Your plan must include a description of the products and/or services you offer. This is true even if you have an established business because the readers may not be familiar with your offerings.

If your product is new to the marketplace, you must include a very detailed description and, if appropriate, support the description with even more detailed aspects included in an Appendix.

Your plan must include differentiating aspects of your product(s) and/or services (so as not to sound like "me too"). They may include such things as price, service, support, training, delivery or some other aspects.

Consider perspective and from which view, or views, it is important to describe your offerings. For example, you may operate some sort of high-speed drive thru service. From your perspective, it may be important to describe the operating procedures lending to high-speed; from your customers’ perspective, it may be important to describe the associated convenience. From the lender or investors’ perspectives, it may be important to describe both.

At The Business Plan Store, we consider and present all of the relevant aspects when preparing your Service/Product Description.