What is a Business Capability Statement?
More and more, organisations are asked to include a business capability statement in tender documentation. A business capability statement is a communication tool to show your clients, at-a-glance, what your business is and what you can do for them. It helps you give general and specific information about your business, including company background, experience and areas of expertise that are particularly relevant and compatible with the requirements of the project or tender request.
A basic business capability statement should include information about your company and include elements and features such as an introduction and company overview, mission statement, core competencies, description of products and/or services, previous significant projects in the form of case studies, management profiles, key clients, and contact details.
Who Needs a Business Capability Statement?
Although more and more industry types are enjoying the benefits of having a Business Capability Statement, traditionally it was an essential tool for small businesses wishing to work with the Federal Government. Government tenders usually receive an overwhelming number of responses, but a point of differentiation afforded by a Business Capability Statement is often extremely well received. The cache these documents bring has now spilled over into almost all industry sectors, which sees the benefit in having a document that pulls together the advantages of a website, a company brochure, business card or even sales meeting into one powerful statement.
What Should a Business Capability Statement Achieve?
When written powerfully and persuasively, a capability statement will differentiate your business from your competition, helping to reinforce your business brand and value proposition in the minds of existing and potential new customers.
Your brand is your way of identifying your business. It is how your customers recognise and experience your business. A strong brand is more than just a logo; it’s reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising.
Your brand should reflect what your business stands for and what sets it apart from your competitors – it expresses the qualities, strengths and ‘personality’ of your business.
The Business Capability Statement takes the inherent message of your branding and adds weight to it in corporate language. It’s a sales tool without resorting to overtly ‘sales-ey’ language. The document should stand as a commercial handshake and be able to exist in a digital format or physical one.
Content is King
Content should be positive, and you should use language that speaks to your target audience. Write in short, information-filled sentences, don’t waffle, don’t embellish with needless adjectives and stay on-message all the time.
Emphasise what you as a company will be doing for the customer. Always maintain this focus – the statement is not so much about how wonderful your company but why it’s wonderful for your customer.
Generally, each industry or sector will have its own standard and style of communication or expectations regarding presentation and content. If you have, for example, domestic and commercial clientele, you may wish to consider preparing two documents. This means that each submission of a Business Capability Statement presents an opportunity to tailor information to different audience groups by meeting specific standards relating to language, terminology, formatting, presentation, nature of the content, data and statistics, and style of the document.
Use images, but keep the ration of images to text low, you don’t want this to be simply a brochure that people thumb through and discard. Use infographics if applicable, and headshots for key personnel to give a personal touch.
In business, people rarely come to you. A capability statement is, therefore, one marketing tool available to help build your business and lift your profile. This is why Select resumes are now happy to announce our Business Capability Statement service. We will work with you and your design brief to create an impactful, versatile and compelling document that will greatly assist in winning tenders, closing large clients, and informing your key target market of your precise business offering. Speak to us today to see how we can help you.
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