2.2. Business Idea & Value Proposition

It must be possible to determine state of development and the degree of professionalism the product and service description. The state of development could be documented by referring to previous models in the case of products or by describing the unique selling propositions of services in a plausible way.

Exemplary examples are given below.

• Anyone who wants to produce a service for a highly developed market must know the scientific and technological status This must result from the performance description of the product and be documented.
• Anyone who wants to produce and sell a service in the craft sector must have learned the respective craft, he must have dealt with the sector in order to know the technical standards. He must be able to describe what customers expect from the craft service He must fulfil the legal requirements of the craft.
• Anyone who wants to provide a service must understand something about the matter, he must be able to describe and convey it A hairdresser must know how hair is cut and which care products work how, he must be able to do it practically, he should know what is trendy and what the individual customer wants. He must know the dangers of chemicals.
• Anyone who wants to sell goods in trade, gastronomy or on the internet must know how they are traded and sold He has to deal with the specifics of the respective industries and business areas. He must produce the goods himself, buy them as a trader and then sell them again at a profit as a retailer or wholesaler. Anyone who wants to sell goods and commodities needs a range of goods that is classified, listed in a differentiated manner, and described.
• A commercial agent must be able to describe the object of the trade He must know the product features and quality criteria. He must be able to talk about the customer benefits. He must get to the heart of the unique selling proposition in order to convince the customer to close the sale. The "what" and the "how" must be the subject of the performance description.
• A counsel or must know and master the subject matter and content of counselling He must develop a concept for the guidance business. He must know what counselling means and he must have trained the communicative skills to be able to advise. Anyone who wants to advise a company, for example, must know how a company functions as a whole and in its sub-areas. They must know what makes a company successful. He must know and be able to use instruments to measure the object of counselling. He must then develop a concept in which the goals and results of the counselling are defined. The same applies to someone who wants to specialise in media consulting, for example. He must know the media industry and media companies. He must understand, be able to measure and advise on the impact of media. He must know how their use in the company contributes to more success and economic return. A consultant must be able to formulate a precise service description.
• A trainer must know the education market, the quality of educational services and educational products It is not sufficient for the service description to state that he wants to offer seminars for the 50+ generation, for example. A seminar programme with the planned seminar titles and contents for the first year of business is the minimum condition for a permanent self-employment as a trainer. Otherwise, one can speak of an experiment.

Anyone who wants to run a car wash, an internet shop, a school, a forwarding agency, a call centre, a retail shop, a bakery, a coffee shop, a tanning salon, a consultancy or an agency must be able to concretely define the type of service to be sold in their business.

Professional standards must be applied to the description of services. Entrepreneurial activity is, at its core, a professional exercise of the profession. Professional in its origin means to regard the activity as a profitable source of income.