Written by: Bethany Funkhouser
Edited by: Charley Maxwell
We have spoken about the importance of business plans and what they begin with. But now, for many people, comes the fun part! We are going to cover your product/ service. We are going to lump your product/service, market/industry analysis, and marketing into one blog post. But it’s important that you give each of these sections the time and dedication they need.
When we look at the product/service section, think of it as the place to highlight your products (or services). Start by describing what you offer to your customers. As always, remember to include not only your current offerings but also what you want to add in the future. How does your product end up at its final sale location? Walk through this information in your product/ service section. As mentioned in the “Business Plan Development Guide,” written by the Agribusiness Center for Research & Entrepreneurship (ACRE), Clemson Extension Agribusiness, and Matson Consulting. Describe how the product is produced and what is needed to get the product to final sale:
- Do you grow the product yourself or purchase the inputs from suppliers?
- If necessary, do you process your product on-site or use a third party for processing?
- How is your product sold?
- Do you have the necessary capacity or partnerships to expand production and sales in the future?” (ACRE, Clemson Extension Agribusiness, Matson Consulting)
These questions can help you start gathering information about your product/service. Make sure to also include the pricing for your offerings and how you arrive at those prices.
Next, the market/industry analysis is the research you conduct on what’s happening around you. What is going on in the industry? How does your agribusiness fit into this/ how can you thrive? This section will also include your competitors. What will set you apart from your competitors?
Then, we have marketing. How are you reaching your customers? How will you keep your customers? These are all questions you want to ask yourself in the marketing section. Explain the marketing techniques you are currently implementing, as well as the marketing techniques you plan to implement in the future. If you have new products or services you want to offer in the future, you can also share your marketing plans for these offerings. Understanding your agribusiness internally will help as you describe your marketing and promotion. SWOT analysis is a great tool for understanding your agribusiness. Below is a figure showing how to set up a SWOT analysis and what it consists of.
Now that we have covered your product/ service, it’s time to move on to the financials and wrap up your business plan.
Agribusiness Center for Research & Entrepreneurship (ACRE), et al. Business Plan Development Guide, 2025, acre-sc.com/wp-content/uploads/2025/10/ACREBusinessPlanGuide2025_digital.pdf.
Parsons, Guy. “The SWOT Analysis, Explained + Examples & Templates.” BiteSize Learning, BiteSize Learning, 24 July 2025, www.bitesizelearning.co.uk/resources/swot-analysis-explained-examples-templates.
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