Federal contracting is a $39 billion annual market, and securing a share requires more than holding a GSA Schedule contract. To succeed, you need to understand your competitors – how they price services, build agency relationships, and meet federal requirements.

Key Takeaways:

• Why It Matters: Competitor analysis helps identify market gaps, pricing trends, and agency preferences.
• Small Business Focus: Smaller firms can use this to compete with larger contractors by finding underserved niches.
• Tools to Use: GSA eLibrary, CALC+, USASpending.gov, and FPDS offer data on contracts, pricing, and agency spending.
• Steps to Follow:
  1. Set clear goals for your research (pricing, market entry, or service improvement).
  2. Focus on relevant SINs (Special Item Numbers) and geographic areas.
  3. Build competitor profiles with details on pricing, services, and agency relationships.
  4. Use findings to refine pricing, improve services, and target the right agencies.

Quick Tip:

Review recent contract awards and agency spending trends to spot opportunities. Smaller businesses can gain traction by addressing gaps left by larger contractors.

Let’s dive into the details of how to conduct a successful GSA competitor analysis.

Crush your GSA Competition (Products)

Step 1: Set Your Analysis Goals

Before diving into competitor research, it’s crucial to define your objectives. This helps ensure your efforts are focused and aligned with your ultimate goal: winning federal contracts. Clarity at this stage will guide your analysis and save you from wasting time on irrelevant data.

At the heart of any effective GSA competitor analysis are two essential questions: Is there demand for my products or services? Can my business compete with others offering similar solutions? These questions should serve as your compass throughout the process.

Define Your Purpose

Your purpose shapes the kind of data you’ll collect and how you’ll use it. Generally, your goals will fall into one of three categories: pricing decisions, market entry planning, or service improvement.

• Pricing decisions: If you’re unsure how to price your services competitively, focus on analyzing labor rates, hourly billing structures, and contract award amounts.
• Market entry planning: If you’re entering a new market, look at market saturation, underserved niches, and barriers to entry. This involves analyzing the number of contractors in your target Special Item Numbers (SINs), their locations, and any service gaps your business could fill.
• Service improvement: To enhance your offerings, examine what makes competitors successful. Study their service portfolios, performance ratings, and client relationships to identify areas for improvement.

Be specific about the insights you need. For instance, you might ask, Are my IT consulting rates competitive for SIN 54151S in the Washington D.C. area? Or, Which agencies are buying cybersecurity services but lack adequate contractor options?

Choose Your GSA Schedules and SINs

The GSA Schedule system includes 12 Large Categories and 315 SINs, so narrowing your focus is key. Instead of trying to analyze everything, concentrate on the categories that align with your expertise.

• Start with your strengths: If you’re an IT services provider, focus on the Information Technology schedule rather than unrelated categories like Office Furniture.
• Research demand: Use tools like GSA eLibrary to identify high-demand SINs with significant procurement volumes. Some SINs see millions of dollars in annual spending, while others may have minimal activity.
• Evaluate competition: Analyze SINs with varying levels of contractor presence. A SIN with hundreds of contractors might indicate fierce competition, while one with fewer contractors could signal an underserved market – or limited demand.
• Think long-term: If you plan to expand into new sectors, include those SINs in your analysis. This forward-looking approach helps you prepare for future opportunities.

Understanding the relationship between SINs and NAICS codes is also important. These classification systems are closely tied, and knowing both helps you map out competitors and market segments effectively.

Set Your Analysis Scope

Once you’ve chosen your SINs, it’s time to define the scope of your analysis. This step ensures you’re gathering the right data without being overwhelmed.

• Geographic focus: Federal contracts can be nationwide or region-specific. Tailor your analysis to the areas most relevant to your business.
• Competitor selection: Include both direct competitors (offering the same services under the same SINs) and indirect competitors (serving the same agencies with complementary services). Alicia Lloyd, Content Strategist at Kayo Digital, explains:
  

  "The purpose of a competitor analysis is to understand your competitors’ strengths and weaknesses in comparison to your own and to find a gap in the market."

• Prioritize data points: Depending on your goal, focus on specific metrics. For pricing, look at contract values and labor rates. For market entry, emphasize contractor counts and service gaps. For service improvement, review performance ratings and client retention patterns.
• Time frame: Recent contract awards (from the last 12–24 months) provide the most relevant insights. However, analyzing longer-term trends can reveal how the market is evolving and where it’s headed.

To get a comprehensive view of the competition, analyze sales data by contractor and validate your findings using multiple sources. Tools like GSA eLibrary, GSA Advantage, and FPDS offer valuable information on contracts, current offerings, and recent awards. Cross-referencing these sources ensures you don’t miss critical details.

Step 2: Gather Competitor Information

Once you’ve nailed down your analysis goals, it’s time to dive into the data that will shape your strategy. The GSA system offers a treasure trove of tools and databases packed with details about your competitors – their contracts, pricing strategies, and performance records.

As GSA puts it:

"The first step is knowing all the resources available to you and how to use them to your advantage."

By taking a structured approach to collecting and analyzing this data, you’ll gain the insights you need to make informed, strategic decisions.

Tap Into GSA Data Sources

The GSA ecosystem is rich with resources designed for competitive intelligence. Knowing which tools to use and when will make your research process more efficient and effective.

• GSA eLibrary is a great starting point. It helps you identify competitors by SINs (Special Item Numbers), review socio-economic indicators, and access their GSA Advantage! catalogs and pricelists.
• CALC+ Quick Rate tools offer powerful pricing insights. These include:
  • Quick Rate for Hourly Labor Ceiling Prices: Displays fully burdened, not-to-exceed rates.
  • Quick Rate for Prices Paid: Shows actual pricing from contractor invoices.
  • Quick Rate BLS: Provides unburdened wage rates from the Bureau of Labor Statistics.

CALC+ data is up to three years old, so GSA advises:

"exercise independent business judgment and use additional analysis techniques to determine fair and reasonable pricing".

• FAS Schedule Sales Query Plus (SSQ+) reveals sales data by SIN, category, and contractor. It’s a great tool for spotting market trends and identifying top players.
• SAM.gov and USASpending.gov are your go-to platforms for exploring agency spending, contract awards, and competitor registrations.
• The Federal Procurement Data System (FPDS) lets you dig into task orders awarded to competitors, helping you spot agencies with strong existing relationships.

For more focused research, tools like GSA eBuy and the Discovery market research tool can help you explore specific contract holders and categories, such as OASIS+ or Building Maintenance and Operations (BMO) contracts.

Build Competitor Profiles

Once you’ve gathered your data, the next step is to turn it into actionable competitor profiles. These profiles will help you understand not just who your competitors are, but how they operate and where they excel.

Start with basic company details: size, socio-economic status (e.g., woman-owned, veteran-owned, or HUBZone-certified), years on the GSA Schedule, and geographic reach. Use tools like GSA eLibrary and SAM.gov for this foundational information.

Dive deeper with a contract portfolio analysis. Document the SINs they hold, their contract modification history, and the services they provide. Look for recent changes to their GSA Schedule – it could signal new capabilities or strategic shifts.

Next, focus on their pricing strategy. Use CALC+ to analyze labor categories and rates, comparing averages and specific examples to uncover their approach. GSA explains:

"Schedule prices represent not-to-exceed ceiling prices established with a range of order sizes, types, complexities, taken into consideration. This provides the contractor the opportunity to discount prices at the order level or the Ordering Contracting Officer (OCO) to seek price reductions."

Understanding how competitors price their offerings can shed light on their overall strategy.

Examine agency relationships and performance history. Using FPDS, identify which agencies award contracts to your competitors and look for patterns in repeat business or modifications – signs of strong partnerships.

Assess their marketing and positioning. Review GSA Advantage! catalogs, product descriptions, and value propositions. This can give you a sense of how they differentiate themselves in the market and present their capabilities.

Finally, track performance indicators like contract compliance, past performance ratings, and renewal patterns. While some data might not be public, frequent contract renewals and modifications can hint at performance quality.

For additional insights, tools like Market Research as a Service (MRAS) and the Forecast of Contracting Opportunities can help identify where competitors might be targeting future opportunities.

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Step 3: Review Competitor Services and Results

Now that you’ve gathered your competitor data, it’s time to dig deeper and extract meaningful insights. This step involves analyzing trends in pricing, agency relationships, and competitive positioning to refine your own strategy.

Compare Services and Prices

Understanding how competitors price their services and what sets their offerings apart is key to crafting a winning approach. The GSA system, for instance, sets specific guidelines that shape pricing strategies for contractors. These guidelines require vendors to keep their rates competitive with commercial terms, which they must justify through documents like Commercial Sales Practices (CSP). This creates both challenges and opportunities for differentiation.

To benchmark pricing, tools like CALC+ can help you compare labor categories and rate structures. One important distinction to note is that GSA pricing is fixed within contract ceilings, unlike the more variable pricing seen in commercial markets. This fixed framework allows for strategic pricing techniques such as offering volume discounts, prompt payment discounts, or tiered pricing structures.

Here’s a key takeaway: GSA Schedule contracts typically save agencies 15–25% compared to open-market procurements. By analyzing how competitors achieve these savings – whether through operational efficiencies or specialized expertise – you can uncover valuable strategies to refine your own pricing model. Additionally, reviewing competitors’ Most Favored Customer (MFC) terms and discount structures can offer further insight into effective pricing tactics.

But pricing is just one piece of the puzzle. To truly understand your competitors, take a closer look at their relationships with agencies.

Check Contract Awards and Agency Connections

Competitors’ recent contract awards can reveal a lot about market dynamics and agency preferences. By analyzing this data, you can identify which contractors are securing the most business and which agencies they’re partnering with. This information can help pinpoint market trends and even potential partnership opportunities.

For example, in February 2025, GSA highlighted the 10 highest-paid consulting firms, which are collectively set to earn over $65 billion in fees in 2025 and beyond. GSA’s acting administrator Stephen Ehikian commented:

"Based on available procurement data, we have identified the 10 highest paid consulting firms listed below are set to receive over $65 billion in fees in 2025 and future years. This needs to, and must, change".

This shift presents a clear opportunity for smaller businesses, as agencies aim to reduce reliance on major players like Accenture Federal Services, Booz Allen Hamilton, and Deloitte Consulting.

Geographic trends also play a role. States like Virginia, Texas, California, and Maryland accounted for the highest federal contract awards by dollar value in fiscal year 2023, with Virginia leading for three consecutive years. In FY23 alone, nearly $760 billion in federal contracts were awarded, underscoring the importance of targeting high-activity regions.

Another avenue to explore is competitors’ positions on major contract vehicles. For instance, the OASIS+ program – recognized as best-in-class by the Office of Management and Budget – awarded over $26 billion to small businesses in FY23. As GSA’s Tom Howder noted:

"We’re focused on increasing small business participation in government contracting and OASIS+ is helping to make this goal a reality".

Review Compliance and Advantages

Finally, take a closer look at how compliance and specialized capabilities give competitors an edge. Compliance isn’t just a requirement – it can be a way to stand out. Certifications like woman-owned, veteran-owned, or HUBZone-qualified can give small businesses a leg up in securing contract awards. Similarly, strong cybersecurity measures are becoming non-negotiable, as agencies demand robust protections across the supply chain.

Beyond compliance, innovation in service delivery is another way competitors are setting themselves apart. Some firms are using technology to enhance their services or offering strategic insights that go beyond basic requirements. Others focus on niche areas, allowing them to showcase deep expertise and justify higher rates.

Successful competitors also streamline their operations by standardizing market research, bid decisions, and pipeline development. Regularly reviewing their capabilities and investing in staff training ensures they maintain high compliance standards and stay competitive.

Step 4: Create Your Action Plan

Now that you’ve gathered data and analyzed your competitors, it’s time to turn those insights into a practical strategy. The GSA market is evolving rapidly, so acting swiftly and decisively on your findings is critical.

Document Key Results

Start by compiling a detailed report that highlights the most important takeaways from your research. This report should focus on competitor strengths, market gaps, and new opportunities you’ve identified.

Ask yourself: Is there a demand for your products or services? Can you effectively stand out against competitors? These questions will help you prioritize your findings and shape your approach.

Pay close attention to spending patterns and agency behaviors in your analysis. For example, GSA Advantage sales in Q1 2025 dropped by 21% compared to 2024 and were 26% lower than the 2020–2023 average. However, the Department of Veterans Affairs is bucking the trend with a noticeable increase in spending during the same period.

Additionally, consider the implications of GSA’s ongoing transformation efforts. Federal Acquisition Service Commissioner Josh Gruenbaum has emphasized the importance of fiscal responsibility:

"FAS takes seriously its responsibility to the American taxpayer, and rightsizing the MAS Program is a significant opportunity for us to prioritize value and fiscal responsibility in contracting".

These changes have already resulted in the termination of over 2,800 consulting contracts, representing $23.2 billion in ceiling value and $10 billion in savings. This creates both challenges and opportunities as the competitive landscape shifts.

Create Comparison Charts

Take your findings and translate them into visuals that clearly show how you and your competitors stack up. Comparison charts are a great way to identify strengths, weaknesses, opportunities, and threats while providing your team with a quick reference tool.

A competitor comparison table can help you organize key information, such as pricing, agency relationships, and compliance certifications. Here’s a sample framework:

Use different chart types to visualize specific insights. Bar charts can compare contract values or market share, line charts are great for tracking spending trends, and pie charts can break down market share distribution.

As Logan Mallory, Vice President of Marketing at Motivosity, puts it:

"Your key performance indicators (KPIs) will serve as the critical metrics for measuring your performance and that of your competitors. Are you ahead of the curve, or are you falling behind? These KPIs will reveal where you stand and what you must do to excel".

Build Your Strategy Plan

With your competitive landscape mapped out, it’s time to develop targeted strategies to strengthen your market position. Use your findings to refine pricing, enhance services, and focus your outreach efforts on the right agencies.

Pricing Adjustments: Compare your pricing to market benchmarks and ensure it’s competitive. GSA Schedule spending exceeds $45 billion annually, so pricing is a critical factor. However, don’t rely on price alone – highlight features that add value, such as superior quality or faster delivery.

Service Improvements: Look for gaps in the market that your competitors aren’t addressing. Focus on areas where government demand is strong. GSA is prioritizing products and services with proven demand, as Commissioner Gruenbaum noted:

"By refocusing the program on the items and services the government is actually buying, we can help our industry partners maximize their time and efforts while providing the best pricing possible for these mission-critical needs".

Targeted Agency Outreach: Federal sales often depend on relationships, so your GSA Schedule should complement your existing connections rather than replace them. Use your competitor analysis to identify agencies where you’re most likely to succeed. Prioritize agencies with increasing spending trends, and research program managers, contracting officers, and end users in relevant bureaus. Tools like SAM.gov’s Ad Hoc Reports can help you pinpoint which agencies are buying what you offer and uncover emerging trends.

Remember, someone who has already bought from you is twelve times more likely to buy again than a new prospect. Strengthen relationships with existing contacts and seek out new connections at industry events and conferences.

Stay Compliant and Adaptable: Ensure your MAS compliance is up to date and actively manage your Order Management and Scorecard performance. Keep an eye on shifting spending patterns and agency priorities, as adaptability is key in the current environment.

If you’re facing capacity challenges for larger contracts, consider forming Contractor Team Arrangements (CTAs). These partnerships can help you compete for opportunities that might otherwise be out of reach.

Finally, prepare for ongoing market fluctuations. Be ready to navigate potential spending cuts and contract terminations while positioning your business to benefit from the government’s increasing focus on consolidation and commercial technology adoption.

Conclusion: Using Competitor Data for Federal Contract Success

Conducting a detailed GSA competitor analysis isn’t just a one-time task – it’s your ongoing roadmap to thriving in the federal marketplace. The insights you’ve gathered through this process can guide smarter decisions, help you sidestep costly errors, and position your business for steady growth.

The federal contracting space is highly competitive, with hundreds of vendors often offering similar products or services under the same Special Item Numbers (SINs). Without a clear picture of your competitors, your strategy risks being unfocused and ineffective.

By diving into competitor data, you uncover key market trends that directly influence your success. These insights allow you to identify market gaps, fine-tune pricing strategies, and emphasize what sets your business apart. With this knowledge, you can create more precise bids, target high-value opportunities, and avoid missteps. This focused approach not only boosts your win rates but also ensures sustainable growth in the federal marketplace.

The tools you’ve used – like GSA eLibrary, FPDS, and CALC – deliver more than just raw numbers. They provide actionable insights that can reshape your federal contracting strategy. Knowing which vendors are securing contracts and understanding the reasons behind their success helps you adapt quickly to market shifts. This intelligence becomes the cornerstone of a strategy that evolves with the market.

That said, interpreting complex contract data and navigating GSA compliance can be daunting, especially for small businesses. Challenges like data overload, unclear contract terms, and limited analytics capabilities can slow progress. Expert guidance can make a significant difference in overcoming these hurdles.

GSA Focus offers small businesses the support they need to not only secure GSA Schedule Contracts but also use competitive intelligence to their advantage. Their services include document preparation, compliance checks, and negotiation assistance, all designed to turn analysis into actionable strategies. With a 98% success rate, they help businesses tackle the complexities of federal contracting while staying focused on their core operations.

The competitor analysis you’ve conducted serves as a solid foundation for federal contracting success. Regularly revisiting competitor profiles and contract performance will help you uncover strengths, weaknesses, and new opportunities. By staying informed about your competitive environment, you’ll build stronger relationships with agencies and unlock more federal opportunities.

FAQs

What tools and resources can help with GSA competitor analysis, and how should they be used effectively?

To carry out a GSA competitor analysis, you’ll need to tap into tools like GSA eLibrary, GSA Advantage!, Price Reporter, and market research platforms such as SSQ+ and IGCE. These resources are essential for uncovering details about competitors’ contracts, pricing strategies, and overall market presence.

Here’s how to make the most of them: start by running keyword searches tailored to your needs. Narrow down the results by filtering for Special Item Numbers (SINs) or specific geographic locations. Once you’ve refined your search, export the data for a more in-depth review. Pair this information with a SWOT analysis to pinpoint market opportunities and gaps that you can capitalize on. By combining these insights, you’ll gain a clear view of the competitive landscape, helping you make informed decisions for strategic planning.

How can small businesses use competitor analysis to find and address gaps in the federal contracting market?

Small businesses can gain an edge in the federal contracting market by diving into competitor analysis. By examining what competitors offer – like their services, pricing strategies, and target audiences – businesses can spot unmet needs or underserved areas. These gaps present opportunities to position themselves as the go-to solution.

When businesses understand market trends and what makes competitors strong, they can create proposals that are not only tailored but also distinct. This approach helps them stand out and boosts their chances of securing contracts. Competitor analysis isn’t just about gathering data; it’s about turning those insights into actionable steps that pave the way for success in the federal marketplace.

What key factors should be included in a competitor analysis to strengthen a federal contracting strategy?

When examining your competitors, pay attention to key factors like how often they win awards, their historical pricing trends, their partnerships with agencies, how they use contract vehicles, and their performance metrics. These details can offer crucial insights to help you refine your bidding approach, spot overlooked opportunities, and craft more competitive pricing strategies.

By identifying where competitors succeed or struggle, you can better position your business, strengthen your proposals, and improve your likelihood of securing federal contracts.

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