Business Plan
You are required to write a business plan either for
a business idea you have. This can be a real or an imaginary business or a plan
foran existing small business. Whilst you do not have to follow any precise
format, a specimen format is provided in the textbook. The interactive chapter
exercises on the textbook website allow you to build your plan step-by-step and
place it in this format.
Specimen plans are readily available on the internet.
However be warned, do not copy the
contents of on-line plans. Turnitin will reveal this and it is an academic
offence which will automatically cause you to fail the assessment.
Marks for this assessment will be awarded based on
the criteria below.
Ø
Clarity, consistency
and originality of value proposition(s) 10%
Ø
Clear identification of
target market segment(s) 10%
Ø
Comprehensiveness of
market and competitor analysis 10%
Ø
Consistency/originality
of core marketing & entry and/or growth strategies 10%
Ø
Comprehensivenessand
accuracy of financial projections 20%
Ø
Comprehensive identification
of resources required and financing 10%
Ø
Identification of
material risks and their mitigation 10%
Ø
Realism and
practicality of plan 10%
Ø
Overall presentation,
including clarity of English 10%
100%
Marks will be awarded for the thoroughness of the
plan - not for the profit-making potential
of the business idea. A good plan that proves the idea to be unviable can
receive full marks. A profit projection, breakeven calculation, monthly cash
flow forecast and balance sheet are required for only the first year and should
be included in the appe3ndix. You must also provide details of the assumptions
on which these are based.
References: Academic citations (e.g. to academic
models) are not expected in a business plan, but if you do use themensure that
they are properly referenced.However, if you cite sources for information used
(e.g. market size) you must ensure that they are properly referenced (normally
a web reference).
Marks for this assessment will be awarded in
accordance with the grading grid.
Grading grid Assessment 2
Criteria
|
Wgt
|
F/2/fail
|
E/4/≤39%
|
D/5-7/40-49%
|
C/8-10/50-59%
|
B/11-13/60-69%
|
A/14-16/≥70%
|
Value
proposition
|
10%
|
Unrealistic
or poor value proposition
|
Inadequate
explanation of value proposition
|
Basic
value proposition with some inconsistency
|
Adequate
& consistent value proposition
|
Clear,
detailed &consistent value proposition
|
Clear,
detailed &consistent value proposition with some originality
|
Identification
of target market segment(s)
|
10%
|
Very
little evidence of market segmentation & identification of target
market(s)
|
Inadequate
market segmentation & identification of target market(s)
|
Basic
market segmentation & identification of target market(s)
|
Adequate
market segmentation & identification of target market(s)
|
Clear
and detailed market segmentation & identification of target market(s)
|
Clear
and detailed market segmentation & identification of target market(s)
with some originality
|
Market
& competitor analysis
|
10%
|
Very
little evidence of market &competitor analysis
|
Inadequate
market & competitor analysis
|
Basicmarket
& competitor analysis
|
Adequate
market & competitor analysis
|
Clear
& detailed market & competitor analysis
|
Comprehensive
& detailed market & competitor analysis
|
Marketing
strategies – core, launch & growth.
|
10%
|
No
clear strategies
|
Very
poor and/or inconsistent strategies
|
Insufficient
detail or thought given to strategies. Some omissions and/or inconsistencies
|
Adequate
strategies – core, launch & growth. Some omissions and/or inconsistencies
|
Good,
clear & detailed strategies – core, launch & growth. Some omissions
|
Good,
clear, comprehensive & detailed strategies – core & launch/growth
|
Financial
projections
|
20%
|
No
clear evidence of financial planning
|
Poor,
inaccurate or inadequate financial projections
|
Adequate
financial projections but with some omissions and/or inaccuracies
|
Good,
comprehensive financial projections but with some omissions and/or
inaccuracies
|
Very
good, comprehensive and accurate financial plans but with minor some
omissions or inaccuracies
|
Excellent,
comprehensive and accurate financial projections
|
Identification
of resources required& financing
|
10%
|
No
clear identification of resources& financing required
|
Poor
and/or inaccurate identification of resources& financing required. Many
omissions
|
Adequate
identification of resources & required financing. Some inaccuracies
and/or omissions.
|
Adequate
identification of resources & realistic identification of financing
options. Some minor inaccuracies and/or inconsistencies
|
Good
identification of resources & realistic identification of financing
options. Some minor inaccuracies and/or inconsistencies
|
Comprehensive
identification of resources & realistic identification of financing
options
|
Identification
of material risks& mitigation
|
10%
|
No
clear identification of risks
|
Poor,
inadequate and/or inaccurate identification of risks& mitigation
|
Adequate
but incomplete identification of risks& mitigation
|
Good
but incomplete identification of risks with adequate mitigations
|
Comprehensive
identification of risks but mitigations not convincing
|
Comprehensive
identification of risks & their mitigation
|
Realism
& practicality of plan
|
10%
|
Unrealistic
and/or impractical plan
|
Many
unrealistic &/or impractical elements to plan
|
Some
unrealistic &/or impractical elements
|
Some
minor impractical elements that leave doubts about management capabilities of
author
|
Realistic
& practical plan but leaves some doubts about management capabilities of
author
|
Realistic
& practical plan. Convincing of management capabilities of author
|
Overall
presentation, including clarity of English and references
|
10%
|
Very
poor presentation &/orclarity of English
|
Weak
presentation &/or clarity of English
|
Adequate
presentation &/orclarity of use of English
|
Good
presentation&/orclear use of English
|
Very
good presentation, structure & clear use of English
|
Excellent
presentation, structure & use of English
|
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