Capability Statements

1. Capability Statements EDGE Innovation Network June 18, 2013

2. Kachman Consulting Group • Don Kachman, Principal • 20 years in Government Relations • Support emerging and second stage businesses and organizations • Opportunity Identification • Proposal Preparation • Contract Management

3. Agenda/Outline What are capability statements The importance of a capability statement How to make a one or two page capability statement

4. Capability Statements What Are Capability Statements

5. Snapshot of Capability Statements • A Capabilities Statement tells potential clients • who you are • what you do • how you are different from your competitors. • Once you tell clients – get their feedback and update your capability statement. • Allow clients to distribute your capability statement within their organizations. • A critical tool to begin your dialog with your government contacts.

6. What is a Capability Statement • A statement of how you can provide value and meet your government contact’s needs. • Concise • Distinctive • Informative • The information needed to start a dialog and the procurement process • Your Brand • Competencies • Qualification and Experience • Differentiators • Company Data • Single Sheet - One or both sides • There are other types • Hard copy or electronic

7. Other Statements of Capability

8. Capability Statements Are Not

9. Capability Statements The Importance

10. Acquisition is a multi-player game

11. Government Marketplace

12. Market Research - FAR requirements • Major System Acquisition – FAR 7.102(a) • Use FAR 10 • Commercial Items and Services – FAR 10 • … to arrive at the most suitable approach to acquiring, distributing, and supporting supplies and services. • Market research is conducted to determine if commercial items or non-developmental items are available to meet the Government’s needs. • Research and Development – FAR 35.004 • Publicizing requirements and expanding research and development sources.

13. Build Capability Statement To • Raise awareness with your contacts • Provide common ground to build a dialog • Create trust with your contacts • Test the marketplace • Do you have the right understanding of players, needs, and solutions?

14. Effective Use of Capability Statements • First Contact • Distribute to buyers and potential customers • Use at trade shows, meetings, and events • Getting the word out • Distribute via website (pdf format) • Responding to Request for Information or Sources Sought • Following up and reinforcing your message • After phone calls • After “elevator speech” • Include in proposals when allowed • Send an updated capability statement annually to maintain contact • Remember to tailor to specific audiences

15. Capability Statements Preparing a Capability Statement

16. Characteristics of a Capability Statement • Professional Appearance • Customer’s first impression • Succinct • Focus on strengths and core capabilities • Easy to quickly scan (1-2 pages) • Tailored • Modify for specific opportunities or audiences • Include additional info for government buyers

17. Drafting Your Capability Statement • Research your desired targets • Identify contacts • Identify products and services they purchase • Learn their language • Identify needs • Build solutions for your contact’s needs • Map your company to the need • Core Competencies, Capabilities, Resources • Past Experience • Differentiators

18. The Five Parts of a Capability Statement

19. Your Business Branding • Being Distinctive in the marketplace • Logo • Color scheme • Fonts • Business background / history / mission • Ties in to other literature and website design • Not being distinctive in your own messaging

20. Core Competencies, Capabilities, and Resources • A core competence is a bundle of capabilities and resources that enable your firm: • To solve a particular class of problem • To perform a particular service • To delivery a particular product • Identify core competencies and relate to your contact’s specific needs. • Only relevant capabilities and resources • Present the unique value proposition • Key personnel experience

21. Differentiators • Explain how your company is unique, different, and distinct from competitors in meeting the needs of your contact. • Show your unique understanding of your contact’s needs. • Show how no one else can respond to those needs. • Examples • Security Clearances • Geographical Coverage • Special Accreditations or Awards • Etc. • This is all about why your contact should pick your company over your competitors.

22. Clients and Past Performance • Provide examples from past work • Relate to your contact’s needs • Describe how you successfully completed the work • Why that work is representative of your company’s future performance. • This is about building credibility and showing that your company’s selection is a low risk choice.

23. Company Data • Corporate Contact Info • (Name, address, telephone, fax, e-mail, website, etc) • DUNS #, CAGE code, NAICS, PSC/FSC codes • Industry licenses/certifications or quality assurance certs • Small Business Certifications (potential differentiator) • Woman-owned small business • Small disadvantaged business • 8(a) certified • Service Disabled Veteran Owned Business • HUBZone • Acquisition Vehicles (potential differentiator) • Government Wide Acquisition Contracts • GSA Schedules • Accept government credit cards

24. Layout Example – Story Emphasis

25. Layout Example – Bullet focus

26. Final Tips • Professional appearance • Cover elements as briefly as possible • Easy to read • Use bullets/short sentences/tables • Be careful with acronyms and industry jargon • Use company logos and color – reinforce branding • A searchable document that can be easily changed and sent as a PDF file. • Continuously update!

27. Questions and Thank You Don Kachman, Principal Kachman Consulting Group don@kachmanconsulting.com (734) 730-2932 Signup for our newsletter at: KachmanConsulting.com Use Capability Statements to build a dialog with your contacts.