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Keep descriptions of offerings (products and/or services) relatively short and confine them to broad groups.

Explain briefly what they do and who uses them. Indicate the main advantages/benefits they offer or the needs they meet. Avoid getting into technical terms and details - put this in appendices. Summarize any product test results, product approvals (secured/needed) and quality standards.

Introduce competing products/services and explain what makes yours' special/better.

Append any brochures or price lists to the plan (as an annex).

Try to add a few pictures to the text and, if practicable, include a sample product or mock-up with the plan. If you need to really impress and know that such material will be well-received, consider augmenting this section with a good-quality video or computer-based slide presentation.

Two or three pages should suffice for this section.

Note: Free-Plan, a 150-page Word-based template based on this business plan guide, can be downloaded for free here.

Additional Help
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If you need 'expert' help with assessing your product/service offerings relative to the competition and customer needs, have a look at the Quick Insight (for smaller businesses) and Business Insight (for larger businesses) software packages.

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