Guideline for pitching, business model plan and assessment

Assessment details

Business model plan Weight toward Length Due date

final grade of (tentative)
business plan
Part 1: Demonstrating 10% 7 minutes 2nd week
your entrepreneurial presentation
story and pitching idea:
Group
Part 2: Group Report 60% 4000 words 6/8/2023
report

Assignment Part 1: Demonstrate your entrepreneurial story and pitch your

business idea

You are required to prepare a 7-minute pitch for your company idea (4
people/group) based on the Canvas model or design thinking process. Your
company concepts are highly recommended if they are supported by solid
research, such as interviews, surveys, and observations. E-business in terms of
circular, sharing economy, and e-commerce service business models are some
of the areas you might concentrate on. The following information and question
must be addressed/answered in your pitching concept:

1. What problem are you solving? => Business ideas to solve the customer’s
problem/demand? How did you come up with this idea? (E.g. interview,
survey, observation, self-reflection…)
2. What is your brand identity?
3. What are the key features and value propositions of your company?
4. How is the product-market fit?
5. Who are your target customers? Analyze the level of competition in the
field.
6. Demonstrate your financial projections.

Please remember and think that you are trying to persuade investors or financial
institutions for debt or equity financing during your pitching.

Part 2: Group report

Prepare a group report based on your group presentation. The following

guideline needs to be followed:

1
 1. Your report should be based on collective research with fellow students.
2. Your report should develop your points from the presentation further
rather than just repeating them in written form.
3. It is important that your report develops an argument rather than just
summarising points from the textbook, case company, or group
presentation.
4. Please note the word limit (maximum 4000 words excluding references
and appendices).
5. It is also important to show us the website of your company which you
need to design on your own.

Reference:

1. Textbook (i.e. Sanders, 2013)

2. Academic journals (e.g. The Journal of Entrepreneurship, Journal of
Entrepreneurship, Management, and Innovation, Harvard Business
Review
3. Newspaper articles (e.g. Entrepreneur magazine)
4. Company articles or website

Word-processed, 12-point font, 1.5 spacing, wide margins (2.5 cm top and
bottom; 3 cm left and right), attach a header sheet (international school). You
could be marked down up to 10 % as a penalty if you do not follow this format.

The group report must be your own work, and not copied by or from internet
sources, books etc. If you use ideas, quotes, or data (such as diagrams) from
books, journals, or other sources you must reference your sources, use the
Harvard style for your references. Make sure that you know how to reference
properly and that you understand the guidelines on plagiarism. If you do not,
you will lose marks and you could fail.

Part of Report What should be included

Captures the legal information of the business, which includes the
1. The title page registered business name, physical address, phone number, email
address, date, and company logo.
Demonstrate the way you come up with the business model
idea; briefly introduce the company’s mission; the company’s
2. Introduction product and/or service offerings; a summary of the target market
and its demographics; demonstrate the industry competition and
how the company will capture a share of the available market.

2
3. Industry Overview Describe the company’s position in the industry; the existing
competition and the major players in the industry
- Define and analyze your target market, their needs, and their
geographical location.
Market Analysis
- Describe the size of the market, the units of the company’s products
that potential customers may buy, and the market changes that may
occur due to overall economic changes.
- Describe the products that the company will offer for sale and its
unique selling proposition.
- List the different advertising platforms that the business will use to
Sales and Marketing get its message to customers.
Plan - Demonstrate how the business plans to price its products in a way
that allows it to make a profit.
- Illustrate details on how the company’s products will be distributed
to the target market and the shipping method.
Management Plan.
Describe the organizational structure of the company.
- Describe the location of the business, including office and
warehouse requirements.
- Describe the labor requirement of the company. Outline the number
of staff that the company needs, their roles, skills training needed,
and employee tenures (full-time or part-time).
Operating Plan
- Describe the manufacturing process, and the time it will take to
produce one unit of a product.
- Describe the equipment and machinery requirements, and if the
company will lease or purchase equipment and machinery, and the
related costs that the company estimates it will incur.
Describe the financial projections of the company, by including the
Financial Plan projected income statement, projected cash flow statement, and the
balance sheet projection.
Summarise your business plan and the chance for your company
to compare with other competitors or existing companies;
Conclusion and
provide some recommendations for future startups or investors
recommendations
if they would like to start a business in your field or invest in
your industry.
In-text citations and list of references (at the end of the report)
References in Harvard style (please seek guidance on this if you are
unsure).
Website Show the website on the last page

3
 Assessment

Assessment criteria First (80%+) Upper second Lower second Third (50- Fall (0-40%)
(70-79%) (60-69% 59%)

Applying the Perceptive applying Well-informed Competent in Basic Awareness of some

appropriate method the appropriate applying the applying the application of appropriate
to generate a method to propose appropriate appropriate the appropriate methods to propose
business idea through a business idea method to method to method to a business idea
research (interview, through research propose a propose propose a through research
survey, (interview, survey, business idea business ideas business idea (interview, survey,
observation…) observation…) through through through observation…)
research research research
2 marks (interview, (interview, (interview,
survey, survey, survey,
observation…) observation…) observation…)

Proposing a Proposing a Proposing a Proposing a Proposing a Proposing a

breakthrough business model idea business model business model business model business model
business model idea that is new idea that is idea that has idea that has idea that has copied
(methods, products, new (methods expanded from adapted some 100% from the
2 marks approaches) that or products or the existing ideas from the existing business
add value through approaches) business model existing model
solving a problem and has not business model
in a unique manner existed.

Understanding and Perceptive Well-informed Competent Basic Awareness of some

demonstrating understanding and understanding understanding understanding key dimensions of
appropriate of key demonstrating of of key and and the business model
dimensions of the key dimensions of dimensions of demonstration demonstration plan
business model plan the business model the business of key of key
plan model plan dimensions of dimensions of
2 marks the business the business
model plan model plan

Clarity of structure, Highly consistent Mostly Competently Basically Attempted use of

style, and referencing and correct citation consistent and Consistent and consistent and some references
of a number of correct citation correct use of correct use of
2 marks various references of a number of various various
various references references
references

Cogent development Highly effective Mostly Competent Basic Attempted

of report based on development of the effective development development development of the
group presentation report from group development of the report of the report report from group
presentation of the report from group from group presentation
1 mark feedback from group presentation presentation feedback
presentation

4
Assessment criteria First (80%+) Upper second Lower second Third (50- Fall (0-40%)
(70-79%) (60-69% 59%)

feedback feedback feedback

Website Perceptive website Well-designed Competent The basic Design some key
designing of the website designing of design of the dimensions of the
1 mark the website website website