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. In reality, it’s a bit of both. It’s a document that decision-makers use to learn about potential suppliers and what they are able to offer.
Why writing a capability statement important
A capability statement 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 and its services. 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 under 5 pages.
What to include
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 a capability statement. 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 capability statement 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 information at the end of the capability statement 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 statement does not have to be a difficult exercise. If you spend some time thinking about your business and gather the relevant information, you will be well on your way to writing a capability statement that will help you win more business. When writing, consider what prospective clients are looking for and tailor it to these requirements.
Capability statement example
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.
Capability statement design
If you choose, we work with a graphic designer who can design your company capability statement to impress potential clients. Professional capability statement 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.
Construction company capability statement
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.
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 email or call us on 1300 731 955.
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