Creating a Killer Capability Statement That Communicates Value (2026 Update) 
Developing a Compelling Capability Statement (2026 Update) 
Description
In the federal marketplace, your capability statement is more than just a document—it’s often a government buyer’s first impression of your business. Whether you’re engaging with agencies or prime contractors, a strong, compelling capability statement is essential.
This course walks you through the critical elements of marketing your business effectively to prime vendors and government agencies. You’ll learn how to build a capability statement that not only meets expectations but exceeds them, and how to position your business as a “responsible” contractor that stands out from the competition.
In the federal landscape, first impressions happen fast—you often have just six seconds to make one. This course is designed to help you make those seconds count, giving you the skills to ensure your capability statement leaves a memorable, positive impact and sets the stage for success in government contracting.
Here’s a snapshot of our agenda:
- How to format your capability statement
- What must-have sections to include
- When to use it strategically
- How to articulate your value through your text
- Best practices for repurposing to tailor future versions to your customer
By the end of this course, you’ll have a clear framework for building a capability statement that communicates your value quickly, reflects your business at its best, and gives you a real advantage when competing for federal opportunities. Whether you’re new to government contracting or refining an existing approach, you’ll leave with practical tools you can put to work right away.
Target Audience: Business owners seeking federal contracting and subcontracting opportunities.
Meet Your Instructor:
ASHLEY DUWEL, CEO of Duwel Dev, LLC
Ashley Duwel is the CEO of Duwel Dev, the fractional business development team for established businesses scaling in the government marketplace. Duwel Dev leads and implements federal growth strategies — owning capture, proposal development, and the BD infrastructure that turns pipeline into awards. Ashley is also the Founder of GovConHacks, a government contracting support platform offering training, tools, and community resources for small businesses working with the government.
With over 15 years of federal sales execution experience, Ashley has personally trained over 25,000 small business owners and supported clients in securing over $2.5B in contract awards/ subawards across civilian and defense agencies.
For the last five years, Ashley has served as a Procurement Counselor with various APEX Accelerators, helping small businesses navigate registration, certifications, market research, teaming, opportunity evaluation, and more.
Duwel Dev is a HUBZone and Woman-Owned Small Business (WOSB) certified firm headquartered in the Tampa Bay area, Florida.
Lisa Williamson (verified owner) –
Excellent presentation. Great explanations and examples.
CHRSTINA DAVENPORT (verified owner) –
Ashley did such an excellent job explaining the details of a Capability Statement and how to develop one that will work best for us. She answered all questions and provided great insight and examples to help us understand the process.
Bernie Marable (verified owner) –
Outstanding presentation – speaker will versed in her subject matter.
Lee Harrison (verified owner) –
Well thought out presentation. I loved how the experience section was highlighted and explained. The question and answer portion was very useful as well.
Mitch Johnson (verified owner) –
I participated in the recent Nov 2025 webinar. Ashley did a splendid job covering the finer points of content and format for building a winning capabilities statement. I intend to leverage her guidance and experience to build a winner cap statement for our Eagle Feathers Roofing Native SB. Thanks, Ashley!