BUSINESS PLAN RUBRICS

Poor/Lacking Info Sufficient Proficient Advanced Total

CRITERIA
1 2 3 4 40

Introductory
elements were
Introductory included and
elements were completed
INTRODUCTORY Introductory Introductory
included and correctly, including
ELEMENTS elements were elements were
completed a detailed
TABLE OF CONTENTS omitted and/or included but
correctly, including executive
EXECUTIVE SUMMARY contained errors. contained errors.
an executive summary that
summary. thoroughly
summarizes the
business.

An overview of the
company is
provided which
includes
An overview of the An overview of the
information
company is company is
regarding the
BUSINESS DESCRIPTION An overview of the provided but is provided which
reason for starting,
BRIEF DESCRIPTION OF company is not lacking significant includes a large
basic activity,
THE BUSINESS (OR IDEA) provided. pieces of the portion but not all
company focus,
requested of the requested
goods and/or
information. information.
services provided,
primary
customers, and
location.
Provides
Provides largely Provides fairly
somewhat Provides complete
incomplete complete
complete information
information information
information regarding industry
regarding industry regarding industry
regarding industry size and maturity,
size and maturity, size and maturity,
size and maturity, opportunities &
opportunities & opportunities &
opportunities & threats in the
threats in the threats in the
threats in the industry, overall
industry, overall industry, overall
INDUSTRY ANALYSIS industry, overall outlook for the
outlook for the outlook for the
outlook for the industry, major
industry, major industry, major
industry, major competitors.
competitors. competitors.
competitors. Explains how
Explains how Explains how
Explains how proposed
proposed proposed
proposed product/service is
product/service is product/service is
product/service is distinct from
distinct from distinct from
distinct from others.
others. others.
others.
Mission statement Mission statement Mission statement
Mission statement is included and is clear, and is clear, concise,
MISSION STATEMENT
is not included. describes the describes the and describes the
purpose of the purpose of the purpose of the
 business. Core business. Core business. Core
values are included values are included values are included
but do not reflect and reflect an and reflect an
an understanding understanding of understanding of
of the fundamental the fundamental the fundamental
beliefs regarding beliefs regarding beliefs regarding
the appropriate the appropriate the appropriate
manner in which to manner in which to manner in which to
conduct company conduct company conduct company
activities. activities. activities.
No form of Form of business
business ownership was
MANAGEMENT PLAN
ownership was Form of business chosen, defined,
SP, PARTNERSHIP, Form of business
included in the ownership was and reasoning was
CORPORATION ownership was
plan. Permits/ chosen and given for the
OWNERSHIP chosen.
licenses/ defined. Some choice of
QUALIFICATIONS OF MGT No explanation of
certifications explanation of how ownership.
TEAM & COMP. PKG. how things will be
omitted. No things will be Thorough
EXPLANATION OF HOW done
explanation of accomplished. explanation of how
THINGS WILL BE DONE
methods of doing things will be
things. accomplished.
Product/Service
Product/Service Product/Service mix was clearly
mix was partially mix was clearly discussed and
Product/Service
PRODUCT &/OR SERVICES discussed and discussed and included a
mix was partially
IDENTIFY AND DESCRIBE seemed to lack a included a complete line of
discussed or some
ALL complete line of complete line of product/service
was omitted.
PRODUCTS/SERVICES, product/service product/service offerings and
Explanation of how
EXPLAIN HOW YOUR offerings. offerings. included reasoning
your products will
PRODUCTS WILL BE Explanation of how Explanation of how for the selection.
be competitive is
COMPETITIVE. your products will your products will Includes
missing.
be competitive was be competitive was explanation of how
missing. unclear. your products will
be competitive.
Marketing of the
Marketing of the
business was Marketing of the
business was
partially discussed business was
thoroughly
including some but discussed
discussed
not all of the including the
MARKETING including the
Marketing of the following: identification of
WHO ARE YOUR identification of
business was identification of the target market
CUSTOMERS, WHERE ARE the target market
partially discussed the target market and how they will
THEY,WHAT DO THEY and how they will
but lacked mention and how they will be reached,
WANT? be reached,
of any specific be reached, customer needs
WHAT IS YOUR customer needs
information. customer needs and product
MARKETING MIX (4 P'S). and product
and product characteristics,
characteristics,
characteristics, pricing,
pricing,
pricing, distribution,
distribution,
distribution, promotions.
promotion.
promotions.
FINANCIAL No start-up cost Some start-up cost Financing
Start-up cost
MANAGEMENT reports were reports were strategies and
reports included.
START-UP COSTS included. included. concepts were
 discussed. Detailed
start-up cost
reports included.
Mechanics errors
Fair number of Occasional No writing
on every page.
mechanics errors. mechanics errors. mechanics errors;
Writing style lacks
WRITING SKILLS Writing style Writing style is writing style is
clarity to the point
sometimes lacks easy for reader to easy for reader to
of not being
clarity for reader. follow. follow.
understandable.