Elements

Criteria

Points

Idea and Topic

·         Developed an idea.

·         Answered the following questions:

–         What products or services are being offered?

–         Where is it located (bricks/mortar/online/both)? Describe the market opportunity.

–         What trends are favorable to the venture?

–         Is the market growing? Keep in mind you should not assume that the reader is familiar with your product/service, so be sure to explain and describe it carefully.

50

Research

·         There is sufficient research cited to support idea and achievability.

20

Writing

·         Demonstrates evidence of undergraduate-level writing mechanics including grammar, tense and spelling.

·         Used the APA guidelines for writing style, spelling, grammar, and citation of sources as needed.

·         Posted final submission to the appropriate thread.

30

Total

100

Elements

Criteria

Points

Value Proposition

·         Clearly and concisely described the product/service and consider cost, performance, what needs does the idea fills in the market, availability, service, etc.

·         Provided an understanding of how the product/service demonstrated value.

50

Research

·         There is sufficient research cited to support product/service value.

20

Writing

·         Demonstrates evidence of undergraduate-level writing mechanics including grammar, tense and spelling.

·         Used the APA guidelines for writing style, spelling, grammar, and citation of sources as needed.

·         Posted final submission to the appropriate thread.

30

Total

100

Elements

Criteria

Points

Target market

·         Clearly identifies target market and supports decision.

·         Identifies unique benefits, which differentiates the product/service.

50

Research

·         There is sufficient research cited to support target market and benefits.

20

Writing

·         Demonstrates evidence of undergraduate-level writing mechanics including grammar, tense and spelling.

·         Used the APA guidelines for writing style, spelling, grammar, and citation of sources as needed.

·         Posted final submission to the appropriate thread.

30

Total

100

Elements

Criteria

Points

Competitive Analysis

1.     Prepared a descriptive matrix describing the major competitors and considered direct, indirect, substitutes and future competitors.

2.     Chose at least two competitors and one indirect competitor and compared and contrasted.

3.     Researched how strong the competitors’ brand loyalty is, and presented an argument to why consumers would switch to your brand.

4.     Obtained a recent advertisement of your competitors and explained the advertisements’ position and included images of these advertisements.

5.     Explained how you would differentiate your advertising.

6.     Prepared your break-even analyses.

50

Research

·         There is sufficient research cited to support analysis, positioning and differentiation.

20

Writing

·         Demonstrates evidence of undergraduate-level writing mechanics including grammar, tense and spelling.

·         Used the APA guidelines for writing style, spelling, grammar, and citation of sources as needed.

·         Posted final submission to the appropriate thread.

30

Total

100

Criteria

Not Attempted

(Criterion is missing or not in evidence)

Unsatisfactory

(does not meet expectations; performance is substandard)

Basic

(works towards meeting expectations; performance needs improvement)

Proficient

(meets expectations; performance is satisfactory)

Exemplary

(exceeds expectations; performance is outstanding)

Includes a clear and concise description of a new business venture idea and examines in detail opportunities and consumer needs it will fill.

0-5

6

7

8

9-10

Value proposition outlines clearly the features that make the product/service attractive to customers, and proves the idea will generate revenue.

0-5

6

7

8

9-10

Addresses the type of target market and describes in detail the types of consumers that will be targeted. Offers and lists unique benefits of the idea.

0-11

12-13

14-15

16-17

18-20

Conducts a competitive analysis representing both direct and indirect competitors. Explains in detail the difference between the competitors chosen. Compares and contrast each competitor to the new business venture idea and provides images of recent competitive advertising with descriptive explanation of advertising strategies.

0-11

12-13

14-15

16-17

18-20

Prepared a basic break-even analysis and provided a summary of the data.

0-5

6

7

8

9-10

Provide a detailed conclusion of the new venture idea and if it is feasible.

0-5

6

7

8

9-10

Included a reference page

0-1

2

3

4

5

Included a cover page

0-1

2

3

4

5

Presentation of plan is professional, organized, spelling and grammar is at the college level, and contains all the necessary sections listed. Plan is at least 5 pages or more.

0-5

6

7

9-10