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Business Profile and Capability Statements

A business profile or/and a capability statement can be a powerful marketing tool to be used for:

      • Submitting with government tenders - federal, state and local government.
      • Becoming a preferred provider of service to government.
      • Applying for start-up business finance.
      • A business plan.
      • Applying for finance to expand your business.
      • Promoting your services with a business profile in Australia and abroad – especially in Asia, or to hand out at Trade Fairs.

      • Establishing credibility and trust. Why people should do business with you.

      • Responding to queries about your services or products.

      • Your website.

 

What is the difference between  business profiles and a capability statements?

 

It depends on what country you come from and often they are seen as the same document and may be differentiated by their purpose. A capability statement as discussed here, relates specifically to a document accompanying a government tender.

 

Business profile will showcase your company products and services and may or may not divide them into different categories. A business profile will use marketing techniques to sell their products and services.

Capability statement is the document you need to apply for a government tender or contract.  Capability statements need to be concise and relevant to the specific contract. Depending on the size and diversity of your company's products and services. You cannot use a business profile that was written for a different purpose.

If you are applying for two contracts for different areas of your company, your capability statement needs to be written for both contracts.

Both business profiles and capability statements have common elements.

 

 

How to Create a Powerful Capability Statement and Business Profile

 

There is a lot of competition for your business as a whole and for government tenders. Both documents should be written so that they can be scanned very quickly by busy people.

 

A capability statement is much like an employment  resume insofar as the  assessor needs to see all the key points on the first page. You may be in competition with hundreds of applicants and your document needs to fulfill specific requirements or create interest so the reader will continue reading.

 

Content of both documents

 

Your business profile reflects the size of your business so must contain the following information: -

  • Your company's registered name

  • Your location and/or demographics of your region/area

  • Company history  (years of operation add credibility)

  • Structure of your business - a large company with various divisions can provide and organisational map.

  • Products or services - key features and benefits

  • Areas of expertise (or key personnel qualifications or experience to deliver services)

  • Accreditation or Quality Assurance if applicable

  • Major clients (optional)

  • Business objectives (optional - not recommended)

  • Your mission statement (optional - not recommended and only for profile )

  • Terms of trade (if relevant)

  • Why people should do business with you - your business strengths and past performance.

  • Contact details for key personnel.

Your capability statement needs to be relevant to the specific contract specifications, and will contain most of the above information:-

 

A large company will submit a capability statement that is relevant to the contract. It may be relevant to a specific division within your organisation so keep it relevant, do not promote other services. Nevertheless the company as a whole should be promoted briefly. You could also provide an attachment of some client testimonials. But not in the main document.

 

All they key points for a business profile can be added to your capability statement. You must be guided by the tender specification.

 

Your document must also contain:-

  • Staff development and training policies

  • Occupational Health & Safety policy, Quality Assurance and any other relevant accreditation.

Visual impact of both documents

Both need to showcase your organisation's experience and capacity to provide a quality service.  Photos of your products and key personnel will complete the visual impact of your document and create a professional image so that people will want to do business with you. Your brand, such as logo is also important. If you want to know more about business branding visit AnnemarieCross

Your capability statement and business profile don't have to be professionally printed. Word processing today is so far advanced it can be compiled professionally in Word format, Publisher or Adobe and you can choose good quality paper. If you need to send it electronically, convert it into PDF format.

If your staff has the skill to produce a product of the highest level then utilise these skills. If not, do not be concerned. It is the content that is important, However. as another option you may want to have it professionally typeset and put into a document you can change in the future and you can print yourself.

Lastly, you must name your document with the title "Capability Statement" if this is the actual words used in the tender requirements.

Just started your small business?

If you are a new start up business, for example, you would highlight your personal expertise. It will then become a personal profile highlighting your qualifications, experience and as many of the points listed above.


If you run a small business you haven't got the time or expertise to produce an effective and competitive business profile, you can seek professional assistance.

See for example Annemarie Cross who is an  business coach and brand strategist. and will assist you in writing your business profile. You can also use this document to create a business profile on LinkedIn (this link is just for Australia). You will then have a presence on the search engines. So it is an excellent way of becoming known.

In the second or third year, you will have more information to add. However, today clients expect you to have your own website no matter how small it is. You can start with a small business profile and add your services and build on it later.

Once you have your small business profile or capability statement you have almost written your website content. So why don't you go one step further.

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Do you want to take your business to the next level?

 

Take you local business or services online

 

If you have a small offline local business selling products or professional services, there are compelling reasons to go online.

 

As you know, unless you specify a country other than your own any search will bring up local companies.

 

Using the Internet to find local businesses is now mainstream and can only grow.

 

Ok, I understand, you are a small business and cannot afford websites that cost a fortune.  This is not a problem. Read on.

If you want to take your business to the next level, and especially if you are going for government contracts, you really do need to be seen as a legitimate and successful business.

Small businesses have built and maintained their own websites for half the cost of a yellow page advertisement. I know of a couple of people (through case studies) that got their children to set it up and maintain it. One even got credits for a primary school, by doing this. Of course it is a breeze for a uni student.

DIY

However if you don't have any spare children in your menagerie at home, you can do it yourself. It is dead easy. Take 5 and have a look at this video which shows you everything you want to know about setting up a website and is full of video case studies showing a wide range of businesses who have built their own website. Take the Video Tour 

 

or

 

The video above uses all the latest technical gismos such as "you tube". If your video card is not the latest go lets go to the "old fashioned" information page which is probably the best one for the novice internet user See Site Sell

 

Think about the stats and think how you could increase your business. Site Sell takes you through the building process step by step with support along the way. It will never get outdated because site sell are constantly reviewing their products. That is why there is a small annual fee. Compare the cost of everything you get from building your own with Site Sell. It is always up to date and uses the latest technology and changes that often occur when search engines change to way they list sites. An annual fee means that your site is always current and you are kept in touch with the latest trends that may affect your site..

You really need the basics of selling before you even think about taking your business forward to the next level and there are lots of resources on this site. However, wait until you see this video. You wont need them, as everything you need to know about building an online business and marketing your goods is supplied in the package for less than $AU300pa. - SAU285  (Dec 2012)

Other business resources

 

LinkedIn is becoming popular for both business owners and professionals.

How to use LinkedIn's full range of features - training courseIt covers how to find a job through LinkedIn and other aspects that are for business - how to find employees and how to find customers.

Free Personality Test

Discover you hidden potential and/or modify any negative traits that may affect your business

 

Every business, no matter how small must have a marketing strategy. it doesn't have to be complicated.

Look at an this scenario if you don't want your business to go downhill or remain the same and learn by it.

Case study - Folly of not following up clients:

I had my carpets cleaned and was not really happy with the result. However, I asked around and no one could recommend anyone. So I  looked for my last cleaner's card and remembered he didn't have one with him.  I ended up ringing around and found someone else. This was the best carpet cleaning job I had ever had. I had anticipated having to buy a new carpet  in the very near future.  Now I will get at least another three years out of it if I have it cleaned more regularly.  Yet I had to ask for a card and asked the guy to call me every 6 months. I gave him my card and he saw my profession and later rang me and asked if I could assist him with getting more clients. The concept of keeping a list of clients, with names, any personal conversations etc was a for following up was not being done. His business was not as good as he could be because he didn't even practice the basics of business building.

I gave him the basics of following up. Now a one page website would have changed anything for this client,, If you are already marketing savvy, or at least know the basics let your website sell your services while you are sleeping or out on the road where it is hard to talk and sell in these circumstances.

Postscript to this story ;  5 months later

Horror. I flooded my house and rang my carpet man. Lucky for me, but not for him, he was free and he was around in 30 minutes to suck up all the water. However, carpets were ruined and had to be replaced. This is beside the point. He didn't remember me until I prompted him and still had not put into place any marketing strategies. That is why he was sitting at home waiting for client's to call!

The moral of the story of course is that you have to use every marketing tool available if you want to build your business and lift your profile in your area. People do not just come to you. 

With the high cost of petrol predicted it makes sense to build your business in your local area or to diversify your business.  You can get full information about how to build your business or how to diversify your business step by step by going on line and looking at the wonderful resources: See this relevant resource that shows you what benefits can be gained from taking your local business online and see how other small businesses have built their local business by going online. ( Business size 1-10)

Take your local business online

New SEO software tool

Many examples of Small Business Profiles can be found online. Just do a search search on Google for any business you know of who are online or use some keywords to find some samples.

capability statements     company profiles small business profiles.

Custom Search

 

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Why not sell your own products online?

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