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Identify the specific types of products or services you sell. If you have a large product line or offer many services, you don’t need to list each one separately. Instead, list the general categories.

QUICKTIP

Version 1.0

One concept that has taken hold in the development of certain products is the “Minimal Viable Product.” The idea is to quickly get a product to market, and later make improvements based on the experience of actual customers. Google’s product development mantra, for instance, is “Experiment, Expedite, Iterate.” In other words, the company tries a lot of new things, moves quickly, and refines and improves along the way.

Clearly you don’t want a minimally viable product for a medical device or automobile. But in some categories, such as online services, mobile apps, and personal electronics, consumers are willing—even eager—to pay for version 1.0.

For example, if you’re opening a new gardening center, you don’t need to list all the specific plants and products you’ll sell, just the general nature of your merchandise: “a full line of plants for the home gardener, garden tools, planters and containers, organic plant food and fertilizer, and a small selection of gardening books.”

When describing a product or service, provide just enough detail to give a clear picture of what it is or does. Too much detail makes this section cumbersome for your readers.

However, if you’re seeking financing for a new type of product or service, particularly one that is not immediately understandable to your readers, provide more information. A brief explanation of what you’ll be making or doing is appropriate here. Reserve detailed descriptions of production processes for the Appendix of your business plan.

If you are changing the nature of your products or services, or plan to make changes in the future, describe the changes you anticipate. Explain why you plan to make the change—perhaps a new production method will result in cost savings—and how you expect your product or service line to differ over time.

SAMPLE PLAN:

Services

ComputerEase offers training classes for users of all leading business software programs. The company also devises customer training programs for corporate clients. ComputerEase’s classes are targeted primarily to the corporate market. Training classes can be taken online, or on-site at the customers’ offices or at ComputerEase’s Training Center in downtown Vespucci. To fully leverage the company’s investment in hardware and software, the company offers online training courses in markets throughout the U.S.

Range and nature of services provided

List your product(s) and/or service(s) and describe its (their) function(s).

Product/Service	What It Does

What plans, if any, do you have to change your products or services in the future?