EBD A2 Assessment Brief

A2 - Written Assessment
Assessment title Business Plan Report
Module Leader Uzair Omerdeen
Submission date and TBC
time
Word Count (or 2000 words
equivalent)
Assessment Weighting 70%

Main objectives of the Assessment

Assignment 2 is a detailed business plan for which you are asked to write
the main aspect of the business idea developed. This assessment counts
for 70% of the overall module grade. Both works must be submitted
electronically via blackboard
No Learning Outcome Marking Criteria
.
LO Give evidence of a critical See Assessment Criteria of
1 review of the skills and qualities Assessment 1 & 2 below
they possess and how these
relate to the skills and qualities
associated with successful
entrepreneurs
LO Developed and appraised their See Assessment Criteria of
2 personal potential as Assessment 1 & 2 below
entrepreneurs
LO Show understanding the skills and See Assessment Criteria of
3 approaches the entrepreneur brings Assessment 1 & 2 below
to the process of value creation
LO Show understanding of the factors
4 that encourage and inhibit the move
to entrepreneurship
LO Locate, analyse and evaluate See Assessment Criteria of
5 sources of information related to the Assessment 1 & 2 below
development of a business plan
LO Demonstrate planning and See Assessment Criteria of
6 management skills appropriate to

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 the management of an SME Assessment 1 & 2 below
LO Produce a business plan which See Assessment Criteria of
7 demonstrates the commercial Assessment 1 & 2 below
viability of a proposed small
business start-up
LO Show evidence of skills necessary to See Assessment Criteria of
8 evaluate similar business proposals Assessment 1 & 2 below

Assessment 2

The business idea developed as part of the course activities needs to be

presented in a business plan and should be based on the model
developed in assignment 1. The output should be a full professional
plan and contain information on all aspects of the proposed business. In
your written proposal, you should ensure that all the information is fully
supported by primary research or from secondary sources such as Mintel,
Keynote, UK census data as well as academic sources.

Your business plan should minimum cover the following elements:

The Business Detail: A summary, clearly identify the customers and

their need(s), or problem(s) that your product or service addresses.
Provide an outline of the product/service and how it meets the identified
need(s). How does it work? What are its key features and how does it
benefit the target market?

Macro-Environmental Overview: Assumptions about current and future

macro environment conditions are essential for planning and strategic
decisions. Any forecasts must be relevant to the needs of the business,
and clearly understood and utilized. In particular consider the
macroeconomic environment and the implications of the economic
outlook for your business.

Market & Industry analysis: Clearly identify the customer need, or

problem that your product or service addresses. Clearly identify the target
market and specify its’ characteristics, i.e. size, value, geographic location
and any demographic details. You should also indicate whether you
expect this market to grow, remain stable, or shrink. You should consult
sources like the ONS as well and Mintel and Keynote to inform your
writing. Outline the characteristics of the industry that your business will
compete in. Who are the dominant competitors? Is the industry
fragmented, or consolidated? Is the industry growing, or in decline? You
may use the FAME database to build up a picture of your industry.

Competitor analysis: Provide an overview of the competitive

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environment. Who are your main competitors and what are their strengths
and weaknesses in relation to your proposed business? You should
consider both direct and indirect competitors. The FAME database should
provide a lot of the information that you need, but you should also
conduct primary research into your competitors, for example, if
appropriate, you might visit their premises. You should certainly
understand how their products are pitched in relation to yours, who their
customers are, the strengths and weaknesses of their location, etc.

Marketing & Pricing Strategies: The marketing strategy focuses on

how the business will market its products or services. It defines how the
business is positioned within the market and emphasises the points of
differentiation, i.e. the specific strengths of the business. Most importantly
the marketing 2 strategy will clearly describe how the business will reach
and interact with its target market. Explain your pricing strategy based on
target customer segment, market and competitor analysis from other
elements.

Operations Plan: The operations plan describes how the business will
work. Here you need to describe how the product/service will be produced
and what facilities or equipment are needed. Give details on the location
of the premises, transport links (this is how your customers will get to you,
or will facilitate the distribution of your products), general site information,
external considerations, building, parks and premises details. You also
need to mention any legal considerations with respect to the business or
premises, e.g. if you need to apply for a change of use. You also need to
consider who the suppliers for the business are going to be.

SWOT Analysis: Include a SWOT analysis here which shows the reader
what your strengths and weaknesses are as well as the perceived
opportunities and threats to the business. Information in the SWOT
analysis should be drawn from other sections such as competitor,
economic, market analysis, etc

a. Strengths: why will customers buy from you instead of your

competitors? What does your business do better than your rivals? What
makes you stand out from the competition – your unique selling point
(USP)?

b. Weaknesses: why would your customers buy from your competitors

rather than you? What do your competitors do better than you do?

c. Opportunities: What are the opportunities for you and how are you
taking advantage of them?

d. Threats: what are the potential changes that could threaten your
business?

Financial requirements: provide a detailed breakdown of the financial

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requirements for your business. This should include the following:

a. The start-up costs of the business to include costs such as any

equipment; furniture; premises costs (including any building works);
opening stock, etc.

b. Your estimated cost of sales & your expected selling price

c. Fixed & Running Costs of the Business

d. Profitability & Break-Even-Point analysis

Begin with a forecast of the projected sales and costs of the business.
Information from your market analysis and competitor analysis will help
you here. If you are writing a plan for a business that is already up and
running you can also use historic data, or where this is not available try to
use information from other, similar businesses.

It is also important to remember that this is an academic piece of work

and as such students will need to substantiate any claims or statements
that they make using both primary and secondary sources.

You will need to reference your sources appropriately using the Harvard
referencing convention. Please note that where you are relying
extensively on primary date you must provide evidence to support the
data. The financial element should incorporate a detailed
assumption sheet (not included in your word count) which clearly
explains how your figures have been arrived at. You will be given
suggested report structure and sample business plans during the course.
However, provided the key elements mentioned above are included, you
have freedom in the layout and structure of the plan. You are encouraged
to be as creative and make the plan a readable and attractive document
to present professionally. School regularly participates in various business
competitions to promote entrepreneurship among the students and wider
community. Outstanding works will be encouraged and assisted to take
part in these competitions.

Assessment criteria

Business Detail LO1-8 15%

Good written detail of the business and its

product/service. The problem the business

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addresses and the market needs are
identified. An appropriate level of coherence
throughout.
Macro-Environmental Overview LO1-8 10%

Assumptions about current and future macro

environment conditions are essential for
planning and strategic decisions. Any
forecasts must be relevant to the needs of the
business, and clearly understood and utilized.
In particular consider the macro-economic
environment and the implications of the
economic outlook for your business
Market & Industry Analysis LO1-8 10%

The target market is clearly identified and

justification for choice is good. The needs and
characteristics of the target market are
highlighted. An appropriate level of clarity and
research is evident in the analysis. The size
and potential of the market are highlighted
and there is a good appreciation of the trends
in the market. There is a good analysis of the
key features of the industry in which the
proposed business will operate.
Competitor Analysis LO1-8 10%

There is an appropriate level of clarity and

insight into the evaluation of the competitive
landscape. Both direct and indirect
competitors are considered. The analysis is
underpinned by an appropriate level of both
primary and secondary research.
Marketing & Pricing Strategy LO1-8 10%

How the business is positioned within the

market and emphasises the points of
differentiation, i.e. the specific strengths of
the business. Clearly describe how the
business will reach and interact with its target
market. Explains the pricing strategy based
on target customer segment, market and
competitor analysis from other elements.

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Operations Plan LO1-8 10%

There is good clarity in the analysis of the

business operations, including site details and
transport links. There is a good assessment of
the channels of distribution and legal issues
such as business ownership and change of
use for premises are also considered.
SWOT Analysis LO1-8 10%

Good SWOT analysis with a detailed and

meaningful assessment of strengths and
weaknesses of the business, including in
relation to competitors. There is a good
assessment of opportunities and threats.
Information in the SWOT analysis is drawn
from other sections such as competitor,
economic, market analysis, etc.
Financial Requirements LO1-8 15%

There is a good assessment of the financial

requirements of the business. The cost of
sales has been accurately calculated and
there is a good basis for the proposed selling
price. The selling price is largely consistent
with the business’ competitive position. There
is a good evaluation of start-up costs, most of
which are realistic and fully supported.
Overall, there is good clarity in the
presentation of information and all
calculations are accurate.
Organization and clarity of expression LO1-8 10%

The ideas are clearly structured and

presented. Clear grammar and accurate
spelling and clear and correct referencing.

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