Learn what a capability statement is
A business capability statement is a document that you have in your sales tool kit.
You can it use for:
- New business: part of pitching your business for new opportunities
- Tendering: including in your tender applications
It is a snapshot to introduce your business to potential clients and partners.
It is also called a:
- Business profile
- Capability profile
- Company statement
- Company profile
Communicating clearly
Your capability statement’s purpose is to present your strengths, experience and capacity in a clear and professional way.
Your capability statement help you win local contracts, it can also help you engage with major projects in mining, defence, infrastructure, or tourism. You can use it as a tool to position your business as a capable and competitive supplier.
Your capability statement should highlight:
- Who you are: What your business is and why you exist
- What you offer: the services or products you provide and how they benefit your customers
- What makes you different: the unique strengths or advantages that set you apart from the competition
- Your experience: real examples that show your success and reliability through past work
This isn’t just a basic “about us” blurb. It’s your chance to show how your business can deliver results and solve problems for clients.
What to include
Your capability statement should include these key things:
- About your business
Share your story. How your business started, what you’re good at, and where you’re heading. You can also talk about your vision, values and what’s important to you. - What you do best
Explain what your business is good at. What makes you different from others? Why should someone choose to work with you? - Your team
Introduce the key people in your business. Include their names, roles, experience, and any qualifications they have. - Your products or services
Describe in more detail what you sell or the services you offer. Focus on how your services help your customers or solve their problems. - Past work and clients
Show that you have done great work before. List some of your bigger clients and give examples of successful projects. - How to contact you
Make it easy for people to get in touch with you. Include your contacts name, job title, phone number, email and your business address, website, and your ABN or ACN.
Types of statements
Depending on who you are talking to and what you are trying to achieve, you may need different versions of your capability statement:
Long version
This is your full, detailed document. It’s great for tenders, grant applications, or formal proposals. You should include everything in this version.
Short version
This version is shorter than your long document and gives a snapshot of your business and is perfect for quick reference by potential customers, clients or partners. You can use it for online directories (such as those on ICNNT or NTIBN), your own website, or printed marketing materials.
Quad chart version
This is a short, sharp, 1–2 page summary designed to grab attention. It’s especially useful when meeting buyers for the first time or targeting new opportunities
Tips and templates
Use the information below to help you write your capability statement.
Use the templates to start writing your own.
Start with your long version
By starting with with a version that includes everything about your business - services, experience, clients, certifications, and unique strengths, you can create shorter versions more easily. This long version can act as your master document.
Use clear heading to guide your writing
The template will help you here. There is a formula for what to include and where.
Start with the things you know first
If you are finding it hard to start, start with what you know. You don't have to write it top to bottom.
Keep it honest and authentic
You can use other businesses version for inspiration, but try not to copy theirs. Make sure yours reflects your own voice and strengths. Be honest about what you can deliver and back up your claims by using testimonials, project outcomes and evidence.
If you're struggling, seek help
A fresh set of eyes can help you make what you are trying to communicate simple and effective to maximise impact. There are also service providers who write these for a living and can help you. It can be a great investment to help you win work.
The Business Growth Program can help you financially if you need assistance
The Territory Business Advisors are a free service that can also help you.
Use your long version and cut it down
The Business Capability Statement Guide tells you what you can keep in and cut out of your Long Version to make your Short Version.
Get someone else to read it
Ask someone who knows your business but is not involved in the day-to-day running of it. Ask them to spot words or language that could be seen as jargon, any gaps in your story and strengths you have not highlighted.
Keep it honest and authentic
Like the Long Version, you can use other businesses versions for inspiration but try not to copy theirs. Be honest about what you can deliver and back up your claims by using testimonials, project outcomes and evidence.
If you're struggling, seek help
Writing these documents can be tricky to keep communication simple and effective to maximise impact. There are service providers who are professionals at writing these and can help you. It can be a great investment to help you win work.
The Business Growth Program can help you financially if you need assistance
The Territory Business Advisors are a free service that can also help you.
Use the template and follow the headings
Your Long and Short Versions will help you with what you should include. Try and keep it to 1-2 pages.
Make it visually appealing and easy to read
As this is designed to grab attention, making this version visually appealing and a succinct summary can be useful for pitching buyers for the first time or when targeting new opportunities.
Focus on four areas
Your Quad Chart version should clearly highlight:
- Your value proposition
- Key capabilities
- Areas of expertise
- Proven track record
Use a service provider if needed
With this version in particular, it can be a smart investment to have your Quad Chart professionally designed for maximum effect.
The Business Growth Program can help you financially if you need assistance
The Territory Business Advisors are a free service that can also help you.
Help to create your statement
External suppliers:
If you are not confident, or do not have the time, using external suppliers to help you develop a Capability Statement can be helpful.
You can work with:
- A Copywriter
They can take your ideas and turn them into a clear, engaging story about your business, something that’s easy to read and makes a strong impression. - A Graphic Designer
They’ll make your document look professional and eye-catching, helping it stand out with great layout, colours, and visuals.
You can apply for financial support through the Business Growth Program to help you access these services.
Territory Business Advisors
You can request support through the Business and Workforce Delivery team who offer individualised support to businesses.
