important?

A capability statement is a concise, one or two-page document that highlights your business’s core competencies, past performance, and differentiators. It’s important for introducing your business to contracting officers and demonstrating your qualifications.

5. How do I find contracting opportunities with government agencies?

Use platforms like SAM.gov and Bidnet Direct to search for open opportunities. Many agencies also publish procurement forecasts and host events.

6. How can I stand out in the competitive government contracting space?

• Develop a clear niche or specialization.
• Build a track record of excellent performance.
• Partner with other small businesses or larger contractors to gain experience.
• Offer innovative or cost-saving solutions.

7. Are there specific resources available for veteran-owned businesses?

Yes, organizations like the Veterans Business Outreach Center (VBOC), SCORE, and the SBA Office of Veterans Business Development offer mentorship, training, and resources tailored to veteran entrepreneurs.

8. How important is networking in government contracting?

Networking is crucial. Attending events such as matchmaking sessions, procurement fairs, and industry days can help you connect directly with contracting officers and decision-makers.

9. Can I collaborate with other businesses to win contracts?

Yes, teaming up with other businesses, including joint ventures and subcontracting, can enhance your capabilities and improve your chances of winning contracts.

10. How do I ensure my marketing aligns with government requirements?

• Clearly communicate how your services meet agency needs.
• Follow guidelines and procurement rules.
• Consistently review government solicitations to align your offerings with current demands.