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In your business plan you will need to describe the different types of products and/or services offered and provide a brief description of each, including costs and patent or copyright information.
However, before you can discuss your products and services, you must make sure the product line or list of services is clearly understood.
For example, the items sold in a bakery or furniture store are typically straightforward.
However, there are numerous technology-based businesses, consulting firms, and health-related services that deal in highly specialized areas.
Someone starting an AD/HD coaching business, for example, will need to explain exactly what coaches do to help individuals with AD/HD.
Even a new spa may list equipment and services offered that are unfamiliar to the infrequent visitor. Every industry has its share of products that most people know very little about.
While you do not want to appear condescending, you simply cannot assume that everyone reading your business plan will know the terminology for your industry.
Therefore, you need to examine your description from an objective perspective and ask yourself:
• Am I being too technical?
• Am I assuming that readers will have too great a knowledge base?
• Am I using terms that are unfamiliar to anyone outside of the industry?
• Am I using "buzzwords"?
• Do I adequately describe the primary function and benefit(s) of the product or service?
• If I am introducing a brand new product or concept, am I including a comparative reference point? (i.e., the new seats at the spa will resemble airline seats.)
Your best means of evaluating your products and services section is by simply asking other people to read the section and explain the products or services you sell and their benefits. Clarity is the key.
Explaining your products and services in layman's terms will allow you to reach out to a wide range of investors, including those who know very little about your industry, but can spot a potentially profitable business.
It will also allow everyone in your company to have a clear understanding of exactly what your business is selling.
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