When done well, a capability statement is far more than a glossy brochure – it’s a strategic sales document that can open doors, spark meaningful conversations, and tip the scales in your favour during competitive tenders. This case study explores how one Australian small business used a professionally crafted capability statement to secure a major contract, and the practical lessons you can apply to your own business.
Meet Sarah and BrightLine Facilities
Sarah Johnson, the founder of BrightLine Facilities, runs a Sydney-based facilities maintenance company. They specialise in cleaning, grounds maintenance, and minor repairs for multi-site commercial clients. Like many small business owners, Sarah had grown her business through word-of-mouth but struggled to break into larger contracts with government agencies and national retailers.
When a large property management group released an expression of interest (EOI) for a three-year facilities maintenance contract across 40 sites in New South Wales, Sarah saw an opportunity. However, the EOI required a capability statement. She quickly realised that the generic single page PDF she had created years ago wouldn’t cut it.
Why Sarah’s First Capability Statement Missed the Mark
Sarah’s original capability statement looked polished on the surface but had several common weaknesses:
- It read like an “About Us” page, focusing on history rather than showcasing how BrightLine solved client problems.
- Services were listed as bullet points without context, outcomes, or proof of experience.
- There was no clear unique selling proposition (USP) or differentiation – BrightLine sounded like every other facilities company.
- Case studies and testimonials were missing from the capability statement, leaving no evidence of a track record or reliability.
- The language was informal and inconsistent, which didn’t inspire confidence in government or corporate buyers.
Despite Sarah’s excellent service and happy clients, the document failed to communicate BrightLine’s capability, scale, and risk management. These are all critical factors for procurement teams.
Transforming an Outdated Capability Statement into a Winning Tool
Recognising the stakes, Sarah invested in a professionally written capability statement tailored specifically to government and large commercial clients. The goal was clear: position BrightLine as a reliable, compliant, and scalable partner capable of managing multi-site contracts with minimal risk.
The new capability statement was built around key insights, including:
- Target audience: Procurement managers, property managers, and evaluation panels for government and large enterprises.
- Priority services: Multi-site cleaning and preventative maintenance, with fast response to urgent repairs.
- Strengths and differentiators: Strong on-site supervision, robust safety systems, transparent reporting, and a proven ability to mobilise quickly across multiple locations.
- Evidence of performance: Existing contracts with regional shopping centers and office complexes, with KPIs consistently met or exceeded.
These insights formed the foundation for a document that would stand out in a competitive field.
Key Changes That Made the Capability Statement Shine
The transformation from the old document to the new one was driven by strategic messaging rather than just a pretty design. Here’s what changed:
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From “What We Do” to “Problems We Solve”
The new capability statement opened with a concise value proposition focused on outcomes, such as reduced complaint volumes, improved site presentation, and minimal downtime. It addressed pain points like unreliable contractors and inconsistent standards. -
Clear Structure Aligned with Buyer Expectations
The content followed a structure familiar to government and corporate buyers: business overview, core competencies, key sectors served, major clients, management systems, WHS practices, case studies, and contact details. This made it easy for procurement teams to evaluate BrightLine’s suitability. -
Stronger Proof of Capability
Short, targeted case studies were added, including an example of mobilising services to 15 sites within four weeks while achieving 98% on-time task completion. Testimonials reinforced reliability and responsiveness – key factors in tender evaluations. -
Emphasis on Systems, Safety, and Risk Management
The new version detailed BrightLine’s WHS procedures, incident reporting, and quality assurance systems, reassuring buyers that the business could manage safety and compliance across multiple locations. -
Clear, Confident, and Consistent Tone of Voice
The language became more professional and benefit-focused while still reflecting Sarah’s commitment to service. Jargon was replaced with plain English, making the document accessible to non-technical decision-makers.
A Strong Capability Statement to Get Results
Armed with the new capability statement, Sarah submitted BrightLine’s EOI for the three-year facilities maintenance contract. The capability statement became the centrepiece of the submission, clearly demonstrating experience, scale, and alignment with the client’s priorities.
BrightLine advanced from the EOI stage to a shortlist of five providers invited to submit a full tender. During the final interview, the evaluation panel referred to specific sections of the capability statement, showing it had been closely read and taken seriously.
Ultimately, BrightLine was awarded the contract for 28 of the 40 sites, with an initial three-year term and an optional two-year extension. For Sarah’s business, this meant:
- A 60% increase in annual revenue after full mobilisation.
- The ability to hire eight additional team members and promote a site supervisor to an operations manager role.
- A stronger platform for pursuing additional contracts, using the same capability statement with minor tailoring.
Sarah is convinced that the professional capability statement played a pivotal role in getting BrightLine noticed, shortlisted, and trusted as a safe choice.
Lessons from This Capability Statement Case Study
Whether you’re in facilities, construction, professional services, or any other B2B field, the same principles apply when it comes to your capability statement. Key lessons include:
- Treat your capability statement as a strategic sales tool, not just a company brochure.
- Speak directly to the problems your ideal clients face and show how you deliver measurable outcomes.
- Use structure and language that align with government and corporate buyer expectations, including evidence of systems, safety, and risk management.
- Back up your claims with concise case studies, metrics, and testimonials.
How a Capability Statement Can Support Your Business Growth
If your current capability statement feels like a tick-box document or something you only dust off for tenders, it may be holding you back. As this case study demonstrates, a professionally written capability statement can help you clarify your value, showcase your track record, and present your business with confidence to high-value decision-makers.
By working with experts like us, you can:
- Identify your strongest differentiators and define clear, client-focused messaging.
- Develop compelling case studies that highlight results, not just activities.
- Create a polished, ready-to-send document for tenders, EOIs, and meetings with potential partners.
If you’re ready to position your business for bigger opportunities – just as Sarah did with BrightLine Facilities – consider investing in a capability statement that truly reflects your strengths and ambitions.
Need Professional Help with Your Capability Statement?
At The Professional Writer, we specialise in helping Australian small business owners craft high-quality, business-winning capability statements. By taking the time to understand your business and what sets you apart, we create a document that positions you as the ideal choice for the projects you’re targeting.
Our team works closely with you to uncover your strengths and craft a capability statement that truly makes your business shine. Once the content is finalised, we can assist with a Canva template or connect you with a professional graphic designer to give your document that polished, professional finish.
Ready to take your business to the next level? Visit our Contact page to request a quote and start winning more contracts today! Curious about our success stories? Check out how we’ve helped other clients achieve fantastic results.
