t 1: Executive Summary
Provide a concise and positive overview of the business, including a mission statement, that will be used to catch the reader’s attention.
Part 2: Industry Overview & Market Analysis
Describe the overall nature of the industry and how your business will compete. Statistics, trends and demographics of the existing marketplace should be included. Briefly explain how your product/service will improve upon the current offerings. Define the target market (age, gender, marital status, location, etc.) and describe the need for your product/service.
Part 3: Sales & Marketing Strategy
Describe how you plan to promote and sell your product to the target market. Include a succinct outline of how the product will be priced, what advertising methods will be used, and how the product/service will be sold and distributed to the customer. This should be a brief summary as this section will be explored further in the next assignment.
Part 4: Operating Plan
Describe the legal structure, ownership, management and staffing required of the business.
Outline the physical requirements of the business (office, warehouse, supplies, staffing, etc.). Include an itemized list with estimated costs and whether these items will be leased our purchased.
Part 5: Financial Plan
This section is used to demonstrate that the business will grow and be profitable. Create a breakeven analysis based on your fixed costs, variable costs and selling price using a template provided in class.
Deliverables:
This assignment is dueelectronically in the form of a single PDF uploaded to D2L Dropbox for this course.Your assignmentmust include a cover page and table of contents.See the rubric below for grading details.
Marking Criteria
Items
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Excellent
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Good
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Needs Improvements
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Executive Summary
(9 marks)
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Excellent summary with all required information included. Catches readers attention.
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Good summary with most required information included. Catches readers attention
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Poor summary. Missing key information. May not catch readers attention.
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Industry Overview
(9 marks)
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Comprehensive industry overview with specific statistics included. Target market is clearly defined. Need for product/service is described very well.
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Comprehensive industry overview. Target market is defined well. Need for product/service is described well.
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Poor industry overview. Target market is not very well defined. Need for product/service is unclear.
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Sales & Marketing Strategy
(6 marks)
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Excellent marketing/sales strategy. Sales, advertising and distribution plan is logical and very well thought out.
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Good marketing/sales strategy. Sales, advertising and distribution plan is logical.
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Poor marketing/sales strategy. Sales, advertising and distribution plan is vague or unclear.
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Operating Plan
(9 marks)
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Operating plan is extremely well thought out and includes all required information. Itemized list with estimated costs is clear and easy to follow.
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Operating plan includes all required information but could use more consideration. Itemized list with estimated costs is easy to follow.
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Operating plan is missing some key information. Itemized list with estimated costs is difficult to follow.
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Financial Plan
(9 marks)
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Breakeven analysis clearly shows potential for profitability. Chart is very easy to follow and makes logical sense.
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Breakeven analysis shows potential for profitability. Chart is somewhat confusing.
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Breakeven analysis does not clearly show potential for profitability and chart is confusing to reader.
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Grammar, Spelling & Formatting
(3 marks)
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Appropriate use of grammar and spelling. Formatted as per assignment brief.
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Occasional grammar & spelling errors. Formatted as per assignment brief with minor errors.
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Many grammar & spelling errors, reader is confused. Not formatted as per assignment brief.
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Organization
(3 marks)
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Information is very well organized and logical with well-constructed and clearly defined business idea.
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Information is well organized and logical with a fairly defined business idea.
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Information lacks organization in certain parts and business idea is not very well defined.
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