Business Plan Assignment.

Business Plan Rubric

Poor /Lacking Info
1 pts

Sufficient
2 pts

Proficient
3 pts

Advanced
4 pts

Total
(N/A)

Introductory
Elements
Table of Contents
Executive Summary

Poor /Lacking Info

Sufficient

Proficient

Advanced

Total

Introductory elements were

omitted and/or contained
errors.

Introductory elements
were included but
contained errors.

Introductory elements
were included and
completed correctly,
including an executive
summary.

Introductory elements
were included and
completed correctly,
including a detailed
executive summary
that thoroughly
summarizes the
business.

Business
Description
Brief description of the
Business (or Idea)

Poor /Lacking Info

Sufficient

Proficient

Advanced

An overview of the company

is not provided.

An overview of the
company is provided
but is lacking
significant pieces of
the requested
information.

An overview of the
company is provided
which includes a large
portion but not all of
the requested
information.

An overview of the
company is provided
which includes
information regarding
the reason for starting,
basic activity, company
focus, goods and/or
services provided,
primary customers,
and location.

Total

Industry Analysis

Mission Statement

Poor /Lacking Info

Sufficient

Proficient

Advanced

Provides largely incomplete

information regarding
industry size and maturity,
opportunities & threats in
the industry, overall outlook
for the industry, major
competitors. Explains how
proposed product/service is
distinct from others.

Provides somewhat
complete information
regarding industry size
and maturity,
opportunities & threats
in the industry, overall
outlook for the
industry, major
competitors. Explains
how proposed
product/service is
distinct from others.

Provides fairly
complete information
regarding industry size
and maturity,
opportunities & threats
in the industry, overall
outlook for the
industry, major
competitors. Explains
how proposed
product/service is
distinct from others.

Provides complete
information regarding
industry size and
maturity, opportunities
& threats in the
industry, overall
outlook for the
industry, major
competitors. Explains
how proposed
product/service is
distinct from others.

Poor /Lacking Info

Sufficient

Proficient

Advanced

Mission statement is not

included.

Mission statement is
included and describes
the purpose of the
business. Core values
are included but do not
reflect an
understanding of the
fundamental beliefs
regarding the
appropriate manner in
which to conduct
company activities.

Mission statement is
clear, and describes
the purpose of the
business. Core values
are included and
reflect an
understanding of the
fundamental beliefs
regarding the
appropriate manner in
which to conduct
company activities.

Mission statement is
clear, concise, and
describes the purpose
of the business. Core
values are included
and reflect an
understanding of the
fundamental beliefs
regarding the
appropriate manner in
which to conduct
company activities.

Total

Total

Management Plan
SP, partnership,
corporation ownership
Qualifications of MGT
team & comp. pkg.
Explanation of how
things will be done.

Poor /Lacking Info

Sufficient

Proficient

Advanced

No form of business
ownership was included in
the plan.
Permits/licenses/certification
s omitted. No explanation of
methods of doing things.

Form of business
ownership was chosen.
No explanation of how
things will be done.

Form of business
ownership was chosen
and defined. Some
explanation of how
things will be
accomplished.

Form of business
ownership was chosen,
defined, and reasoning
was given for the
choice of ownership.
Thorough explanation
of how things will be
accomplished.

Product &/or
Services
Identify and describe
all products/Services,
explain how your
products will be
competitive.

Poor /Lacking Info

Sufficient

Proficient

Advanced

Product/Service mix was

partially discussed or some
was omitted. Explanation of
how your products will be
competitive is missing.

Product/Service mix
was partially discussed
and seemed to lack a
complete line of
product/service
offerings. Explanation
of how your products
will be competitive was
missing.

Product/Service mix
was clearly discussed
and included a
complete line of
product/service
offerings. Explanation
of how your products
will be competitive was
unclear.

Product/Service mix
was clearly discussed
and included a
complete line of
product/service
offerings and included
reasoning for the
selection. Includes
explanation of how
your products will be
competitive.

Marketing
Who are your
customers, where are
they,what do they
want?
What is your

Poor /Lacking Info

Sufficient

Proficient

Advanced

Marketing of the business

was partially discussed but
lacked mention of any

Marketing of the
business was partially
discussed including

Marketing of the
business was
discussed including the

Marketing of the
business was
thoroughly discussed

Total

Total

Total

marketing mix (4 p's).

specific information.

some but not all of the

following: identification
of the target market
and how they will be
reached, customer
needs and product
characteristics, pricing,
distribution,
promotions.

identification of the
target market and how
they will be reached,
customer needs and
product
characteristics, pricing,
distribution,
promotions.

including the
identification of the
target market and how
they will be reached,
customer needs and
product
characteristics, pricing,
distribution,
promotion.

Financial
Management
Start-up Costs

Poor /Lacking Info

Sufficient

Proficient

Advanced

No start-up cost reports

were included.

Some start-up cost

reports were included.

Start-up cost reports

included.

Financing strategies
and concepts were
discussed. Detailed
start-up cost reports
included.

Writing Skills

Poor /Lacking Info

Sufficient

Proficient

Advanced

Mechanics errors on every

page. Writing style lacks
clarity to the point of not
being understandable.

Fair number of
mechanics errors.
Writing style
sometimes lacks
clarity for reader.

Occasional mechanics
errors. Writing style is
easy for reader to
follow.

No writing mechanics
errors; writing style is
easy for reader to
follow.

Total

Total