Question:
- What is the status of sales to the government?
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Answer:
As a basic business development strategy, Winning Brands has always been interested in qualifying as a supplier to the U.S. government.
The first attempt was to approach military procurement channels through intermediaries. Some progress had been made, but in my estimation, the outcome was unsatisfactory in scope and pace.
An alternative approach is to advance within the procurement system of the United States General Services Administration, ie “GSA Schedules” program. This requires passing through several stages of administrative preparation, such as, but not limited to, the “Open Sources Rating” protocol referred to in my post of November 24, 2010, and many other filters. Despite the extra effort and complexity, this is the change of tactic that we have adopted because of the greater significance of succeeding, as I explain below.
The goal of successful qualification to appear on the GSA Schedules is that buyers across a wide range of U.S. federal procurement positions would gain 24/hour on-line access to Winning Brands product information, with specifics that include pricing and delivery commitments. This permits thousands of duly authorized personnel in various branches of the U.S. government to buy on the spot, for shipment directly to their facilities, internationally. In certain cases, this includes State level organizations as well. The method of buying for such authorized personnel is as simple as logging into a purchasing website, GSA Advantage https://www.gsaadvantage.gov/advantage/main/start_page.do for selection of products in a simple and standard on-line purchasing procedure.
“GSA Schedules” constitutes a system based on pre-qualification of both the vendors and the buyers (who require authority to purchase according to their level of responsibility). Therefore, a great deal of effort is made within this system to understand who the vendor is and to ensure that various operational and jurisdictional criteria are met. Each successful new vendor must be approved by GSA personnel, whose job it is to provide a reliable, secure and authorized long term supplier base for various government agencies.
A successful GSA registration is the single-most important accomplishment that Winning Brands could achieve in its desire that Winning Brands products be available to both military and non-military U.S. government buyers. The GSA approach is broad in scope with wider implications than only military purchasing.
The difference between the previous approach taken by Winning Brands in this matter, versus our current method to achieve this goal, is that Winning Brands is now much more directly involved in the work to finalize such a registration. Previously, the application process had been delegated to others to do this on our behalf, partially because in the early days it was not clear whether Winning Brands would qualify as a relatively new company with relatively unknown products.
Now, taking a leadership role within the Winning Brands group in this specific mission to qualify for the GSA Schedule and GSA Advantage is the retired air force (husband and wife) team of Sherry and Martin Doherty, based in Maine. They are already government contractors (eg U.S. Coast Guard, U.S. National Weather Service, U.S. Post Office) for the appropriate sector: cleaning services, supplies and maintenance, with 11 years experience. The Dohertys have a documented track record of delivering on their own government contracts as called for. They understand both the importance and specific methods by which to keep a high performance standard.
The Dohertys also know and appreciate the suitability of Winning Brands’ products for GSA purposes, based on the Doherty’s own experiences with these products. Hundreds of millions of dollars are spent annually in the GSA system for products in our category. Another difference is that I am now directly involved, working with the Dohertys on this project. I have set the accomplishment of this goal as one of my direct operating responsibilities. We are advancing through the various complexities and are including our KIND and CLEAN1 products with the lead item, Winning Colours Stain Remover. An evaluation of the current product offerings reveals that there is a very strong competitive opportunity for Winning Brands within the GSA system on a performance and value basis. The bottom line is that the Dohertys have joined us in the mission to make Winning Brands products available to thousands of buyers in the GSA system.
Registration of Winning Brands as a qualified GSA supplier is not yet finished, and is not guaranteed. However, the quality and focus of the latest generation of application work now underway is the best that it has ever been. The specificity of this work now, and its tempo, is high. The Dohertys and Winning Brands both are encouraged that things are finally coming together properly. We want the company to move from being a spectator to being a participant in this system. We look forward to the successful completion of this all-important registration.
I have asked the Dohertys to read this post in advance and to approve its contents for accuracy, which they have done. We will have a clearer photograph available for the next update on this topic.
