In the ultra competitive world of defence procurement, winning contract opportunities requires an above and beyond approach at every step of the process. To stand out from the crowd, you need to showcase your strengths, capabilities and strategic advantages effectively.
One powerful tool that can give you the upper hand is the defence quad chart. In this blog post, we’ll explore what quad charts are, what to include in them and how they can give your business the edge it needs to secure those coveted contracts in the defence industry.
What are defence quad charts?
A quad chart is a visual representation of essential information all wrapped up in one concise and organised A4 page. They are typically divided into four quadrants, each of which highlights a different aspect of your business proposition.
In the context of defence procurement, quad charts serve as a valuable communication tool to present your company’s capabilities, experience and point of difference clearly and concisely. They are commonly used during the initial phases of procurement to help evaluators quickly grasp your proposal’s key points. These evaluators can often be the Australian Defence Force (ADF) or primes, or the many Australian businesses that make up the procurement chain that supports the ADF, so a best foot forward approach is essential.
The four parts of a defence quad chart
Creating an effective defence quad chart requires careful consideration of what elements will set your proposal apart. Here’s what you should include in any basic quad chart:
- Company Overview – “What do you do?”: This quadrant should provide a brief introduction to your company products and purpose. Highlight your mission, values and a succinct summary of your core competencies. It should convey your unique selling points and why your company is the best choice for the project.
- Key Customers/Partners – “Who do you work with?”: In this quadrant, showcase your relevant experience and past performance. Highlight key projects, successful contracts and existing partnerships to demonstrate how your expertise aligns with the client’s requirements.
- Benefits and Differentiators – “Why should we work with you?”: In this quadrant, emphasise the benefits that your solution brings to the client. Explain how your proposal provides unique advantages, reduces risks or improves the overall outcome. Highlight what makes your offering different from the next bidder’s.
- Certifications and Accreditations – “Why should we trust you?”: Here, list any relevant certifications, memberships or awards that demonstrate your track record in the defence industry. This builds trust and confidence in your capability.
Finally, it is essential to include contact details in your defence quad chart. As well as the usual website, email and phone contacts, consider including a QR Code that links to a specific page on your website or a digital version of your quad chart to expand your opportunities for marketing.
Defence Industries Queensland provides a very basic Quad Chart template that may help you get started – just don’t take this as a good example of a finished product. To see what a polished finished product should look like, take a look at the Aurora Marketing Quad Chart here.
How can defence quad charts be leveraged in the tendering process?
Quad charts provide a competitive edge in the defence procurement process by offering a visually engaging, value packed way to introduce your business. They are a brilliant ‘cheat sheet’ in a world where evaluators often have limited time to review numerous proposals.
As well as giving an evaluator, or potential client, everything they need to you know about your offering in one accessible piece of collateral, they also add credibility to your knowledge and understanding of the defence industry as quad charts are a staple for insiders.
To leverage this high value piece of marketing real estate, you need to evolve your quad chart from a list of details into a compelling narrative. Here’s our top tips for how you can do this:
Make it pop
Visual appeal and an efficient layout will make your proposal stand out, ensuring that your message is clear and memorable. In an industry where proposals can be lengthy and full of technical jargon, a well-designed quad chart stands out and captures the evaluators’ attention. Consider white space, imagery that connects with your audience and content that develops your brand.
Prioritise clarity and accessibility
Quad charts force you to distil complex information into a clear and concise format. This clarity ensures that evaluators can quickly understand your business proposition and how it aligns with their requirements. Make sure every piece of content is accessible, necessary and valuable. Don’t overload your quad chart with longwinded explanations, keep it simple and clean.
Highlight your competitive difference
By clearly articulating your strengths and unique selling points, quad charts help you differentiate your business from the countless others vying for evaluator attention. Finding true differentiation and pitching it effectively makes your business memorable. Dig deep into your value proposition and your unique sell points that competitors can’t replicate, then apply these to the goals of your client to shape a quad chart that is genuinely persuasive.
Become a compelling storyteller
Quad charts serve as a storytelling tool, enabling you to narrate your company’s journey, successes and what you bring to the table for your prospective client. Effective storytelling can resonate with evaluators on a personal level and make your proposal more memorable. By evoking an emotional reaction from an evaluator, you kickstart the journey to connection and future partnership opportunities.
Aurora Marketing defence quad charts
If you’re looking to leverage the power of quad charts in your defence procurement, Aurora Marketing has worked on some of Australia’s biggest defence contracts. We provide professional quad chart writing and design services to help you secure the contracts on your hit list. Contact us today to learn more about how we can assist your business in achieving its procurement goals.