Writers Den

Assessment
2

Assessment Type: Business
Proposal – group ( no more than 2 students in a group) or an individual assessment
is also suuitable – 2500 – 3000 word report and 10 minute
presentation.

Purpose: This
assessment is designed to allow students to demonstrate their ability to apply

the
theoretical concepts and models to real world current situations. As a group activity it also allows students to further
develop their team work skills and professional
presentation and communications skills. This assessment relates to Learning Outcomes a, b, c, d and e.

Value: Total
50%

Report
30%

Presentation
20%

Due Date: Group
and topic finalisation Week 4 in class

All
reports due 5.00pm28 January 2015

Presentations
Weeks 10 & 11 – specific dates will be advised during trimester.

Please note that while this assessment is not
due until the end of term, groups should start working on the assessment as
early in term as possible to maximise their chances of obtaining a good mark.
Groups that leave the assessment until week 9 or later are unlikely to do well.

Submission:

Reports: Step
1 – upload to Turnitin for similarity checking

Teams
need to upload 1 copy of their submission to Turnitin for similarity checking –
you will receive an email from Turnitin regarding access sent to the email
given to KOI when enrolling. If you have not received this email by the end of
week 4, please contact your tutor immediately.

Step
2 – upload to Moodle for marking

Once
you are happy with the level of similarity, the assessment needs to be uploaded
to Moodle for marking.

Reports
not submitted to both Turnitin and Moodle as required may not be marked.

Only one copyof the reportshould be uploaded to
Moodle and to Turnitin – please see the Assessment submission instructions in
Moodle – i.e. groups are to nominate 1
member to upload any drafts plus the final submissions

Presentations: Oral presentation
supported by appropriate visual aids – all group members MUST participate.

Topic: An entrepreneurial
business proposal – budget $400,000 for the first year.

Task Details: An
Entrepreneurial Venture – groups are to develop an entrepreneurial product or
service that could be commercialised. The group is to assume it is seeking
funding of up to $300,000 to add to the existing funds of $100,000, and include
a financial plan for the use of these funds for the first financial year.

The product or service should be original and
producible (i.e. no science fiction). The primary target market should be
local, although secondary markets may be reached via the internet. Pricing,
distribution and promotion strategies should reflect this.

To assist groups in managing their progress,
all groups should be finalised by week 4 and advise the tutor of their chosen
product or service and primary marketfor approval.

The proposal should be communicated in a 2500
– 3500 word report, containing all relevant detail and supporting evidence (in
attachments), and a presentations as if to a potential financer. The
presentation should be a sale pitch for the business venture.

Presentation:

Report: Students should present
this idea/venture in a 2500 – 3500 word report containing:

1)
A Title Page (consider the design – it needs to look attractive and
professional)

2)
Executive Summary

3)
Table of Contents

4)
Background (to the idea)

5)
Mission

6)
Product (Service) offering

7)
Market analysis

a)
Industry analysis

b)
Competition

8)
Primary Target market

9)
Marketing

a)
Product (probably similar to section 3 above – additional detail where
necessary)

b)
Pricing

c)
Distribution

d)
Promotion

10)
Financial plan

11)
Critical risks

12)
Reference list identifying all sources used – these should also be
found in the body of the report where used and referenced using Harvard –
Anglia style referencing.

13)
Attachments as required.

Remember, images of the product,
brand and promotions will add value to the report.

Oral
Presentation:Presentations
should be a “sales pitch” covering
the main elements as below – detail should be contained in the report.
Information can be covered in any order in the presentation, but should contain
all main elements of the Report.

All group
members must participate in the presentation. While it is not expected that you
will “dress” for the presentation,
students should make an effort to look clean and tidy at least.

You will need to present your product
marketing proposal to the class in a presentation lasting NO LONGER THAN 10 minutes.It is strongly recommended that these
are prepared well in advance of the presentation date, and make some effort to
practice their presentation. This will improve the presentation overall, and
give groups a chance to improve and time manage their presentations.

The class represents the funding
source that will authorise funding for your group to proceed if they are
persuaded your ideas and product marketing proposal will be effective.

Groups
should use any visual aids they need to “SELL” their ideas to the managing
body. More involving (better) presentations use more than just a set of
power-point slides.

Marking Guides:

Report

Element	Marks Available
Introduction / Background · Introduction clearly outlines the purpose and scope of the report · Clear explanation of opportunity / solution	5
Market Analysis · Clear and evidence based analysis of the industry · Clear and meaningful competitor analysis – including how the product/servicebetter meets customer needs than available alternatives	15
Target Market · Clearly identified and quantified where possible – supported with evidence · Are suitable segmentation terms used? · Are the primary needs/benefits identified?	10
Marketing · Clearly explains the product / service in sufficient detail? · Is brand and packaging clearly described (if relevant)? · Are ideas original and do they provide a suitable solution to the need identified? · Are promotion, Delivery and pricing clearly explained in sufficient detail?	10
Strategies and Tactics · Are they logical for the solution, the target market and the funds available? · Is a 1 page mock-up of a print ad or other promotion image included? · Is it original and does it sell the product/service in a meaningful way? · Is it clearly based on the message map?	20
Financial Plan · Within budget? · Covers all logical expenses? · Realistic given the market etc.?	10
Critical Risks · Are the critical risks identified and explained clearly and logically?	5
Research · Are ideas supported with any evidence? · Is the evidence sourced from appropriate sources?	10
Presentation · Professionally presented as per assessment task · References presented correctly as per Harvard system and student guides · Written communication is clear – spell checked, proof-read and grammatically correct	15
Total	100
Late Penalty (if applied) = -5% per day
Report Total Marks	30

Presentation Element	Marks Available
Presentation Style Is the presentation style professional? Is eye contact established with the audience? Is the audience engaged in the presentation? Does the presentation flow well? Are group members able to answer questions convincingly? Does it sell the idea? Does it keep within the given time frame?	20
Visual Aids Are visual aids used? Are they suitable? Are they used effectively? Do they add to the effectiveness of the presentation?	20
Presentation Total	40
Presentation Assessment Marks	10

Presentation Marking

All group members
must participate in the presentation. There
are no make-up presentations.

All group members will be awarded the same mark for both the report and
the presentation. Therefore group members who put in less effort can lower the
marks of their group partner. Individual marks may be adjusted up or down
depending on individual effort.