• Market Research
• Agency/Vendor Surveys
• Data Base Analysis
• Market Forecast
• Specialized Brochures and Capabilities Briefings
• Proposal Support

MARKET RESEARCH
COLMAR Corporation conducts information systems market research, focusing primarily on the federal acquisition of computers, software, communications and professional services. Through this research, COLMAR assists companies in the often-difficult decision to commit funds.

Many companies wish to develop products and services to meet the current and future needs of their federal customers. However, identification of those needs can sometimes be difficult. For example, in the early to mid 1980s, many companies committed heavy resources to the development and certification of Ada compilers. This was intended to meet the mandated DoD demand. For a variety of reasons, this demand did not materialize, and many firms found themselves with a wasted investment.

AGENCY/VENDOR SURVEYS
To conduct this market research, COLMAR Corporation conducts comprehensive surveys of agency and vendor program managers, and often compares the results.. COLMAR enjoys proven success in securing survey cooperation and realizing broad-based responses. The way in which the surveys are constructed, requiring minimal time from the respondents, accounts for much of the success. The insurance of confidentiality and the promise of information on survey results also play a role.

COLMAR uses the surveys to take the pulse of the market, to determine what agency and vendor personnel are really thinking. COLMAR combines a careful synthesis and then subsequent analysis of the information collected with a full review of available secondary research (as described below) to develop a thorough market depiction.

DATA BASE ANALYSIS
To supplement its primary research efforts, COLMAR performs a wide range of secondary research in areas involving the federal market. These include government studies, government budgets, long range IRM plans, professional journals, and vender promotional material. COLMAR also uses both paid and free on-line databases in the collection of information. When collated with the primary research this secondary research often points the way to a need for further primary research, to clarify issues and discern real trends.

COLMAR's secondary research enables clients to understand the meaning behind the findings and apply the findings to their own internal decisions. It identifies practical examples among the agencies, providing clients with specific and usable market data. Together, the primary and secondary research result in comprehensive, understandable, and immediately usable information.

MARKET FORECASTS
COLMAR Corporation develops and provides federal market forecasts to assist clients in their market planning and resource allocation. Forecasts cover a wide range of client needs:

• Overall,
• By year or other period,
• By market segment (such as hardware, software, systems integration, professional
• By agency, including both department and subordinate agency, and
• By technology or application, such as GIS, image processing, CASE, CALS, AND EDI.

Each year COLMAR Corporation develops a new proprietary model of the federal information systems market, based on available primary and secondary research. COLMAR then uses this model to develop specific forecasts in response to client needs, as described above. The model is also continually refined and revised throughout the year, in response to changing market conditions, Any forecast represents a snapshot view of the market, based on information available at the moment. The forecast is only as good as the data backing it up. Since the federal market is usually quite volatile, the model requires constant adjustment.

SPECIALIZED BROCHURES AND CAPABILITIES BRIEFINGS
To supplement and build on its market research support, COLMAR Corporation develops specific sales and marketing brochures to fill specific client needs.. Rather than being aimed at the general customer, these brochures focus on specific company capabilities that provide a good fit to the intended audience. This audience may be certain agencies or groups of agencies, or it may include specific types of program managers within agencies. The audience may also consist of other vendors or groups of vendors, with whom the client wishes to form a strategic alliance.

COLMAR uses market research to identify critical issues of the intended audience, and then incorporates these issues into the presentation material. COLMAR even prepares general briefings, but then adds specific (and often unique) exhibits aimed at the particular audience of the day. This enables the client to tailor the briefing, resulting in greater audience impact.

PROPOSAL SUPPORT
COLMAR Corporation also provides proposal support, including

• Red Team Review,
• Proposal Development, and
• RFP Analysis.

True to its market research focus, COLMAR's support goes far beyond insuring proposal responsiveness and scoring predictions. COLMAR uses market research to identify agency biases or hot buttons that are not adequately reflected in the official solicitations.

COLMAR attempts to identify hidden agendas that may affect the evaluation and the ultimate outcome. For example, depending on a source selection official's interests and background, it may be appropriate to focus an executive summary on functional issues, technology issues, or financial issues. In a close evaluation, the appropriate focus may give a bidder the winning edge.

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