capability statements p dotter 031009
DESCRIPTION
In this session you will learn the elements that make a capability statement stand out from the crowd. This is a standard document used to introduce your firm to government decision-makers. Often it is the first impression your business will have. You will take away everything you need in order to create a winning marketing tool for your business!TRANSCRIPT
www.mnptac.org
Pat Dotter
Southwestern Area Manager, PTAC MN
www.mnptac.org
507-549-3193
October 9, 2013
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Capabilities & More *
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Agenda for the Today
Line Cards (one page capabilities)
Capability Statements
Past Performance Narrative
Discuss structure, design, information & review of:
Business Cards
Letterhead, Email Signatures
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Capabilities Statement * (one page – “Line Card”)
Electronic Extension of your Business Card –
₋ Much more information – NO BS, No fillers
₋ ONE page, business capabilities, information
₋ Core Competencies, Past performance
₋ Differentiators, Capacity
₋ no less than 10pt font
₋ Design – Layout: your choice, pix(s)? (optional)
₋ Logos – for company & contracts or programs
(Include the tag line, other branding?)
₋ Balanced appearance, organized, informational,
stress the key points, name drop, wrap up
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Capabilities Statement “DO’s”
• Brag about BUSINESS, Capabilities
(discrete, logo or statement, small print)
• Major accomplishments, projects
(new technology, new industry, etc.)
• General personnel statements
• Past Projects, “includes”, largest project
• Extra Values, Problems you can solve
• Name drop the best
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Capabilities Statement “DO’s”
• DUNS, CAGE, NAICS with descriptors
• Certifications, Verifications (federal first, then state)
• Phone, Fax, Professional email, physical
address with zip+4
• Business name, tagline if needed
• Web address, contact email
• Socio-economic category
• GSA Contract logos, program
• Name drop the best (speaks to capabilities)
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Cap. Statement “DON’Ts”
Focus on personal, personnel
Brag about individual awards or
accomplishments
Highlight the Boss
Too many pictures
Detracting background or pictures
Small font or hard to read font
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Capabilities Statement * (Line Cards)
Focused on Business
One page Elevator Speech (Capabilities)
A “Snap Shot” of what the business can
bring to the table
Include the criteria – NAICS, DUNS, CAGE,
Socio-Econ Goal, contacts, info, web
address, location, physical address, etc.
Look Good, balanced, effective, communicate
YOUR JOB TO MAKE IT WORK
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Line Cards *
Line Card Review
&
Evaluation Techniques
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Capabilities Statement (for contract)
• Used to evaluate the businesses capacity to perform
• Used to make final decision, B2B comparison
Should include:
- experience
- past performance
- key personnel & qualifications
- facilities, equipment
- understanding of work to be performed
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Capabilities Statement *
• This should be a living document
• Updated on a regular basis
• Any time changes occur
• Different document created from this base
for each specific agency or solicitation
• Should align with the project focus
• Project focus changes, key people
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Past Performance Narrative *
This should be a living document base:
• Created at end of every project
• Archived for future use in Solicitations
Narrative should include:
• Specifics of the project
• Attention to details, methods, systems
• Key personnel involved, qualifications
• Project focus, results
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Past Performance Narrative
Should also include:
• Any problems that occurred
• Subsequent resolutions
• Key players, names, contact info
• Key agency/company people, info, contacts
From this database, future agency specific
documents will be created as needed
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Past Performance Narrative
Each new document created should:
• Align with the particular project focus
• Provide the appropriate key personnel
• Meet the requirements of that particular
solicitation (page limitations, font size)
• Follow all instructions
Ultimate Goal:
project the exact type of company, with exact
capabilities for the project proposed
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Agenda for the Today
Line Cards (one page capabilities)
Capability Statements
Past Performance Narrative
Discuss structure, design, information & review of:
Business Cards
Letterhead, Email Signatures
www.mnptac.org
• Purpose?
– Who you are, what you do, contact info,
calling card, business name, your title,
location
• Criteria – Government Perspective
– What is your business, what does your
business do, where can I find your business,
how can your business help me?
Business Cards *
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• What’s in YOUR business name?
“What is your Business??”
• What does your business do?
- Do you need a tagline? • 3 to 5 word explanation, not brand recognition,
that clearly provides a picture of what you do
- NAICS codes – pick your focus, your best
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Alphabet? Actual Business? Mystery service?
Will a stranger know what this business does?
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• LOCATION, DUNs, CAGE, website url? – Location – City and State, physical address not
necessary
– D-U-N-S (Data Universal Numbering System)
number is a unique nine digit identification number, for each physical location of your business, used to identify a business. It is a “social security number” for businesses world-wide, but not officially used for anything other than identification of a business and not even necessarily required. DUNs IS required to do business with the government
“Where do I find your Business?”
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• LOCATION, DUNS, CAGE, website url?
– CAGE (Commercial and Government Entity) Code -
standardized method which identifies specific facility and its
location. Always 5 alpha-numeric characters assigned by the
DLIS (Defense Logistics Information System)
– Website url – do you have one? Use www. Or http://
– Contact information – person, title, phone, email
(professional)
“Where do I find your Business?”
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“How can YOUR business help me?”
How can your BUSINESS help Uncle Sam?
• What do you bring to the table?
- Are you a preference program goal? 8a, Minority,
WOSB, EDWOSB, SDVOSB, VOSB, or HUBZone? DBE
through DOT? (socio-economic marketing)
- Are you on a GSA schedule? GSA program?
Schedule #, GSA STARS?, Approved PBS, TMSS?
- Others? Room for GSA logo?
• State certifications?
- list Federal first, then State
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• Format of the business card:
– Font size 10 +, style
– Layout – (follow any logo rules if they apply)
– Detractors? – color, background color,
combinations of colors or style? Too busy?
• This is the first “FACE” of YOUR
company
Business Cards
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Purpose?
Criteria – Government Perspective
What is your Business?
What does your business do?
Where do I find your Business
Who do I talk to?
How can your BUSINESS help Uncle Sam?
Format?
Business Cards
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Email Signature
• Signature – extension of YOU & the business
- your contact name, title, phone, email
- Business name, tagline (optional), logo
(optional), important qualifiers (socio-
econ goals)
• EMAIL!
• Message Board – your choice
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www.mnptac.org
Agenda for the Today
Line Cards (one page capabilities)
Capability Statements
Past Performance Narrative
Discuss structure, design, information & review of:
Business Cards
Letterhead, Email Signatures
www.mnptac.org
Need help?
Call a Local PTAC
visit our website:
www.mnptac.org
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PTAC’s Statewide Presence
Detroit Lakes
St. Cloud
St. Paul
Savage
MINNESOTA
Minneapolis
Bemidji
Mankato
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The Procurement Technical Assistance Center’s mission
is to strengthen Minnesota’s economy by stimulating
job creation, growth and business retention and helping
companies pursue government contracts.
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