Phase 01 — Opening
Understanding your federal market opportunity.
Lead with their problem. Don't mention your product until they've agreed the problem is real.
The Opening Frame Say this
"Let me ask you something before I show you anything. When you're trying to find your next federal contract — what does that process actually look like for you right now?"
Wait. Let them talk. Most will say: searching SAM.gov, following up on leads, word of mouth, chasing solicitations they find late. Whatever they say, affirm it and reflect it back.
"That's exactly what I hear from most contractors. And here's the frustrating part — by the time a contract shows up on SAM, the incumbent already has a 3-year head start. You're bidding on information everyone else has. The question is: what are you doing with the data that's already out there before the solicitation even drops?"
The 3 Questions Every Federal Contractor Has
Where is the government actually buying what I sell?
Not where you think they buy it. Which specific agencies, in which states, in what contract sizes — and how often.
How hard is it actually to get in the door?
How many companies are bidding on these contracts? Who's winning repeatedly? Is there an entrenched incumbent you can't dislodge, or is the door open?
Which opportunities are worth my time to pursue?
Not every open lane is a good lane. Where does your size, set-aside status, and capacity put you at an actual advantage?
"What I built answers all three — specifically for your NAICS codes, your state, your contract size range, and your set-aside status. Nobody else is building reports at this level of personalization for small businesses."
The 60-Second Hook If they ask "what do you do?"
"I pull federal contract award data directly from USAspending.gov — that's every contract the government has awarded — and I run it through a scoring model built around your specific business. Your NAICS codes, your state, your contract size, your set-aside status. The output is a report that tells you exactly which agencies are buying what you sell, how many companies are competing for those contracts, and which lanes have the lowest competition for a business like yours. Most of my clients use it to stop guessing and start targeting."
Data from USAspending.gov — the official federal source
Every contract the government has awarded, processed and scored for your specific business profile.
Filtered to your world
Your NAICS codes. Your state. Your contract size range. Your set-aside certifications. Nothing generic.
Ranked by where you can win
Agencies, competition levels, and entry lanes scored by how well they fit your business — not just who spends the most.
Phase 02 — Product Explanation
What it is and what makes it different.
Business-level. No jargon. Connect every feature to a decision they need to make.
What the Report Actually Is Say this
"Think of it like a market map. The federal government publishes every contract they award — agency, dollar amount, vendor, contract type, how many companies bid. I take that raw data, filter it to exactly your world, and score every opportunity based on your business profile. The output is an Excel workbook and a PDF — both designed to be used in meetings, strategy sessions, and BD planning."
Built for your NAICS — not generic
Every number in the report reflects your specific codes. No national averages. No industry-wide benchmarks that don't apply to you.
Scores lanes by competition — not just volume
Most contractors chase the biggest contracts. LaneIQ scores by where you have the most room to win — lowest competition, strongest fit, highest recurring rate.
Shows active opportunities right now
The report flags which of your top lanes have active solicitations closing in the next 60 days — so you can move immediately, not just plan.
Official federal data — not scraped or estimated
Sourced directly from USAspending.gov, the same database federal procurement officers use. I process the bulk CSV files so you don't have to.
Transition line: "Let me show you exactly what's in the report and what question each section answers for you. Pull up the PDF — I'll walk you through it."
Phase 03 — Report Walk-Through
What's inside your LaneIQ report.
Don't explain what the tab is. Explain what decision it enables. Lead with the question, not the data.
Tab / Page
The question it answers
What to say
Cover / Profile
"Is this actually built for me or is it a generic report?"
"See right here — your NAICS, your state, your contract range, your set-aside status, your pursuit style. Built specifically for your business profile. Nothing in here is a national average."
Executive Summary
"How big is my market and is it worth chasing?"
"This is the 30-second answer. Annual spend in your space, awards per year, percentage of lanes with low competition. Before we go deeper — is this the size of market you expected?"
Market Overview
"Which of my NAICS should I focus on first?"
"Not all your NAICS are equal. This shows you where the volume actually lives and which codes have the most accessible lanes."
Agency Buyers
"Who do I actually call? Which agencies are realistic targets?"
"This is your call list. Ranked by how well each agency fits your profile — not raw dollar volume. The agency spending the most may not be the best fit for your size or set-aside."
Competition
"Am I wasting my time or is there actually room to win?"
"This is the gut-check page. Median offers across your lanes tells you how many companies are bidding per contract on average. A low number means real room to compete."
Incumbent Vendors
"Who am I competing against? Can I beat them?"
"These are the companies winning the most contracts in your space right now. Large business incumbents are also potential teaming or subcontracting partners."
Best Entry Points
"Where do I start? What's my first move?"
"This is the action page. Specific agency + contract size + set-aside combinations ranked by your score. Row 1 is your best opportunity. This is what 90 days of BD looks like."
Active Now ✦ New
"Are any of these lanes open right now — not just historically strong?"
"Active solicitations closing in the next 60 days that match your top lanes. Historical intelligence plus live opportunity — act today, not just plan for next quarter."
Raw Data
"Can I dig deeper into a specific award or vendor?"
"Every award in your market is here. Vendor, dollar amount, agency, date, contract type. Full transparency into the underlying data."
Data Quality
"How reliable is this? Where should I take it with a grain of salt?"
"I show you exactly how complete the data is for each field. You'll know upfront which scores are high confidence and which are directional — no hidden gaps."
Key move: After Best Entry Points, pause and ask — "Of these top lanes, do any of them surprise you? Is there an agency on here you've been ignoring that maybe you shouldn't be?"
Phase 04 — Competitive Landscape
How LaneIQ compares to the alternatives.
Use this when the prospect asks about GovWin / Deltek / Bloomberg Government or when you want to preempt the comparison.
How to Frame the Comparison Say this first
"The companies growing fastest in federal contracting — the ones doing $10M, $20M, $50M — they all have one thing in common: they invest in market intelligence. The tools they use are called GovWin, Deltek, Bloomberg Government. Great platforms. Also $15,000 to $30,000 a year. Built for large BD teams with a full-time analyst to run them. That's not what I'm selling."
The bottom line: Enterprise-level federal market intelligence, built specifically for your business — without the enterprise price tag, the onboarding curve, or the annual contract.
The "I can just use SAM.gov" Objection Most common
"SAM.gov shows you what's open right now. That's the last mile — by the time it's on SAM, the agency has already been planning it for 6–18 months, often with an incumbent in mind. What I'm showing you is the historical award data — who won, what they paid, how many people competed. That's the intelligence that tells you where to position yourself before the solicitation drops."
SAM.gov vs LaneIQ
SAM.gov Alone
Shows what's open right now. By the time it's posted, the agency has been planning it for 6–18 months — often with an incumbent already in mind. You're competing with everyone who saw the same posting.
LaneIQ + SAM.gov
Historical award data tells you where to position before the solicitation drops — who wins, how many competitors exist, which agencies buy repeatedly. Then SAM.gov confirms the opportunity when it's posted.
Phase 05 — Pricing
Simple, transparent pricing.
Don't present all three tiers at once. Ask how many NAICS they want covered, then quote one number.
Starter
1–3 NAICS codes
One-time report
$299
$259/qtr or $899/yr for ongoing intel
Standard
4–7 NAICS codes
One-time report
$499
$429/qtr or $1,499/yr for ongoing intel
Premium
8–15 NAICS + priority delivery
One-time report
$799
$699/qtr or $2,399/yr for ongoing intel
How to Present Pricing The sequence
1
Qualify the NAICS count first
"How many NAICS codes are you actively pursuing? Just give me a rough number." — This determines the tier without you having to explain all three.
2
Quote one number
"For X NAICS codes, a one-time report is $[tier price]. That gets you the full Excel workbook and PDF — everything I just showed you, built for your exact profile."
3
Introduce the subscription as the natural follow-on
"The market changes quarterly — agencies shift budgets, new solicitations cycle in. Most of my clients do a one-time report to see the value, then move to quarterly so the intel stays current. That's $[qtr price] a quarter."
4
The anchor close
"The platforms doing what I do for large contractors charge $15,000–$30,000 a year. You're getting the same underlying data — scored and filtered for your business — for less than the cost of one bad SAM.gov bid."
Add-Ons & How to Purchase
Strategy Session — $199
60 min walkthrough of your report. We turn the intelligence into a 90-day BD action plan specific to your business. Book instantly via Calendly — no intake form needed.
Priority 24hr Turnaround — $75
Upgrade delivery from 48 to 24 hours. Available immediately — no intake form needed.
Mid-Cycle Refresh — 50% of plan price
Fresh data run on your existing profile between cycles. Requires intake form to confirm your profile before running.
Additional States — $50 per state
Expand your geographic scope. Requires intake form to update your profile before we re-run. Up to 10 additional states per order.
Quick rule: Strategy Sessions and Priority Turnarounds purchase immediately. Mid-Cycle Refreshes and Additional States require an intake form so we confirm your profile is current before delivering.
Phase 06 — Roadmap
LaneIQ is growing. Here's what's coming.
For clients who ask what's next — and for conversations where forward momentum is part of the close.
What you have today is a complete federal market intelligence report — historical lane scoring, agency buyer rankings, competition analysis, incumbent data, active solicitations, and data quality transparency. Everything below is in active development and coming to LaneIQ subscribers first.
🔔 Active Opportunity Alerts
Get notified the moment a new federal solicitation appears in one of your ranked lanes — before most contractors even know it exists. Set it once. Never miss an opportunity in your market again.
→ For subscribers on qualifying plans
📊 Market Delta Reports
See exactly what changed in your federal market since your last report — which agencies increased spending, which lanes got more competitive, which incumbents lost ground. Intelligence that compounds over time.
→ Quarterly add-on for active subscribers
📍 Positioning Report
Where do you actually stand right now? This report maps your past performance, certifications, and contract history against the competitive landscape in your top lanes — so you know your real starting position, not a guess.
→ One-time or annual add-on
🗺 State & Local Intelligence
LaneIQ's methodology applied to state and local government contracting — the same lane scoring and competition analysis, for SLED markets. For contractors whose pipeline spans beyond federal.
→ Separate product, coming to the platform
How to Use This in a Conversation Coach note
Don't lead with this section — it's a closer, not an opener. Use it when:
1
The prospect is on the fence about quarterly vs one-time
"Subscribers get early access to everything on the roadmap. Opportunity Alerts alone will be worth the quarterly subscription price when they launch."
2
The prospect asks if you're a real company with staying power
"We're actively building the next layer of the platform. Clients who come in now lock in current pricing."
3
The prospect is sophisticated and wants to know your vision
Show them the roadmap. Let them feel like an early adopter who's getting in before everyone else knows about it.
The positioning line: "The companies doing $10M in federal contracting five years from now are the ones who started making data-driven BD decisions today. Most of your competitors are still searching SAM.gov manually. LaneIQ is how you get ahead of that."
The LaneIQ Advantage
The companies doing $10M in federal contracting five years from now are the ones making data-driven BD decisions today.
Most of your competitors are still searching SAM.gov manually. LaneIQ is how you get ahead of that — and stay ahead.
Phase 07 — Objection Handling
Every objection is a question in disguise.
Don't argue. Acknowledge, reframe, and give them a reason to move forward.
"I can get this data myself on SAM.gov or USAspending."
"You absolutely can — that's exactly where I pull it from. The difference is what happens after you pull it. USAspending gives you raw CSV files with millions of rows. I've spent months building the scoring model, the filters, and the output format that turns that into a ranked action list specific to your business. You're not paying for the data — you're paying for the analysis and the hours you don't have to spend doing it yourself."
"I don't have the budget for this right now."
"I hear that. Let me put it in context — a single federal contract at your size range is worth $50K to $750K. If this report helps you identify one lane you weren't targeting, or avoid one bid you would have lost, the ROI pays for itself many times over. The Starter report is $299 — that's less than a Chamber of Commerce membership. What would make it feel like the right time?"
"How is this different from GovWin / Deltek?"
"GovWin is an excellent platform — built for large contractors with full-time BD analysts and $15,000–$30,000 a year to spend. I built this for businesses that don't have that infrastructure. You get the same underlying federal data, scored and filtered specifically for your business profile, delivered as a ready-to-use report. No software. No onboarding. No annual contract."
"How current is the data?"
"The report covers the last 36 months of USAspending data — I pull the most recent bulk file available, which typically lags by 4–6 weeks. Every report shows a 'Data Through' date so you know exactly what window you're looking at. For a quarterly subscriber, you're always working with data that's less than 90 days old. The Active Now tab also shows live solicitations from SAM.gov pulled on the day of delivery."
"We already have a BD person / consultant."
"Perfect — this makes their job easier and more targeted. Most BD people spend a significant amount of time doing exactly the kind of market research this report automates. Hand them the report on day one and they're targeting the right agencies from week one instead of spending months mapping the market themselves."
"What if we don't win anything using this?"
"Fair question. I want to be straight with you — this is intelligence, not a guarantee. What it does is improve your odds by making sure you're pursuing the right lanes in the first place. Most contractors lose bids not because they bid poorly, but because they're targeting the wrong contracts. This report tells you where competition is lowest and fit is strongest. The bid still has to be yours."
"Can I see a sample report first?"
"Yes — I have sample reports across different industries I can share with you right now. What I'd rather do is show you a sample and then ask: does this look like something you'd actually use? Because if the answer is yes, I'd rather build one for your actual NAICS so you can see what it looks like with your own data. We can do a one-time report and if you don't find value in it, that's on me to make right."
How is this different from searching SAM.gov or USAspending myself?
USAspending is the raw data source — millions of rows of unprocessed contract records. LaneIQ takes that data, filters it to your exact NAICS codes, contract size, set-aside status, and state, then scores and ranks every lane by how well it fits your business. You're not paying for the data — you're paying for the analysis delivered in a format you can actually use.
How current is the data?
Reports cover the last 36 months of USAspending data with a typical 4–6 week lag on the most recent file. Every report displays a clear "Data Through" date. Quarterly subscribers always have data less than 90 days old. The Active Now tab pulls live solicitations from SAM.gov on the day of delivery.
How is this different from GovWin or Deltek?
GovWin and Deltek are built for large contractors with full-time BD analysts and $15,000–$30,000 annual budgets. LaneIQ delivers the same underlying federal data, scored and filtered for your specific business — no software to learn, no onboarding, no annual contract.
What if we don't win anything using this?
LaneIQ is intelligence, not a guarantee. What it does is improve your odds by ensuring you're pursuing the right lanes in the first place. Most contractors lose bids not because they bid poorly — but because they're targeting the wrong contracts. This report tells you where competition is lowest and fit is strongest. The bid still has to be yours.
We already have a BD consultant. Do we still need this?
This makes their job easier and more targeted. Most BD professionals spend significant time doing exactly the market research LaneIQ automates. Hand them the report on day one and they're targeting the right agencies from week one instead of mapping the market themselves.
The close: "Here's what I'd suggest — let me pull your NAICS codes and put together a report. You'll see exactly what the data says about your market within 48 hours. If you want to go deeper after that, we can talk about quarterly. What NAICS codes are you actively working in right now?"
Ready to get started?
See exactly what your federal market looks like — within 48 hours.
Tell us your NAICS codes and we'll run your report. One-time, no commitment. If you want ongoing intel after that, quarterly plans start at $259.