CSC SUPPLIER DIVERSITY PROGRAM OFFICE Marketing to CSC A Strategic Approach

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CSC SUPPLIER DIVERSITY PROGRAM OFFICEMarketing
to CSC A Strategic Approach

• National Small Business Federal Procurement
  Summit
• May 19, 2005
• Diane G. Dempsey
• Sr. Manager Supplier Diversity Program

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CSC Is the 3rd Largest Global Provider of
Information Technology (IT) and Business Services

• Founded 1959
• Specializing in
• IT and business process outsourcing
• Systems integration and development
• Management and technology consulting and
  professional services
• 13.9B in revenues for 12 months ended Dec. 31,
  2004
• Approximately 79,000 employees in locations
  worldwide
• Serving 15 industries on six continents

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CSC TodayFiscal Year Data
Revenue
Employees
13.9
79,000
11.4
67,000
9.3
58,000
12 MonthsEnded 12/31/2004
LTM Revenues
By Geography
By Service
By Industry
Asia3
Federal IT andProfessionalServices 31
Other Intl. 2
Australia4
FederalO/S 3
Utilities 3
Other13
Retail and Dist. 2
Healthcare 3
Europe30
Federal34
Chemical 5
NorthAmerica 61
Telecom 7
Comm.O/S47
Comm. IT andProfessionalServices 19
DiscreteManufacturing and AD17
Credit and Financial Services16
Last 12 months ended December 31, 2004
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Our Regions and Countries
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Argentina Australia Austria Bahrain Barbados Belgi
um Bermuda Brazil British V.I. Canada Chile China
Colombia Czech Republic Denmark East
Timor Egypt France Germany
Philippines Portugal Peru Qatar Republic of
Korea Saudi Arabia Singapore Slovakia South
Africa Spain Sweden Switzerland Taiwan
(ROC) Thailand United Arab Emirates
(UAE) United Kingdom United States
Hong Kong Hungary India Indonesia Ireland Italy Ja
pan Luxembourg Macau Malaysia Mexico Netherlands
Netherlands Antilles New Zealand Norway Oman Paki
stan
Countries With Permanent CSC Locations
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Botswana Brunei Costa Rica Cyprus Dubai Ecuador Fi
nland Greece Guatemala Honduras Iceland
The Democratic Republic of Congo
(DRC) Russia Sri Lanka Swaziland Trinidad Uruguay
Venezuela Vietnam Yemen
Jamaica Kuwait Morocco Namibia Nepal Panama Papu
a New Guinea Poland Puerto Rico
Countries Where CSC Serves Clients
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Representative Clients Worldwide
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Best Total SolutionTM Is Drawn from CSCs
Complete Offerings Portfolio
Consulting

• Business and IT strategy
• Industry consulting
• Competitiveness strategy

• Business process integration and management
• Information assurance
• Organization and culture

• IT planning and architecture
• Enterprise application integration
• Client relationship management
• Supply chain management

• Procurement
• Systems development
• Creative services
• Human dynamics

Systems Integration
IT Outsourcing

• Applications and legacy systems management
• Web and application hosting
• Technology planning, migration, and
  transformation

• Desktop and distributed computing
• Network services
• Data center operations
• Help Desk

Products

• Banking and financial transaction management
• Card processing systems
• Customer care management
• Insurance and reinsurance administration
• Profitability analysis
• Risk management
• Broker, agent, and intermediary management

• Healthcare plan administration
• Membership management
• Web self-help
• Billing/capitation management
• Case management
• Clinical operations and practice management
• Supply chain management

• Insurance underwriting, benefits, and claims
  administration
• Billing, remittance, and customer care
• General accounting and reporting
• Healthcare payor and provider management

• Human resources and payroll
• Pension plan administration
• Procurement

Business Process Outsourcing
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World Sourcing ModelApplications and BPO
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CSCs Centers of Excellence
Explore and test state-of-the-art solutions with
minimum investment and maximum innovation and
results
Aerospace Communications and Engineering
Banking
Air Traffic Management
Database
Best Manufacturing Practices
eBusiness
Healthcare Business Process Outsourcing
High-Performance Computing
Life Insurance, Annuities and Pensions
Global Business Continuity Services
CSC e4SM and Business Process Management
Modeling andSimulation
Secure Telecommunications
Systems Performance
Training (includes Multimedia)
Property and Casualty (General) Insurance
Security
Providing the right setting to demonstrate, test,
evaluate, and deliver innovative client solutions
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CSC Ranked 1 Federal Systems Integrator
CSC Ranked 1 Federal Enterprise
ResourcePlanning Provider
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How CSC Segments the BPO Market
Banking
Healthcare
Credit Services
Insurance
Federal
Health claims processing and medical
management Indemnity, HMO/PPO, point-of-service,
self-funded, Medicare, Medicaid, dental,
behavioral health
Loan acquisition, loan servicing, insurance
tracking, debt protection, auto warranty
administration
Administration of new and renewal PC policies
from application through first notice of
loss Full administration of individual life and
annuities
Consumer credit reports and mortgage requests
High Performance Computing Testing Satellite
Operations Facilities and Range Operations Civil
Administration and Security Operations
Industry-Specific
Demand
Supply
Cross-Industry
Enterprise
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MARKETING IS EVERYTHING

• Understand the environment
• Complete a Business Plan
• Establish a Target Market
• Determine if adequate demand exists
• Identify your competition
• Define your Target Customers
• Draft a Marketing Plan
• Conduct regular and thorough marketing research.

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Changing Environment

• No low hanging fruit process can be lengthy
  relationship driven.
• Globalization Small businesses are becoming
  very successful in foreign markets through the
  use of improved logistics and the internet.
• Security Security Clearance requirements are a
  challenge for businesses of all sizes. Embrace
  the requirement, hire employees that have current
  or past clearances to expedite the process.
  Think strategically restructure business,
  segregating areas that will focus on contracts
  that require security clearances.

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Developing/Refreshing Your Business Plan

• A Business Plan provides a framework/vision for a
  company, defining
• Mission Purpose of the company
• Core Competencies areas of expertise
• Resources capital, staffing, real estate,
  equipment, etc.
• Goals and Objectives short term and long term.

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TARGET MARKET

• Define your target market
• Federal Government
• Major Prime Contractors
• Financial Institutions
• Educational Institutions
• OEMs
• Retailers

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Define Target Customers

• After defining your companys target market, it
  is necessary to define your Target Customers
• Federal Government Justice, Treasury, Homeland
  Security Veterans Administration
• Major Prime Contractors Lockheed Martin, CSC,
  EDS, Northrop Grumman, Unisys, SRA, SAIC,
  Raytheon, BAH
• Financial Institutions Bank of America, Sun
  Trust BBT
• Educational Institutions UVA, University of
  Maryland,George Washington University George
  Mason University, VA Tech, Howard University,
  etc
• Hospitals UVA, Mary Washington Hospital,
  Innova,George Washington University Hospital,
  etc.

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Marketing Plan Develop or Refresh

• A Marketing Plan is a road map for achieving
  sales and developing the revenue stream to
  sustain the company and its future growth
• The SWOT Analysis is the backbone of any
  Marketing Plan
• Strengths Discriminators in the market place,
  awards, successful past performance
• Weaknesses Emerging or new business, staffing,
  lack of capital
• Opportunities Development new software or
  cutting edge technology or product
• Threats Poor or lack of past performance,
  limited staffing and capital, etc.

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Target Customer - Focus

• Perform extensive marketing research on your
  target customers, i.e., website, trade journals,
  etc.
• Prepare a comprehensive presentation that
  addresses how your company can bring value to the
  customer
• Include your companys scorecard, i.e.. past
  performance, trend analysis, success stories.
• Participate in the same functions in which your
  target customer will also attend.
• Request a meeting to make your presentation be
  persistent but not a pest

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Be Knowledgeable

• Conduct market research
• Review Fed Biz Ops and trade journals to
  determine upcoming opportunities
• Visit potential partners websites to determine if
  a fit exists
• Attend Bidders Conferences to meet Prime
  Contractor/Govt representatives and identify
  small business teaming partners
• Understand how the acquisition process works.
• Contact the companys Supplier Diversity Office
  for information.

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Core Competencies

• Identify your companys five core competencies.
  Do they bring value to the target
  company/market??????
• Focus is critical. It is more important to
  provide excellent performance in a few areas
  rather than mediocre performance in several
• Prepare marketing data that reflects your
  strengths
• Professional
• Crisp and succinct
• Electronic and hard copy versions.
• Review marketing materials periodically for
  refreshment.
• Prepare data that can easily be augmented to
  fit your target customers focus.

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Target Customer - CSC

• Select 5 opportunities that CSC is pursuing or is
  
• the incumbent to focus your marketing efforts
• Become familiar with CSCs past and current
  contracts
• Determine what role your company can fill
• Contact the CSC Supplier Diversity Office and
  request the POC for the targeted opportunities.
• Complete the Supplier Profile for all
  subcontractors at
• www.csc.com/supplierdiversity

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Positioning for Success

• Be prepared for opportunities
• Maintain current marketing data for last minute
  presentations
• Establish a line of credit, allowing your company
  to participate in long term business
  opportunities
• Implement current technology
• Embrace strategic partnerships/relationships with
  other small businesses, i.e.. strengthen
  financial standing broadens capability.
• Stay abreast of changes in the marketing and be
  flexible.

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What are CSCs expectations?

• CSC considers diverse partners providing
• Complementary skills
• Solid past performance
• Innovation and excellence
• Financial stability.

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Conduct Market Research

• Review Fed Biz Ops and trade journals to
  determine upcoming opportunities
• Visit CSCs website, www.csc.com to determine if
  a fit exists
• Attend Bidders Conferences to meet CSC
  representatives and identify other small business
  teaming partners
• Understand how the acquisition process works at
  the federal level and internally at CSC
• Perform competitive analysis
• who is bidding?
• Is your company qualified?
• Who is a real threat?
• Is this a price shoot out?
• Can your company compete?

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Follow Up

• Be PROACTIVE. Respond to phone calls, e-mails
  meeting requests.
• Be PUNCTUAL to scheduled meetings.
• Maintain marketing data that reflects your
  strengths
• Professional
• Crisp and succinct
• Electronic and hard copy versions.
• Review marketing materials periodically for
  refreshment.
• Develop data that can be easily augmented to
  focus on target area.

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Database Registration

• Register your company in supplier diversity
  databases. This is FREE marketing for your
  company.
• http//supplier.csc.com
• Register your company in the Contractors Central
  Registration - CCR SBA Website
• www.ccr.gov

Free
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Supplier Diversity Program POCs

• Angela Brock CSC/IRS Prime Program, Lanham, MD
• [phone]
• Diane G. Dempsey CSC Supplier Diversity Program
  Office Chantilly, VA [phone]
• Cheryl Dial Advanced Technology Division, FT.
  Worth, TX [phone]
• Addie Olsen CSC Supplier Diversity Program
  Office Sterling, VA [phone]
• Geraldine Zetterberg DynPort, Frederick, MD
  [phone]

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Inclusion is the key to success!!!!!
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Experience. Results.