Business Plan

Criteria and Score

No Points Given (0)

Acceptable (1)

Exemplary (2)

Elevator Pitch

Score: /2

Does not address problems or solutions

Addresses problems or solutions without supporting statements

Addresses problems and solutions with supporting statements

Executive Summary: Product and Service, Market, Competitive Analysis

Score: /6

1. Does not explain product or service.

2. Does not explain market, target segment or fit.

3. Does not provide an analysis of the completion.

1. Explains product or service but not benefits.

2. Explains market somewhat but not target segment or fit.

3. Competition analysis is not clear.

1. Explains products or services, as well as benefits.

2. Explains market with target segment and market.

3. Clear analysis of the competition.

Business Positioning

Score: /2

Does not explain how product or service is going to be positioned.

Suggests a positioning strategy—high, medium low income—type of business—to a limited extent without a clear rationale.

Clearly suggests a positioning strategy—high, medium, low income—type of business—with clarity.

Product Competitive Advantage

Score: /2

Does not clearly explain a competitive advantage over other companies.

Describes some competitive advantages without clear evidence.

Clearly describes and backs up reasons for competitive advantages.

Sales and Marketing Advantage (Strategy)

Score: /2

Does not present a strategy for a sales and marketing advantage.

Presents a partial strategy which considers the sales and marketing advantage.

Presents a clear strategy considering the sales and marketing advantage and rationale behind it.

Sales Management

Score: /2

Does not describe how the sales department will be managed or compensated.

Talks about some aspects of sales dept. but doesn’t talk about recruitment, management and compensation of sales force.

Clearly describes a strategy to recruit, manage and compensate a successful sales force.

Management Team

Score: /2

Lists positions but no listing of actual personnel who would fill those positions and why.

Lists positions with names of actual personnel but not why those team members would be the right people for the position.

Lists positions with names of actual personnel and rationale for the placement of those people in their positions.

Table of Organization

Score: /2

Does not include a chart of the table of organization.

Lists positions but not using line and staff graphic representation.

Presents an appropriate line and staff table of organization showing reporting relationships.

Operations

Score: /2

Does not describe the basic design of operations as it relates to the business model.

Partially describes the basic design of operations as it relates to the business model.

Clearly describes the operations design as it relates to the business model.

Risks and Strategic Assumptions (Known/Unknown

Minor/Major)

Score: /2

Does not indicate risks and strategic assumptions related to enterprise.

Indicates some risks but not Known/Unknown, Minor/Major.

Does not clearly state strategic assumptions.

Indicates Known/Unknown, Minor/Major Risks and the strategic assumptions for the plan.

Proof that Company Can Succeed

Score: /2

Does not show a reason that business model will succeed.

Presents some reasons that business model will succeed with minimum evidence.

Provides clear reasons that business model will succeed with clear evidence backing up proof.

Financial Proforma

Bottom-Up Sales Projects, Income Statement and Balance Sheet for 2 years, Breakeven Analysis, ROI for Investors, Budget

Score: + /6

Does not include any proforma statements.

Did not use financial software.

Attempts Proforma Statements but not realistic or clear:

1. Income Statement

2. Balance Sheet

3. Breakeven Analysis

4. Budget

May have used financial software, but not clear.

Successfully prepares Performa Statements that are realistic/clear:

1. Income Statement

2. Balance Sheet

3. Breakeven Analysis

4. Budget.

Used financial software

Summary including request for venture capital

Score: /2

Does not summarize the project request and emphasizes the request for venture capital.

Summarizes the project request to some degree and may or may not reemphasize the request for venture capital.

Summarizes the project request and request for venture capital effectively.

Overall Effectiveness

Score: /4

Not persuasive as the plan lacks supporting reasons for investment.

Somewhat persuasive in supporting plan but could have included a clearer rationale.

Persuasive in supporting the plan and gives an effective rationale to support funding for the plan

Additional: Ethics and Social Responsibility

Score: /2

No ethical or social responsibility elements in the business plan

Explains there are some ethical or social responsibility concerns, but not in detail.

Explains in detail the ethical or social responsibility concerns in the business