Writing a Winning
Capability Statement
Jane M Stewart
Associate Director for NE Ohio
Ohio University
stewart[email protected]
(440) 2525-7733
What is a Capability Statement?
A Capability Statement is a one-page document that highlights a company’s
areas of expertise. It tells potential customers who you are, what you do
and what sets you apart from your competitors.
Information to include:
– Core competencies
– Past Performance
– Corporate Data
– Contact Information
Why have a Capability Statement?
• MARKETING!
• Serves as a resume for your business
• Often requested by a government agency or prime contractor at
initial meeting
• May be required as part of a bid or proposal
• Usually required in Sources Sought submission
• Will set you apart from the competition
The Basics
• Capability Statement – requires serious attention
• Can be your first impression with government/primes
• Biggest mistakes I regularly see
• Poor language skills
• Past Performance omits key details, dates, contract numbers, $$$ value, customer
name/e-mail address/phone number, description of work
• Too many core capabilities
• Generic differentiators
• Bland document, puts reader to sleep
• Not current
• Government/primes may decide whether to talk with you after a 45 second
review of your capability statement – make it count!
Format
• Brevity is key!
• One page, to the point
• Use bullets
• Keep it simple and clean
• Create several – each designed to specific markets
• Visually Interesting
• Use graphics and color (within reason!)
• Include company brand and logo
• Print on quality paper when attending events
• Easy to read
• Use dividers
• Convert to PDF for email and with a descriptive file name
Content – Core Competency
• Create a short introductory statement
• Identify what your company does best
• Include the skills or technologies that set your company apart
• Identify what you can deliver with exceptional results
• May include your mission statement
• Audience specific information
• Short introduction statement mentioning the agency
• Ex: ABC Company provides the products DHS requires to meet its PPE needs.
• Relate the company’s core competencies to the agency’s specific needs
Content – Past Performance
• List previous and current customers
• Include both commercial, government and subcontracting work
• Provide contact information
• Name, title, phone, email
• Make sure the contact is still there!
• Very brief description of work including
• Time frame
• Dollar value
• Prioritize past performance list
Content – Past Performance
Audience Specific Information
• Show the benefit to the agency
• List past customers for whom similar work was performed.
• Prioritize by:
• Internal to that agency
• Related agency
• Other government entities:
• Federal, state, local
• Commercial contracts
• Be Brief! This is NOT a dissertation!
Content - Differentiators
Identify what sets you apart from the pack – how is your company
distinct from competitors
Examples:
• Unique features or benefits of a product or service
• Production capacity
• Quality assurance program
• Industry certifications
• Awards and Accolades
• State of the art technology
• Green initiatives
• Geographic coverage
• Training/education
Content - Differentiators
Audience Specific Information
• Focus on
• Agency needs – address specifics
• Upcoming contracts
• Highlight specific benefits
• Incorporate relevant metrics
• Offer a solution
What Differentiators are NOT
• Socioeconomic certifications
• Generic statements
• Static, never changing
• One type fits all
• “quality” people, services, products
• “100” years of experience
• “solutions provider”
• “best in class”, “world class”, “best of breed” or other superlatives
Differentiators – Don’t Use!
• Our plan is perfect, beautiful, cutting edge.
• Boasting lessens credibility
• We are focused, dedicated, trustworthy.
• These are vague statements and provide little value
• Don’t use extra words
• Along the lines of like or similar
• In the neighborhood of about
• Unnecessary qualifiers
• Needless to say, always, certainly, relatively
• Needlessly long words
• Irregardless regardless
• Utilization use
Content – Company Data
• Federal: UEI & CAGE Code
• NAICS, PSC & FSC codes
• GSA Schedule Contract Number(s)
• BPAs or other contract numbers
• Socio-economic certifications: SB, WOSB, 8(a), HUB Zone, SDVOB
• Number of employees, capacity
• Accept credit cards
• Contact information: name, email, phone, website
Websites
• NAICS for services/products offered
• www.census.gov/naics
• UNSPSC for state government
• www.unspsc.org/
• CAGE Code and Unique Entity Identifier
• www.sam.gov
• Socio-economic Certifications: WBE, MBE, EDGE, DBE
• 8(a), HUB Zone, SDVOB, WOSB
• GSA Schedule Contract Number(s)
How to use your capability statement
Email Marketing
• Brief introductory email and attach Capability Statement
• NO mass emails
• Always address email to specific person
• NO “Dear Contracting Professional”
• Make sure is in PDF format
• Agency and Prime Contractor websites
• Small Business Office, Doing Business with Us, OSDBU, etc
Look for events
• Vendor Days
• Networking Opportunities
• Match Maker Events
Marketing Mistakes
• Missing individual contact person information on capability statement
• Generic folder with inserts, catalogs, slide decks
• No clear understanding of the agency mission, needs, contracting
requirements, vehicles used
• Asking a buyer what the agency buys - Homework not completed
• Sharing stories of woe
• Expecting instant results
• Trying to market to everyone
In Conclusion
• Identify your audience and plan accordingly
• Spell check
• Do your homework!
• Be Prepared!!!
• Contact your PTAC for help and templates!
Questions?
Jane Stewart
Associate Director for NE Ohio
Ohio University PTAC at Lakeland
Community College
Phone: 440.525.7733
Email: stewartj1@ohio.edu
Website: ptac.ohio.edu
