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LET US EDUCATE AND GUIDE YOU

IN SELLING TO THE GOVERNMENT
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How to Prepare a Capability Statement

and
Market to Government Agencies

Presented by:
Tim Scarborough, CFCM
Program Director, UH Procurement Technical Assistance Center

This Procurement Technical Assistance Center is funded in part through a cooperative agreement with the Defense Logistics Agency.
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Administrative items
Emergencies / fire alarm – test or real
Kitchen available for coffee / tea
Please keep a lid on coffee and cap on bottled water
Cell phones on silent – please
Short break near the hour
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Some information about us

PTAC – who we are and what we
do: the education, guidance,
and recommendations we
provide to help you understand
how to sell to government
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How we help you grow your business

Client-advising services
No-cost education and guidance to individuals on Federal, State,
and Local Government procurement (for-profit businesses only)
(Includes Small Business Innovation Research (SBIR) and Small
Business Technology Transfer (STTR) contracts and grants)

Training
No-cost Webinars and Workshops
(Variety of government procurement subjects)
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How do we put it all together for you

Our program – The Three R’s of Government Contracting
Register
Required to do business with the government
(TX optional)
Apply for certifications Benefits
Research Applies to Federal, State, & Local Government
Regardless of your experience we can enter
Knowing where to locate the opportunities
you in the program in the appropriate place
(FBO, ESBD, etc.)
Developing a Government Marketing Plan
Respond
How to submit a compliant offer for a government opportunity
Our goal is to have individuals receiving opportunity notices within two – three meetings!
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How to Become a UH PTAC Client

http://www.ptac.uh.edu
Select the link “Application” to complete our online application
Application information is confidential – used only to help us better
understand your business
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Like us on Facebook… to keep up on what’s going on in

government procurement. We will post:
Opportunities
Upcoming workshops and events
News
Please feel free to share our Facebook page with any of your
friends and colleagues
Search for “UH PTAC” on Facebook
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How to Prepare a Capability Statement

“Your Business Resume”

Tim Scarborough, CFCM

Program Director
UH Procurement Technical Assistance Center

Feel free to ask questions throughout the presentation

This Procurement Technical Assistance Center is funded in part through a cooperative agreement with the Defense Logistics Agency.
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Types of Capability Statements

Generic Targeted Customer
Contains information Contains information Requested
about your company that about your company, but Requested by the
is not prepared is prepared for a specific government in response
specifically for a potential customer after to a Sources Sought
potential customer. you have researched the notice posted on
Used as a door opener to customer to gain an FedBizOpps. There is not
start a relationship with understanding of what is a template for this type
small business important to them and of CS. It is prepared
representatives and / or what goods or services based on the customer’s
decision makers. you provide that fulfills a instructions.
need they may have.
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Where to Use a Capability Statement

Person to Person Referral
 Conferences  From Small Business Reps
 Vendor Outreach  From decision-makers
 Agency Events Virtual
 Matchmaking  Email, website, blog,
 Associations, Social LinkedIn
Events
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Our focus today is to

show you how to prepare
a Generic Capability
Statement
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Goals of a Capability Statement

 Informs the reader of your value
 Proves your value (past performance)
 Differentiates you from our competitors
If you can succinctly convey this to your reader with supported
facts, you will improve your chances of winning business with
government and prime contractors
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Targets for Your Capability Statement

Your Company Possible Target
You as a Prime Contractor Agency
You as a Subcontractor Primes
You as a Team Member Other Vendors
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First Impressions Are Critical

 Be professional
 Ex: email, website, typos
 Try not use clip art, stock graphics
 Know your niche – don’t try to be all things
 Lead with your expertise
 Prove it!
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A Poor Capability Statement

 May close the door on you
 Highlights your weaknesses
 Indicates you may not be capable of performing
 Points out the risk to contract with or hire you
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Five Key Elements to get You Noticed

 Call it a Capability Statement
 Include these sections:
 Core Competencies
 Past Performance
 Differentiators
 Company Data
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“Capability Statement” as Title

 Call it what it is!
 First word are Capability Statement
 Then your logo
 Then your contact info
 A mini business card across the top of the document
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Core Competencies
 Section title: Core Competencies
 Focused and on target – it should convey what you
sell and your value to the customer
 Short introductory paragraph (1 – 3 sentences)
Ex: ABC Company has been in business XX years
providing its’ customers excellent service in the areas
of _________________________________________
 Followed by keywords bullet points
 Certifications are not your value message
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Past Performance
 Section title: Past Performance
 List past customers for whom you have done work
within the three years. Prioritize by:
 Government entities: federal, state and local
 Commercial contracts
 Includes subcontracts
 Provide contract title, contract number,
description of work, contact name, job title,
contact info (email and phone)
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Past Performance: Example 1

If you were the Prime Contractor:
[Agency / Customer Name]: Provided x-y-z services
to enable the effective use of a-b-c, thereby reducing
costs by $xxx,xxx over three years. Contract name,
contract number, contact name, job title, contact info
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Past Performance: Example 2

If you were a Subcontractor:
As a subcontractor to [Prime company name],
provided the x-y-z services to enable the effective use
of a-b-c, thereby reducing costs by $x,xxx over three
years. Give contact name, job title, contact info
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Past Performance: Example 3

If you were an Employee:
As an employee of [company name], provided the
x-y-z services to enable the effective use of a-b-c,
thereby reducing costs by $x,xxx over three years.
Give contact name, job title, contact info
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Differentiators Defined #1
Unique features and / or benefits of a product, or
aspect of a brand, that set it apart from competing
products or brands – it separates you from the rest of
the competition
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Differentiators Defined #2
Section title: Differentiators
Identify what makes you different from your competitors
 Location
 Training
 ISO
 Exclusives
 Relationships
 Experience
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Differentiators are NOT

 Socio-economic certifications (8(a), WOSB, MBE…)
 One type fits all – if your competitors have it, it’s
likely not a differentiator
 “Quality” people, services, products
 XX number of years of experience
 “Solutions provider”
 “Best in class”, “world class”, best of…” or other
superlatives
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Differentiator Questions to Ask Yourself

 Why did your biggest customer want you?
 What is it about your goods/services that make you
stand out from the rest?
 What is it about your people that give you the
advantage over your competitors?
 Why are your products better solutions than the
others that are available?
If these benefits cannot be clearly communicated, it is difficult for
a decision-maker to make a clear recommendation for your
company over one of your competitors
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Company Data
 Federal: DUNS No. & CAGE Code
 NAICS codes
 PSC & FSC codes
 GSA Schedule contract number(s) (if applicable)
 BPAs and other contract numbers (if applicable)
 Socio-economic certifications: 8(a), HUBZone,
ED/WOSB, SD/VOSB, MBE, WBE, SBE, PDBE
 Your contact information – name, email, office,
direct number
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Graphic Design Elements

 Use your branding
 Logo, colors, style, and fonts
 Complement your website
and business cards
 Use entire page (only
the front side)
 Use graphics sparingly (increases file size and takes
up space – they don’t want to see pictures
 Prepare in editable format (Word) and email in PDF
 Do not save as a graphic file: tif or jpg
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Tips for Success

 Make sure the file size is under 1MB
 Save as a PDF and only email the PDF
 Save as: YourCompanyNameIndustry
 Use consistent branding – Capability Statement,
website, and business card
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Review
 First impressions are critical
 Accurate representation of you and your company
 Easily understood – they know who you are and
what you do
 Stating your value and differentiators captures their
interest
 Government
 Commercial
 Prime or subcontractor
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Questions