回想小型企業的三大支柱，第一個支柱是產品與服務。

此支柱採用資源基礎觀點（Resource-Based View, RBV），著重於企業內部的重要因素，幫助您和您的企業推動新計畫時能有效運用現有資源。

在學習本單元內容時，請思考以下三個與產品和服務相關的關鍵問題：

您的企業以哪些產品（或服務）聞名？
企業銷售最多的產品（或服務）是哪些？
哪些產品（或服務）擁有最高的利潤率？

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?

產品與服務的供需

(Reynolds 等人，2000年)

需求是指人們購買產品和/或服務的意願。這種需求通常由感知的需求所驅動，因為人們傾向於把購買集中於他們真正需要的物品上。在考慮消費者行為和市場趨勢時，問題在於需求會在短時間內持續，還是會延續至長期。

供應是指提供您的產品和/或服務。這包括製造或創造商品、監督其生產，甚至採購已存在的貨品進行轉售。此外，有效的供應管理還可能是協調其他人供應給最終客戶。這個過程涉及生產商、經銷商和消費者，最終塑造市場的動態。

您的產品或服務目前的需求為何？在填寫您的《商業計劃書》時，請記住這一點。

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.

特點與益處效益

特點是指產品或服務中存在的特性或功能。例如酒店提供的「免費早餐」。

效益是指消費或使用產品或服務所帶來的正面結果、效果或好處。從上述例子來看，免費早餐對客戶而言是一項益處，因為它「節省時間和金錢」。

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'.

能力說明

能力說明提供有關您的產品和服務的重要資訊。這是您能提供給潛在客戶的展示。這通常會納入到招標書中以吸引新客戶，或者用於投標申請，突顯您的技能和資格，並展示您的商業記錄，以證明您贏得合同的能力（Nathan，2020年）。雖然並非所有企業都需要能力說明，但在向潛在商業夥伴或客戶介紹時，或在投標時，能力說明可能非常有用。

準備能力說明時：

保持簡潔
考慮您的受眾，針對他們撰寫內容
使用適合客戶的語言和術語
解釋業務將如何有助於解決任何潛在問題的特點與效益
在審閱您的初稿後，請他人檢查

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

考慮建立您的能力說明，並將其納入《商業計劃書》的附錄中。

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