A capability statement sets out the abilities and skills of your business. It’s a tool that presents your expertise and achievements, plus your potential to deliver goods and services.
Sounds a bit dry so far, but it shouldn’t be. Here’s why.
A Capability Statement is not an internal document. Its purpose is external – usually for tender applications in government or private sector projects. So, it is of no interest to anyone other than yourself if you spit out your Mission Statement and other dry internal info.
A Capability Statement’s framework is the WIIFM principle. You need to write in a lively, direct way, with your audience’s needs top-of-mind.
It will help to get into the WIFM mindset if you note down a list of features and benefits of your products and services. Then link the features with benefits to make your messages really mean something to those people you seek as your target readers.
Once you’ve done that you can start to shape up your document. Here’s a checklist for your key info:
- Contact information
- Capability Information
- Main Business Activities (preferred business, products and services, specialised capabilities, competitive skills, software)
- Value Proposition
- Capacity levels, area of operation or supply, networks
- Track Record (leading projects completed and major clients)
- Management Systems – Safety, Environmental, Quality, Insurances, Risk Management Approach
- Relationships and Communication
- Responsiveness and Innovation
One of the key aspects people often overlook is the use the right tone of voice to reflect the ‘personality’ of your brand/company. You already know what your brand‘s values are, it is a matter of reflecting those in your wording. Reinforce the message often enough for customer to understand what makes your product unique.
Most people have far too much info at the end of this. There’s a simple way to tackle that. Start with your long version and whittle it down over time until you have a very succinct lively document you’re really proud of.