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
- Becoming a preferred provider of service to
- Applying for start-up business finance.
- A business plan.
- Applying for finance to expand your business.
your services with a business profile in Australia
and abroad especially in Asia, or to hand out at
Establishing credibility and trust. Why people should
do business with you.
Responding to queries about your services or
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.
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
business profile reflects the
size of your business so must contain
the following information: -
Your location and/or
demographics of your region/area
Company history (years of operation add credibility)
of your business - a large company with various divisions
can provide and organisational map.
or services - key features and benefits
key personnel qualifications or experience to deliver services)
Accreditation or Quality Assurance if applicable
(optional - not recommended)
Your mission statement
(optional - not recommended and only for profile )
Terms of trade
Why people should
do business with you - your business strengths and
Contact details for key
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.
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
Your document must also
and training policies
Health & Safety policy, Quality Assurance and any other relevant
Visual impact of 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
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
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
Lastly, you must name your document with the
title "Capability Statement" if this is the actual words used in the
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
See for example
Annemarie Cross who is an
business coach and
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
and add your services and build on it later.
Once you have your small business profile or capability statement you have almost
your website content. So why don't you go one step further.
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
reasons to go online.
As you know, unless you specify a
country other than your own any search will bring up local
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.
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
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.
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
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
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
becoming popular for both business owners and professionals.
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
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
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
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
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.
company profiles small business profiles.