2 business assessment

S221 ENT102 Assignment 2

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Suggested structure and guidance for ENT102 Assignment 2 The suggested structure below provides further guidance based on the assignment brief and marking criteria. Overall, the assignment should be a professional business report and submitted as a Word file. The business model canvas (see week 10) that you develop for the assignment should be submitted as a separate file (in the same submission process!) that can be a Word file or a PDF. You find a word template in the Useful Resources section in the Assessment Area. Please do not submit a handwritten canvas! The total word count for the main text (excluding title page, ToC, appendices and reference list) should not exceed 1,500 words. An approximate word count is indicated for each section and in general linked to the weighting of the marking criteria. Below sections provide some further guidance on what is expected for each section of your business report. It also provides a structure that you should follow. Please add sub- headings/sections as appropriate. Please note, you should number the headings/sections and you do not need to provide an executive summary! Title page

Needs to contain unit and student information, as well as the title of the assignment and chosen project. Make it look professional (maybe even with an image)!

Table of content

Sections/headings need to be numbered and list page numbers. You can add sub- sections/headings to improve the structure and readability of your report.

1. Introduction (approx. 100 words)

Here, you introduce the report (what can the reader expect?) and very briefly state the project that you are going to focus on. Ensure you briefly outline the main sections of the report.

2. Business model (approx. 600 words)

Here, you need to very briefly introduce the project that you have chosen for your report (not a copy and paste from assignment 1 and has to be really, really short) and discuss the business model. You may find some relevant information about the company and products that you used for assignment 1, but in general, you need to develop a business model that you think is suitable for your chosen project.

For the business model development, you need to use the Business Model Canvas (BMC) as a framework and this is the first step. The BMC needs to be submitted as a separate file with your report. Please use the word template provided in the Useful Resources section in the Assessment Area but other templates are acceptable as well, as long you submit as a word or pdf file and the text is typed (and layout in

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landscape). In the BMC, you should only have short statements or keywords and not paragraphs.

A short paragraph, however, is needed for a brief discussion of each business model section as part of the report. Be aware of the overall word limit and support with references if you base your discussion of specific sources (references in main report, not in the canvas). As the customer and revenue aspects are discussed in more detail in the following sections, you can keep it brief here and refer to these sections. Keep also in mind that the revenue model is not the same as revenue streams (see week 11).

3. Customer exploration and targeting (approx. 200 words)

Here, you need to discuss relevant consumer aspects (focus of week 9) that you have identified and researched with regards to the chosen project. Relevant consumer information to support your discussion can come from trend/consumer reports, industry or government reports, credible news outlets, academic journal articles, and other credible sources.

This is part of the customer discovery where you need to find out which consumers are most likely to benefit from the product or service and therefore most likely to buy it. Briefly introduce the persona/profile of a typical customer that should be targeted by discussing relevant characteristics (e.g. demographics, psychographics, behaviours).

If you develop your customer segment by using, for example, a table, this can be added to an appendix as additional information. Key figures or tables containing key information, however, should be placed in the main text.

4. Revenue model (approx. 200 words)

Here, you need to discuss and justify the overall revenue model, incl. revenue streams, that you developed for the project. The development should be part of your overall business model development based on the information that you analysed with regards to the project. Please note, although the project may already mention a revenue model, you are encouraged to challenge this and revise this as you think is appropriate. In general, justify why this is the right revenue model.

Revisit the content from week 11 with regards to the key revenue models that we discussed and conduct some further research to support your discussion. Such research can relate to revenue model trends or sources related to a specific revenue model. Use the research to support your discussion and key argumentation. Again, different credible sources could be used, and academic sources may also be relevant here.

5. Conclusion (approx. 100 words)

Here, you briefly summarise the main discussion points (overall business and customer aspects and revenue model) with regards to the chosen project.

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References

Please follow the CDU Harvard Referencing Guide and list all used sources accordingly (alphabetically without numbering). Do not list any sources that you did not use (falsifying references is academic misconduct!). All used sources need to be placed in the reference list and as an in-text citation in the text where you used that source. Please make sure you place the in-text citation where you used that source for the first time and any further occurrence. Do not just place a reference at the end of paragraphs as this is not the correct way to support your text with evidence.

Appendix In a numbered appendix, you can submit additional data/research but the Business Model Canvas needs to be submitted as a separate file with your report. Please note, images or figures that are part of your discussion in the text should directly be placed in the main text. Appendices are for additional – more detailed or background – information only.