01.04.2018

Capability Statement

Evelyn Morraitis highlights another BDAV Member resource

Following the success of the BDAV’s first CPD program for 2018 featuring marketing guru Verity Campbell from Verity Campbell Communications  the BDAV has developed a Capability Statement template to add to our resources for members.

What is a Capability Statement?

A Capability Statement is a document that records your individual and business competencies, achievements, associations and accreditations,’1 differentiating your business from your competitors, helping you to reinforce your brand in the minds of existing and potential new clients.

It is highly recommended that a Capacity Statement is provided instead of sending a generic, ‘copy and paste,’ this-is-why-you-should-hire-me letter/email to your prospective clients, which let’s face it, isn’t really personable – or successful! Your letter/email to your potential client should instil trust, highlight your talents and demonstrate your abilities.

Why use a Capability Statement?

Did you know that ‘74% of deals are awarded to the company that was first to add value and insight.’ 2 This is just another incentive to rise above the competition and implement a Capability Statement. A Capacity Statement is a reflection of you and your business. Furthermore, a Capability Statement can assist you and your business:

  • Set you and your business aside from the competition;
  • Increase the probability of being selected for the job;
  • Highlight your talents;
  • Outline the vision and direction of your business;
  • Develop a clear understanding of your target audience- this should guide the writing and language style you use when implementing your Capability Statement;
  • Heighten your level of professionalism;
  • Respond to prospective clients and tenders.

Content of a Capability Statement

What then do you include in a Capability Statement? Your Capability Statement should be consistent with your company’s branding and should only include aspects that you believe are relevant to your needs. Generally, a Capability Statement will include the following features:

  • A description of what you and your company does;
  • Provide an overview of yourself and your employees;
  • Outlines awards or recognition that you or your company have achieved. This can also include other achievements or company highlights that add value and interest: by highlighting your talents, you are showing your prospective clients exactly what you are capable of;
  • Feature some of your best projects: it is generally best practice to use those that are a reflection of your business approach or have been recognised in the industry;
  • Your business approach and if applicable, vision and mission;
  • Testimonials: will reiterate to the reader of your capabilities and help develop trust;
  • Frequently asked questions: this suggests to the client that you have walked in their shoes and you know what they want;
  • High quality images;
  • Contact details;
  • Links to social media pages (if applicable) – Instagram in particular is a great tool for marketing your business and highlighting your capabilities and talents. The best thing about Instagram is that it’s free!.

If you would like to implement a Capability Statement for your business, you can access your copy of the BDAV’s Capability Statement template by signing in to the Members section of our website. Once you are there, click on BDAV Practice Notes.

Alternatively, you can contact Verity Campbell Communications if you would like professional assistance in developing your capability statement on 0431 207 250 or verity@veritycampbell.com.au.

References

1:  Government of South Australia- Department of State Development website. Sourced March 2018. https://statedevelopment.sa.gov.au/
2:  Market Bridge website. Sourced March 2018. http://www.market-bridge.com/

Evelyn Morraitis is the BDAV’s Membership & Corporate Partnership Officer.

Missed out on the seminar? Purchase a DVD copy of Marketing for Small Business from the BDAV Webshop at https://www.bdav.org.au/shop to learn more marketing tips.