Capability statements p dotter 031009


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In this session you will learn the elements that make a capability statement stand out from the crowd. This is a standard document used to introduce your firm to government decision-makers. Often it is the first impression your business will have. You will take away everything you need in order to create a winning marketing tool for your business!

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Capability statements p dotter 031009

  1. 1. Capabilities & More * Pat Dotter Southwestern Area Manager, PTAC MN 507-549-3193 October 9, 2013 1
  2. 2. Agenda for the Today  Line Cards (one page capabilities)  Capability Statements  Past Performance Narrative Discuss structure, design, information & review of:  Business Cards  Letterhead, Email Signatures
  3. 3.  Capabilities Statement * (one page – “Line Card”) Electronic Extension of your Business Card – ₋ Much more information – NO BS, No fillers ₋ ONE page, business capabilities, information Core Competencies, Past performance Differentiators, Capacity no less than 10pt font Design – Layout: your choice, pix(s)? (optional) Logos – for company & contracts or programs (Include the tag line, other branding?) ₋ Balanced appearance, organized, informational, stress the key points, name drop, wrap up ₋ ₋ ₋ ₋ ₋
  4. 4. Capabilities Statement “DO’s” • Brag about BUSINESS, Capabilities (discrete, logo or statement, small print) • Major accomplishments, projects (new technology, new industry, etc.) • General personnel statements • Past Projects, “includes”, largest project • Extra Values, Problems you can solve • Name drop the best
  5. 5. Capabilities Statement “DO’s” • DUNS, CAGE, NAICS with descriptors • Certifications, Verifications (federal first, then state) • Phone, Fax, Professional email, physical address with zip+4 • Business name, tagline if needed • Web address, contact email • Socio-economic category • GSA Contract logos, program • Name drop the best (speaks to capabilities)
  6. 6. Cap. Statement “DON’Ts”       Focus on personal, personnel Brag about individual awards or accomplishments Highlight the Boss Too many pictures Detracting background or pictures Small font or hard to read font
  7. 7.  Capabilities Statement * (Line Cards)  Focused on Business  One page Elevator Speech (Capabilities)  A “Snap Shot” of what the business can bring to the table  Include the criteria – NAICS, DUNS, CAGE, Socio-Econ Goal, contacts, info, web address, location, physical address, etc.  Look Good, balanced, effective, communicate YOUR JOB TO MAKE IT WORK
  8. 8.  Line Cards * Line Card Review & Evaluation Techniques
  9. 9.  Capabilities Statement (for contract) • Used to evaluate the businesses capacity to perform • Used to make final decision, B2B comparison Should include: - experience - past performance - key personnel & qualifications - facilities, equipment - understanding of work to be performed
  10. 10.  Capabilities Statement * • This should be a living document • Updated on a regular basis • Any time changes occur • Different document created from this base for each specific agency or solicitation • Should align with the project focus • Project focus changes, key people
  11. 11.  Past Performance Narrative * This should be a living document base: • Created at end of every project • Archived for future use in Solicitations Narrative should include: • Specifics of the project • Attention to details, methods, systems • Key personnel involved, qualifications • Project focus, results
  12. 12.  Past Performance Narrative Should also include: • Any problems that occurred • Subsequent resolutions • Key players, names, contact info • Key agency/company people, info, contacts From this database, future agency specific documents will be created as needed
  13. 13.  Past Performance Narrative Each new document created should: • Align with the particular project focus • Provide the appropriate key personnel • Meet the requirements of that particular solicitation (page limitations, font size) • Follow all instructions Ultimate Goal: project the exact type of company, with exact capabilities for the project proposed
  14. 14. Agenda for the Today  Line Cards (one page capabilities)  Capability Statements  Past Performance Narrative  Discuss structure, design, information & review of: Business Cards Letterhead, Email Signatures
  15. 15.  Business Cards * • Purpose? – Who you are, what you do, contact info, calling card, business name, your title, location • Criteria – Government Perspective – What is your business, what does your business do, where can I find your business, how can your business help me? 15
  16. 16. “What is your Business??” • What’s in YOUR business name? Alphabet? Actual Business? Mystery service? Will a stranger know what this business does? • What does your business do? - Do you need a tagline? • 3 to 5 word explanation, not brand recognition, that clearly provides a picture of what you do - NAICS codes – pick your focus, your best 16
  17. 17. “Where do I find your Business?” • LOCATION, DUNs, CAGE, website url? – Location – City and State, physical address not necessary – D-U-N-S (Data Universal Numbering System) number is a unique nine digit identification number, for each physical location of your business, used to identify a business. It is a “social security number” for businesses world-wide, but not officially used for anything other than identification of a business and not even necessarily required. DUNs IS required to do business with the government 17
  18. 18. “Where do I find your Business?” • LOCATION, DUNS, CAGE, website url? – CAGE (Commercial and Government Entity) Code standardized method which identifies specific facility and its location. Always 5 alpha-numeric characters assigned by the DLIS (Defense Logistics Information System) – Website url – do you have one? Use www. Or http:// – Contact information – person, title, phone, email (professional) 18
  19. 19. “How can YOUR business help me?” How can your BUSINESS help Uncle Sam? • What do you bring to the table? - Are you a preference program goal? 8a, Minority, WOSB, EDWOSB, SDVOSB, VOSB, or HUBZone? DBE through DOT? (socio-economic marketing) - Are you on a GSA schedule? GSA program? Schedule #, GSA STARS?, Approved PBS, TMSS? - Others? Room for GSA logo? • State certifications? - list Federal first, then State 19
  20. 20.  Business Cards • Format of the business card: – – – Font size 10 +, style Layout – (follow any logo rules if they apply) Detractors? – color, background color, combinations of colors or style? Too busy? • This is the first “FACE” of YOUR company 20
  21. 21.  Business Cards         Purpose? Criteria – Government Perspective What is your Business? What does your business do? Where do I find your Business Who do I talk to? How can your BUSINESS help Uncle Sam? Format? 21
  22. 22.  Email Signature • Signature – extension of YOU & the business - your contact name, title, phone, email - Business name, tagline (optional), logo (optional), important qualifiers (socioecon goals) • EMAIL! • Message Board – your choice 22
  23. 23. Agenda for the Today  Line Cards (one page capabilities)  Capability Statements  Past Performance Narrative  Discuss structure, design, information & review of:  Business Cards  Letterhead, Email Signatures
  24. 24. Need help? Call a Local PTAC visit our website:
  25. 25. PTAC’s Statewide Presence MINNESOTA Bemidji Detroit Lakes St. Cloud Minneapolis St. Paul Savage Mankato 25
  26. 26. The Procurement Technical Assistance Center’s mission is to strengthen Minnesota’s economy by stimulating job creation, growth and business retention and helping companies pursue government contracts. 26
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