Producing Pitch Videos for the P1 Solutions Marketplace
The software acquisition process at the Department of Defense (DoD) isn’t known for moving quickly, but in recent years, two marketplaces have launched that are designed to foster innovation and fast-track the integration of cutting-edge technologies. The Platform One (P1) Solutions Marketplace is a de-centralized, web-based digital hub for DevSecOps solutions. The Tradewinds Solutions Marketplace works in a similar way but is focused on the AI/ML, digital, and data analytics needs of the DoD. Since my experience only extends to the P1 Marketplace at this point, I’m going to limit myself to talking about that platform.
The P1 Marketplace allows developers to pitch their solutions to potential DoD buyers using five-minute long videos. A panel of subject matter experts decide whether solutions meet certain criteria and if they do, they’re added to a marketplace that can be browsed by decision makers and acquisition professionals within the government much like any other storefront. U.S.-based companies, large and small businesses, universities, non-profit companies and individuals are all invited to participate. Even some foreign entities may be able to use the platform. The goal is to provide rapid acquisition pathways for great solutions, even if those solutions are coming from organizations or individuals that don’t have a lot of government contracting experience. You can learn a lot more about the P1 Marketplace on the website and on Sam.gov.
I recently had the opportunity to produce videos for the P1 Marketplace. Since these pitch videos are not viewable publicly (they may contain proprietary knowledge), I can’t share examples of what they look like, but I can provide some lessons learned from the production process. If you’re in an organization looking to build a presence in this marketplace, I hope you’ll find these tips helpful.
Time Your Script
Videos must be five minutes long or less. If a video is even one second over the time limit, it won’t be evaluated at all. I recommend having the person who’ll deliver the script on camera read it out loud with a timer running. This will also help the presenter identify rough spots that can be improved for readability. Long sentences that are fine to read on paper often need to be broken up in order to be read aloud comfortably. Plus, the more familiar your talent can become with the script, the more confidently they’ll be able to present it on camera.?
Keep it Simple
The government is transparent about the criteria used to evaluate each video submission. They essentially provide an outline of what they’re looking for from these videos, so we structure each video according to that outline. With an informational video like this, our goal is to make the reviewer’s job as easy as possible. While these videos aren’t scored for production quality, they are scored on pitch quality, so making your presentation easy to follow and persuasive is the goal.
Economies of Scale
P1 Marketplace videos don’t provide broad overviews of what a company, an organization or a developer can do. They simply present a single solution in five minutes. If an organization has multiple solutions that might work for government buyers, they'll need to submit multiple videos. If you’re looking to hire a production company to create these videos for you, filming multiple videos in a single day is a great way to find some economies of scale. Most videographers work on a day rate, which means that you have them for the day whether you record one video or four videos, so it makes sense to record a few videos at a time if possible. Even if you are relying on an internal team to film these videos for you, filming multiple videos in a day will still save them some time.
Treat This as an Opportunity to Introduce Your Brand
While videos created for the P1 Marketplace aren’t judged on production value, this is still at its heart a sales opportunity. You’re putting your brand in front of an audience of qualified buyers, so it behooves you to make sure each video reflects your brand. In the videos I’ve produced, we’ve made sure the lighting in the background behind our presenter is reflective of the company’s brand colors. We’ve used a teleprompter (in some cases a full prompter with an operator, in some an iPad prompter) so that the delivery is smooth and the presenter keeps their eyes on the camera. We shoot from two angles so that we can keep things visually interesting and edit between takes when needed, and we reinforce the company’s branding in our graphics package. ?
The P1 Marketplace gives organizations of all shapes and sizes the opportunity to put their solutions in front of the DoD. Producing well-branded, easy-to-follow pitch videos can help build brand awareness. You never know when someone who saw your video on the P1 Marketplace might chat you up at a trade show or a conference and be interested in the solutions your organization can provide. For a quote or to learn more about producing videos for the P1 Marketplace, please reach out to me!
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Sue O’Hora is a writer, producer and director with over 20 years of experience. She founded Rising Night Productions to streamline the video production process for busy communications professionals. She brings her extensive network of video experts and her skills in production, project management and digital marketing to each project. Her goal is to make video projects easier for organizations of all sizes.