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Module One Blog Guidelines and Rubric

BUS‐400‐T5094 Driving Business Opportunities 23EW5 MA

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Overview

Raising money to invest in innova�on is hard. Companies both large and small work to strike a balance between execu�ng an exis�ng business model and thinking ahead to advance their business. As individuals think

cri�cally about how their business should move forward, they should first get a 360‐degree view of their environment. This journey starts with research on the current state of the business and cri�cal thinking ques�ons

that can help leaders drill down deeper.

Prompt

In this blog post, you will take on the role of the recently‐promoted chief innova�on officer (CIO) of an established U.S.‐based company of your choosing. It is within your responsibili�es to discover new ways to improve

an exis�ng product or service in North America, or to introduce a new product or service to the market that will give the company a market edge over compe��on and fit within the company’s core competencies. For the

purposes of this blog post, and for this en�re course, you will do the la�er.

The new product or service must be something that cannot be easily duplicated and takes into account consumers’ willingness to pay (WTP). If a consumer doesn’t have a problem or need for the product or service

offered, they will not be willing to exchange money for the solu�on.

The first step of such an undertaking requires research and an examina�on of the selected company’s financials and current resources. Moreover, this new product or service offering must leverage the strengths of the

company.

Using MarketLine, Yahoo Finance, and the investor rela�ons page on the company’s website, select and research an established company of your choice. Specifically, look at the company’s 10K Report with a focus on the

company’s business in North America. You will con�nue to research and work with this company throughout this course in the milestones and project.

In your blog post, iden�fy the company you researched and describe its poten�al new and unique product or service. Include an image of the company’s current SWOT from the Shapiro Library and address the following

ques�ons:

• Value proposi�on: What is the company’s main business?

◦ What value does the company deliver to the customer?

• Profitability: Is the company currently profitable?

• SWOT analysis strengths: What are the company’s main strengths to be leveraged to create a new product or service?

• Product or service singularity: What is unique about the new product or service?

• New product or service projec�ons: How can the new product or service improve profitability? Note: this is an es�ma�on based on research of the company’s current market posi�on.

Guidelines for Submission

Your blog post must be between 400 and 800 words in length and be submi�ed as a Word document. Your blog post should be wri�en in a professional voice and should be appropriately forma�ed for a blog. Any sources

cited should use APA forma�ng.

Below are some addi�onal resources for improving your blog:

How to Write a Blog Post for Beginners: This ar�cle is an introduc�on to wri�ng blog posts.

12 Easy Ways to Improve Your Blog: This ar�cle examines important elements in developing your own blog.

Blogging Best Prac�ces PDF: This bulleted list gives you a quick summary of the best prac�ces top bloggers use.

Module One Blog Rubric

Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Value Proposi�on Exceeds proficiency in an excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

Describes the company’s value proposi�on

Shows progress toward proficiency, but with errors or omissions; areas for improvement may include descrip�ons that are missing key components or cursory descrip�on in general

Does not a�empt criterion 16

Profitability Exceeds proficiency in an excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

Determines if the company is currently profitable

Shows progress toward proficiency, but with errors or omissions; areas for improvement may include determina�ons that are incorrect or lacking research

Does not a�empt criterion 16

SWOT Analysis: Strengths Exceeds proficiency in an excep�onally clear, insigh�ul,

Explains the company’s main strengths that can be leveraged

Shows progress toward proficiency, but with errors or

Does not a�empt criterion 16

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excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

strengths that can be leveraged to create a new product or service

proficiency, but with errors or omissions; areas for improvement may include incomplete explana�ons or SWOT analysis not included

Product or Service Singularity Exceeds proficiency in an excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

Iden�fies what is unique about the new product or service

Shows progress toward proficiency, but with errors or omissions; areas for improvement may include explana�ons lacking detail or product/service that is not unique

Does not a�empt criterion 16

New Product or Service Projec�ons

Exceeds proficiency in an excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

Describes how the new product or service can improve profitability

Shows progress toward proficiency, but with errors or omissions; areas for improvement may include descrip�ons lacking detail or product/service does not improve profitability

Does not a�empt criterion 16

Ar�cula�on of Response Exceeds proficiency in an excep�onally clear, insigh�ul, sophis�cated, or crea�ve manner

Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstra�ng an understanding of audience and purpose

Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, nega�vely impac�ng readability

Submission has cri�cal errors in grammar, sentence structure, and spelling, preven�ng understanding of ideas

10

Cita�ons and A�ribu�ons Uses cita�ons for ideas requiring a�ribu�on, with few or no minor errors

Uses cita�ons for ideas requiring a�ribu�on, with consistent minor errors

Uses cita�ons for ideas requiring a�ribu�on, with major errors

Does not use cita�ons for ideas requiring a�ribu�on

10

Total: 100%

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