How Smaller Software Vendors Can Align with GSA's OneGov Strategy

Federal Sales Planning
Written By Harvey Morrison

Author: Harvey Morrison

GSA's OneGov initiative is reshaping how the federal government buys IT software and while the spotlight is currently on major vendors like Google, Adobe, and Salesforce, the implications extend far beyond the big players.

For smaller or emerging software companies, OneGov sets a new standard for how the government expects to procure technology: consolidated, transparent, and outcome focused.

OneGov Today: Focused on High-Footprint Vendors

Initially, OneGov targets vendors with:

  • Broad federal adoption across agencies

  • Redundant and fragmented pricing structures

  • Enterprise-level tools that can benefit from bulk licensing

The result: massive discounts (up to 71%), unified license terms, and increased oversight.

But while you may not be part of these headline deals, you still need to be prepared for how OneGov shapes agency expectations.

What This Means for Smaller Vendors

Even if you’re not under a OneGov agreement, agencies will begin asking:

  • Why isn’t your solution available through a consolidated vehicle?

  • How does your pricing compare to GSA-negotiated benchmarks?

  • Can you demonstrate enterprise-readiness and value at scale?

How to Align with OneGov Principles (Even If You're Not Included Yet)

1. Offer Transparent, Defensible Pricing

Avoid opaque pricing tiers. Agencies now expect standardized, volume-based pricing with clear justifications for cost variances.

2. Enable Enterprise Licensing Models

Offer flexible options for:

  • Multi-year terms

  • Agency-wide deployments

  • Scalable user licensing

This shows that you’re ready to grow with the agency, not just pilot with one office.

3. Develop ROI and Cost Avoidance Tools

You may not be the cheapest vendor but if you can show:

  • Time savings

  • Staff reduction

  • Compliance automation

  • Reduced tech sprawl

…then you’re positioned to compete against even the lowest-priced solutions.

How Marion Square Can Help

At Marion Square, we help emerging vendors:

  • Reposition pricing to meet OneGov expectations

  • Build tools that quantify cost savings and mission value

  • Explore pathways to broader adoption through GSA

  • Prepare for conversations with acquisition officials seeking proof of efficiency, not just feature depth

Final Thought

You may not be a OneGov vendor today. But OneGov is the environment you're selling into.

By aligning with its principles even without a governmentwide deal you show that you're serious about transparency, value, and scale.

Marion Square can help you get there. Let's build a strategy that gets your solution ready for the new era of federal procurement.

Harvey Morrison
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