I’ve often heard folks say that you never get a second chance to make a first impression. For companies wanting to sell their products and services to the government, a capability statement IS that first impression.
Each capability statement should be unique. There is no “one size fits all”. In fact, I encourage companies to have multiple capability statements – one for each of their core competencies. Be cautious though. Just like registering for too many NAICS codes can be detrimental, so can having hundreds of different capability statements. It can give the impression that a company really has no “wheelhouse” or focus.
Capability statements should be short and to the point. Most contracting or program personnel simply do not have the time to read through pages and pages of “this is all the things I can do” information.
So be concise. Be specific. Briefly state what you do extremely well. If there’s something special or unique about the item or service, mention that. If you use a super-efficient, cost-saving process, include that.
Think of it like this. If you only had one page that you could write to tell the world about your company, what would you want it to say?
Ensure you include your registered NAICS codes, PSCs/FSCs, DUNS number, CAGE code, all the relevant socioeconomic categories for your company (8(a), SDVOSB, EDWOSB, HUBZone, etc.).
If you have key personnel that are recognized in their field of expertise, include some paragraphs on them. Awards, published papers, patents, etc. are all good info to provide.
Use active language. Don’t be boring. “We did this and this and this” – boring! Don’t leave your audience asking “So what?”. “Our company developed a cost-saving process for manufacturing super-duper special widgets, reducing normal production time by 10% and costs by 15%”. Now that’s an active statement that I can understand and not ask “So what?”.
Remember, when you see a sources sought synopsis or request for information, you need to address everything the government requests. Don’t be left out because you did not read the notice! That’s where you can customize a capability statement to be responsive to a particular upcoming acquisition.
Company logos are great and should definitely be included. Graphics, however, are another thing: If the table, chart, or graphic doesn’t convey something more concisely and completely than you could in narrative in the same space, then don’t include it. Don’t waste space on including generic pictures grabbed from the internet, especially the government agency logos. These are distractors. I’ve seen a lot of contractors who try to entertain me with all the pretty pictures so I don’t read the actual information.
Be proud! Tell your story in the best light possible. That’s what the government wants to see. Remember, when they are asking for capability statements, they are looking for (1) whether there are multiple capable companies who can do the work (competition) and (2) whether they can use some kind of socioeconomic set-aside (at the very least a small business set-aside).
Capability statements are the first impression your company gives to government contracting personnel. Make sure it is a good one!