capability statements and beyond v2 - grow fed biz · capability statement tips • create a basic...

Capability Statements and Beyond by Judy Bradt, CEO

2 ©2013, Summit Insight LLC. You must have the author’s permission to copy or transmit this document. Contact Judy Bradt at [email protected] or 703.627.1074

Capability Statements and Beyond – Version 2

INTRODUCTION Nowhere in the Federal Acquisition Regulations will you find a description of the capabil i ty statement . Yet nearly every serious prospect you meet will ask you for one. It's an evolving art form and a critical tool in your government marketing kitbag that also includes your online capabil i ty statement , and your capabil i ty brief . Here ' s what they are, how to create them, and when you' l l use them.



CAPABILITY STATEMENT Your capability statement starts with core content that you'll keep updating. Then you'll create unique versions for specific recipients or audiences by focusing on their priorities and needs, showing them qualifications and past performance that match their mission, and emphasizing unique characteristics that set you apart from competitors who are less focused and prepared. Remember that Unique Value Proposition you spent so much time on? This is where you use it! What you'll create

• A Word file that has all the content elements that you might want to include in your capability statement

• A standard template in Word that includes your branding, logo, and contact information. You'll use that to copy in the right content for specific recipients.

• 1 - 2 page document in PDF that can be printed on a single sheet

When You Use it • In person, during an initial matchmaking or networking event or conference

• Mailed as follow up from an in-person meeting, or • Attached to an email saying something like. "Attached is a capability statement. I would like to

schedule a capability briefing with you, to discuss how we might provide services that your agency would value."

• On your web site, available as a downloadable PDF (which takes less programming to keep current with inevitable updates)

Capability Statement Tips • Create a basic capability statement for public distribution at events/trade shows -- this one won't

include points of contact for your project references. • Develop variants for different audiences, project, player, partners that includes content, including

project-specific references, based on their needs. • Include enough margins & white space for people to make notes • Make modest use of graphics -- remember you only have two pages to work with. • Use fonts no smaller than 10 point; 12 is better. • Use bullet points. Long wordy prose and promotional marketing copy aren't appropriate.



• Listen to the key terms that your prospects use in meetings. Consider having a second person with you to take specific notes on just that! Your capability statement is most effective when you include the key terms and phrases that your prospect uses to describe problems and elements of their environment/domain.

• Select highly specific keywords, avoiding generic terms like “solutions provider” or “…we pride ourselves”. Describe exactly what you can do for the specific agency and their mission, and who you've done it for already.

Structure and Content SECTION TITLE: Core Competencies Describe your sweet spot, your capabilities in which you are the most expert, and which that agency needs. Present your set of core competencies -- probably no more than four -- based on the specific services or products the agency is looking for. Otherwise, the readers…stop reading.

SECTION TITLE: Past Performance • Go for the best fit. This is work you have done elsewhere that is most similar to what the agency

needs, and for which you provide references and contact data. Keen decision-makers with urgent requirements want to call those references immediately, so make it easy for them…and increase your odds of winning.

• Trust your intuition: Don't push it! Government customers are highly risk-averse. They want to know that you've already solved their problem for someone else. If you can't show them experience with a project very similar to what they need, that's a clue that you’re wasting their and yours. If, as you go along, you start to think the fit isn't that great, then don't make yourself miserable trying to get creative. Instead, step back and consider choosing an agency where your past performance really resonates!

• Consider all government experience. State, County, and local experience all counts, especially if you haven't been a federal contractor. Be sure to include references and their contact info. Those contracts tell buyers you understand how to do business with government.

• Subcontracting counts, too! Just list the key details of the prime contract project, and the company who was the prime, and your point of contact in the prime contractor if not also the government agency if you had contact there.

• If you’ve got NO government experience… you can still use commercial past performance, especially with big-name companies, so long as it relates to the agency's need!



SECTION TITLE: Differentiators Decision makers really don't have time to research how you're different from your competitors. If you want them to pick you, give them some good reasons why!

• Technology, of course. What about your services or products are unique? A process?

Materials/components? Performance and reliability statistics? • The simple things: what basic things raise buyers' comfort? Are you located nearby? Tell them!

Brainstorm: do you deliver faster? How quickly can you have someone on site? Is your overall offering, with options and service, better value? Can you quantify that? How many locations do you offer relative to their service area? Decision makers might prefer a local supplier to one further away – a simple advantage many people overlook!

• Niche leadership: Have you won industry recognition awards? Technical certifications? Has the company completed any well-known training in your field? Just pick a few strong examples; no need for a long list.

SECTION TITLE: Company Data

• Legal company name and legal status (LLC? Corporation? Partnership?) • Number of employees • Annual revenue • Locations • Business Codes • DUNS number, CAGE Code: Enables unique search in CCR! • Socio-economic certifications • NAICS Codes: list ALL of the ones you satisfy; just the numbers, not the words.

• Current, relevant contract vehicles -- GSA Schedule? GWACs? IDIQ's?

SECTION TITLE: Contact Information On front and back!

• Name • Address • Phone (main and cell) • Email



Capability Statement Examples & Critiques This capability statement has a LOT of potential; the challenge the company hasn't conquered is how to pick out the really important stuff and boil it down to two pages: http://www.vigilbusiness.com/VigilFullCapabilityStatement.pdf http://www.doctohelp.com/newimages/gsa/gsa_c1_web.pdf seems too wordy and is still missing stuff; http://www.skyetechsolutions.com/images/ST%20Capability.pdf is short-ish, but still wastes words and is missing things. http://www.tecaassembly.com/government.html is very short, and thus also missing some useful things; http://brave-elec.com/Brave_Electrical_Contracting_LLC_Capabilities_Statement.aspx is playing up the native-owned aspects, but wastes words and space with graphics instead of adding key details. http://www.accountnet-inc.com/AccountNet%20Capability%20Statement.pdf has better examples of past projects Here's one that SCORE posted as an example to its clients/proteges...again, you can see its strong points: http://1.bp.blogspot.com/_c4CNaOLVCvM/Ry0d8TkgtzI/AAAAAAAAADQ/PqmTwEapYpk/s1600-h/2nd+Nature+Pic+Cape.JPG



EXAMPLE 1 -- Company-Developed [LOGO] Signs by Saenz Capabilities Statement Signs by Saenz is a certified 8(a)Woman-Owned provider of high impact marketing solutions for the Federal Government & Industry. Signs by Saenz has strong past performance on numerous Federal projects, and has built a reputation on expert consultation, design, and consistently meeting deadlines. Products: Marketing Materials l Interior & Exterior Signage l Exhibits Art & Framing l Trade Show Services including I&D and storage NAICS Codes: 238390, 323115, 339950, 493110, 541430, 541611, 541810, 541850, 541890 Procurement Made Easy: • 8(a) concern (#302966) allows for sole source procurement by any Federal agency accepting

Government Credit Cards • GPO Blanket Purchase Agreement (#450-80345) allows for sole sourced procurement for many

Federal agencies • Network of trusted partners to ensure all projects are completed on time and meet high quality

standards. Designations: 8(a), SDB, MBE, SWAM,Woman-Owned DUNS# 78-7227599, Cage: 4L0L6 Past Performance: Nationwide projects with Border Patrol, ICE, DISA, NGA, Marine Corps, Army, Navy, Smithsonian Institution, Department of Veteran Affairs Contact Information: Phone: 877.777.5734 Email: [email protected] Website: www.FederalSigns.us 5795 – G Burke Centre Parkway, Burke, VA 22015



EXAMPLE 2 -- Agency-Specific Format

SAMPLE CAPABILITY FORM Company Name:

SOCIO-ECONOMIC PROGRAMS Small Yes _____ No_____

Address:

Small Disadvantaged Yes _____ No_____ 8(a) Yes _____ No_____

Contact’s Name: Women Owned Yes _____ No_____ Telephone Number: HUBZone Yes _____ No_____ Email Address: Veteran Owned Yes _____ No_____ Website: Service Disabled Veteran Yes _____ No_____

Fax Number: Other: DUNS Number: Cage Code:

SERVICES/PRODUCTS NAICS • Code DESCRIPTION • • • •

CURRENT GSA SUPPLY SCHEDULES CERTIFICATIONS • Agency Type of Certification • •

SUPPLIERS (PARTIAL LIST) KEY TEAMING PARTNERS • • • •

MAJOR PAST PERFORMANCES REFERENCES • • • • • • •

• •



ONLINE CAPABILITY STATEMENT This is different from the Capability Statement I just described! This is a set of keywords -- and just keywords -- that you can use in online data profiles & registrations. Some profiles limit the number of words or characters you can use. List the keywords in the order of priority that you think someone will use to find your company's profile, so if you have to cut the profile short, you'll know that the most important terms got included. Selecting your keywords

• Look up your competitors in CCR and other online listings. If you want prospects to find you when they start out looking for your competitors, then notice your competitors' NAICS codes and key words, and use all the ones that fit you, too.

Sample Online Keyword Statement1 Terabyte, petabyte, gigabyte, GB, TB, PB, SAN, SAN-IP, WAN, LAN, SATA, disk drives, fiber channel, storage, aggregation, replication, primary data, secondary data, synchronous, asynchronous, secure tape transfer, tape transport, mirroring, migration tool, local remote replication, disk array, safe cache, zero impact, time mark journaling, disc journaling, hotzone, heterogeneous operating system, Solaris, Linux, Windows, ISIRS, solid state disk, attached storage, virtualized disk, virtualized tape, active-active, failover, snapcopy, zero impact backup, local replication, virtual volumes, zero done time, RAID arrays, continuous data protection, CDP, virtual tape library, VTL, simultaneous data duplication, disaster recovery, SCSI, continuous operations, COOP, simultaneous data access, site protection, hardware failures, de-dupe data, single instance

1 Source: TargetGov, Creating an Effective Capability Statement



CAPABILITY BRIEFING No matter how eager you are to introduce yourself and your company in glorious technical detail, you rarely share the Capability Briefing at a first meeting. This is typically a tool you hold in reserve for the longer follow-up meeting. Ideally, the briefing is in person. But your prospects might also include:

• Webinar / "GoToMeeting" / Conference software (ideal for multiple persons/locations • By phone with brief emailed ahead as PDF

Tips • Do use PowerPoint. • Expect no more than a 30-minute meeting. • Plan to use no more than half your meeting actually presenting. • Rehearse so that you can present 6 s l ides in about 2 -3 minutes per s l ide.

Six Simple Slides: Overview Sl ides 1 & 2: Company Identif ier Info& Core Capabil i t ies These slides have the basic information on who you are, what you do, and where government contracting fits into your corporate strategy. You won't change the information in these slides too much once you draft them the first time. Expect to update them once a year for changes in revenue or number of employees, and, in between, if your contact info or locations change. Slides 3 - 5: Opportunity, Value and Fit You'll customize the next three slides each time to reflect the specific needs and interests of the person, agency or company you're meeting with. Slide 3. The Opportunity The problem you can help solve, the agency programs involved, and, if you're presenting to a prime, the divisions of the company that would be involved in pursuing the business. Sl ide 4. Unique Value Proposit ion Your solution, what it is, how it works, why you are different from your competitor. Slide 5. Project Experience List of past clients and projects that show how your track record qualifies you for the upcoming opportunities. Slide 6: Meeting Objectives What do you want? Sum up the purpose of the meeting and ask for what you want. Introductions to key contacts like second-tier suppliers, or the prime who chooses suppliers for the program / platform, or the relevant Program Managers? Your contact's views of how well you fit the procurements you identified? Suggestions for how to strengthen your capability statement?



Worksheet #3: Six Simple Slides Sl ide 1 Worksheet

My Company LLC / Inc

• Number of employees • Annual revenue • Locations • Business Codes • DUNS number, CAGE Code: Enables unique search in CCR! • Socio-economic certifications • NAICS Codes: list ALL of the ones you satisfy; just the numbers, not the words. • Current, relevant contract vehicles -- GSA Schedule? GWACs? IDIQ's?

Contact Info • Name • Address • Phone (main & cell) • Email

Talking Points

•

•

•

•

•

•



Slide 2 Worksheet

Core Capabilities No more than four

Talking Points

•

•

•

•

•

•



Slide 3 Worksheet

The Opportunity: Specif ic programs Or Known Requirements What are you bringing them? How does your solution fit the agency's or prime’s specific business areas? If an agency, what problem do you solve, how, and why is your approach superior to other options or competitors? If a prime, what are they going to win with you? Refer to agency forecasts and your own research to present which of their government programs and existing or upcoming contracts you fit.

Talking Points

•

•

•

•

•

•



Slide 4 Worksheet

Unique Value Proposit ion Talking Points

•

•

•

•

•

•



Slide 5 Worksheet

Project Experience Selected Clients, Past Performance and Projects That Show You Are Qualified For These Opportunities

Talking Points

•

•

•

•

•



Slide 6 Worksheet

Meeting Objectives

Why are you here? What help and outcome do you seek?

Talking Points

• •

• •

• •



About the Author JUDY BRADT, CEO, SUMMIT INSIGHT Judy Bradt is one of America’s top champions for savvy business owners exploring government contracts. For 25 years, she has counseled more than 6,000 clients who credit her advice for winning more than $300 million in government business. She’s also the author of the new book, "Government Contracts Made Easier." Judy’s a strategic advisor for government contracts, bringing her clients, readers and audiences no-nonsense insight on winning government business. She just helped one client close contracts worth nearly a million dollars, and an 8(a) win their first federal projects in record time. Ms. Bradt began her career as a business strategist in the technology industry, with IBM Canada in Toronto, and shifted her focus from local to international in 1988. During her 15 years as the foremost expert on U.S. government contracts at the Canadian Embassy in Washington DC, she launched award-winning initiatives and cross-border programs that brought millions in new business to US and Canadian women entrepreneurs. In 2003, Judy founded Summit Insight. Taking on the risk and uncertainty of building her business added credibility and empathy to her expertise from working in government: her clients know she grapples with the issues they face every day. She developed a sophisticated body of work, including strategy workbooks and seven-step methodology to guide government contract success. She serves established companies preparing to take their first step into government business as well as those who want to win more. Her clients include women-owned and veteran-owned companies as well as 8(a) firms planning for graduation. Ms. Bradt is renowned for her entertaining, substantive presentations at national and regional events for groups including the Women’s Business Enterprise National Council (WBENC). Her special courses get top reviews from audiences hosted by the Small Business Administration, the Procurement Technical Assistance Center at George Mason University and the Armed Forces Communications and Electronics Association’s Professional Development Center. Judy holds a BA from the University of Toronto, and an MBA from McMaster University in Hamilton, Canada. She is also an instrument-rated private pilot and a rock-climbing instructor.

RECENT RECOGNITION • Small Business Administration’s

2011 Women’s Business Champion for Metropolitan Washington DC

• 2011 Rising Star award from the Women Presidents' Educational Organization (WPEO-DC) for her contributions to women's business enterprises

• MBE100, which recognizes entrepreneurship, community and professional contributions and outstanding client service.

MAJOR MEDIA COVERAGE Business Week, Fortune Small Business, Washington Business Journal, Smart CEO Magazine, ABC-WJLA Washington Business Report, and Entrepreneur Magazine. CONTACT [email protected] 703.627.1074 www.SummitInsight.com

capability statements and beyond v2 - grow fed biz · capability statement tips • create a basic...

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