Co-written by Kris Brinker (Ocean 5 Strategies) and Katie Helwig (Mild Red LLC), OASIS+ Strategists
This article builds on the foundation established in The GovCon Decathlon: 10 Disciplines for OASIS+ Success (co-authored by Kris Brinker, Ocean 5 Strategies, and Katie Helwig, Mild Red LLC). That piece introduced the core disciplines of sustainable growth.
In this installment, we focus on a discipline often assumed but rarely spotlighted: Operational Excellence. Within the framework of GSA’s OASIS+ — a Best-in-Class (BIC) Multiple Award Contract (MAC) shaping the future of professional services acquisition — operational discipline is emerging as a critical differentiator.
Yet, here too, marketing plays a decisive role. Operational excellence on its own may ensure delivery, but marketing transforms it into a competitive advantage. It’s marketing that communicates readiness before the first task order, builds confidence in transition-in strategies, and positions your company as a low-risk, high-value partner. Without it, operational discipline can remain invisible to decision-makers.
With it, OASIS+ becomes more than a contract—it becomes a platform for credibility, trust, and long-term growth.
Turning Delivery Discipline into a Government Contractor Marketing Advantage
In federal contracting, winning the award is only the beginning. Sustained success comes from the ability to deliver with precision, agility, and measurable impact. This is the essence of operational excellence—and for government contractors pursuing OASIS+ opportunities, it’s a differentiator that cannot be ignored.
But operational excellence doesn’t exist in isolation. It works hand-in-hand with strategic marketing and branding. The companies that succeed are those that don’t just execute flawlessly but also communicate their operational discipline clearly and consistently across proposals, websites, social channels, and every customer touchpoint.
In other words, OASIS+ winners know that how you market operational excellence is as important as how you deliver it.
Why Operational Excellence Matters in OASIS+
OASIS+ is a Best-in-Class (BIC) Professional Services Multiple Award Contract (MAC), requiring at least 51% of the work to fall under the Professional Services category. That means success is built on people, processes, and culture—not just compliance.
Operational excellence in OASIS+ means:
- Getting the right people in the right positions at the right time.
- Demonstrating mission understanding and delivering mission outcomes on schedule.
- Showing customers that you have more than a staffing plan—you have a team identity and cultural playbook that will sustain delivery.
💪 The Marketing Connection:
From a marketing perspective, this is where many contractors miss an opportunity. Operational excellence is not just execution—it’s a differentiator that can and should be woven into proposals, orals, websites, and branded transition assets. When your communications emphasize reliability, maturity, and readiness, you reduce perceived risk in the eyes of contracting officers long before performance begins.
“Winning an award is just the start. True success requires consistently securing task orders – because without multiple, ongoing wins, you can’t stay afloat.
The best business leaders not only possess valuable abilities to grow their business, but they also recognize their limitations and hire to fill the spaces that they simply are not qualified to perform
Planning is key on all levels: operations, finance, internal and external growth, marketing.”
—Teresa Moon, Director of Market Strategy, Parabilis
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The Scale of Opportunity
Through GSA’s Data to Decisions Dashboard, contractors can see more than 5,000 potential recompetes on OASIS and HCAT contracts. Combine that with GSA’s push for agencies to adopt OASIS+ for future work, and the scale of opportunity is massive.
💪 The Marketing Connection:
In such a competitive landscape, contractors cannot rely on operational excellence alone—it must be positioned as a branded strength. Your transition plans, CPARs results, ISO certifications, and cleared staff pipeline are not just operational details. They are marketing assets that demonstrate low risk, continuity, and mission assurance to government buyers.
Transition-In Plans as Competitive Differentiators
Under OASIS, many RFPs required transition-in and transition-out plans. In OASIS+, these plans remain critical differentiators.
A strong transition-in plan should include:
- Technical Volume: Showing how mission outcomes will be enhanced.
- Management Volume: Reassuring the customer that incumbent risk is addressed.
- Marketing Strategy: Reinforcing the narrative—“We are ready. We are one team. We will deliver.”
Here, marketing transforms compliance into confidence. A branded, well-structured transition plan signals not only that you can perform, but also that your company has the organizational identity and maturity to inspire trust from Day Zero.
💪 The Marketing Connection:
Contractors who integrate branded visuals, branded dashboards, and transition “culture kits” into their transition strategy position themselves as low-risk, high-confidence partners.
Introducing the Zero Trust Requirement
As of September 10, 2025, Zero Trust requirements became mandatory for the Department of War, elevating cybersecurity to a Day Zero expectation. Contractors must:
- Verify subcontractor and supply chain security.
- Align with emerging cybersecurity regulations.
- Present a unified, secure operational execution strategy.
💡 OASIS+ Pro Tip:
This is not just about compliance. Contractors should develop a “Day Zero Trust Kit”—a branded set of security and operational readiness tools (org charts, kickoff agendas, branded templates) that reinforces trust + security + unity.
- Develop subcontractor-specific security and transition checklists pre-award.
- Pre-negotiate surge staffing with security clearance plans.
- Provide a branded “Day Zero Trust Kit” — org charts, templates, kick-off agenda, and security protocols.
- Reinforce: “Our transition begins before Day One, fully trusted and secure.”
💪 The Marketing Connection:
Cybersecurity is an emotional trust factor. Branding Zero Trust capabilities in a compelling way can differentiate you from competitors who treat it as just a compliance box.
Branding Plans for Transition Success
💡 OASIS+ Pro Tip:
Branding goes far beyond a logo. In OASIS+, it’s about creating a unified identity that signals professionalism, maturity, and security.
Core elements include:
- Team Identity – program names and visuals that highlight security and mission alignment.
- Messaging – embedding “trusted, one-team execution” across communications.
- Culture Kits – branded welcome kits for transition staff.
- Visual Standards – templates for reports, dashboards, and security updates.
Every touchpoint, from kickoff emails to program dashboards, should reinforce your brand promise of operational excellence.
💪 The Marketing Connection:
When branding and operations are aligned, every customer interaction becomes a confidence-building opportunity.
Pro-Tip: Brand and Secure Before Day Zero
- Have branding and security messaging ready before the award.
- Align subs on brand and cybersecurity posture pre-award.
- Deliver a Day Zero kickoff under your unified and trusted brand umbrella.
Case Study: Leyden Solutions — Operational Excellence in GovCon
For Leyden Solutions, Inc., operational excellence is not just about processes and systems—it’s about living the company’s core values of Innovation, Integrity, Passion, Unity, Humility, and Gratitude. Founded in 2020, the firm has built its reputation by delivering intelligence, cybersecurity, IT modernization, and data solutions with a single goal in mind: helping federal clients achieve their mission outcomes.
Operational excellence at Leyden begins long before a contract is awarded. Proposals are crafted with integrity—ensuring that every promise made can be delivered. Delivery teams approach their work with passion, focusing on actionable solutions that move the mission forward. Unity across program teams ensures that knowledge and expertise are shared, not siloed, while humility keeps the company grounded in continuous improvement. And at the conclusion of each effort, gratitude is expressed to clients and partners, reinforcing relationships built on trust and respect. This culture has consistently translated into exceptional CPARS ratings, which in turn strengthen Leyden’s credibility in the federal market.
These values also guided Leyden’s growth strategy. Recognizing the need to scale while preserving agility, the company entered the SBA Mentor-Protégé Program with IntelliBridge (now part of Agile Defense), creating the joint venture Bastion Analytics. This partnership embodied unity—bringing together complementary strengths—and humility, by acknowledging that growth requires collaboration. The result was more than a business alliance; it was a disciplined step forward in Leyden’s journey to operational excellence.
That decision positioned Bastion Analytics for success with the launch of GSA OASIS+, designated as a Best-in-Class (BIC) contract vehicle. Securing a place in the newly created Intelligence Domain, Bastion gives Leyden the ability to deliver on a larger stage, backed by Agile Defense’s past performance and Leyden’s innovative solutions. With GSA MAS also in place, Bastion provides agencies multiple pathways to access their services, aligning operational excellence with ease of acquisition.
Innovation remains central to Leyden’s offerings. Through a partnership with Chainalysis, the company integrates cutting-edge blockchain and cryptocurrency intelligence solutions into mission environments, supported by training and cleared personnel. This combination of technology and expertise demonstrates Leyden’s commitment to applying innovation with integrity—ensuring that new capabilities are not only advanced, but mission-ready.
Reflecting on this journey, Leyden’s leadership explains:
“For us, operational excellence means aligning our values with our actions. From proposals to delivery, we strive to serve our clients with integrity, passion, and gratitude, always innovating to help them achieve mission outcomes. Unity and humility are the foundation of our partnerships, including our Mentor-Protégé Joint Venture with Agile Defense. That collaboration enabled us to secure a place in OASIS+’s Intelligence Domain, alongside our MAS schedule, ensuring agencies have Best-in-Class access to our solutions. Operational excellence is more than compliance—it is the daily practice of living our values in pursuit of exceptional mission results.”
— CEO/Founder, Thong Nguyen, Leyden Solutions
Leyden’s story illustrates how operational excellence is both a discipline and a culture. By embedding its core values into every phase of the contract lifecycle, the company has created a model for how small businesses can scale responsibly, deliver consistently, and earn the trust of clients through outcomes that matter.
💪 The Government Contractor Marketing Connection:
Leyden’s success was not only operational but also strategically communicated. Their emphasis on values like unity, integrity, and gratitude was woven into proposals, client interactions, and branding, turning culture into a competitive edge.
Case Study: USmax — Operational Excellence in Delivery
Introduction
Federal agencies demand partners who understand their mission and its objectives and then deliver with speed, compliance, and measurable results. USmax Corporation, a certified Woman-Owned Small Business (WOSB), has built its reputation on exactly that—excellence in delivery.
With disciplined processes rooted in ISO-certified quality, IT service, and information security management systems, USmax has consistently delivered for defense and civilian agencies. Under the GSA OASIS legacy vehicle, the company earned four task orders with the U.S. Air Force, the Department of Health and Human Services (HHS), and the Department of State (DoS) totaling over $57 million in obligated sales; a strong demonstration of operational maturity.
Delivering Across Missions
U.S. Air Force
USmax provides program management, IT, and secure operations support for mission-critical Air Force programs. Success required navigating classified environments, meeting aggressive schedules, and rapidly scaling qualified teams—each achieved without disruption to the mission.
Department of Health and Human Services (HHS)
At HHS, USmax supports agency-wide program integrity efforts, providing Digital Management and e-Learning. With requirements tied to HIPAA, FISMA, and FedRAMP, the company consistently met SLAs, streamlined onboarding, and kept health-related programs running smoothly.
Department of State (DoS)
USmax has been supporting the office of security, executive offices, and overseas building operations, providing IT and Administrative support, Technical and electronic security engineering, global material and manpower logistics, and safety and security training, in accordance with diplomatic security regulations and guidelines. Our staff consists of Ph.D’s versed in Science and Engineering fields such as AI-ML, RPA, to engineering, earth, and physical sciences.
Framework for Excellence
USmax’s delivery model rests on four pillars:
- ISO-Certified Management Systems – Certifications in ISO 9001 (quality), ISO 20000 (IT service), and ISO 27001 (information security) ensure governance, risk control, and performance monitoring are embedded into every task order.
- Program Management Discipline – Each task award managed within our Corporate PMO and is treated as a unique program, complete with tailored PMO structures, risk registers, and transparent dashboards for customers.
- Talent Readiness – USmax maintains cleared, qualified staff and rapid onboarding processes, enabling fast, compliant deployments across agencies.
- Proactive Engagement – Regular reviews, feedback loops, and transparent communication help agencies manage risk and build confidence in USmax’s service delivery.
Measurable Results
USmax’s record under OASIS shows the impact of this approach:
- Four Task Orders that include Air Force, HHS, and DoS.
- $57M+ Obligated Value, validating scale and trust.
- Cross-Agency Versatility, from defense to health.
- On-Time, On-Budget Delivery, with strong audit results.
CEO Perspective
CEO David Pak frames operational excellence as the company’s identity:
“At USmax, operational excellence isn’t just a goal – it’s our culture. Every contract, whether with the Air Force, HHS, DoS or another mission partner, is an opportunity to prove that disciplined processes, empowered people, and continuous improvement deliver measurable results. We are proud of our record of success on OASIS legacy, but even more proud of the trusted partnerships we’ve built with our government clients. That trust is the true measure of excellence.”
— David Pak, CEO, USmax Corporation
Conclusion
USmax’s OASIS legacy performance of $57M+ across Air Force, HHS, and DoS proves its ability to deliver operational excellence at scale. By embedding ISO-certified processes, disciplined program management, and proactive engagement, USmax has positioned itself as a low-risk, high-value partner for future OASIS+ opportunities.
For USmax, operational excellence is more than a delivery method, it is the company’s DNA.
💪 The Government Contractor Marketing Connection:
USmax’s use of ISO certifications, dashboards, and disciplined program management became part of their marketing narrative—proof points that communicated reliability, scalability, and low risk to federal buyers.
Final Word
In the GovCon Decathlon, Operational Excellence is the discipline that transforms wins into long-term growth. But excellence must be more than a practice—it must be a marketed differentiator.
Contractors who align operational discipline with branded messaging and Zero Trust will not only win more OASIS+ opportunities—they’ll secure, deliver, and retain them with confidence.
Read All GovCon Decathlon Series Articles:
OVERVIEW: The GovCon Decathlon: 10 Disciplines for OASIS+ Success
1. Stand Out from the Crowd – Find Your Niche
2. Go-to-Market Strategy for Government Contractors: How to Define, Connect, and Win
4. Operational Excellence Meets Marketing: The Hidden OASIS+ Differentiator
5. OASIS+ Growth Engine: Recruiting, Retention, and the Government Contractor Marketing Connection
6. OASIS+ Success Strategies: Compliance, Government Contractor Marketing, and Growth
7. Security as a Growth Engine: Building Brand Trust and Compliance in OASIS+
Ready to stand out in the OASIS+ ecosystem? Clarity isn’t just helpful—it’s essential. Make it easy for your customers to find you, understand you, and choose you.
Ocean 5 Strategies helps government contractors refine their niche, craft powerful messaging, and implement brand strategies that win contracts and attract top talent. If you’re ready to move from “good” to “great” in the federal market, Reach Out to Ocean 5.
Mild Red LLC helps government contractors turn complex federal procurement opportunities into competitive advantage. We combine data-driven market intelligence with strategic communications to position clients for growth in programs like OASIS+, Zero Trust, and AI initiatives. Our expertise translates policy and market shifts into actionable strategies that win. Reach out to Mild Red.
