ENT530: GUIDELINE & TEMPLATE

ASSESSMENT GUIDELINE
MAC 2022

PRINCIPLES OF ENTREPRENEURSHIP
(ENT530)

WRITTEN REPORT ON CASE STUDY (20%)

Submission: Week 10-14

OVERVIEW

A case study is an account of an activity, event or problem that contains a real or hypothetical
situation and includes the complexities you would encounter in the business. Case studies are
used to help you see how the complexities of real-life influence decisions.

The term case study refers to both a method of analysis and a specific research design for
examining a problem. Analyzing a case study requires you to practice applying your knowledge
and your thinking skills in a real situation. To learn from a case study analysis you will be
"analyzing, applying knowledge, reasoning and drawing conclusions" (Kardos & Smith 1979).

A successful case study analyses a real-life situation where existing problems need to be solved.
It should:

 Relate the theory to a practical situation; for example, apply the ideas and knowledge
discussed in the coursework to the practical situation at hand in the case study.
 Identify the problems.
 Select the major problems in the case.
 Suggest solutions to these major problems.
 Recommend the best solution to be implemented.
 Detail how this solution should be implemented.

INSTRUCTIONS

1. This is a group project consist of 5 members in a group

2. Each group needs to choose ONE small/micro business (Lecturer/Student identified) in

any industry and conduct an online/face to face interview.

3. Students need to collect as much information as possible about the companies (i.e
company background, product, marketing techniques, business performance, etc).

4. The group needs to analyze the companies using the Business Model Canvas tool and
identify the problem faced by the business. Students need to propose relevant solutions to
enhance business performance.

5. Students need to write a final report using the given format.

6. Use Times New Roman 12 or Arial 11 with 1.5 spacing for writing a case study report.

7. A letter from the lecturer can be prepared to assist the students to visit the company.

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8. The report must be submitted on or before week 10-14. Failure to do so will jeopardize the
student’s grade for this subject.

CASE STUDY REPORT FORMAT GUIDELINE

Before you begin writing, follow these guidelines to help you prepare and understand the
case study:

 Read and examine the case thoroughly. Take notes, highlight relevant facts, underline
key problems.

 Focus your analysis. Identify two to four key problems.

 Uncover possible solutions.

 Suggest the plan to execute the solution.

GUIDELINES FOR CONTENTS

Following is a suggested guideline for preparing your case study reports (remember to always use

Harvard Business Style for all formatting and referencing as per the course outline):

1. COVER PAGE

 Company Name

 Student Names, Student ID, Programme and Group

 Lecturer Name

2. EXECUTIVE SUMMARY

 If Appropriate – should be written last to focus on key points/findings.

3. COMPANY INFORMATION

An overview of the company and may include:

 Background

 Organizational Structure

 Products/Services

 Business, marketing, operational strategy

4. COMPANY ANALYSIS

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● Based on the information collected, provide analysis on all nine (9) elements in business
model canvas
o Present your findings using the BMC template.

5. FINDINGS AND DISCUSSION

Finding

Describe the major business problem/s face by the business and identify the main cause.

Discussion

 Summarize the major problem/s.

 Identify alternative solutions to this/these major problem/s (there is likely to be more than
one solution per problem).

 Briefly outlines each alternative solution and then evaluate it in terms of its advantages and
disadvantages.

● Support your recommendation with references from a journal or case study.

6. CONCLUSION

 Sum up the main points from the findings and discussion.

7. REFERENCES

Make sure all references are cited correctly. Recommend that you source interviews, business
journals, periodicals, and textual references as well as any online research. Make sure you support
your ideas with facts and figures. Please try to use your own words and ideas based on research

rather than copy and paste other’s words from the internet.

8. APPENDICES (if any)

Attach any original data that relate to the study, but which would have interrupted the flow of the
main body. All charts, financials, visuals, and other related items can be placed here and
referenced in the report

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TEMPLATE:CASE STUDY

COMPANY LOGO

CASE STUDY: COMPANY ANALYSIS

NAME OF COMPANY

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

FACULTY & PROGRAMME :

SEMESTER & GROUP :
PROJECT TITLE :
NAME :

LECTURER :

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TABLE OF CONTENT

PAGE

TITLE PAGE i

ANKNOWLEDGEMENT ii

TABLE OF CONTENT iii

LIST OF FIGURES iv

LIST OF TABLES v

EXECUTIVE SUMMARY vi

1. INTRODUCTION

1.1 Background of the Study

1.2 Purpose of the Study

2. COMPANY INFORMATION

2.1 Background

2.2 Organizational Structure

2.3 Products/Services

2.4 Business, marketing, operational strategy

2.5 Financial achievements

3. COMPANY ANALYSIS

5.1 BMC

4. FINDINGS AND DISCUSSION

4.1 Finding
4.2 Discussion/recommendation

5. CONCLUSION

6. REFERENCES

7. APPENDICES

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SOCIAL MEDIA PORTFOLIO (40%)
Submission: Week 8-14
INSTRUCTIONS

1. This is a pair assignment.

2. Each student has to find a product and utilize Facebook (FB) for online marketing campaign. Students are
free to register as dropship or agent or create their own product to be sell online.

3. By utilizing Facebook (FB) for marketing purposes, the student needs to address the content of:
● Creating Facebook (FB) page
● Customizing URL Facebook (FB) page
● Teaser post
● Copywriting – Hard sell and soft sell
● Graphics for online marketing

4. Students MUST register in go-ecommerce system (https://lms.go-ecommerce.my) to get access to online

module by MDEC. They need to record their online sales in this system. In addition to that, they also need to
register for MyENT and SSM and show the certificate of registration in their report (guideline will be provided).
Student must choose PARTNERSHIP type of business registration for business ownership.

5. Lecturer MUST register in go-ecommerce portal to enable the student to choose the name of the lecturer
who taught when filling up the go-ecommerce.

6. Students are required to write a report which consists of the following matters:

A. Preliminary Materials

i.Cover page
ii.Acknowledgement
iii.Executive summary
iv.Table of contents

B. Body of the Report

i.Go-Ecommerce registration (Print Screen)

ii.MyENT certificate
iii.SSM registration (Sole proprietorship or partnership)

iv.Introduction of business
● Name and address of business
● Organizational chart
● Mission / vision
● Descriptions of products / services
● Price list

v.Facebook (FB)
● Creating Facebook (FB) page
● Customizing URL Facebook (FB) page
● Facebook (FB) post – Teaser
● Facebook (FB) post – Copywriting (Hard sell)
● Facebook (FB) post – Copywriting (Soft sell)
● Relevant graphics to each post/copywriting
● Sales Report

vi.Conclusion

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vii.Writing styles, spelling and grammar

7. The report must be submitted on or before week 14. Failure to do so will jeopardize the student’s grade for
this subject.

8. Report can be submitted using online method (email, upload to ufuture) or offline method (hard copy via
courier services)

*student are not allowed to sell any tobacco/vaping related product or fake item.

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BUSINESS PLAN (30%)

Submission: Week 12-14

OVERVIEW
A business plan venture is a document that details out what a business wants to accomplish with its new
product or services. It is a detailed road map used to convert ideas and visions into a real and
functioning product or services that is profitable and viable for the business to market.

INSTRUCTIONS

1. This is a group project and the students are required to form groups comprising of 5 MEMBERS
ONLY.
2. Each group needs to choose and write one viable business idea (product or service).
3. The group needs to write and present final report of the business plan using the given format.
4. Use Times New Roman 12 or Arial 11 with 1.5 spacing for written business plan report.
5. The report must be submitted on or before_______. Failure to do so will jeopardize the student’s
grade for this subject.

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GUIDELINES & TEMPLATE: BUSINESS PLAN

BUSINESS PLAN TITLE

LOGO

Faculty :

Group :

Course :

Course Code :

Semester :

Group Name :

Group Members :

Submitted to Lecturer’s name……

Submission Date

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1. TABLE OF CONTENTS

Page Number

Contents
Cover page
Acknowledgement
List of tables
List of figures

1. Executive Summary
2. Company Profile
3. Environmental Industry Analysis
4. Description of venture
5. Marketing Analysis and Competition
6. Operation / Production Plan
7. Organization Plan
8. Financial Plan
9. Project Milestones
10. Appendices:

BUSINESS PLAN OUTLINE

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1. EXECUTIVE SUMMARY

The executive summary introduces the plan, but it is written last. It provides a concise and optimistic
overview of your business and should capture the reader's attention and create a desire to learn more.
The executive summary should be no more than two pages long, with highlights or brief summaries of
other sections of the plan.

• Describe your mission—what is the need for your new business? Sell your vision.
• Introduce your company briefly, sticking to vital details such as size, location, management, and
ownership.
• Describe your main product(s) and/or service(s).
• Identify the customer base you plan to target and how your business will serve those customers.
• Summarize the competition and how you will get market share. What is your competitive
advantage?
• Outline your financial projections for the first few years of operation.

2. COMPANY PROFILE

● Details of company name and logo

● Company Background

3. ENVIRONMENTAL INDUSTRY ANALYSIS- overview of the industry

This section provides an overview of the industry and explains in detail what makes your business stand
out.
• Describe the overall nature of the industry, including sales and other statistics.
● Note trends (Environmental and business trends) and demographics, as well as economic,
cultural, and governmental influences.
• Key success factors in an industry are important to know and convey.

4. DESCRIPTION OF VENTURE

Opportunity:

Briefly describe the general nature of your company. From this section the investor must be convinced of
the potential success of the business.
● Provide the detail of each product or service (Primary use, benefit, unique features)
● What problem will your company’s product or service solve?
● What is the Value Proposition? (Economic benefit of solving the problem)
● Demonstrable customer demand
● Mention the existing competition, which you'll expand upon in the marketing section
● Timelines: Describe the major events that will take place in the short and long-term future (i.e.
product launch, acquisition of first customer, milestones for customer base growth or sales growth).

5. MARKETING ANALYSIS AND COMPETITION

This section focuses on the competitive factor of your business and justifies it with financial models and
statistics. You need to demonstrate that you have thoroughly analyzed the target market, assessed the
competition, and concluded that there is enough demand for your products/services to make your
business viable.

• Define the target market(s) for your products/services in your geographic locale.
• Explain the need for your products/services.

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• Estimate the overall size of the market and the units of your products/services that the target
market might buy. Include forecasts of potential repeat-purchase volume and how the market might be
affected by economic or demographic changes.

Product/service
Market Share and Sales

Year
Market share (%)
Total sales in units
Total sales in RM

• Estimate the volume and value of your sales in comparison with any existing competitors.
Highlight any key strengths over the competition in easily digestible charts and tables.
• Describe any helpful barriers to entry that may protect your business from competition, such as
access to capital, technology, regulations, employee skill sets, or location.
● Competition and Competitive Edges
o Make a realistic assessment of the strengths and weaknesses of competitors.

Competitors Strengths Weaknesses

Marketing Strategy

Overall marketing strategy. Describe the specific marketing philosophy and strategy of the company,
given the value chain and channel of distribution in the target market. Include, for example, a discussion
of the types of customer groups that you are targeting for initial intensive selling effort those that you are
targeting for later selling efforts.
● Pricing. Discuss the pricing strategy, including the prices to be charged for your product and
service, and compare your pricing policy with those of your major competitors.
● Sales tactics. Describe the method (e.g., own sales force, sales representatives, direct mail, or
distributors) that will be used to make sales and distribute the product or service.
● Service and warranty policy. If your company will offer product that will require service,
warranties, or training, indicate the importance of these to customers’ purchasing decisions and discuss
your method of handling service problems; also, highlight the kind and term of any warranties to be
offered, whether service will be handled by company service people, agencies, dealers and distributors,
or return to the factory.
● Advertising and promotion. Describe the approaches the company will use to bring its product
or service to the attention of prospective buyers.
● Distribution. Describe the methods and channels of distribution you will employ.

6.0 OPERATIONS AND PRODUCTION PLAN

The operating plan outlines the physical requirements of your business, such as office, warehouse, or
retail space; equipment; supplies; or labor. This section will vary greatly by industry.

• Development: Explain what you have done to date to identify possible locations, sources of
equipment, supply chains, and other relevant relationships. Describe your production workflow.
• Production: For manufacturing, explain how long it takes to produce a unit and when you'll be
ready to start production.

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• Facilities: Describe the physical location of the business. Include geographical or building
requirements; square footage estimates (with room for expansion if expected); mortgage or leasing
costs; and estimates of maintenance, utilities, and related overhead costs. Include zoning approvals and
other permissions that are necessary in order to operate.
• Staffing: Outline expected staffing needs and the main duties of staff members, especially the
key employees. Describe how the employees will be sourced and the employment relationship (i.e.,
contract, full-time, part-time) as well as any training needs and how these will be provided.
• Equipment: Include a list of any specialized equipment needed, along with cost, whether it will
be leased or purchased, and sources.
• Supplies: If your business is, for example, manufacturing, retail, or food services, include a
description of the materials needed, reliable sources, major suppliers, and how you will manage
inventory.

7.0 ORGANIZATION PLAN

This section describes the legal structure, ownership, and (if applicable) management and staffing
requirements of your business.

• Ownership structure: Describe the legal structure of your company (e.g., corporation,
partnership, LLP, or sole proprietorship). List ownership percentages, if applicable. If the business is a
sole proprietorship, this is the only section required.
• Management team: Describe managers and their roles, key employee positions, and how each
will be compensated. Include brief résumés.
• External resources and services: List any external professional resources required, such as
accountants, lawyers, or consultants.
• Human resources: List the type and number of employees or contractors you will need, and
estimate the salary and benefit costs of each.
• Advisory board: Include an advisory board as a supplemental management resource, if
applicable.

8.0 FINANCIAL PLAN

The financial plan is the most important section for lenders or investors. The goal is to demonstrate that
your business will grow and be profitable. To do this, you will need to create realistic predictions or
forecasts.

Sound financial management is one of the best ways for the business venture to remain profitable and
solvent. In this section think through some of the general issues you will have to address in your formal
business plan.
To effectively manage your venture finances, plan a sound, realistic budget by determining the actual
amount of money needed to start your venture (start-up costs) and the amount needed to keep it open
(working capital or operating costs).

Start-up Cost
Estimate the costs incurred in conjunction with one-time activities that the venture undertakes when it
opens a new facility, introduces a new product or service, conducts business in a new territory or with a
new class of customer or beneficiary, initiates a new process in an existing facility or commences some
new operation after considerable research and discussion.

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Working Capital
Working capital represents the amount of initial expenditure required to finance the daily operation until
the business gets its first sale. The amount of working capital is therefore dependent upon the period
until the firm can generate enough sales to cover its short-term expenditure.

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Start-up Capital and Financing

Total start-up capital incorporates both start-up cost and working capital needed to start a project. The
most common source of finance for new venture is the entrepreneur’s own equity contribution. The
equity contribution can be in the form of cash or assets. The next most common source of finance is
term loan. This is a form of long term financing offered by most commercial banks. The term loan can be
used to finance fixed assets as well as working capital requirements. The interest rate and the loan
period depend on the current interest rate and the amount of loan required respectively.

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Cash Flow Statement

A cash flow pro-forma statement refers to the projected statement of cash inflow and outflow throughout
the planned period. Under normal circumstances, the pro forma cash flow statement is prepared
between three to five consecutive years. However, longer periods are sometimes needed depending
upon the projects undertaken. The pro forma cash flow statement must be able to show the following
information:
● Cash inflows – the projected amount of cash flowing into the company.
● Cash outflows – the projected amount of cash flowing out of the company.
● Cash deficit or surplus – the difference between cash inflows and cash outflows.
● Cash position – the beginning and ending cash balances for a particular period.

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Income Statement
The next step in developing a financial plan is to prepare the pro forma income statement which shows
the expected profit or loss for the planned period, usually for three to five consecutive years. Generally,
the pro forma income statement consists of the following elements:
● Cost of good manufactured (production cost)
● Gross profit
● Net profit

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Balance Sheet
● While the pro forma income statement shows the financial performance of the company for the
planned period, the pro forma balance sheet shows the financial position of the company at a specific
point in time in terms of assets owned and how those assets are financed. The pro forma balance sheet
is prepared for a period between three to five years.

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9.0 PROJECT MILESTONES

This section includes a month-by-month schedule that shows the deadlines or milestones of activities
critical to the venture’s success. Examples of activities that are critical to the success of the venture are:
Incorporation of the venture, completion of design and development, completion of prototypes, obtaining
of sales representatives, signing of distributors and dealers, ordering of materials in production
quantities, starting of production or operations, receipt of first orders, delivery of first sales.

Activities Deadlines

9.0 CONCLUSIONS

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End with a brief conclusion and the next step of action to be taken. The conclusion can include the
entrepreneur’s decision on how to proceed next. It can be a statement providing viability of the proposal
business and seeking grants or loan approval.

10.0 APPENDICES

Attach any material that does not easily fit into the body of a business plan such as:
• Resumes of the top management team members.
• Photos or diagrams of product or prototype
• All charts, financials, visuals, and other related items can be placed here and referenced in the
report.
• Market research projections.
• Projected financial statements: cash flow, profit & loss, and balance sheets
• Source of market data
• Capital equipment and facility requirements

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GUIDELINE: VIDEO PRESENTATION

VIDEO PRESENTATION (10%)

Submission: Week 12-14

1. Using the idea of your proposed business in business plan, your team are required to do a video
presentation by highlighting main point in the business idea.
2. The duration of your video must be within 5-10 minutes.
3. All information such as your company’s name, your product/service/group member and a photo
of each group member must appear in the first slide of your presentation.
4. You can use Powerpoint, Canva, Powtoon or any other creative methods of presentation.
5. All presentation must be in English
6. You may use this point to prepare a video presentation:

i. Title slide – introduce your company background, history, logo, mission, vision and your
team
ii. Problem- introduce a problem that persists and is relatable to your target market. You
may cite statistic from a reliable source to justify the problem
iii. Solution- how does your product/service may provide the solution to the problem? What
is the value proposition offered by your company? You may show the product prototype,
illustration, demonstration or any supporting material to support your presentation
iv. Opportunity and target market- articulate your specific target market. Environmental
trends that are providing your target market momentum.
v. Competition- Explain specifically the firm’s competitive advantage in the market and how
you will compete.
vi. Marketing and sales- explain your overall marketing strategy. Explain about the sales
process.
vii. Financial Projection- stress when the firm will achieve profitability, how much capital
needed, when its cash flow will breakeven
viii. Milestone- describe current progress and any accomplishment
ix. Financing sought- state how much financing you are seeking and how you will spend the
money
x. Conclusion- summarize strongest points of your venture and team.

7. Submit your video by uploading to YouTube, google classroom, or CD to your lecturer.

8. Submit your video before or on ___________.

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