5 tricks for business capability statement success (with examples!)

As your company navigates through the dynamic business environment, creating a compelling business capability statement becomes a strategic necessity.

Whether you’re competing for government contracts, seeking corporate partnerships, or striving for recognition in a competitive market, mastering the nuances of this essential document can be the key to unlocking exceptional success.

Your capability statement is more than a mere documentation exercise. 

We’re going to decode the secrets of business capability statement success in the Australian context, unveiling five strategic tricks to propel your business for prominence and prosperity.

What is a business capability statement?

A business capability statement serves as a concise and powerful snapshot of a business entity’s core competencies, qualifications, and past performance to position them competitively in their industry or market.

A business capability statement is typically used in government contracting, procurement processes, and when pursuing corporate partnerships.  It provides a quick and comprehensive overview that enables potential clients, stakeholders, and collaborators to assess a business’s suitability for specific opportunities.

It goes beyond a simple business profile, emphasising key strengths, accomplishments, and credentials to position an organisation competitively in its respective industry or market.

How to create a winning business capability statement

Here are the tricks to winning capability statements –

Tell a story.

Instead of simply listing your services and experience, try telling a story about your company and how you’ve helped other clients in the past. This can make your capability statement more engaging and memorable.

Example of storytelling in a construction capability statement –

Let’s look at a scenario where a construction company is bidding for a contract to renovate a historic school building.

Standard Format –

[Company Name] has over 20 years of experience in historic building renovations. We have a team of skilled professionals, including architects, engineers, and construction workers, who are experienced in preserving the character and integrity of historic structures while meeting modern building codes and standards. We have successfully completed several projects similar to this one, including the renovation of the [Name of similar project] and the restoration of the [Name of similar project]. We are confident that we have the expertise and experience to successfully complete this project to your satisfaction.

Storytelling Format –

Remember the whispers of forgotten laughter echoing through the halls of [School name], once a vibrant hub of learning? Now, its peeling paint and creaking floorboards tell a different story, one of neglect and fading memories. At [Company Name], we don’t just restore buildings; we revive their stories. Imagine [School name] bustling with life once more, its historic charm preserved while modernised for future generations. We envision classrooms filled with eager students, echoing with the sounds of knowledge and joy.

For over 20 years, we’ve breathed new life into historic structures, like the majestic [Name of similar project] now serving as a thriving community centre. We understand the delicate balance between preserving character and meeting modern needs. Our team of passionate architects, engineers, and construction workers, driven by a love for history and innovation, will meticulously restore [School name] to its former glory.

Imagine sunlight streaming through restored windows, illuminating murals painstakingly brought back to life. Picture parents walking their children through the same halls they once graced, sharing stories of their own school days. We believe in the power of place, and we’re committed to preserving [School name] not just as a building, but as a cornerstone of your community’s history and future.

OK, the story telling format may seem a little over the top, but it clearly shows a more interesting way to describe your business’ successes.

Customise for your audience.

Don’t treat your capability statement like a one-size-fits-all brochure.

Take the time to research your target audience – understand their needs, challenges, and expectations. Craft your statement to directly address their specific pain points and showcase how your unique offerings can solve them.

Remember, it’s all about relevance and value.

This positions you as the ideal partner for their specific requirements, significantly increasing your chances of winning the project and becoming their trusted provider.

Why does customisation matter?

1. It breaks through the noise – your statement will stand out from generic responses that don’t address the client’s specific needs.
2. It demonstrates strategic understanding – shows you’ve deeply analysed the RFP and tailored your message accordingly.
3. Customisation builds trust & credibility – highlights relevant expertise and experience, positioning you as a trusted defence partner.
4. It increases proposal value – shows you have a clear understanding of their challenges and your proposed solutions directly address them.

A great example of a defence capability statement

Scenario: Your defence company is vying for a contract to provide advanced communication systems for a specific military branch.

Standard capability statement for defence industry

[Company Name] has over 20 years of experience developing and delivering secure and reliable communication systems for various defence applications. We offer a wide range of products and services, including satellite communication, tactical radios, and network infrastructure solutions. We are dedicated to meeting the demanding needs of the military and exceeding expectations.

Customised capability statement for defence industry

(Hero Image) – A photo of soldiers using sleek, advanced communication systems in a realistic tactical environment.

Headline – Mission-Critical Communication: Securing Victory with [Company Name]

Opening –

We understand the vital role secure and reliable communication plays in modern warfare. That’s why we’re dedicated to developing cutting-edge solutions specifically tailored to the evolving needs of the [Specific Military Branch].

Customisation –

• Highlight relevant experience: Showcase past projects delivering communication systems for similar branches or missions, emphasising successful performance and exceeding requirements.
• Address specific RFP requirements: Directly mention the key functionalities and challenges outlined in the RFP, demonstrating your understanding and proposing tailored solutions.
• Emphasise security expertise: Highlight your security certifications, encryption protocols, and experience combating cyber threats, crucial for military communication.
• Present interoperability solutions: Explain how your systems seamlessly integrate with existing military infrastructure and other branches’ communication networks.
• Showcase logistical capabilities: Address concerns about deployment, maintenance, and support in complex environments.

Call to Action – Partner with [Company Name] to ensure your troops have the communication edge they need to achieve mission success. Schedule a briefing to discuss your specific requirements and experience our commitment to exceeding expectations.

Keep it concise.

Prioritise the information that matters most to your client, ensuring they can quickly grasp your value proposition and understand how you can address their specific needs.

Ditch the jargon and technical mumbo jumbo. Aim for clear, concise language that anyone can understand, regardless of their industry background. Focus on impactful statements and specific examples that demonstrate your achievements and expertise. Think punchy and persuasive, not lengthy and dense.

Why does conciseness matter?

1. It captures attention – as busy decision-makers value quick, impactful information.
2. It highlights key strengths – so focus is on core capabilities relevant to the client’s needs.
3. Conciseness promotes readability – it encourages engagement and avoids information overload.
4. It strengthens your call to action – a clear message motivates further conversation.

An example of an aviation capability statement  

Scenario – You’re a helicopter company responding to a request for proposal (RFP) from a mining company needing aerial support for remote operations.

Verbose Capability Statement –

Established in [Year Founded], [Company Name] has a long and distinguished history of providing comprehensive helicopter services across diverse industries. We boast a state-of-the-art fleet of [Number] meticulously maintained helicopters, ranging from light utility models to heavy-lift platforms, each piloted by highly experienced and certified professionals. Our extensive service offerings include passenger transport, cargo transportation, aerial surveys, firefighting, emergency medical services, and search and rescue operations. We pride ourselves on our unwavering commitment to safety, reliability, and efficiency, adhering to the strictest industry standards and regulations. Whether your needs involve transporting personnel and equipment to remote mine sites, conducting aerial inspections of pipelines, or responding to emergency situations, our diverse fleet and experienced team are equipped to handle any challenge you throw our way. We operate across a vast geographic network, ensuring prompt and flexible service at competitive pricing. Don’t hesitate to contact us today to discuss your specific requirements and learn how our comprehensive helicopter solutions can elevate your mining operations to new heights.

(zzzz…are you still awake?)

Concise Capability Statement example –

(Hero Image) – A helicopter expertly manoeuvring over a rugged mining landscape.

Headline – Mining Made Efficient: Helicopter Solutions for Remote Operations

Opening –

[Company Name] delivers swift and reliable helicopter support for your remote mining needs. Our diverse fleet and experienced pilots tackle any challenge, from personnel & cargo transport to surveys & emergency response.

Key Capabilities –

• Remote Location Expertise: Proven track record in challenging environments.
• Diverse Fleet: Light to heavy-lift helicopters for any transport need.
• Safety-First Culture: Unwavering commitment to industry standards.
• Cost-Effective Solutions: Competitive pricing and operational efficiency.

Call to Action –

Schedule a consultation to discuss your unique mining needs and discover how we can take your operations to new heights.

Need help to craft a compelling capability statement tailored to each of your tender submissions. Expect expert content creation, meticulous tailoring to meet specific requirements, and a persuasive call to action to grab your client’s attention from Tender Evaluation.

Focus on outcomes.

Rather than just listing your capabilities, emphasise the outcomes that your clients can expect from working with you. For example, instead of saying “we provide engineering services,” you might say “we help clients design and build innovative, sustainable structures that stand the test of time.” 

By focusing on the outcomes you can deliver, your business capability statement becomes more relevant and persuasive, increasing your chances of winning the project. 

Here’s the scenario – A marketing agency is submitting a proposal to a tech startup seeking brand awareness and lead generation.

Services-Focused Format

[Company Name] offers a comprehensive suite of marketing services, including branding strategy, social media marketing, content creation, search engine optimisation (SEO), and pay-per-click (PPC) advertising. We have a team of experienced professionals who can help you achieve your marketing goals.

Outcomes-Focused Format

[Company Name] helped [similar startup name] increase their brand awareness by 200% and generate 30% more leads within 6 months through a tailored marketing campaign. We understand the challenges faced by tech startups and can craft a data-driven strategy to achieve your specific goals.

Which format do you think demonstrates the marketing agency’s’ capabilities better?

Use visuals.

Remember, first impressions matter. Don’t let your statement be a wall of text!

Incorporate relevant visuals like infographics, charts, or photographs to break up the text and make your message more engaging. Think modern, professional, and visually impactful.

Have a look at this example of a renewable energy business capability statement –

Powering Progress: A Visual Journey with [Renewable Energy Company Name]

(Hero Image): A panoramic landscape showcasing a wind turbine farm nestled amidst rolling hills, bathed in the warm glow of a setting sun.

Headline: Energise Your Future: Visually Stunning, Sustainable Solutions from [Renewable Energy Company Name]

Tagline: We don’t just generate power, we illuminate possibilities.

Key Points:

• Data-driven Visuals:
  • Left Column: An interactive bar chart displaying the reduction in carbon footprint achieved by clients who partnered with your company.
  • Right Column: A map highlighting completed projects across different regions, showcasing your geographic reach.
• Photo Collage: A grid of vibrant images showcasing diverse clean energy solutions – solar panels on rooftops, community wind farms, hydroelectric dams nestled in nature.
• Client Spotlight:
  • Testimonial Quote: “Their visually compelling proposals helped us secure community buy-in and funding for our solar project.” – Mayor Jane Doe, [City Name]
  • Before & After Photos: Images contrasting an industrial facility using fossil fuels with the same facility powered by your clean energy solution.

Call to Action:

• Bold button: Explore Your Sustainable Future: Download Our Visual Impact Report

Remember, crafting a compelling capability statement is an ongoing process. Continuously update to reflect your latest achievements and adapt it to suit specific target audiences. With dedication and these handy tricks, your statement will be your secret weapon for success!

How much does it cost to create a business capability statement?

The cost of crafting a captivating capability statement varies depending on your needs and chosen approach.

DIY-ing might be free, but risks missing key elements.

Hiring a freelance writer could fall in the $450-$1000 range, offering more expertise but potentially lacking industry knowledge and context.

For a fully customised statement tailored to your industry and target audience, consider companies specialising in tenders, like Tender Evaluation, often starting around $1000 and scaling based on complexity.

Read more –

• Pitch Perfect: How to prepare for a winning Tender Presentation
• What are the most important things to do to win the tender?
• Tricky tender evaluation criteria? Overcoming subjective or unfamiliar requirements
• Need tender help? How tender consultants can supercharge your tender application
• Expert ‘not to be missed’ tips to be the best tender writer