Having a capability statement is becoming increasingly important, especially if your business is seeking to win business from government agencies. You can also use it to show potential clients in other sectors.
But what is a capability statement? One capability statement writer described it as a “resume for your business”. Others call it a marketing document or marketing tool. In reality, it’s a bit of both. It’s a document that decision-makers use to learn about potential suppliers and what they offer.
What is a capability statement and why is it important?
A capability statement (sometimes called a statement of capability) is a document that tells readers who you are and what you can do for them. It’s like a beefed-up business card that introduces your company, its services and its track record. Common elements can include a summary of your business, your core competencies, past performance, important projects and key differentiators that set you apart. Shorter is better, so we recommend keeping it at 8 pages or fewer as the best way to promote your business.
Although this is not a capability statement template, here are a few things to include in it:
- Business summary – a few paragraphs on who you are and what you do. This can include a brief history of your business.
- Your capabilities – this is the core of the document. Be sure to highlight what makes you stand out from other businesses. Begin with an introductory statement and list your capabilities in bullet point form so they stand out and are easy to read. This is a major selling point and a key part of the document, so do some brainstorming to come up with ideas as it’s often easy to overlook the skills and knowledge you apply every day that are valuable to potential customers.
- The size of your company – this will help potential clients understand what you can do for them. Some might prefer working with a smaller business, while others might need larger-scale business capabilities. If you are a small business, this could be a plus if the client wants personalised service.
- Projects and clients – list your clients (if not confidential) and the important projects you have completed. If space permits, briefly describe project goals and how these were achieved. Be sure to include projects that are relevant to the work you are trying to win. It might be best to customise your document to fit the requirements of each potential client. This can include the products or services that are used to solve the challenges of the potential client.
- Credentials and accreditation – these will be more important in professional service industries. Be sure to include awards your business has received for excellence in delivering its services.
- Insurance, policies and procedures – these can include the types of insurance held and levels of coverage, and risk management policies and procedures such as occupational health and safety.
- Your company data – clearly include your contact details at the end of the document so you can be reached easily. Other information can include your ABN, ACN, DUNS or other identification numbers.
Some parts are similar to a company profile. See our post about writing a company profile.
Writing your business capability statement does not have to be a difficult exercise. If you spend some time thinking about your business and gathering the relevant information, you will be well on your way to writing a statement of capability to help you win more business. When writing, consider what prospective clients are looking for and tailor it to these requirements.
Statement of capability examples
Here’s a capability statement example we completed a few years ago that helped a construction company win more business. We’ve written ones that were much longer and more detailed. Depending on your business and requirements, yours might include more detail.
Statement of capability design
If you choose, we work with professional graphic designers who can design your document to make it visually appealing. Professional design and layout will add costs but can be well worth it as it can help you win contracts and projects. If your target audience expects a professional design, this might be the way to go. In addition to writing, we provide graphic design of capability statements.
Construction company capability statements
Capability statements are common in the construction industry, especially when seeking business from government agencies and local councils. This can be for general construction or a more specialised area. A statement of capability for construction can be the key to winning a tender or large contract for your construction business. We’ll be glad to present capability statement examples from construction businesses.
Get in touch to discuss your requirements
If you’re wondering how to present your business capabilities and don’t know where to start, we’ll be glad to discuss your goals. Contact us by filling out the contact form or call us on 1300 731 955.
We’ve been writing capability statements for nearly 20 years. As long-time capability statements writers, we have worked with all types of businesses, from small business owners to multinational companies, to help them gain a competitive edge with a professional capability statement (as shown in the testimonial below).