回想小型企业的三大支柱，第一个支柱是产品与服务。

此支柱采用资源基础观点（Resource-Based View, RBV），着重于企业内部的重要因素，帮助您和您的企业推动新计划时能有效运用现有资源。

在学习本单元内容时，请思考以下三个与产品和服务相关的关键问题：

您的企业以哪些产品（或服务）闻名？
企业销售最多的产品（或服务）是哪些？
哪些产品（或服务）拥有最高的利润率？

Thinking back to the three pillars of small business, the first pillar is Products and Services.

This pillar adopts a resource based view (RBV) which considers all the important internal factors within the business so that you and your business can leverage any new initiatives. Here are 3 key product and service questions to consider as you work through the content of this module:

Which products (or services) are you known for?
Which products (or services) do you sell the most?
Which products (or services) have the highest profit margin?

产品与服务的供需

(Reynolds 等人，2000年)

需求是指人们购买产品和/或服务的意愿。这种需求通常由感知的需求所驱动，因为人们倾向于把购买集中于他们真正需要的物品上。在考虑消费者行为和市场趋势时，问题在于需求会在短时间内持续，还是会延续至长期。

供应是指提供您的产品和/或服务。这包括制造或创造商品、监督其生产，甚至采购已存在的货品进行转售。此外，有效的供应管理还可能是协调其他人供应给最终客户。这个过程涉及生产商、经销商和消费者，最终塑造市场的动态。

您的产品或服务目前的需求为何？在填写您的《商业计划书》时，请记住这一点。

Supply and demand for products and services

(Reynolds et al. 2000)

Demand is the willingness of people to buy products and/or services. This demand is often driven by a perceived need, as people tend to focus their purchases on items they genuinely require. The question is whether demand will persist over a brief period or extend into the long term when considering consumer behaviour and market trends.

Supply is making available your products and/or services. This involves manufacturing or creating goods, overseeing their production, and even procuring pre-existing items for resale. Additionally, effective supply management may be coordinating other people to supply to the end customers. This process involves producers, distributors, and consumers, ultimately shaping the dynamics of the market.

What is the current demand for your product or service? Keep this in mind when completing your Business Plan.

特点与益处效益

特点是指产品或服务中存在的特性或功能。例如酒店提供的「免费早餐」。

效益是指消费或使用产品或服务所带来的正面结果、效果或好处。从上述例子来看，免费早餐对客户而言是一项益处，因为它「节省时间和金钱」。

Features and benefits

Features are specific characteristics or functions that exist within a product or service. An example is 'free breakfast' provided by a hotel.

Benefits are the positive outcomes, results or advantages from consuming or using the product or service. From the example above, the free breakfast is a benefit to customers because it 'saves time and money'.

能力说明

能力说明提供有关您的产品和服务的重要信息。这是您能提供给潜在客户的展示。这通常会纳入到招标书中以吸引新客户，或者用于投标申请，突显您的技能和资格，并展示您的商业记录，以证明您赢得合同的能力（Nathan，2020年）。虽然并非所有企业都需要能力说明，但在向潜在商业伙伴或客户介绍时，或在投标时，能力说明可能非常有用。

准备能力说明时：

保持简洁
考虑您的受众，针对他们撰写内容
使用适合客户的语言和术语
解释业务将如何有助于解决任何潜在问题的特点与效益
在审阅您的初稿后，请他人检查

Capability statements

A capability statement provides essential details about your products and services. It is a showcase of what you can offer to potential customers. Commonly incorporated into a prospectus to attract new customers or incorporated into tender applications, it highlights your skills and qualifications and, signals your business track record to demonstrate your ability to win contracts (Nathan 2020). Not all businesses need a capability statement but it can be very useful to have when presenting to prospective business partners or clients, or if pitching for a tender.

When preparing a capability statement:

Keep it simple
Consider your audience and write specifically for them
Use language and terminology appropriate for your customer
Explain the features and benefits of your business that will assist in solving any potential problems
After reviewing your first draft have someone else check it

考虑建立您的能力说明，并将其纳入《商业计划书》的附录中。

Consider developing your capability statement and including this as an Appendix in your Business Plan.