5. Product/Service Descriptions
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The Guide > 5. Product/Service Descriptions
Keep descriptions of offerings (products and/or services) relatively short and confine them to broad groups.
Briefly explain what they do and who will use them. Indicate 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 and product approvals (secured/needed).
Introduce competing products/services and explain what makes yours special.
Append any brochures or price lists to the plan (as an annex).
Try to add a few pictures to the text and, if practicable, offer to make available a sample product or mock-up. Consider augmenting this with a good-quality video or computer-based slide presentation.
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