Given the interest in and competition for Government work, it is more important now than ever before for companies to differentiate themselves from their competition and to clearly define their area of expertise. This is especially critical for small businesses.
I see so many small businesses present themselves as larger than they are, advertising that they are the global leader in whatever it is they do and claiming a broader array of skills than is necessary to win business. I remember one 10 person 8a with 52 NAICS codes listed in SAM.GOV, everything from cattle ranching to beauty shops to IT and Scientific labs. Such tactics call into question the firm’s credibility and depicts the firm as a generalist rather than a specialist.
What do you really do? What are your 3 -5 truly core capabilities, the things that you are really, really good at doing? Most RFPs, sources sought and task order requests require specialists. It is hard to be compliant, if you are seen as a generalist amongst a sea of specialists.
Next, how are different from all the other vendors in your area of expertise? What sets you apart? It isn’t because you have been in business since 1431 BC, or the management team has 1000 years experience, or you listen to your clients concerns or even because you have the best staff not he planet. Every business can say that, and they do! To really differentiate from the rest, you have to be able to be and say something that none of your competition can say or do. And keep in mind that it must be true and it must be believable.
By the way, by defining your true core capabilities and key differentiators, you have a solid basis for revising and updating your capability Statement.