Target with Intent: How to Identify and Pursue Your Ideal Government Customer By: Dr. Zamora Crawford Olin, DBA, MBA

Dr. Zamora Crawford Olin is the CEO of Crawford Olin, LLC, and Founder of the GovCon Growth Lab. An expert in federal acquisitions and small business development, she helps entrepreneurs navigate and succeed in government contracting. Learn more at crawfordolin.com and connect with the GovCon Growth Lab community.

In government contracting (GovCon), opportunity is everywhere! For small business owners, especially those new to the federal marketplace, it’s tempting to cast a wide net and pursue every solicitation that even loosely aligns with your capabilities. But here’s the truth: trying to serve everyone often results in serving no one well. Success in the government space isn’t about bidding more; it’s about bidding smarter. The most effective small businesses don’t win by luck; they win by choosing their customers with care, learning everything they can about those agencies, and tailoring their approach for maximum impact.

This article will show you how to create a focused business development (BD) strategy. You’ll learn how to identify the right agencies for your business, why deepening your understanding of an agency’s mission and stakeholders is incredibly powerful, and how to assess whether you're ready to support them, or if you should consider teaming with other small businesses to get there.

Narrowing Your Focus 

Each federal agency has its own ecosystem, which is complete with its own mission, leadership structure, and procurement culture. No two operate the same. That’s why casting a wide net across dozens of agencies often leads to missed opportunities, misaligned proposals, and exhaustion. Zeroing in on one to three target agencies allows you to narrow your focus, create a BD strategy that aligns with the agency you are targeting, and build relationships with stakeholders that is rooted in trust, insight, and long-term value.

When you invest time in truly understanding a specific agency, you begin to understand: 

• The agency’s mission and how your solution supports it
• Its current pain points and priorities
• Who are the key stakeholders, from contracting officers to program managers
• What kinds of services or products do they consistently procure•
• Which companies are winning contracts now, and where the gaps in agency support?

When you're targeting everyone, it's hard to become memorable. But when you're targeting one agency intentionally, you become a known and trusted presence in the agency.

How to Identify Your Target Agencies 

Start by asking yourself a few strategic questions:

• Which federal agencies have missions that align with what we do best?

• Are there agencies currently awarding contracts in my NAICS codes or   PSCs?

• Where have we seen WOSB set-asides or small business-friendly

  procurement behaviors?
• What agencies are located nearby, or do they have field offices in regions

  where we operate? 

Tools like SAM.gov, USASpending.gov, and FPDS.gov can help you see where the dollars are flowing, who’s getting the awards, and what type of work is being done. And don’t overlook attending agency-specific industry days, listening sessions, or webinars. These events are a goldmine for insight into agency plans and future procurement needs…not to mention the connections you can make!

Understand the Key Players in Your Target Agency 

Once you've narrowed your focus on which agency you are going to target, it’s time to get to know the people who play an active role in the procurement process.

This includes:

• Contracting Officers (KOs): They manage the procurement process

• Program Managers (PMs): They often influence technical requirements

 and evaluate capabilities.

• Small Business Specialists: Their job is to help small businesses navigate

  the agency's procurement world.

Start by following key agency stakeholders on LinkedIn, and look for opportunities to engage with them at industry days, matchmaking events, or agency-hosted webinars. When appropriate, request a capability briefing to introduce your company and better understand their needs. Read their public statements, interviews, and procurement forecasts to stay aligned with their procurement priorities. 

The more you understand the people behind the titles — their challenges, goals, and vision for the agency — the more authentic and impactful your outreach becomes.

Know Who’s Winning — and Why That Matters

Look at who's already winning contracts with your target agency gives you a window into:

• The competition (and possible teaming opportunities)
• The pricing and proposal strategies that may be working
• Potential gaps in service or unmet needs you can fill

If you notice that a particular company consistently wins contracts in your space, don’t be discouraged; be curious. Study their approach. Do they offer a highly specialized niche service? Are they frequently teaming with other firms to strengthen their proposals? Are they leveraging socio-economic certifications like WOSB, 8(a), or SDVOSB to compete in set-aside markets?

Understanding what makes them successful can offer valuable insights into the competitive landscape. It also helps you refine your own positioning, identify potential teaming opportunities, and develop strategies that are both realistic and competitive.

Evaluate Your Capacity Honestly 

Now, this is an important step that is often ignored by small businesses! Before you pursue any agency aggressively, take a hard look at your internal capacity.

Ask yourself:

• Can we deliver on the scope, timeline, and complexity of the work this agency needs? 
•  Do we have the past performance to compete?
•  Is our team experienced and resourced appropriately?
•  Can we manage the reporting, compliance, and invoicing   requirements?

If you realize you're not quite ready to meet all the requirements on your own, that doesn’t mean the agency you are targeting is out of reach; it simply means you may need the right teaming partners to get there. Collaborating with other WOSBs or complementary small businesses can help you bridge capability gaps, scale your capacity, and submit more competitive proposals. It also gives you the opportunity to gain valuable past performance and build credibility within your target agency.

The Power of Strategic Focus 

Many small businesses think that if they target one or two agencies, they are going to miss out on some “golden” procurement opportunity. But this couldn’t be farther from the truth. Targeting a specific agency doesn’t limit your business; it increases your chances of success!

When you become a known entity to a single agency, you:

• Build trust faster

• Waste less time on mismatched opportunities 

• Develop deeper insight into that agency’s future needs 

• Position yourself for prime contract awards, not just sub work 

• Start creating long-term, sustainable business growth 

GovCon isn't just about what you do; it’s about who you choose to serve. And when you choose with intention, everything comes together as it should.

My Final Thoughts

You can’t be everything to everybody! So, if you’re serious about succeeding in GovCon, don’t try to serve every agency. Start by getting to know just one. Learn what drives their mission, what challenges they’re trying to solve, where they need to innovate, and who the key decision-makers are. Then, assess whether your business is positioned to meet their needs or if partnering with others can help you deliver greater value.

In a space as competitive and complex as GovCon, clarity isn’t just helpful, it’s essential to your success. When you narrow your focus, you deepen your knowledge, strengthen your relationships, and begin to position your business where it can make the greatest impact.

About the Author 

Dr. Zamora Crawford Olin is the CEO of Crawford Olin, LLC, and the Founder of the GovCon Growth Lab. A recognized expert in federal acquisitions and small business development, Dr. Crawford Olin has guided and trained hundreds of small business owners on how to launch, grow, and scale successful government contracting ventures. Her mission is to demystify the complexities of the GovCon space and to empower underserved entrepreneurs with the knowledge, tools, and strategies they need to compete and win in the federal marketplace.

Instagram: I_am_Dr_Z

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