Product/Service Description

• A clear product/service description explains how it works and benefits customers, serving as the blueprint for all business operations.
• Developing a good product/service description is vital for convincing customers to make a purchase, especially in online shops.

Developing a Product/Service Description

• Consider three key areas to create effective and convincing product/service descriptions.

Target Audience

• Begins with a solid buyer persona that identifies potential customer characteristics
• Identify features of most interest to them.
• Consider how the product/service description addresses customer needs.
• Target audience—specific group of consumers most likely to want the product/service—can be defined by factors, including age, gender, income, location, and interests.

Product Benefits

• Potential customers want to know how a product/service benefits them
• Highlight factual information and features
• Address customer needs and problems
• Explain how lives can be improved with the product
• Product benefits satisfy consumer needs, desires, and wants, and can be actual or perceived.
• Perceived benefits—a product’s popularity, image, or reputation

Power Words

• Use emotional response-eliciting words and phrases
• Avoid old statements like "World-class service or product excellence"

Creating a Prototype

• A prototype is the original model on which a potential product is based
• It is an essential part of the product design process.
• Prototypes allow you to evaluate an idea and determine whether your product concept is feasible.
• Creation allows for creative modification of a design without major financial constraints.

Prototypes

• Preliminary models or samples of a new product or service created to test a product concept or service process.
• Prototypes evaluate new designs to enhance precision via system analysts and users.

Advantages of Prototypes

• Trial and error is enabled giving room for improvement, and refines the functionality of the product design or service process.
• Testing of performance and specifications of various materials and service processes are provided.
• Allows effective description of the product or service to the product team.
• Builds respect from key stakeholders and customers, lending credibility to the entrepreneur.

Types of Consumer Benefits

• Functional
• Operational
• Personal
• Quality
• Financial

Steps in Creating

Concept Sketch

• Used to create a rough sketch of the idea to aid visualization.
• A quick way to get ideas on paper.
• Can be useful for defending intellectual property rights.
• Sketches are annotated with short statements that describe processes, concepts, and interrelationships.

Virtual Prototype

• The creation of a digital sketch of the idea.
• Graphic or prototype designers can assist, if needed.
• Identify complexities, simplifying the design, if required.
• Virtual prototyping constructs and tests a realistic, interactive 3D digital representation for simulations on product performances.

Physical Prototype

• Build a physical prototype to find correctable flaws before patent application
• Testing functionality, material impacts, and associated costs.
• A physical prototype aids determining the best way to describe the product for potential investors or sales.

Locate a Manufacturer

• Find a manufacturer that can produce the product at a profitable price, ensuring expenses can be covered without cutting too far into revenue.

Testing

• Testing the Product Prototype before launching a product or service, it uncovers final issues needing resolution before commercialization.
• It allows examination and feedback on the prototype, enabling improvements before launch.
• Identifying problems and improvements early allows making necessary changes before development, meeting user needs and expectations.