Official (Closed) - Non Sensitive

APRIL 2021 SEMESTER

SCHOOL OF BUSINESS AND ACCOUNTANCY

DIPLOMA IN BUSINESS STUDIES

ENTERPRISE CREATION AND DEVELOPMENT

1ECD (005912)

INDIVIDUAL AND GROUP ASSIGNMENTS

ECD/Apr21/Project Assessment 1
Official (Closed) - Non Sensitive

1. PROJECT WEIGHTAGE & ORGANISATION

Individual Assignment 1 weightage : 20%

Individual Presentation for Group Assignment : 10%

(part of tutorial participation)

Group Assignment weightage : 30%

2. OBJECTIVES OF PROJECT
The main objective of Individual and Group Assignments is to ensure that the
students gain a further understanding of concepts and theories taught and for
them to see the practical applications of these concepts.

3. PROJECT TASK DESCRIPTIONS AND REQUIREMENTS

Individual Assignment 1 (20%)

Students will work individually to submit two entrepreneurial business ideas

for 20%, and are assessed through the effort to submit creative and original
ideas that reference current macroeconomic and industry trends.

The first entrepreneurial business idea should be for an E-Commerce

Business, where products / services are sold to generate immediate revenue.
Describe your products / services, your 4 Ps (Product, Price, Promotion,
Place) strategy, and suppliers.

You should then validate your E-Commerce Business idea by discussing the
below points (whichever applicable):

 The current trend, how long the trend has been popular, or emerging
trends
 How your product / service will reference the emerging trend
 How your product / service can be better than current substitute products /
services
 Why there is a need for your product / service
 Any other supporting macroeconomic trends such as regulatory
(government), socioeconomic, psychographic, technological

The second entrepreneurial business idea should be for a Venture, which is

an innovative business idea based on an emerging technological change.
Research and describe the technological change, and describe the 4 Ps
(Product, Price, Promotion, Place) of your Venture business idea.

You should then validate your Venture business idea by discussing the below
points (whichever applicable):

 The current situation or problem that customers face

 How customers are currently solving the problem faced
 How emerging trends will take shape
 How competitors are solving the problem for customers

ECD/Apr21/Project Assessment 2
Official (Closed) - Non Sensitive

 How your product / service can be better than current substitute products /
services
 How your product / service will reference the emerging trend
 Why there is a need for your product / service
 Any other supporting macroeconomic trends such as regulatory
(government), socioeconomic, psychographic, technological

Each idea should be described in not more than 600 words. The report
must be submitted by 19th May 2021 (Wednesday), 11.59pm. *Late
submission will be penalized by deduction of marks.

Group Assignment (30%)

Students will work in groups of maximum 6 members on one selected

business idea from their individual assignments. The main objective of the
Group Assignment is to ensure that the students gain a further understanding
of concepts and theories taught and for them to see the practical applications
of these concepts.

Students are to do a 20 minutes group presentation during tutorials in Week

16 & 17. Students will be graded individually for 10% for the presentation
under the tutorial participation component.

A written report (A4 size paper, Arial font size 12) between 9 - 12 pages must
be submitted by 30 Jul 2021 (Friday), 11:59pm. Late submission will be
penalized by deduction of marks.

Students can choose to do either a) E-Commerce Business or b) Preparing

for Venture Launch

The recommended implementation of a) E-Commerce Business is as

follows:

 Shortlisting products / services to sell, and carrying out market validation

through surveys or focus groups.
 Finalizing Business Model Canvas.
 Finalizing products / services to be sold, and determining various pricing
and marketing strategies and channels for distribution.
 Create an e-commerce website using platforms such as Google sites and
wix, that promotes your brand and product through an engaging digital
presence including but not limited to attractive pictures and write-ups.
 Sale and delivery of products and services.
 Obtaining feedback through customer surveys and customer reviews left
on channels.
 Continuing engagement with customers through social media and / or
email marketing.
 Profit and Loss statement, and analysis of financial results.

Digital skills will be learnt experientially through the implementation of the E-

ECD/Apr21/Project Assessment 3
Official (Closed) - Non Sensitive

Commerce Business. Students should use at least 3 (but are not limited to) of
the below suggested digital platforms / marketing and business tools:
 Product / service validation through electronic surveys eg. Google Form
 Presentation of market research eg. through infographics
 Creation of attractive product descriptions and visuals through design
tools such as Photoshop or stock photo platforms such as Pixabay
 Creation and hosting of video content through platforms such as YouTube
 Marketing through social media platforms eg. Facebook, Instagram,
Twitter
 Using other relevant platforms to manage and analyse social media
marketing such as Hootsuite and Fanpage Karma
 Email marketing automation through MailChimp and any other platform
 Distributing through e-commerce platforms such as Carousell, Shopee
and any others
 Creating a blog post with keywords for Search Engine Optimisation (SEO)

Students are expected to do a 20 minutes group oral presentation, with in-

depth analysis, of the implementation of their business idea, discussing the
challenges and obstacles of developing the E-commerce business. The
presentation counts for 10% and is individually graded under the tutorial
participation component.

The digital presence of the e-commerce website will be assessed for the
following:
1) Communication of your brand and/or product’s unique selling point (USP)
2) Use of attractive pictures and engaging content to retain visitors’ attention
3) Ease of use for the potential customer

The following should be presented:

1) Market validation results, and analysis of decision making for final product
/ service, challenges faced.
2) Showcase of Online channels and marketing strategy used to engage
customers and distribute products. Explanation of how the particular
platform / channel was used and analysis of the effectiveness of each
channel.
3) Financial results, and analysis of Profit and Loss statement such as profit
margins of each product.
4) Detailed financial, business and marketing objectives and strategy for the
next 6 months.

A written report will be assessed for 30%. This report should be between 9 -
12 pages (A4 size paper, Arial font size 12. Any relevant diagrams,
photographs, newspaper articles, etc. are to be included in the appendix).

The written report should comprise of:

1) A four page photo collage with insightful captions, showcasing the creation
and development of the E-Commerce Business, challenges faced and
milestones achieved. This segment is not included in page count.

ECD/Apr21/Project Assessment 4
Official (Closed) - Non Sensitive

2) The completed Business Model Canvas, with a write up on the initial

market research and validation.
3) The startup costs, profit and loss statement and breakeven analysis (if
applicable).
4) Bootstrapping Methods used to maintain positive cash flow.
5) A post-mortem analysis of digital or any other marketing methods used.
6) A reflection on whether financial or business / marketing objectives were
met, and the financial and business / marketing objectives for the next 6
months to strengthen the value proposition of your business.
7) A reflection on the teamwork displayed and the entrepreneurial attributes
of individual team members (supported by examples), and a reflection on
the strengths and weakness of your team.

Group and peer assessment will also be used to assess the students.

ECD/Apr21/Project Assessment 5
Official (Closed) - Non Sensitive

OR

The recommended implementation of b) Preparing for Venture Launch is as

follows:

 Shortlisting possible business ideas and carrying out market validation

through surveys or focus groups.
 Industry analysis using Porter’s Five Forces.
 Competitors’ analysis table showing at least 2 competitors / substitutes.
 Finalizing Business Model Canvas and determining various pricing and
marketing strategies and channels for distribution.
 Detailing operational plan for the Venture.
 Creation of attractive product / service descriptions and visuals on your
venture’s website or creation of a 5-page (at least but not limited to)
screen by screen mockup of your app / game / platform (hand-drawn or
digital).
 Curating list of potential bloggers, influencers and websites to write about
your venture.
 Creation of logo and business name.
 Creation of 2 types of marketing content, 1 online and 1 offline to
explain and promote your Venture. Online marketing content can be,
for example, an infographic, video, email or press kit to explain your
business to potential customers. Offline marketing content can be
giving out samples of your product / service at a pop-up event, a
prototype, or a marketing roadshow to increase awareness / obtain
customer reviews of your product / service. Effort should be made to
integrate the Online – Offline seamlessly.
 Pro forma Profit and Loss statement and milestone schedule.

Digital skills will be learnt experientially through the planning of the venture.
Students should use at least 3 (but are not limited to) of the below suggested
digital platforms / marketing and business tools:

 Product / service validation through electronic surveys eg. Google Form

 Presentation of market research eg. through infographics
 Creation of attractive product descriptions and visuals through design tools
such as Photoshop or stock photo platforms such as Pixabay
 Creation and hosting of marketing video content through platforms such as
YouTube
 Creation of social media account for the venture through platforms such as
Facebook, Instagram, Twitter and any other relevant platform
 Creating online presence with website building platforms such as Wix, or
online store such as Prestashop
 Creating online marketing initiatives, through email or social media
marketing to drive awareness of offline activities
 Creating a visual prototype of app with tools such as InVisionapp
 Creating a blog post with keywords for Search Engine Optimization (SEO)

Students are expected to do a 20 minutes group oral presentation, with in-

depth analysis, of the implementation of their business idea, discussing the

ECD/Apr21/Project Assessment 6
Official (Closed) - Non Sensitive

challenges and obstacles of developing the Venture. The presentation counts

for 10% and is individually graded under tutorial participation component.
The following should be presented:

1) Market validation results, and analysis of decision making for final product
/ service.
2) Analysis of industry and competitors. Analysis of your marketing and
pricing strategy as compared to competitors.
3) Completed and insightful Business Model Canvas.
4) Operational plan for the Venture.
5) Showcase of website / mockup, marketing channels, press kit, marketing
strategies and campaigns, offline marketing campaigns for awareness
and validation. Analysis of the effectiveness of each channel.
6) Pro forma Profit and Loss statement, SWOT analysis and milestone
schedule.

A written report will be assessed for 30%. This report should be between 9 -
12 pages (A4 size paper, Arial font size 12. Any relevant diagrams,
photographs, newspaper articles, etc. are to be included in the appendix).

The written report should comprise of:

1) A three-page photo collage with insightful captions, showcasing the

creation and development of the venture, such as logo and marketing
campaigns / content, prototyping, site visits, offline – online marketing and
validation. This segment is not included in page count.
2) Industry analysis using Porter’s Five Forces.
3) Competitors’ analysis table showing at least 2 competitors / substitutes.
4) The completed Business Model Canvas, with a write up on the initial
market research and validation.
5) Operational plan, the pro forma startup costs, profit and loss statement
and breakeven analysis (if applicable).
6) Bootstrapping Methods to be used to maintain positive cash flow.
7) SWOT analysis.
8) Milestone Schedule.

Group and peer assessment will also be used to assess the students.

Late Submission of Coursework

The following penalty will apply for Individual and Group Assignment late
submissions without valid reasons:

For each day past the deadline, 10% of the total possible mark will be
deducted, up to a maximum of 7 calendar days. After which, zero marks will
be given.

ECD/Apr21/Project Assessment 7
Official (Closed) - Non Sensitive

4. ASSESSMENT CRITERIA

Criteria for Assessment

a) E-Commerce Business
Marks
Four-page photo collage with captions 15
E-commerce website 5
Business Model Canvas, Market Research and Validation 15
Analysis of Marketing methods and Financials 15
Reflection on Entrepreneurial attributes and teamwork 10
--------
Total 60
=====
OR

b) Preparing for Venture Launch

Marks
Three page photo collage with captions 15
Analysis of Industry and Competitors 10
Business Model Canvas, Market Research and Validation 15
Operational plan and Financial Analysis 10
SWOT Analysis and Milestone Schedule 10
--------
Total 60
=====
5. PEER FEEDBACK FOR GROUP ASSIGNMENT

Students will be asked to evaluate the contribution of their teammates to the

plan and thus weighting the distribution of the grade. Each student will
complete a confidential peer appraisal reviewing each team member’s
contribution to the group assignment. This peer appraisal is meant to
discourage “free riding” by any member of the group and encourage sharing
the significant workload of this assignment fairly. The lecturer reserves the
right to increase or reduce an individual’s grade on the group assignment
based on the group’s feedback. The peer appraisal will concentrate on
evaluating whether each team member did her/his share of work
conscientiously on a timely basis and with a positive outlook. Each team
member at the final presentation will submit the peer Appraisal.

6. ANTI-PLAGIARISM

Ngee Ann Polytechnic (NP) develops in students’ good academic practices to

uphold academic integrity and respect for the works of others. These practices
are guided by the NP Anti-Plagiarism policy which mandates that students
assume full responsibility for the content and integrity of the academic work
they submit. The policy and disciplinary procedures for offences is located at:
https://www1.np.edu.sg/tlc/site/antiplagiarism/policy.htm.

ECD/Apr21/Project Assessment 8