AUSTRALIAN CHRISTIAN COLLEGE

Student name: Student number:

Teacher name:

Date handed out: 14th June, 2021 Date due: 30th July, 2021

Subject Business

Technique Extended Response – Feasibility Report

Unit Unit 2 – Business Growth

Topic Topic 1 – Establishment of a business

Conditions

Duration 4 weeks with 8 hours of allocated time in class

Mode Written – Extended Response Length 1000 – 1500

Individual/group Individual Other

Resources available Stimulus Attached

Context

Adzurra is the brainchild of Sharine Duran who wanted to create a one-stop fashion access app – quick
access to all things fashion. As a start-up business there are a number of strategies the owners must
consider.

Task

Create a feasibility report for the business directors of Adzurra with a particular focus on financing and
human resources. Your report should examine growth strategies to improve stakeholder satisfaction,
effectiveness and efficiency.

To complete this task, you must:

• Describe Adzurra’s business environment and situation relating to starting and growing the
business.
• Explain the business concepts, current financing and human resourcing strategies and processes
relating to the start-up to growth phase of Adzurra.
• Select data and information from the stimulus and other sources to analyse the business situation
of Adzurra using analytical tools (minimum of two)
• Interpret the relationships, patterns and trends from the analysis to draw conclusions about the
implications for the growth phase of Adzurra.
• Evaluate the feasibility of one alternative finance strategy and one alternative human resourcing
strategy against the criteria of stakeholder satisfaction, effectiveness and efficiency.
• Make decisions about the most suitable growth strategies and propose recommendations
• Create a feasibility report using features of the report genre
• Cite sources using in-text referencing (APA) in the body and provide a source reference list
• Sequence and organise ideas, supported by visual representations
• Use language conventions to communicate business growth strategies
Stimulus – see attached

Checkpoints

☐ Term 2 Week 9: Progress check – Describe and Explain completed minimum

☐ Term 2 Week 10: DRAFT DUE – Teacher feedback provided

☐ Term 3 Week 1: Peer Review

☐ Term 3 Week 2: FINAL REPORT DUE

Marks
Criterion Result
Allocated
Describing
Assessment objective 1 4

Explaining
Assessment objective 2 3

Analysing
Assessment objective 3 4

Synthesising
Assessment objective 4 5

Evaluating
Assessment objective 5 5

Communicating
Assessment objective 6 4

Total 25

Authentication Strategies

• You will be provided class time for task completion.

• Your teacher will collect copies of your response and monitor at progress checks

• Your teacher will collect and annotate a draft.

• You will submit your work through a plagiarism checker

• You must acknowledge all sources.

Instrument-specific marking guide (FIA3): Extended Response – Feasibility Report

Criterion: Describe
Assessment objective
1. Describe business environments and situations relating to business start-up and market
entry in the growth stage of the business life cycle.

The student work has the following characteristics Marks

• Accurate recognition of significant and relevant business facts and characteristics 3-4
• Comprehensive descriptions of the business environment and situation relating to
establishing a business
• Purposeful use of business terminology

• Accurate recognition of basic business facts and characteristics 2

• Adequate descriptions of the business environment and situation relating to
establishing a business
• Appropriate use of business terminology

• Inaccurate or irrelevant recognition of business facts or characteristics 1

• Vague or partial descriptions of the business environment and/or situation
• Inappropriate use of business terminology

• Does not satisfy any of the descriptors above. 0

Criterion: Explaining
Assessment Objective
2. Explain business concepts, strategies and processes relating to business start-up and
growth.

The student work has the following characteristics Marks

• Accurate identification of the significant and relevant elements of business 3

concepts, strategies and processes relating to establishing a business.
• Comprehensive explanation of the significant relationships associated with
business concepts, strategies and processes relating to establishing a business
• Purposeful use of business terminology

• Accurate identification of the relevant elements of business concepts, strategies 2

and processes relating to establishing a business
• Adequate explanation of the relevant relationships associated with business
concepts, strategies and processes relating to establishing a business
• Appropriate use of business terminology

• Inaccurate identification of the basic elements of business concepts, strategies or 1

processes relating to establishing a business.
• Rudimentary explanation of the basic relationships associated with business
concepts, strategies or processes relating to establishing a business
• Inappropriate use of business terminology

• Does not satisfy any of the descriptors above. 0

Criterion: Analysing
Assessment objectives
3. Select data and information relating to establishment of a business and market entry to
analyse the implications of establishing a business using SWOT, PESTLE, break-even,
USP analyses and power interest grid.

The student work has the following characteristics: Marks

• Discerning selection of significant and relevant data and information for 3-4
establishing a business
• Discerning use of data and information to support the analysis
• Insightful analysis for establishing a business

• Selection of obvious and relevant data and information for establishing a business 2
• Adequate use of data and information to support the analysis
• Appropriate analysis for establishing a business.

• Inconsistent selection of irrelevant data or information 1

• Narrow use of data or information
• Vague analysis or partial statements for establishing a business

• Does not satisfy any of the descriptors above 0

Criterion: Synthesising
Assessment objectives
4. Interpret relationships, patterns and trends to draw conclusions about the implications of
establishing a business and market entry.

The student work has the following characteristics Marks

• Insightful recognition of significant and relevant relationships, patterns and trends 4-5
• Discriminating interpretations of the effects on the business situation
• Insightful synthesis of implications of establishing a business to draw conclusions
for the business situation.

• Familiar recognition of relevant relationships, patterns and trends 2-3

• Reasonable interpretation of the effects on the business situation
• Relevant synthesis of implications of establishing a business to draw conclusions
for the business situation

• Partial recognition of superficial or irrelevant relationships, patterns or trends 1

• Inconsistent or partial interpretation of the business situation
• Irrelevant synthesis or partial statement of the business situation.

• Does not satisfy any of the descriptors above. 0

Criterion: Evaluating
Assessment objectives
5. Evaluate growth strategies to make decisions and propose recommendations

The student work has the following characteristics: Marks

• Proficient use of criteria to make perceptive judgments for growth strategies 4-5
• Thoroughly justified decisions related to the business situation
• Appropriate recommendations significant to the business situation

• Credible use of criteria to make appropriate judgments for growth strategies 2-3
• Justified decisions for the business situation
• Plausible recommendations for the business situation.

• Inconsistent use of criteria to make superficial or inconsistent judgments for growth 1

strategies
• Unresolved or partial decision for the business situation
• Unrelated or partial recommendation for the business situation.

• Does not satisfy any of the descriptors above. 0

Criterion: Communicating
Assessment objectives
6. Create responses that communicate meaning to suit purpose and audience.

The student work has the following characteristics: Marks

• Concise and logical sequencing and organisation of ideas in the feasibility report 3-4
• Features of the report genre and recognised referencing conventions are
consistently adhered to
• Minimal errors in spelling, grammar, punctuation and referencing.

• Clear sequencing and organisation of ideas in the feasibility report 2

• Features of the report genre and recognised referencing conventions are adhered
to
• Some errors in spelling, grammar, punctuation and referencing.

• Unclear or partial sequencing and organisation of ideas 1

• Features of the report genre and/or referencing conventions are inconsistently
demonstrated
• Frequent errors in spelling, grammar and punctuation impede communication

• Does not satisfy any of the descriptors above. 0

STIMULUS
SOURCE 1: FASHION START UP
Published on December 14, 2018 | in Profiles

Sharine Duran founded Adzurra, her one-stop fashion app, in October 2017 during a European

trip, straight after graduating from law school. Dreaming of creating a single go-to platform for all

things fashion, Sharine set out on her entrepreneurial journey. Adzurra was her first dive into

business, and it has proved quite a success. Within the first month of pitching her idea, Sharine

received significant interest from investors. When her first round of investment was solidified, she

started creating an app. While building the app, Sharine conducted market research; she visited

multiple village markets, attended fashion shows and walked the streets of Burleigh and Palm

Beach, speaking to fashion boutique owners. After two rounds of beta testing, she confirmed

there was a demand for an app that would allow users to discover both online and physical

fashion boutiques by location, proximity and relevance. Now, Adzurra has completed its first

launch to public, with more than 300 users and more than 150 fashion boutiques and brands on

the app. Sharine was also recently featured on a podcast by Social Growth Media to discuss her

recent accomplishments and what’s next for Adzurra. At 23 years old, Sharine has raised pre-

seed investment and has been accepted into the Australian Government’s Landing Pad Program.

The Program sponsors market-ready startups to bring their business global through a 90 day

residency in Tel Aviv, Israel. Sharine has also been nominated in the Gold Coast Young

Entrepreneur Awards.

Right now, Sharine is focused on improving user-experience on Adzurra and establishing

partnerships in the tech space in Tel Aviv. She is passionate about travel, design and fashion.

Overall, she aims to create a user-friendly platform that allows women from all backgrounds to

sell fashion and beauty pieces only using the internet.

SOURCE 2: LAUNCH CAMPAIGN
ADZURRA LAUNCH
CASE STUDY
Adzurra is a fashion platform connecting shoppers to the latest
fashion trends and the best brands popular on social media.
Adzurra celebrated their official launch of the iOS and Android
apps on the 27th of July, 2018. More than 26 Instagram
Influencers attended the event with over 7 million followers
combined. Adzurra has been a long-term client of Social Growth
Media and we were proud to be a key part of the event &
company’s success.

STAGE 1 – ADZURRA’S BRANDING

The first stage of the Adzurra marketing campaign was branding
Adzurra correctly for the right target customers and market.
Market research and strategic surveys were created to gain
insight and feedback into the optimal company brand. You can
see Adzurra’s website here.

STAGE 2 – ADZURRA’S
PROMO VIDEO
The second stage was creating exclusive content for the Adzurra
website & app by executing a premium and high-end video
production of the Adzurra promotional video

STAGE 3 – INSTAGRAM INFLUENCER

MARKETING
The third stage of the marketing campaign was utilising
Instagram influencer marketing by having well-known Instagram
influencers from around Australia attend the launch party and
share Instagram posts, Instagram stories, going on Instagram
Live & creating IGTV posts.
SOURCE 3: RESULTS

SOURCE 4: INTERVIEW
Adzurra is a fashion app marketplace that gives
shoppers quick access to sales from local and
international fashion boutiques.

Please introduce yourself and your startup Adzurra to our readers

My name is Sharine and I am the CEO and Founder of Adzurra. Adzurra is a fashion app
marketplace that gives shoppers quick access to sales from local and international
fashion boutiques. However, the Adzurra app is unique due to an integrated geolocation
feature which allows users to shop online seamlessly as well as discover local boutiques
in their own city, so shoppers can purchase the item they found on the app, in-store. My
background is in Law and International Relations, graduating from Bond University on
the Gold Coast with a Bachelor of Laws (Hons.) and International Relations in 2016. I
previously worked in a law firm in corporate law, worked part-time at an International
Development company throughout University and took a job as an Insolvency Officer in
personal bankruptcy after graduation (2017). I then started working on Adzurra part-time
in 2017 until I was able to give Adzurra my full attention in early 2018.

How did you get the idea for Adzurra?

Adzurra was born from my own need of wanting to be able to find local boutiques in my
area, and especially areas that I would visit when I travelled. I visited Europe straight
after University and realised that they were so many amazing local boutiques (especially
in Greece) that had great fashion, were online, but I and many others just simply didn’t
know of them. Adzurra was created in order to allow shoppers to shop from local
boutiques seamlessly, allow brands to cheaply and quickly list their products but also
allow shoppers to identify stores around the world so they can shop in-store no matter
where the boutique was located.

How difficult was the start and what challenges did you have to overcome?
I am definitely not going to lie – it’s very difficult. Difficult in the sense that it takes a while
for a founder to grab their bearings and identify the right path for their startup and there
are so many things to consider. Should you raise funds? When can you raise funds?
Where do I find my team? Will people even like this product? How will I get the product to
the consumer? It can even be as simply as ‘What should be in a pitch deck? And the
problem lies in the fact that there are a lot of people telling you what you should do but
have actually no experience in running a startup. My biggest challenge is definitely
creating a strong and lean team. As a sole non-technical founder, building a team has
been a difficult task because by default, as a startup, funds are low. At the start, it was
hard to convince software engineers, sales people and marketers to join the team when
all I thought I could offer them were low salaries. It’s definitely a growing process.

I find that it’s important to just make sure you remember the reason why you build your
product in the first place, listen to other founders of startups (and not people who believe
that they are experts) and create strong relationships with people who are genuinely
trying to help you.

What is the USP of your startup?

Our unique selling proposition for shoppers is that they can purchase from local and
international fashion boutiques and find their sale items quickly and purchase them
through one transaction. We also give our shoppers the ability to find local boutiques in
their area, or in places they want to visit, so they can find out trending boutiques in their
area to visit and shop in-store. Our unique selling proposition for our clients (ie
brands/boutiques) is our quick and easy integration of inventory between our systems.
Boutiques no longer have to manage an entirely different system to control their admin
changes nor manually update information. All they need to do is give us access to their
inventory management system and we sync up to their information. From this, we can
update information about their brand automatically and send orders directly to their store.
All they have to do is manage their store and we can increase their sales with no hassle
or ongoing management.

What 3 tips would you give other Start-up founders on the way?
Take every opportunity

Make sure you identify opportunities and you take them. If you don’t know what to do
with the opportunity at that moment, just seize it and think later.

Build a strong team

A startup is only as good and strong as its team. Make sure you have a strong team
around you before you start developing your product.

Keep going
What makes a startup successful is not in the big moments of success, where a
publisher may publish a great article about your team or you land a big client. It’s all in
the small acts of hustle each day that leads to these big events. So keep going, I know it
sometimes looks like a long stretch, but everyday you go to work and you keep going, is
bringing you an inch closer to success.
SOURCE 4: PRICING

SOURCE 5: START UP PATHWAYS

Visit this website and search for all types of support for starting a business. This includes finance
options, grants and crowdfunding advice.
https://www.business.qld.gov.au/starting-business

SOURCE 6:
The rate of failure for Australian businesses shot up last financial year and the
number of start-ups entering the economy went backwards.

The number of businesses that went under in the 2018 financial year lifted 12.7 per
cent to a total of 54,992, according to business start-ups and failures data collected
by illion (formerly Dun & Bradstreet).

Illion market economics managing director Stephen Koukoulas said while start-ups
and failures were a normal part of the economy, a dip in the start-up rate,
accompanied by an increase in failures, suggested a squeeze, probably linked to the
moderate economic growth Australia is seeing.
SOURCE 7: