ASSESSMENT BRIEF 2

Subject Code and Title MGT607 Innovation, Creativity & Entrepreneurship

Assessment Business Concept Plan

Individual/Group Individual

Length Up to 1500 words

Learning Outcomes b) Critically evaluate and justify the perspective of the

user and the unique value proposition aimed at them in
the development of the enterprise.
c) Design and deliver an impactful business solution that
is underpinned by the objectives of the business case.
d) Analyse the viability of the business model and
solution developed.
e) Critically reflect on key elements that influence the
success of the business case and personal journey.

Submission By 11:55pm AEST/AEDT Friday of Module 3.2 (Week 6)

Weighting 20%

Total Marks 20 marks

Context:
Identifying an opportunity is great! For example, before Uber became a global icon the idea of a
technologically based journey service was just an embryonic idea by Garrett Camp and Travis
Kalanick. However, before any idea or opportunity can proceed you need to be able to articulate
some key things to obtain buy-in to continue before significant time and investment is spent
developing a product / service / process innovation that may require some adjustments and/or
other considerations if you want it to be successful.
This assessment requires students to develop a Business Concept Plan that articulates what your
idea is and what you would like to do with your idea to exploit the opportunity you have identified.
This clarity of your vision will serve as evidence that you have thought critically about the idea.
When investors and other business people see this, they will have a better sense of the risk they
would take by working or investing with you just by reading this document.
You will need to incorporate the theory, which you have learnt in Modules 1 to Modules 3 to provide
you with the tools and structure for the components that you need address in your plan.

Instructions:

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You are required to develop a Business Concept Plan which provides a business solution to an
opportunity which you have identified. You need to ensure that the plan demonstrates that your
idea is a feasible and viable solution and something that will obtain support from an executive or
management team to develop in to a business case, ultimately seeking funding and approval to
develop / implement (This will be Assessment 3!).

Consider what it is that will attract approval and funding of your idea. What it is that makes this a
great opportunity and something worth developing or progressing?

Whilst the format may vary for your plan, it must include the following:

 Cover Page
 Industry Background [1-2 paragraphs] 136 w/ each
 Problem / Opportunity – description of your idea [1-2 paragraphs]
 High-level Solution [1-2 paragraphs]
 Business Model - how will you make money? [1-2 paragraphs]
 Gap Analysis
 Competitor Analysis [use a 2-axis matrix]
 Unique value proposition – what makes you unique, better and different from your
competition
 Ideal Customer Profile – before using your product / after
 Total Addressable Market [use a diagram to illustrate]
 Business Model Canvas
 Value Proposition Canvas
 References

Your report will be assessed based on the Rubric below and is limited to a word count of 1500
excluding the cover page.

Referencing:

You must recognise all sources of information; including images that you include in your work.
Reference your work according to the APA 6th edition guidelines. Please see more information on
referencing here http://library.laureate.net.au/research_skills/referencing

Submission Instructions:

Submit your report in the Assessment 2 Business Concept Plan submission link in the Assessment
section found in the main navigation menu of the subject Blackboard site. A rubric will be attached
to the assessment. The Learning Facilitator will provide feedback via the Grade Centre in the LMS
portal. Feedback can be viewed in My Grades.

Please note the following additional information

 You should adhere to the correct use of academic writing, presentation and grammar.
 It is important to check your similarity in turnitin. All sentences highlighted must be either
paraphrased in your own words or put in quotes and referenced accordingly. You should be

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 aiming for as low a similarity score as you can. Similarity highlighted in a contents page,
reference list or appendices is nothing to be concerned about.
 It is important to adopt the appropriate use of the APA 6th edition style when citing and
referencing research. Please comply with all academic standards of legibility, referencing and
bibliographical details (including reference list).
 You are advised to include a minimum of five (5) academic references which should be
textbooks or academic journals. Appropriate websites may be used in addition to these.
 The attached learning rubric guides the marker when awarding marks for your essay. You
should review your paper in line with this, to ensure there is nothing you have missed.

MGT607_Assessment 2_Business Concept Plan Page 3 of 6

Learning Rubric: Assessment 2 Business Concept Plan
Pass Credit Distinction High Distinction
Assessment Fail (Unacceptable)
(Functional) (Proficient) (Advanced) (Exceptional)
Attributes 0-49%
50-64% 65-74% 75 -84% 85-100%
Limited understanding Knowledge or Thorough knowledge or Highly developed A sophisticated
Knowledge and of required concepts understanding of the understanding of the field understanding of the understanding of the
understanding and knowledge field or discipline. or discipline/s. Supports field or discipline/s. field or discipline/s.
(technical and personal opinion and
theoretical Key components of the Resembles a recall or information substantiated Discriminates between Systematically and
knowledge) assignment are not summary of key ideas. by evidence from the assertion of personal critically discriminates
addressed. research/course materials. opinion and information between assertion of
Often confuses assertion substantiated by robust personal opinion and
Understands of personal opinion with Demonstrates a capacity evidence from the information
theoretical models information to explain and apply research/course substantiated by robust
and concepts substantiated by relevant concepts. materials and extended evidence from the
evidence from the reading. research/course
research/course materials and extended
materials. Well demonstrated reading.
Percentage for this capacity to explain and
criterion apply relevant concepts. Mastery of concepts and
25% application to new
situations/further
learning.

Limited understanding Understands the internal Understands the impact of Evaluates the impact of Demonstrates cultural
Application of of the internal and and external business financial, social, political, financial, social, political, sensitivity.
knowledge to external business environment including environmental issues on environmental issues on
practise environment. commercial context and the business the business; and where Analyses the impact of
market forces. relevant, as they relate financial, social, political,
to different countries environmental issues on

MGT607_Assessment 2_ Business Concept Plan Page 4 of 6

 Shows a clear Uses a limited range of Accesses relevant Understands the business. where the business may the business; and where
understanding of the information as the basis information. operate. relevant, as they relate
practical application of recommended Can prepare and presents to different countries
and implications of practice. Adequately utilises business cases/proposals. Understands the where the business may
key concepts and information from a business and its risks. operate.
principles variety of sources.
Can prepare and Holistic understanding of
presents business business and its risks.
cases/proposals.
Assesses the impact of
information and
communication systems
Percentage for this on the operations of the
criterion business.
30%

Difficult to understand Information, arguments Information, arguments Information, arguments Expertly presented; the
for audience, no and evidence are and evidence are well and evidence are very presentation is logical,
Effective logical/clear structure, presented in a way that presented, mostly clear well presented; the persuasive, and well
Communication poor flow of ideas, is not always clear and flow of ideas and presentation is logical, supported by evidence,
argument lacks logical. arguments. clear and well supported demonstrating a clear
supporting evidence. by evidence. flow of ideas and
Well-structured Line of reasoning is often Line of reasoning is easy to arguments.
report with clear flow Audience cannot follow difficult to follow. follow. Demonstrates cultural
of ideas the line of reasoning. sensitivity. Engages and sustains
audience’s interest in the
topic, demonstrates high
levels of cultural
sensitivity

MGT607_Assessment 2_ Business Concept Plan Page 5 of 6

 Percentage for this Effective use of diverse
criterion presentation aids,
30% including graphics and
multi-media.

Correct citation of Demonstrates Demonstrates use of Demonstrates use of high Demonstrates use of Demonstrates use of
key resources and inconsistent use of credible and relevant quality, credible and good quality, credible high-quality, credible
evidence good quality, credible resources to support and relevant resources to and relevant resources to and relevant resources
and relevant resources develop ideas, but these support and develop ideas. support and develop to support and develop
to support and develop are not always explicit or arguments and arguments and position
ideas. well developed. statements. Shows statements. Shows
evidence of wide scope evidence of wide scope
Percentage for this within the organisation within and without the
criterion for sourcing evidence organisation for sourcing
15% evidence

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