The advantages of your service should be written in a number of places throughout the business plan, using different words and lengths. The first place should be in the Company Overview paragraph of your Executive Summary. In this place you should include between 1 and 3 sentences which briefly describe the unique attributes of your service or product that are needed by the market.

The next place this should be mentioned is in the Company Summary section or Service Offering section. In this area you should give a detailed explanation of the benefits. You basically want to expand upon what you wrote in the Executive Summary. Go further into detail about what you offer, how it will benefit your target markets and the special attributes which will sell the service/product.

The last place you want to put the advantages is in your Competitive Landscape section. You should take a different spin on speaking about the advantages. Don’t just repeat what you wrote earlier. Explain why these unique benefits of your service/product are better then the competition giving you a competitive advantage.

Written by Shosh Pincus

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