Capability statements are the most important marketing tools for small business government contractors.
A well-written statement will open doors and persuade government small business specialists to connect you with program officers.
In the market research phase, government buyers are just trying to collect a pool of 'generally qualified' vendors and don't have time to read lengthy documents. They are just trying to get a group to forward to the actual buyers – the program officers.
You only have 6 seconds to hook their interest and using clear concise language, you must tell them –
Depending on the industry, location and size and scope of the procurement, government buyers receive hundreds or even thousands of statements from interested vendors every year.
Your statement must grab their attention so you can rise above your competition and really be seen by federal buyers and decision makers.
The truth is that government buyers only scan capability statements before deciding whether to toss or forward it in the process.
Those 6 seconds are crucial so you must craft a statement that quickly and effectively communicates your value proposition and key qualifications.
It's an elevator pitch, not the whole story and not your resume.
* Learn more with Neil's interview with Dept of Energy Small Business expert Loni Macrae 2018 interview
The eye naturally moves across a document in a Z pattern – starting in the top left corner, moving diagonally to the top right corner, then down to the bottom left corner, and finally diagonally to the bottom right corner.
HEADER: * the most important information!
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By including these critical components in your one-page capability statement, you can create a clear, concise, and effective document that quickly and effectively communicates your value proposition and key qualifications to government buyers.