Column: Your Capability Statement

      Your Capability Statement is probably the most important document you should have to help tell your story to your government and Industry contacts. It should provide key decision makers with the most important information about your firm. I have found it best to be clear and concise, make it easy to read and follow a simple design.

     Your Capability Statement is:

• Your company “business card” and marketing brochure;
• Your talking points for every meeting;
• A door-opener to start a discussion;
• A snapshot overview of your company and its services;
• Your “leave behind” document.

      The Small Business Administration has a sample on their website. This is one of the best formats I have seen and the one I teach my clients to use. You can get a copy here: http://bit.ly/2TezgMw.

Key Sections

      Here are the key sections you should have:

1. HEADER: Use your logo here - not too large, not too small. Include your company name, physical address, business phone (not a cell number), specific contact name (preferably the President, VP Sales or Business Development executive) and an email address.

2. CORE COMPETENCIES: These are the three to five key things, in bullet format, that your firm does best, as they relate to the opportunity you are discussing. Your capability statement is a working document, modified for each use.

3. KEY DIFFERENTIATORS: Bullet points that identify you and separate you from your competition. If the competitor can say it has the same capability, it is not a differentiator for you.

4. PAST PERFORMANCE: Bulleted list of past customers and projects, related to the current discussion and agency you are visiting.

5. COMPANY DATA: Very short synopsis of your company. Can be bullet points or a short paragraph. Make sure it is in sync with your website.

6. OTHER INFORMATION: --DUNS number,
--CAGE Code,
--Certifications (8a, Woman Owned, SDVOB, HUBZone, ISO, CMMS, Microsoft, etc.),
--NAICS (matched to the Core Capabilities), and contract vehicles, and
--BPAs (8a STARS, VETS II, eFAST, GSA Schedules, etc.).

7. FOOTER: Contact information (name, address, phone and email) of the person leading the discussion. Print your cell number AFTER the discussion concludes and ask them to call you on that number.

Two versions

     You should have at least two versions of your capability statement: --A generic one you keep updated for last-minute meetings and impromptu encounters. This should also be posted on your website under the “CAPABILITY STATEMENT” Tab as a downloadable PDF file. --A tailored one to use for each customer meeting or opportunity.

Mistakes NOT to make:

• Too much text. Use short sentences and bullet points; then talk to those points during the discussion.
• Doesn’t tell a story: People love stories and you will make a better, longer lasting impression if you can go through it as a story.
• Too generic: Make sure you tailor your statement for the discussion at hand. Core Capabilities and Past Performance should match the needs of the Agency or Partner that you are meeting with. (But do have a generic version on your website.)
• Not focused on the person or agency you are meeting: It needs to respond to their problems and indicate how you can solve them.
• Poor design: Whatever format you use, make sure it looks professional and has all of the information you wish to cover.
• Spelling and grammar errors, missing data and typos: Remember, this is your first impression and you only have one chance. Make sure that it is as correct as you can possibly make it. Have several different people proof read it for accuracy and correctness.

Additional points to remember:

• Make sure to save and send as a PDF document. This is a standard format that is easier to send and to share.
• After you convert it to a PDF, make sure to review it to ensure all of the formatting is correct and that it’s still pleasing to the eye.
• Keep graphics to a minimum. Generally, all you need is your logo in the header and perhaps in the footer.
• Print on one side only, using white paper, Times Roman or similar 12-14 point black font, 24-28 lb. bond paper is usually the best, with a bit of color to make it visually pleasing and to highlight the different sections.

Conclusion

      Having a clear, concise Capability Statement with the information key decision makers need will go a long way towards increasing your credibility.

      Take the time to do it right and it will pay dividends down the road.

Walt Wise is a Federal Business Development Specialist at the BPI Strategy Group. They help small businesses build a robust Federal Business Development system. He can be reached at wpwise@bpistrategy.com.

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Column: Your Capability Statement

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