PRODUCTS AND SERVICES 77
Products and services
The description of your products or services might have to be relatively detailed if you
have a business start-up with brand new and unknown products, or a more complex mix
of products and services. The description can be very short if the products and services
are simple or well known by your readers.
It is best to start with a one-paragraph summary and then repeat this in more detail. You
might need to specify raw materials, sizing or packaging in order to build a reasonable
understanding, but you probably want to save for later discussion of detailed production
methods, pricing and so on. Resist the temptation to be lazy by making weak statements
such as ‘we manufacture the eight products described in the product fact sheets at Annex A’.
TETRYLUS BUSINESS PLAN Doc 20110136 Infrastructure, products
Infrastructure
Tetrylus is currently operating from the founders’ residence. We
have negotiated a satisfactory lease for office premises in the Mil-
lennium Industrial Park. We will relocate in month 1 of our start-up
phase. The office is ideally situated close to manufacturing facilities,
customers and the airport …
Products
Our launch product is Tetrylus ONE – an automated tracking sys-
tem for remotely tracking employees in hazardous working envi-
ronments. The system comprises a computer software application,
radio-frequency network cards and identification badges with built-
in transmitters …
The software is licensed from Arthur Andy and Son, a major interna-
tional consulting house. The software is running …
The identification badges are modified versions of badges cur-
rently produced by …
Figure 4.5 What you have
For a start-up situation
this unexciting
infrastructure
information is better
tucked away near the
back of the plan –
unless it is more biting
(‘implementation is
currently undertaken
using …’)
YAWN. There is a
much better product
description later in the
plan (see Fig. 8.8).
Maybe that was written
by sales and this was
written by R&D.
The writer should be
trying to demonstrate
what it is that
Tetrylus has that is
unique. Ownership of
intellectual property? A
niche product?
At least these paragraphs appear to be working towards
demonstrating that production risks have been minimised.
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