How a Good Capability Statement Helps You Win Government Contract
A Capability Statement for government contracting is like the strength in a coffee, it could make or break the deal. Thus, it is imperative for business owners and corporate officers to understand the secret sauce to a successful Capability Statement. There are two different types of Capability Statements – service based Statement and product based Statement and using the right one is essential to getting a contracting officer to bond with your Capability Statement. Below, are some tips of what to do and what not to do to avoid the common mistakes everyone makes when creating their Capability Statement.
“MAKE IT SIMPLE. MAKE IT MEMORABLE. MAKE IT INVITING TO LOOK AT AND MAKE IT FUN TO READ.”
Many business owners think that their Capability Statement should be a technical document explaining the capabilities of their business and that it should be designed like a resume. Well, that couldn’t be farther from the truth! While some people do think of their Capability Statement as a “Business Resume” it’s this very mindset that gets their “Cape Statement” shoved into a drawer. While it is sort of like a business resume, it shouldn’t be designed to look like one. A good Capability Statement should be a Graphic, Full Color Marketing Document.
Your Capability Statement needs to tell a story without using a lot of words. It needs to be clean, polished, and it needs to represent what your business does with pictures, bullet points, and differentiators. It also needs to be branded according to your company’s marketing strategy with colors, logos, and clearly defined sections that communicate your message with as few words as possible. YOU HAVE 7 SECONDS!
One of the biggest mistakes a company can make is choosing the wrong person to develop their Capability Statement. Companies don’t understand that this document is NOT necessarily intended for The Project Manager or the Contracting Officer Technical Representative. It is intended for the Office of Small and Disadvantaged Business Utilization, The Small Business Specialist or in the case of a large business, the Contracting Officer or Prime Contractor. That’s right, a good Capability Statement can get your foot in the door with a Prime Contractor who has already bid on and won that lucrative contract. The person who develops your Capability Statement needs to know a lot about government contracting in general. They also need to know who performs which job functions in the agency office you are marketing to! The big mistake is made when a company assigns a person to create their Capability Statement who only has a high level of knowledge about their company or industry and lacks experience or insider information in the contracting world in general. Specifically inside knowledge about how agency offices work and who else is involved in the contract award decision process.
In conclusion, there is a lot to think when it comes to your Capability Statement. Make sure you have a strong website which displays your capability statement and makes it available for download!
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