Norcal APEX Accelerator


“They say “When the student is ready, the teacher appears. PTAC appeared at the right moment in my life to teach me how we could possibly keep our things in place to work with government. I am now confident to move forward working with government agencies.”

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Doshi, LLC is a Bay area Minority & Women Owned Small Business established in 2014. The company provides simple, smart and sustainable maternity, baby and breastfeeding essentials that aim to simplify the early years of parenting. Their flagship product, NursElet®, is a patented nursing bracelet that helps mothers hold their shirt up during breastfeeding and breast pumping to provide hands-free and comfortable breastfeeding experience. When nursing is done, NursElet® becomes a nursing reminder bracelet. NursElet® has been approved by pediatricians and midwives, sold in over 35 countries, and featured in numerous national and international magazines, newsletters, radio and blogposts. It was even voted best breastfeeding product by This handy product helps breastfeeding mothers avoid back pain and neck strain.


Rupal Asodaria, owner and founder of Doshi, LLC, and inventor of NursElet®, sought assistance in understanding the government procurement process. She requested guidance on compiling a capabilities statement, conducting market research for government contracting, finding and submitting bids, getting certified, and registering for the System for Award Management (SAM) and Cal eProcure. The company had some purchases from a hospital (Washington Hospital) and Rupal was interested in reaching out to maternity wards of hospitals and getting connected with the Women, Infants & Children (WIC) program.


A Norcal Procurement Specialist helped Rupal identify appropriate NAICS codes, create a capability statement, and review RFP documents, relevant certifications, bidding strategies, and other specific government contracting issues Rupal encountered.  The Procurement Specialist also made sure the company was registered with DLA Internet Bid Board System (DIBBS), SAM and Cal eProcure, researched previous government spending on similar products through, and discussed large commercial companies that may be interested in her product. Rupal was encouraged to attend an industry conference on breastfeeding, and was guided on how to capitalize on the event attendance and how to follow up with her new contacts.


With a new understanding of the government marketplace, Rupal completed her SAM registration, and is now certified Small Minority Enterprise Business/ Small Women Enterprise Business (SMEB/SWEB), Disadvantaged Enterprise Business (DBE), Women Owned Small Business (WOSB), and Economically Disadvantaged Women Owned Small Business (EDWOSB). Rupal states she gained valuable insight into the process and feels better prepared for future procurement opportunities. In the wake of COVID-19 outbreak, Rupal was able to source face masks from her suppliers and win her first contract with Covered CA.

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