We write a business plan: a description of services and products. Now for the good…. Returning Users to Abandoned Carts Using RTB Tools

Everyone who launches an online store almost immediately faces the following question: how to write a product description and what should be written to make the product want to buy? And the very first thing that comes to mind is to look: what do competitors write there and pull off the descriptions from them. But you can’t do this, because the description of the product is one of the key issues that affect the effectiveness of the online store. In this article, you will learn what functions a product description performs and how the right description can make you a market leader. And also you will find detailed instructions with examples for writing descriptions.

Compiling product descriptions is the most time-consuming process when: for each product you need to come up with a title, a short description, detailed description which must be selling and . If there are a lot of goods, then the task seems overwhelming. Therefore, the majority goes on their own easy way- order a rewrite of descriptions from a competitor's website. At first glance, this is a very attractive idea, because it will allow you to short time launch your online store.

But think about whether such an approach will allow you to solve the main task facing your online store - to survive in the battle with competitors and bring you maximum profit? Compiling product descriptions just for the sake of quickly filling the area of the page on which the description is displayed is initially the wrong way.

Just imagine how a person feels when they are assigned to rewrite content from another online store in their own words, in which, for example, there are a thousand products. This is the scariest job for a copywriter. And if you order such work, then you will get dull and not very unique content.

If you want to achieve a result, i.e. effective sales, then you must write product descriptions strictly according to certain and predetermined rules. You will learn about such rules later in this article. It will be more time consuming, but worth the time: as a result, you will get unique and interesting descriptions that you want to read, and after reading, buy the product.

If you stick simple rules described below, then your descriptions are guaranteed to help you:

After reading, buyers will more often switch to a purchase, even if the price seems high to them;

Buyers will stop at your store, and will not go looking for this product to competitors;

Customers may even decide to buy those goods that they did not even think about buying before entering your store.

Good descriptions are like good seller who knows how to sell goods to the buyer. But if the seller is looking for, then the descriptions are created. And your task is to create the maximum effective descriptions. Here are some practical tips on how to do this.

Preparing to develop product descriptions

Before you get really into the job of writing descriptions, you need to do some sort of homework. You need to prepare 2 documents: Buyer model" and " Requirements for writing descriptions". These documents should always lie on the table of the person who will be entrusted with their compilation. " Buyer model» guarantees that the descriptions are strictly client-oriented, they will be interesting and understandable for most of your buyers. " Requirements» will guarantee uniformity of descriptions and a clear correspondence to the tasks of your store.

Even if you change the contractor, the work will continue in the manner that you have previously outlined and recorded in these two documents.

The buyer model allows you to understand and understand who he is - your buyer? Of course, completely different people will buy from you, but if you, for example, are not a family hypermarket, then most likely you will be able to create some kind of average model of your buyer. Perhaps this is a young mother of 30 years old or pensioners who have their own dacha. You need to create a buyer model: describe in detail who he is, what problems he has, where he works, what he does in his spare time, what he dreams of, etc. Looking ahead, when you connect to the site, you can even better understand who visits your site, their age, interests and much more. Next, on the Internet, you need to find a photo for your model, place a text with a description under the photo, print it and put it in a frame on your desktop. When writing product descriptions, you should always think about your buyer.

Description requirements ensure that descriptions are consistent and fit your purpose. You should have clear requirements according to which all descriptions must be written. Their requirements may be the same for individual groups of goods. " Requirements” must be written in detail so that you can give them to any person along with the product, and he would be able to write the description you need.

You must make the requirements yourself based on the specifics of your store. The list of requirements might look like this:

Product header template. The template could be, for example: creative description + The material from which the product is made + Benefit .

Description text template. You can use one of the standard schemes or come up with your own. For example: Buyer problem + List of main specifications + Description of how this product solves the buyer's problem.

List of important product features that can be used in the description. For example, is it possible to use the material from which the product is made in the description.

Text volume. For example, 400 to 600 characters.

This is an approximate list of points, but the meaning should be clear by now: you need to simplify the work for the copywriter as much as possible and exclude unnecessary creativity. As a result, you will get the descriptions you need, which guarantee effective sales.

Let's now look at the process of writing descriptions. So, you have in your hands a product, a buyer model and requirements for writing descriptions. What's next?

How can this product improve his life?

What customer problems can it solve?

What positive emotions can it deliver to the buyer?

At this point, you should understand this thing: the first thing the buyer sees is the picture, the name of the product and the price. If he likes the product, but not the price, then a war starts inside the buyer and he starts looking for arguments PER and AGAINST purchases. He carefully reads the description of the product, studies the reviews until he finds a compelling argument either in favor of the purchase or against it.

Therefore, you must write the description very carefully. One mistake of yours can scare off the buyer.

Also, your description should keep the attention of the buyer, not let him get distracted, not let him switch to other things.

You must by all means not let the argument win. AGAINST.

Still not sure how to create an effective product description for an online store that can arouse interest, not frighten away and keep attention? Then, we give sincere advice. You must adhere to the following rules:

The text should not contain spelling, punctuation and stylistic errors! Having found an error in the text, the buyer is likely to leave your online store because he will lose confidence in him.

The text must be well-formatted! The buyer, before reading any text, first looks at how it is designed. And if the design suits him, he will start reading. Use lists, bold, italics, etc. The main thing is not to overdo it.

It is always more interesting to know the advantages of a product! Comparing goods by pluses is much more convenient. After all, the clearly formulated and listed advantages of the product are information that is already ready for analysis. Sometimes it is more effective to simply list the main pros in the product description than to describe in detail.

Always think about the buyer! What problem does this product solve? What emotions can the product deliver? You need to sell not the product itself, but the solution to the problems of the buyer!

Give the most complete description of the product! This is especially critical if you do not have an online consultant or it is not always available. After all, if the buyer still has questions about the product, he will not be able to make a purchase from you, then most likely he will go to another store.

Use the style of your customers! If your typical customer is a young mother, then in the product description you can use, for example, emoticons, and product descriptions can be made more emotional. On the contrary, if you are selling products for hunters and fishermen, you need to keep it short and clear.

To facilitate the writing process, you can use pre-prepared questions. The bottom line is that first you find the answers to all the questions on the list, write them down, and then proceed to the description itself.

Questions might be:

Who is the buyer of this product?

What customer problems does this product solve?

What exactly will the buyer do with this product?

When will this product be used?

Why is this product better than similar products?

Why is it better to buy this product in your online store?

Such a questionnaire will help you when writing the first descriptions, then you will already get into a rut and will be able to work without a questionnaire.

How to protect product description from copying

When did you first ask yourself the question: how to write a product description, and the first desire was to copy texts from the site of competitors, you hardly thought that you would have to be on the "other side" and already protect your content from copying. Now that you know how to write product descriptions yourself, you will need to protect your description. How to make sure that your text is not copied, you can read in the article (). In addition to technical solutions, there is one more piece of advice. Be sure to add each unique text to Yandex.Texts in personal account of your Yandex.Webmaster (How to add a site to Yandex.Webmaster) in this case, if your content is on another site, Yandex will know that you wrote this text first and display it higher in the search results.

You can compose perfect description products for your online store, but if you do not keep SEO in mind, then your descriptions will not be able to bring buyers from search engines!

You may not be able to take a place on the first page of Yandex issuance for the query " Buy a vacuum cleaner» ( such a request is called high-frequency), but you are quite capable of getting there by requesting " Buy vacuum cleaner SAMSUNG SC885H in Tula» ( such a request is called low-frequency).

Here are a few simple tips to help you make your product pages SEO-efficient.

Use unique content. Content copied from other sites is not only ineffective, but also harmful.

Intrigue your customers! Write the title and description of the product in such a way that visitors want to learn more about the product. After all, even if the page with the product gets on the first page of Yandex issuance, you still need to make it click on the line with your site. Few people will click on an uninteresting description.

Use meta tags: title, description,keywords and html headersh1,h2. Meta tags let you tell search engines Additional information about the page. Tag content title and description search engines can be used to format information about your product page in search results. Tag title can be used as a title, and a tag description as page description. We say "may" because search engines are not required to do this at all. They can use information from the tag for the title h1 or even h2. For the description, they can use the fragment of text that they consider necessary.

As you can see, the advice is not tricky. Write titles and descriptions that are clearly relevant to the product. In addition, any piece of the product description should be so interesting that when you see it in the Yandex search results, you would like to click on it.

Composing a product description in the Moguta.CMS engine

As we have already said, the description of goods is one of the main tools for organizing the process of effective sales. To work effectively with this tool, you need a convenient and functional text editor. You can find such an editor in the Moguta.CMS engine. It allows you to create layout of product descriptions without knowledge of HTML. You will be able to work with it as in the popular Microsoft Word, and even or pictures in the description of the product card.

As can be seen from the figure, the editor, firstly, is very simple and it will not be difficult to master it after working in Word; secondly, it has a complete set of functions for working with text, tables, graphics and video.

A big plus is the one-window interface: you do not need to make unnecessary movements to edit the short description, as well as the meta tags of the product page.

conclusions

The main task of the new online store is to survive among competitors and bring profit to its owner. To do this, all work on the creation and development of the store must be carried out with high quality. This also applies to writing product descriptions.

Hastily done work can lead to the fact that your online store will be filled with low-quality content. But the content in the online store replaces the seller in the real store. You wouldn't hire a boring salesperson who couldn't explain the products clearly, would you? Also, replacing a bad salesperson in a real store is much easier than replacing all test content in an online store!

Therefore, it is very important to approach this issue with all responsibility! Spend preparatory work: create a buyer model, determine the requirements for product descriptions, and as a result, you will be able to create high-quality and effective product descriptions for your online store.

In the article " How to write a product description, we have covered a lot. If you have questions, ask them in the comments. Write what else you would like to know and we will prepare a new interesting article for your order.

Now anyone can make their own online store. There is nothing difficult in this. But when it comes to describing goods or services, there is a very curious trend. Most of them simply "rip" the texts from the pages of competitors, as they say, "for show". At the same time, few people wonder if there is any sense in this. Today we will look at how to use product descriptions(or services) you can deftly stand out from competitors and turn even 500 characters into effective tool sales. You are ready? Then let's go!

Description of goods in online stores: the state of affairs

Today, the vast majority of online stores, whether created on unique "engines" or using popular CMS extensions (Virtuemart for Joomla or WP e-Commerce for WordPress, etc.), have the same structure. There are two key elements in this structure:

Brief product description (on the main page, in search results, filtering, etc.)
Full product description (on the product card page)

Often you can find stores in which the description of goods, in general, as such, is absent. There is only a title, an image and a couple of technical specifications. This is a completely neglected case, we do not even consider it.

Much more often, the picture looks like this: the short and long descriptions are the same. At the same time, practice shows that they coincide not only within the framework of one store, but also within the entire niche as a whole.

I am touched by the rationale for this approach of some of my business acquaintances: “ The product is the same, you can’t write anything new about it, you can’t invent anything».

And now look what an interesting thing turns out:

Let's say there is an entrepreneur Fedya Pupkin who sells Cell Phones, and some competing large office Sidorov Inc. Fedya buys 10 units of equipment at a time, and the office buys 1000. It is logical to assume that the price of goods from the office with such large bulk purchases can be significantly lower than from Fedya.

And now the most interesting: the description of what the office has, what Fedya has is one and the same. The difference is only in price. Who do you think the vast majority of consumers will order from? The question is rhetorical.

The secret of a selling product description

In order for a description to work for sales, it must be approached primarily from a marketing point of view. Therefore, you need to write about what is important for the target audience. BUT target audience only her problems are of concern, the solution of which can be the product, the description of which you make up.

Consumers are not buying a product. They buy the solution to the problem that the product becomes for them.

Suppose you need to write a product description for a plumbing store. Let's get more specific: You need a description of the SOLO toilet from KOLO. On the one hand, you can write technical specifications, such as color, overall dimensions, etc., but this will not help the consumer much.

Now imagine that you did a little analysis and found out that this toilet is very compact and fits perfectly into the combined sanitary facilities of the Khrushchev-era apartments, leaving a lot of free space. What's more, you even made a sketch of the layout of the bathroom and clearly showed the comparison of the dimensions of SOLO with the dimensions of other toilets. See? As a result, the consumer gets the opportunity to buy not only a toilet bowl, but also free place for the same money.

Similar is the case with various promotions, discounts and other specials. offers. By focusing on tangible benefits, you raise the value of the product in the eyes of potential buyer and, consequently, the chances of buying. Even more, this chance increases the call to action (for a selling product description, all the laws of writing a classic are preserved. The only difference is a small volume).

Little nuance:

Try to show in the description not just the benefits of buying a product, but the benefits of buying a product from you. It’s just that in the end, the consumer (especially the Slavs) still compares prices, and it will be very disappointing if your text helps a person decide on a model, but this person will make a purchase from a competitor at a lower price. To avoid this situation, make your offer unique.

Product description: the most common mistake

Very often when you get to a page with a product card, you can see a large “sheet” of text describing the history of the product, its purpose, with all the accompanying ahas and oohs, “sharpened” for search engines. Another option is a category page with a long list of different models and the same “sheet” at the end.

Of course, search engine optimization is a good thing, but only when it is not at the expense of the selling properties of the page. Otherwise, the following scenario plays out:

The visitor has come
The visitor winced
The visitor is gone

The question is: what's the point of being a leader in search results if the bounce rate goes off scale?

Going back to our plumbing example, imagine you need a new bathtub. Why would you need to read about where it was first invented, how cool it is to lie in it on a cold winter day, or how to operate it? Think about whether you will be pleased if your eyes on each page will be waiting for such a text? Unlikely.

That's why when writing a product description, . Will your text be useful to him? Will it solve his problem? If so, which one?

Many owners of online stores may begin to resent, they say, they have thousands of items, it was not enough to write a description for each one or pay a lot of money to a copywriter.

Now imagine that each text is able to bring at least one additional sale, which pays off the money invested in this text. Where there is one sale, there will be two, and three, and ten over time. But the main benefit is that the text needs to be written only once, and it generates sales all the time.

Summary

Product descriptions can be a very powerful sales tool when approached from a marketing perspective. But in this case, it is worth remembering that the text of the article type will not work here, because the “zest” is not just to give out a thematic text mass, but to solve the problem of the buyer and reflect this decision in the text.

We released new book"Content Marketing in in social networks: How to get into the head of subscribers and fall in love with your brand.

So you all come so beautiful to work, go to pour yourself a refreshing coffee, and in the kitchen a colleague talented in colorful descriptions is waiting for you, who begins to describe to you deliciously and in detail how she (Cinderella, a real hostess) decided to cook buns at the weekend. Well, or at lunch, a well-known office movie fan tells you about his conflicting feelings that arose after watching the next hipster movie. And these emotions are so close to you that in the evening, right from the doorstep, you rush to the torrent and, without even having time to put on your pirate hat, download the same movie while the dough for those same buns rises.

Has this happened to you? With me all the time.

A good product description can do a lot for your :

justify the high price of the goods;
create a need for the user;
Convince to buy goods in your store.

Here's what "poor product description" means to me:

Cool mug for your kitchen. Also suitable as an original gift.

As for "a good SEO description for a product", for me it is a combination of all the points described below. How to make a product description that will work?

The product is sold by the picture: no matter how

Sometimes I can buy 0.5 ordinary water for 100 rubles just because I liked the bottle. I can get some creepy-tasting tacos because there's a funny guy on the pack. This is, of course, an unhealthy situation. But I'm far from alone in this.

This proves that appearance(high-quality photo, picture) is the main selection criterion. Then comes the price of the item. But what do most people do if they liked the picture sooooo much, and the price is quite high? That's right, he begins to study a detailed description, trying to find at least some arguments in favor of the purchase, to justify his waste.

A good picture + cool text is a guarantee that people will buy from you. A colorful photograph awakens desire and demonstrates what you can have. And the emotional description of the properties of the product creates a need in you, makes you imagine how you will feel, what to experience when you have this thing. A very strong method, in my opinion.

How to make a cool product description: emotions

Filling out product cards- real art. Do your best to make the user feel like they already own the product.

Describe the sensations that you can feel when using your product. Find something that will be familiar to most users.

“Imagine how great it is to come home from the cold and wrap yourself in cozy homemade pajamas with a warm fleece lining.”

After reading something like this, you remember how terrible it is to walk along a dark street in winter, when you are very tired, there is some kind of porridge under your feet, small ice floes rush right into your face and cause micro-injuries. The arms and legs are stiff, the nose falls off. And so you come home, wash your hands in warm water, put the kettle on ... This is where a fleece pajama would be very useful.

While writing this paragraph, I decided that I urgently need to buy warm pajamas. Well, you get the idea.

Solving all problems in the description of product properties

Buying a particular product is always a solution to a problem. Before write product description, form the target audience problem and solve it. Really, don't make empty promises.

Think carefully, what problems can lead a person to your store?

For example, online toy stores are visited by those who do not know what to give a child for the next holiday. Convince the user that the teddy bear bought from you will 100% please the child, and this is where the painful searches and puzzles can be stopped.

You must present not only the product, but also its purchase in your store.

What else should be in the description of goods for an online store?

In the description, or rather, in the description of the product, you must answer the maximum number of questions.

For example, in one well-known Russian online clothing and footwear store, I noticed the following jamb:

I don't think there should be such things. Imagine, you need to go to the sea and you are impatient to buy a new swimsuit for the trip. So you go to the site, found a suitable model, and the parameters you need are not indicated there. You have 2 options: either wait for support to answer you, or search desired item in another store.

In a situation with the sea, when every day counts, I personally would prefer to look in another store.

Moreover, most purchases are made impulsively: sometimes you can only earn on a special mood of the user. Do not deprive yourself of such bonuses. While you are answering the client's question, he may change his mind, product description textshould include as much information as possible. Only, I beg you, do not “dump” it all like a solid wall. Specify the basic information, and remove the details under the cat.

If you could not find a business plan (BP) with a description and characteristics of the product that you plan to promote, then you need to start compiling it yourself. What sections does a business plan include? What are the stages in its preparation? And finally, how to arouse sincere interest among investors? All these and other equally interesting questions will be discussed in the article.

Project product description or business plan

The business plan should be understood as the company's strategy regarding the management, marketing and financial activities. It is formatted as official document. BP allows you to highlight all aspects of the future business, take into account existing risks, calculate investments and return periods Money. It is advisable to consider in more detail how to correctly write a product description. You should understand how important it is to draw up a document on paper. This is the first thing an investor will look at at the presentation of the project. As an example, consider the description below software product.

Business plan: functionality

Perhaps the main requirement when drafting a document is the ability to demonstrate an idea so that investors clearly understand where they should invest or not invest money. If the description of products and services is written correctly, various funds, banks and other structures will certainly be interested. Business planning helps to structure and systematize all information about the project. With its help, you can create settings for the planned expansion of future infrastructure, as well as correctly identify the time suitable for investing money in the development of the project.

Today, many novice entrepreneurs can only write product briefs. They are only in in general terms represent what functions a priori the business plan performs. Below we consider its varieties that exist today.

To present investors with a decent description of the product, you should use a number of tips for writing a business plan:

The text should contain simple and readable formulations, concepts: two-valued interpretations are prohibited.
The business plan should contain no more than 25 pages.
The product description file is compiled in accordance with generally accepted standards.
It is important to present to a potential investor full details about the project.
All calculations and conclusions in the project must be confirmed by specific figures, facts or studies carried out in advance.
All sections of the product description should be related. Each of them complements the general positive opinion of the audience about the project.
Having studied the business plan, the investor must see the potential of the project, so it is worth working on this issue separately.
It is important to maintain the flexibility of the stated. Explanation: if your business plan does not exclude additions, changes or clarifications, then it can already be considered better than the competition.
It should be mandatory to indicate the methods of monitoring future activities.

Principles for compiling a business plan

Drawing up a business plan is not difficult, the main thing is to think through the main idea of a startup in detail. It is advisable to consider step by step algorithm, which allows you to develop a document yourself. First you need to identify the "strong" and "weak" sides of the business idea. You should not stop working on a project at the first stages, if suddenly there are more negative points than positive ones, because each minus is a unique point of growth for the business. A detailed analysis is also needed for the sales market.

Product description. Example

If, after doing the research above and calculating the initial monetary indicators, you have not changed your mind about implementing the startup idea, it is advisable to start developing a business plan. The complete BP contains 12 sections. Consider them on the example of a description of the development of a software product.

BP sections

The business plan includes the following sections:

The title page, which displays the name of the project and the structure where the launch and implementation of the software product project is planned. It is important to indicate the full name of the director of the company, the contact information of the people responsible for writing the BP, the date the document was created.
A non-disclosure memorandum that will guarantee the protection of a unique business idea and will not allow it to be stolen. The file contains a requirement to keep confidential any information obtained in the process of reading the document. So, violation of the rules will be prosecuted by law.
Brief summary. It is important to keep in mind that you need to draw it up at the end of writing the BP. This is, as it were, an excerpt from the entire document, in which it is advisable to characterize the key points related to monetary indicators and the business idea as a whole.

Description in resume

To properly write a resume, you first need to describe the product. In accordance with our example, it will look like this: the system for creating X-ray microtomography software involves studying the structure of the object of study from the inside in a non-destructive way. The mechanism consists of a photodetector and a radiation source. The software takes about 360 slices (one step = 1 degree). And after receiving the primary information, a reconstruction technique based on the Radon algorithm is used. This is how a three-dimensional model of the research object is built.

In addition to a competent description of the product, the summary should contain a description of the target audience, the number of goods sold in absentia, and the planned revenue after the launch within 1 year. It is important to indicate the total amount of investment required, as well as the costs of the project. It should be remembered:

about the organizational, legal aspects of the issue;
labor force, which will be required to implement the plan;
list of sources of subsidies;
timing of reaching the breakeven point;
payback period.

What is the first thing an investor pays attention to?

It should be borne in mind that the "Summary" section is the most important, since it is on it that a potential investor first of all pays attention. Conclusion: the fate of your idea is almost completely curled by the summary, so you need to present the data logically and concisely. We should not forget about the total income for the year, the total amount of cash at the end of the year, NPV (net present value) and the profitability of the structure.

Business plan sections: part two

In addition to the above sections of the BP, there are the following:

Characteristics of the project (its meaning, what is needed to achieve the main goal, what are the obstacles and risks, ideas for the development of the project, and so on). This section is approximately two pages long. Today, a SWOT analysis is relevant, reflecting all the risks and opportunities of the business.
characteristics of the market niche. Here, an assistant will be such a figure as the volume of sales of an analogue product for certain period.
Detailed information about the project, that is, its essence is in the details. Here you need to remember the degree of readiness for the start of implementation, the availability of the necessary resources for this. It is imperative to indicate the primary goals of the startup, the target audience, ways to achieve success, the pros and cons of the product.
Marketing strategy. It is advisable to describe the essence of the strategy, the main performance indicators and the means to achieve the goals outlined in one of the previous headings. It is worth distributing responsibilities to all employees involved in the marketing service, deadlines and methods for achieving marketing goals.
Production plan. In this section, you need to specify information regarding the production marketable products taking into account the seasonality factor. There is one caveat if you are planning to implement finished products, for example, the product disassembled in the example above (clothes, shoes, children's toys), then this item can be omitted. The section should contain the following aspects: the necessary production mechanisms, process features, a list of equipment with its technical specifications and cost, information about the areas for production process, the necessary raw materials, costs in accordance with each stage of production.
An organizational plan, where it is important to reveal the features of hiring personnel, monitoring their activities and distributing professional tasks. It is very harmful to neglect this section, because it is with its help that you can understand the compliance with the existing organizational structure the main goals of the project. This section should contain the actual and legal address, the name of the organizational and legal norm (for example, LLC or OJSC), the current management scheme.
Financial plan characterizing all the monetary nuances of a business idea: profitability, payback period, and so on. Here it is important to calculate the tax payments, the composition of the capital of the structure, the plan for the income and expense reports of the enterprise, the cash flow and the balance sheet of the structure. You should also calculate the break-even point and net present value.
Risk management. In the section, it is important to describe all the risks that are possible in the process of organizing and conducting the proposed activities. It should be remembered that a special role is played by those factors on which the profit of the enterprise directly depends.

* Calculations use average data for Russia

This section should describe your main products and services, evaluate their advantages, disadvantages and liquidity. Compare your products with those of competitors and analyze the next stages of production development.

Product Feature

First of all, give a brief description of your products or services, and then focus on individual qualities and features that are of particular importance to customers or differentiate you from competitors. Do not forget to give examples of the use of the proposed products.

You can use this as a template form:

Product/Service Description

The _______________ that we offer can be characterized as ____________________. The main purpose they serve is _________________. We first offered _________ at _______. Since then, they have undergone the following changes ____________________.

Indicate the cost of the proposed products depending on the volume of production, emphasize its manufacturability and evaluate its versatility.

For example:

The company offers a new product/service. This product has the lowest price and is more practical than competitors' offerings. It is more advanced from a technological point of view than existing analogues, and allows consumers to save time and money.

The proposed service has not yet been available in this region. High quality service is provided by a team of employees of the company, whose total experience in this field is _____ years.

Analysis of competitors' products on the market

After you have presented your own product or service, you need to analyze the offers of your direct competitors. Describe the functional and consumer properties of similar products on the market.

Pay attention to what products and services other companies working in this field offer, what technologies and equipment they use, what methods of promotion and sales promotion they prefer, how they build their pricing policy.

Do not neglect this point of your business plan. Try to collect as much information as possible about the main players in the market you are going to enter with your offer.

To do this, find out who your competitors are - direct and indirect. Then identify the most successful ones.

Ready-made ideas for your business

Try to find out their strengths and weak sides. To do this, talk to former and current customers of competing companies, conduct a consumer survey, study competitors' products, get acquainted with their advertising and promotion methods.

It's best if you do comparative analysis its offer and goods or services of direct competitors.

For example:

Company ____________, located in ______________, is our main competitor. It offers the following goods or services: __________. These products have characteristics such as _____________. They are in demand among consumers due to the relatively good quality and low price/absence of alternative offers on the market/high degree of trust in the company/additional services. The competitor has the opportunity to pursue an aggressive pricing policy due to cheap supplies.

Research and development

It is generally accepted that research and development of new products is the domain of high-tech firms. However, both manufacturing and service companies can also make modern technologies its main advantage.

Describe in the business plan the objectives and description of the planned research and development (R&D) activities.

For example:

Ready-made ideas for your business

__________ has already spent significant amount time for research and development of their own product within the allocated budget, which amounted to ____ rubles. In our research, we found ___________, which allowed us to reduce costs/increase sales. The biggest achievement to date is ______.

Give an assessment of existing technological risks, the technological state of competitors, and also evaluate the possibility of their developments to influence the activities of your company now or in the future. This section of the business plan ends with a detailed description of the concept for the development of next-generation products (if, of course, you already have this concept).

For example:

Budget scientific research for the next few years is ______% of the profit or ____ rubles. The company continues to explore new product/service opportunities that drive further business growth. To support this process, the following steps have been developed and taken: _____.

Financing

The most important success factor marketing activities enterprise is its efficient price policy. The prices you set for your products or services will affect sales, profit margins, and even your company's image.

To determine your pricing principles, formulate the main pricing objectives, create a pricing system that takes into account all the costs of the enterprise, competition and industry practices. As a rule, when calculating prices, they are guided by demand, and not by the cost of the product.

That is, you do not just add a certain margin to the cost of the product, guided by the principle “the more the better,” but proceed from how much consumers want to pay (and will pay) for your product or service.

For example:

The cost of producing a unit of production is ___ rubles. Thus, we need a profit of __% to cover all expenses and receive income. Therefore, the selling price of the product must be at least ___ rubles.

Describe the optimal order sizes and possible forms of payment. The new company is likely to have difficulty obtaining all the necessary funds on credit. And even if you get the full amount, then, not the most favorable conditions. Suppliers are also unlikely to agree to work with you in installments or credit, at least at first.

Problems with timely receipt of payments from customers and loans from suppliers can be a serious obstacle to new business. Therefore, if you are going to sell on credit, you need to determine the estimated time for receipt of payments.

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This information will be of interest to potential investors (including banks). Do not underestimate the number of days to receive payments. After all, you are risking your money. Try to be realistic (and in some cases even pessimistic) about these dates.

In order to determine the amount of funding required, it is also important conditions for the acquisition of raw materials, materials and components, as well as the level of stocks.

If the conditions for the acquisition of raw materials and materials are more or less clear, then the assessment of the level of stocks often causes certain difficulties for start-up entrepreneurs.

Insufficient or too large volumes of purchases will soon lead to financial problems. Unsold goods that lie in warehouses simply take up space and become morally obsolete, so it becomes more and more difficult to sell it, and in the end it is completely impossible.

To avoid this and increase your profits, install a control and inventory management system.

Whether you're selling a product or providing services to your customers, you must constantly maintain a stock level that will make it possible to avoid declining sales. To do this, offer a wide range of products, but without a noticeable predominance of cheap and popular products.

Buy large quantities, which will make it possible to get from the supplier big discount, but do not reduce the duration of the turnover of your inventory(that is, the number of days in which you will sell the average stock of goods in your warehouse). Ensure that inventory levels are always sufficient and exclude obsolete, non-marketable goods from them.

For example:

In the field retail sportswear key factor The key to success lies in maintaining adequate inventory levels to meet seasonal demand and avoid oversupply, which leads to constant large sales. To solve this problem, we determined that in order to achieve maximum income from sales in the amount of ____ rub. and in order to avoid losses, the cost of the necessary stocks should be ___ rubles.

If your business is set up with production collaborations with other companies (for example, you are going to seek the help of contractors in the development and / or production of your products), this should also be reflected in your plan.

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