Elevate Your Business with a Compelling Capability Statement
It can be challenging to set your business apart, capture clients' attention and secure new opportunities. One powerful tool that can help you showcase your business's unique strengths and win more clients is a well-crafted capability statement.
What is a Capability Statement?
A capability statement is a concise document that highlights your business's core competencies, achievements and differentiators. It serves as a marketing tool to communicate what your business can offer and why it stands out from competitors. Whether you're submitting a tender application or engaging with potential clients, a capability statement is an essential resource to have in your toolkit.
Why Do You Need a Capability Statement?
Depending on who your ideal client is and who you’re targeting, there are several potential uses for your capability statement, including:
- Marketing Tool - A capability statement positions your business favourably among competitors by showcasing your unique strengths and capabilities.
- Client Engagement - It helps initiate relationships with prospective clients by providing essential information that can lead to contracts or partnerships.
- Tender Applications & Quotes - Many organisations, especially government agencies, require a capability statement as part of the tender submission process to evaluate whether your business can meet their needs. A capability statement can also be useful to send with quotes, as it underscores your professionalism and suitability for the job.
What Topics Should Your Capability Statement Include?
A well-crafted capability statement typically covers the following key topics:
- Business Overview - A brief introduction to your business, including your mission statement and core values and the owner’s story.
- Services – Briefly outline the range of services you provide to clients.
- Core Competencies - A description of your primary services or products, highlighting your unique selling propositions and areas of expertise.
- Track Record - Examples of completed projects, contracts or achievements, often including metrics to demonstrate success.
- Why Choose Us? Outline the reasons why the reader should choose your business over the competition, such as your team’s training/expertise, awards you’ve won, your achievements or innovative processes.
- Contact Information – Include clear and up-to-date contact details for your business.
You may also choose to include profiles of key team members, a client list, WHS compliance, Quality Assurance, insurance details, and client testimonials amongst your topics.
The 4 Key Elements That Make a Great Capability Statement
1. Content
The importance of creating strong content cannot be overstated. Collaborating with a professional copywriter can significantly enhance the quality and impact of your capability statement. A skilled writer can help you:
- Define and target your audience effectively
- Articulate your brand message clearly and concisely
- Align the content with your target audience's needs
- Ensure proper structure and flow of information
- Provide a fresh, objective perspective on your business
2. Photos
Investing in professional photos of completed projects can elevate your capability statement's visual appeal. Alternatively, you can take your own photos using your phone. To ensure consistency and quality:
- Make taking photos a part of your process
- Have a central location to save photos and file them by project or date
- Ask your staff to help capture images
- Take photos at various stages - before, during, and after completion
- Use stock photos sparingly and only when required to paint a picture, not for specific projects
3. Design
While content is crucial, design and visual elements play a significant role in making a lasting impression. Keep these design tips in mind:
- Maintain branding consistency by using your company's logo, colour scheme, and fonts throughout the document
- Use a clean and professional layout with clear headings, bullet points, and sections for easy scanning
- Incorporate relevant high-resolution images, infographics, icons, and charts to make the document engaging and visually appealing
- Prioritise readability by keeping text concise, avoiding jargon, and highlighting core competencies using bold text or bullet points
4. Versatility – Print, Digital – or both?
Having both print and digital versions of your capability statement can maximise your reach. A well-designed printed capability statement can leave a tangible impact during face-to-face meetings, while a digital version allows for easy sharing via email or on your website. Consider leveraging both formats to cater to different audiences and situations.
Essential Reasons to Create a Capability Statement
- Serves as a powerful marketing tool to effectively communicate your value proposition
- Assists in tender applications and initiating client relationships
- Highlights your business's core competencies, achievements, and differentiators
- Showcases your projects, clientele, partnerships and testimonials
- Provides a key indicator of your overall standards and confidence in your brand
- Creates a tailored asset that enables you to target and engage with your ideal client
Capability Statement Examples
Click the link below to view the capability statements per industry
Builders Capability Statements
Carpentry / Bathrooms / Maintenance Capability Statements
Construction Capability Statements
Electrical Capability Statements
Excavation / Civil Capability Statements
HVAC / Air Conditioning Capability Statements
Landscaping Capability Statements
Painting Capability Statements
Plumbing Capability Statements
Where to start
Ready to take your business to the next level? Contact Tradie Packs today to learn how we can help you create a compelling capability statement that showcases your business's strengths and wins more clients. Let us help you stand out from the competition, win more contracts and achieve your business goals.
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Co written by:
Lyndall Guinery-Smith (The Professional Writer)
Brad Gleeson (Tradie Packs Founder)