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Positioning

Clarify who you are to primes in one sentence—capabilities, past performance, and the niche you actually win.

Action steps

  1. 1Write a 2-line capability statement that names your agency focus and contract vehicle comfort (e.g. GSA, IDIQ).
  2. 2List 3 proof points: certifications, CPARS-level outcomes, or commercial equivalents primes can map to NAICS.
  3. 3Pick one primary buyer persona (e.g. PMO lead vs. BD director) and tune language to their risk, not yours.
  4. 4Kill vague claims; replace every “world-class” with a measurable outcome or scope boundary.
  5. 5Publish the same narrative on your site, LinkedIn, and your one-pager so primes see consistency.