INTRODUCTION
Federal government contracting is all about relationship development. Marketing to influential agency personnel, industry partners, prospective team members, employees, associate contractors and others who can help you requires a hard hitting synopsis of what your firm brings to the table.
Place into a capability statement (CAPE) the specific information others need to know for a sound decision about your company qualifications. This information includes such items as a D&B Number, government registration numbers, North American Industrial Classification System (NAICS) codes and the like. These items are elected or determined when you register your company for government contracting.
KEEP IT SHORT
An electronic capability statement (CAPE) for government contracts should be short and hard-hitting. It should be 1 -2 pages and should highlight the salient points of products and offerings, personnel and qualifications.
Below are examples of two good capability statements in the public domain. The first is a services company, the second example is for a company selling off-the-shelf products.
Below are examples of two good capability statements in the public domain. The first is a services company, the second example is for a company selling off-the-shelf products.
CLICK ON IMAGES OR DOWNLOAD TO ENLARGE
CLICK ON IMAGES OR DOWNLOAD TO ENLARGE
MAKE IT PROMOTIONAL
A good CAPE will be a promotional brochure that on paper and through the electronic media advertises who you are, what you do and why the government or prime contractors should buy from you. Major elements of your capability statement, in addition to your small business designation and certifications, are as follows:
A good CAPE will be a promotional brochure that on paper and through the electronic media advertises who you are, what you do and why the government or prime contractors should buy from you. Major elements of your capability statement, in addition to your small business designation and certifications, are as follows:
(1) Company overview
(2) Supplies and services description couched utilizing your marketing ideas and strategy.
(3) Past performance of your enterprise or your personal background and qualifications
(experience, education, etc.).
(4) Facilities or capabilities overview (How you perform your service couched in a manner that will appeal to your target market).
(5) Explanation of the positive results the client should expect.
(6) Points of contact and ways to contact you for meetings, placing an order and contracting your services.
INCLUDE GRAPHICS
The document itself should be created with graphics, photos, themes and sales pitches. A picture of your product and your personnel adds dynamics.
DISTRIBUTION
Your capability statement should be distributed on paper to your target market as a brochure, emailed as an attachment and linked into related industry web sites or partner marketing to get the word out about your product or service. Your CAPE targets contracting officers and prime contractor buyers who are seeking to fulfill their small business buying goals. It is a way to get you in the door and speak to, or correspond with, the management and technical personnel who are the decision makers in sourcing small business buys.
SUMMARY
A good quality CAPE is the spearhead of your marketing campaign and your visual image; focused and direct, it must be informative, concise and a snapshot of the very best you can offer.
2 comments:
These are really great tips for small businesses for Federal Govt. Contracting. I am indulged in capbility building business helping organizations as well.
Thank you for sharing.
Keep posting useful content.
Thanks, Ken; this is an excellent summary.
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