What is a Capability Statement?

A capability statement, in its most basic form, is a promotional or marketing statement about your company and its capabilities and skills that advertises who you are and what you do. Capability Statements, on the other hand, must be tailored to your audience: the government buyer or prime contractor.
Successful businesses use their Capability Statement for a variety of purposes, including:
  • It is required in many government or private sector registration processes 
  • It opens doors to new agencies 
  • It is proof of qualification 
  • It is proof of past performance 
  • It distinguishes you from your competitors
IDX-img-Capability-Statement

Contents of the Capability Statement

A successful Capability Statement includes the following five key areas:
  1. Core competencies / capabilities 
  2. Differentiators / including facilities and equipment 
  3. Past performance 
  4. Corporate data including industry codes 
  5. Contact information
Use the section labels Core Competencies, Past Performance, and Differentiators when writing a Capability Statement. These are the key factors that government buyers are looking for in order to make an informed decision.
For the past years, IDX.Marketing has been helping businesses and entrepreneurs with their capability statements.

As a Travel+Leisure Protege (previously Wyndham Destinations), we spent an entire year developing and perfecting the strategies to create a capability statement that is specific to your business and branding and also resonates with the major Fortune companies that are accustomed to reading them. (Such as Universal Orlando, Disney, Travel+Leisure, and many more).

Your capability statement needs to be your “one minute elevator speech on paper.”
Below is our take on what was discussed in the meeting and some advice we have come across.
As every Fortune company is different and their procurement department is managed by many talented leaders, they agree on the following terms:
What a Capability Statement should have:
A good, recognizable design will always aid in conveying your main points and can serve as a visual representation of the work you do, your corporate culture, and your core values. They need a clear explanation of your company’s operations. In essence, what issues do you resolve for them? You would have to be concise and direct when you create your business description.
Past experience.
They want to know how long you have been in business, and exactly what your focus is. (Main services or Products) Some, would even like to see your sales revenue. They want to make sure you can handle the business they are about to throw your way. Mentioning your team, whether you have employees or work with subcontractors and advisors, is another way to show off your abilities.
The most crucial thing in this situation is that you demonstrate your ability to manage the situation and that it is because of your knowledge that they can feel confident that the job will be completed.
Remember to keep it simple:
A minimum of words should be used. These accomplished managers at Fortune 500 companies lead hectic lives. On top of all the other duties they have, they are used to receiving numerous capability statements and presentations on a monthly basis. They are seeking solutions, so the easier you can make it for them to understand your services or products, the more likely it is that they will choose you for the job.
Do’s and Don’ts:
  • DO represent your brand.
You and your team members must represent your brand. The way you groom and dress must be a good representation of your business. If your designs do not match your personal care, it creates a dissociation of who you are and your company, thus, bringing distrust or raising a red flag for potential buyers.
  • Do NOT mess up.
There may be delays in some projects, but if you consistently fail to deliver what you promised, your problems will only get worse. They all exchange information with one another. They are very well acquainted with one another across all businesses, and they will all be aware if you do not fulfill your promises.
  • Do NOT embellish.
Don’t put in more than you can actually handle. When they realize that some of what you said was not your strongest suit, it will appear bad.
  • DO keep your “NAICS” codes and all other codes limited to your niche.
This is an extension of the point above. Leave out the codes that are not exactly what your services and capabilities reflect.
DO add the companies that you have worked with in the past or present.
  • DO add any AWARDS your company has received.
Incorporate any certifications, standards, etc. Make sure to include the items you have acquired over the years
  • Do NOT over promise.
Make sure you are qualified for the position you are applying for. There are many aspects of the project that you merely are unaware of. The Fortune 500 companies are always changing and have a huge number of moving parts. Prior to applying for a job, make sure you conduct your DUE DILIGENCE and consider all relevant factors.
DO showcase the key area of your expertise.
  • DO your homework.
Create a capability statement that is specific to the areas you want to improve. Additionally, depending on the demands of the job, you can have multiple capability statements and create one for each service or product.
  • DO Follow up.
By submitting your capability statement, you do not ensure that your business will stand out or that you will be added to their database. You must check that you are listed as a vendor on the client’s portal and send emails to the people to whom you have submitted capability statements.
Do not forget that people only do business with those they know and trust.
Final words of advise:
  • Display your brand.
Make sure that your designs, website, team, and you all embody your brand. More importantly for your client, make sure that your business can be seen as a continuation of their branding.
  • One Page Capability Statement.
Make sure you share the necessary information in as few words as possible.
  • Before contacting the business, do some research on it.
In your area of expertise, be sure you are completely aware of their biggest pain point and that you know how to alleviate it.
  • Follow up.
You can follow up with an email and share some more information such as yearly revenue, case studies, Clients testimonials etc…
  • Think about including “Case Studies.”
Keep in mind that people retain stories. Add it if you have a strong argument that can be made in few words.
Add some testimonials from your most appropriate clients.
On the link below is a questionnaire they shared at the meeting that covers most of the information you will need to make your capability statement.
Click HERE to start the process of creating your Capability Statement.
Click HERE to see our own Capability Statement.
Click HERE to see more samples of our Capability statements.
For more information click  HERE.
We, in IDX.Marketing, specialize in the Capability Statement Creation and will help you every step of the way. Fill out the questionnaire to start our easy and quick process.

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SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

Custom Desing

You deserve to have your own custom designs. We’ll create a design that’s uniquely yours, with a brand message that reflects your personality and goals.

Capability Statement

The design of a Capability Statement is a challenge, you need to be concise to summarize all the important information about your company on one page, think of your Capability Statement as if it were your resume.

Brochure

We create the brochure of your company, brand, product or service from scratch specially designed to show your value proposition to the target audience.

Business Card

Make your business card design stand out. We take the time to understand what you need so you can have an impactful card that will make your company stand out.

The Branding Kit

We make sure that our clients have a professional and unique corporate brand that allows them to promote their companies and increase their chances of success.

Logos

We take great care in every detail to make your brand unique! Our logos are handmade and then digitally designed, always thinking about the concept of the brand and target audience.
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