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Market Research 101

By JC Watkins, KY APEX Accelerator Procurement Consultant


This article was originally published in our monthly KY APEX Accelerator Newsletter. If you have any questions about this topic, your KY APEX Accelerator consultant is here to help! Not a client? Sign up here.

Entering the realm of government contracting can be a lucrative endeavor for firms, but it requires careful and thorough market research to navigate the complexities and maximize opportunities. This primary guide outlines the key steps involved in conducting initial market research for firms aspiring to become government contractors.

Understand the Government Procurement Landscape

Before delving into market research, gaining a solid understanding of the government procurement process is essential. This includes familiarizing oneself with key regulations, such as the Federal Acquisition Regulation (FAR) and System for Award Management ( registration. It also entails understanding the different types of contracts, procurement methods and contract vehicles used by government agencies. Before planning to sell anything, gaining a basic understanding of this landscape is an often-overlooked step. Your KY APEX Accelerator procurement consultant can review this information with you, but it is much easier if you start here from the outset.

Identify Target Agencies and Markets

Government contracting spans various agencies and industries, each with its own unique needs and procurement practices. Firms should identify the agencies or departments that align with their expertise, products or services. This involves researching agencies' missions, spending priorities, past procurement history and upcoming project forecasts. Your KY APEX Accelerator consultant can offer support through this process.

Assess Market Demand and Opportunities

Analyzing market demand is crucial for identifying potential opportunities and gauging the size and scope of the market. Firms can leverage market research tools, such as government procurement databases like the Federal Procurement Data System (FPDS), System for Award Management ( and USA Spending (, to track contract awards, spending trends and competitor activities. Additionally, conducting industry surveys, analyzing market reports and attending procurement-related events like Vendor Open Houses are all activities that provide valuable insights into market dynamics and emerging opportunities.

Evaluate Competitive Landscape

Understanding the competitive landscape is essential for firms to differentiate themselves and develop effective strategies for winning government contracts. This involves researching existing contractors, their capabilities, their past performance and their contract win rates. By identifying key competitors' strengths and weaknesses, firms can position themselves strategically and tailor their offerings to meet the government's needs more effectively.

Assess Regulatory and Compliance Requirements

Government contracting is subject to a myriad of regulations and compliance standards that firms must adhere to. It is crucial to assess eligibility requirements, such as small business certifications or socioeconomic designations, and ensure compliance with labor, security and quality standards. Firms should also stay abreast of any regulatory changes or updates that may impact their ability to secure government contracts. CMMC 2.0, a set of cybersecurity requirements for contractors working with the Department of Defense, is one of the items in this area that may consume a firm’s time and resources. Your KY APEX Accelerator consultant will be able to assist your firm in navigating these requirements, but this will be an area where the firm should plan to invest time and energy.

Conduct Customer Research and Engagement

Engaging with potential government customers is essential for understanding their needs, preferences and pain points. Firms can participate in industry forums or attend procurement outreach events to gather firsthand insights into government agencies' procurement priorities, decision-making processes and contracting requirements.

Build Partnerships and Collaborations

Partnering with other firms, subcontractors or industry associations can enhance firms' competitiveness and expand their market reach. Collaborating with established contractors or leveraging strategic alliances can strengthen firms' capabilities, mitigate risks and increase their chances of winning government contracts.

In conclusion, conducting thorough initial market research is crucial for firms seeking to enter the government contracting arena. By understanding the procurement landscape, identifying target agencies, assessing market demand, evaluating competitors, ensuring regulatory compliance, engaging with customers and building strategic partnerships, firms can position themselves effectively and capitalize on the abundant opportunities available in the government contracting marketplace.

For more assistance related to this topic, please contact your KY APEX Accelerator procurement consultant. You can also request assistance from our team by contacting us at or by registering as a client on our website.


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