Think Of It As A Business Resume

Think of it as a Business ResumeAuthor: John Miller , Certified Business ConsultantVeterans Business Outreach Center for Florida800-542-7232

A Capability Statementis a Business Resume,tailored to highlightyour company’sbusiness capabilities toany business and/orgovernment agency thatwould buy your servicesor products.Veterans Business Outreach Center2

This is first and foremost a SALESTOOL, a business resume primarilyused to introduce governmentprocurement agents or SmallBusiness Representatives to yourproducts or services, using NAICSCodes.It is also useful in Business to Business (B2B) forcompanies looking for subcontracting opportunitiesto Prime Contractors.Veterans Business Outreach Center3

A well-crafted CapabilitiesStatement is especiallyadvantageous to veteranowned (VOSB), servicedisabled veteran owned(SDVOSB), woman-owned(WOSB) and minority ownedsmall businesses who canget preferential treatmentin government awards, IFthe business is capable ofhandling the work and itsprices are reasonable.Veterans Business Outreach Center4

The key to successful marketing isidentifying the potential customer throughcareful market research and telling themwhy your company is the best choice to dothe job.Government contracting is no different! BUT you haveto do your homework to find the opportunities suited toyour abilities, then give the right person an easy-toread, concise statement to help them pay attention toyou!BE REALISTIC: If they do not buy what you sell or can deliver efficientlyor cost-effectively, don’t waste your time knocking on those doors.Veterans Business Outreach Center5

Capability Statements are as unique as thecompany. It should reflect your business andits specific capabilities. Customize it byhighlighting the capabilities that make yourcompany best suited for the job advertised.Helpful Hacks: Stick to the facts – Write it Right, Write it Tight, Write it Bright(Associated Press slogan)Understand what your potential customers need to know to do morebusiness with you. Why are you the smart choice? Price, teamexpertise, prior experience, equipment, location?Don’t use company proprietary data and avoid acronyms unless youknow that the reader will understand what you mean and why it’simportant.Veterans Business Outreach Center6

REMEMBER, this is a Resume for your Business. If you’ve peaked the reader’s interest, they will go toyour website for details or contact you for more infoSingle page, front and back. Using your companyletterhead is fine.Try 2‐columns per page. Helpful Hack: Use the Tables function in a Worddocument to make creating and writing in columnseasier to manage.Edit, edit, and edit again to suit the specific worksought.Convert to a PDF for security and ease ofdistributionVeterans Business Outreach Center7

Remember to KISS (Keep it simple and short) Open with a description of your Company including a list ofproducts and/or services, brief history, location if helpful, abrief statement about your management team, and anygovernment certifications or state licenses, etc.Helpful Hacks: The first half page should be dynamic andattention-grabbing but realistic. However, a mere statement ofwhat you do isn’t sufficient! As I often say, all Plumbers fix leaks,so don’t say “we fix leaks”.If the top half of the page is worded correctly, readers will go on toyour website and/or add you to their Bidders List. In the case of thefederal government, the Small Business Rep or Office of Small &Disadvantaged Utilization Business (OSBDU) representative will putyou on file for future opportunities.Veterans Business Outreach Center8

Official company nameMain physical location and relevant branchlocationsMailing addressTelephone numberFax number, if you have oneEmailWebsiteLinkedIn profile, if relevant9

Provide a list of your products and/orservices with applicable North AmericanIndustrial Classification System (NAICS) Codesfor your services and productshttp://www.census.gov/eos/www/naics/ Be precise, concise and use bullet pointsAvoid or explain acronyms that your readermight not understand.10

Names and BRIEFbiographical informationon your company’s keypersonnel. Include license numbers orcertified personnel toindicate your level ofspecialization or training Expertise that separatesyour company from thepack or at least makes youcompetitive EX: Top Secret SecurityClearances; bilingual staff;commercial licensing;import-export experienceVeterans Business Outreach Center11

SBA or VA Certifications: Veteran-owned SmallBusiness (VOSB); Service-Disabled VeteranOwned Small Business SDVOSB); Woman-Ownedor Minority Owned Small Business; HUB Zone,8(a) Certified Small Business; etc.ISO 9000/9001/ LEEDS certified, etc.Awards and special industry recognitionDun & Bradstreet ID (DUNS)CAGE Code, if you have oneGSA Schedule, Federal or State Contract NumbersBonds, Insurance12

List key distributors,suppliers, etc., IF thismakes your companymore credible orcompetitive to the buyer Value-added reseller for . AAA rating from .13

Briefly describe your company’s capabilitiesand work experience that is applicable to theagency’s or contractor’s needs or relevant tothe job requirements Past performance up to three years If you are a recent start-up without significant orany past performance, you can list experience orqualifications. For instance, welding qualificationsor professional certifications you or youremployees have that make you a viable contractor14

List both Your Private Sector andGovernment Clients Helps prospective clients understand the natureand scope of your products and servicesEstablishes your track recordLends credibility – remember, contracting agentsavoid risk. Make them feel comfortable in theirdecision to hire your companyVeterans Business Outreach Center15

A written Capabilities Statement will help youarticulate what your company does best and will“evolve” into your elevator speech, which will help youand your representatives become better salespeople. The process will help you Identify “holes” to fill in your business capabilities. Prepare to use online capability forms required bysome prime contactors and government agencies. Create a customizable marketing tool that canevolve over time to highlight your company’saccomplishments.Veterans Business Outreach Center16

AT ANY AND EVERY OPPORTUNITY! Business networking / “Meet & Greet” events Industry trade shows and conferences Government Contracting “Matchmaker” events Sales calls to government Small BusinessReps and private sector purchasing officesHELPFUL HACK: Post your Capability Statementof your company website.Veterans Business Outreach Center17

We estimate that at least 90% of “cold call” marketing emails aredeleted without opening! Few contracting agents are likely to (a) read emails from an unknown party,or (b) use their paper and ink to print it out. Mail a paper copy directly to the point of contact: Readers will be much more likely to file it and/or pass it on to otherbusinesses. At a minimum, most recipients will add you to their Bidders List for futureprocurements and will keep your Capability Statement on file.Use email to inform your POC about the incoming mail andinclude a PDF of your Capabilities Statement in that email to helpthem recognize it.Follow up with phone calls.18

Letter can be addressed to the Small BusinessRepresentative for a specific government agency atany level (federal, state, county, local, etc.) SAMPLE WORDING: Please allow me to introduce ourbusiness. We are a small (insert any designations*) businesswith (#) years experience in this work. Please consider usfor any current or future contract or set-asideopportunities. Our Business Capabilities Statement isattached. Don’t forget to repeat your contact information andinclude your website!* Veteran owned; Woman-owned; Minority-owned; HubZone; 8(a) certifiedVeterans Business Outreach Center19

Letter for contract awards published in FEDBIZOPS SAMPLE WORDING: We noted on SAM that your company wasawarded a contract on (date) for (the agency or primecontractor) to do (short description of the work awarded).We are a small (insert any designations*) business with (#)years experience in this work. Please consider us for anycurrent or future subcontracting opportunities. OurBusiness Capabilities Statement is attached. Don’t forget to repeat your contact information andinclude your website!* Veteran owned; Woman-owned; Minority-owned; HubZone; 8(a) certifiedVeterans Business Outreach Center20

‣Letter for companies located during SAMS orany marketing searchoSAMPLE WORDING: Please allow me tointroduce our business. We are a small(insert any designations*) business with (#)years experience in (your field or productline). Please consider us for any current orfuture subcontracting opportunities. OurBusiness Capabilities Statement is attached.‣ Don’t forget to repeat your contact informationand include your website!*Veteran owned; Woman-owned; Minority-owned; HubZone; 8(a) certifiedVeterans Business Outreach Center21

The Florida Veterans Business Outreach Center (VBOC) is a FREEbusiness consulting and procurement resource for militaryveterans and spouses, funded in part by the US Small BusinessAdministration, and serving the entire state of Florida.For more information of how the VBOC of Florida canhelp you start and succeed in business,call 800-542-7232 or visit www.VBOC.orgAuthor: John Miller , Certified Business ConsultantVeterans Business Outreach Center for Florida800-542-723222

Veterans Business Outreach Center This is first and foremost a SALES TOOL, a business resume primarily used to introduce government procurement agents or Small Business Representatives to your products or services, using NAICS Codes. It is also useful in Business to Business (B2