​The Fallacy of “Low Hanging Fruit”

We were in discussions with a prospective client about supporting their efforts within the DoD space, and one of the directors made a comment about “low hanging fruit.” He proceeded to say that they weren’t interested in taking years to build opportunities or relationships and want the low hanging fruit that will provide quick revenue streams for their product lines.  There are multiple issues with this scenario that need to be addressed.  

1. No such thing as “Low Hanging Fruit”: The Urban Dictionary provides a great definition of targets or goals which are easily achievable and which do not require a lot of effort.  OTAs are the closest thing to low hanging fruit that I know of and they still take a lot up front work to get to the winner’s circle. Typically, it will take two years or more before you break into a serious contract.  

2. Defense Is Unlike Other Industries: The amount of information required to understand the defense industry is a barrier to entry for most businesses.  Sometimes it takes years to break in and then you are still bogged down with cyber, reporting, and other regulatory requirements.

3. Education and Understanding: There are multiple ways to attack this, but it all takes time, effort, and money.  For most small businesses, there isn’t enough of this to go around. Three potential courses of action (COAs).

a. COA 1 - Do It on Your Own – Find your local PTAC and get signed up for classes.  
b. COA 2 - Hired Gun – Hire a part-time consultant to help.  
c. COA 3 - Capital Investment – Hire a great BD professional who knows the business.

4. Skin in The Game:  Are you willing to put some skin in the game?  This gives your potential customers confidence in your ability to withstand the peaks and valleys that come in the defense business.  

Are you willing to take the time to build meaningful relationships and learn the business?  Are you willing to spend the money in education and resources to learn the business?  Are you willing to risk everything to enter the Defense Industry?  

At the end of the day you must ask yourself – “What are you willing to do to get to where you want in the Defense Industry?”