Creating a Killer Capability Statement That Communicates Value


Format: E-course
Duration: Approx. 90 minutes
Instructor: Joshua Frank, RSM Federal
Learning Credits: 1.5 CPEs, 1.5 ATCs
*This course was recorded on March 7, 2023

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1) Are there really good and bad capability statements? Everyone has an opinion on this. Are there truly any specific recommendations that will make my statement stand out from all the rest?

2) I don’t have a graphic designer. I don’t know how to create graphics. My capability statement looks like a late 1980s chicken soup recipe. Are there any templates with graphics I can use to create an ultra-professional capability statement?

3) Okay, I’ve seen other companies’ capability statements. Nothing special. Is this all there is to it? Do I just list the products or services I sell? I’m relatively new to government sales. I don’t have a security clearance or, for that matter, much government past performance. How do I differentiate and communicate the maturity of my company?

4) We’re a small business with half a dozen small commercial contracts. How do I communicate the value of these contracts in a way that the government will give me a contract and other companies will want to put us on their teams?

You have six seconds to convince a government buyer or teaming partner that you are competent, capable, and mature. In the federal market, a capability statement is the de-facto marketing tool for all small and mid-size companies. However, crafting a strong capability statement is more than simply identifying what you sell, differentiators, and company information. Many experts will tell you what needs to be included from a government perspective. However, few outline how to present your information from a business perspective. When it comes to succeeding in the federal space, companies must combine government sales strategy with overall business strategy.

Developing a capability statement is a two-part process. The first is an exercise called Value-Mapping, and the second is a list of the core sections you must tailor to your capability statement. Value mapping is a logical, step-by-step process of identifying the quantifiable and qualifiable metrics that you use to communicate what you’ve done on prior contracts, both commercial and federal markets. These metrics are how you differentiate, communicate value, and create a perception of capability and maturity.

This course is a fast-paced and high-energy session with step-by-step tactics and strategies. It covers several key topics, including how capability statements are used; the core principles and sections to develop your statement; how the government and teaming partners use them; and how to Value-Map. We will start by explaining, step-by-step, the principles, core sections, and how to perform Value-Mapping. In addition to two real-world examples, we’ll also facilitate a real-time Value-Mapping exercise for a past performance from one of the attendees. We will also discuss the types of graphics that should be used. By the end of this session, every attendee will have a much stronger understanding of how to develop or update their capability statement, creating a powerful corporate document that shouts capability and maturity in six seconds.

Target Audience: Small business owners (including SB, 8a, WOSB, VOSB, SDVOSB, HUBZone), marketers, sales, and proposal teams


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