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iRubric: The Business Plan rubric

iRubric: The Business Plan rubric

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The Business Plan 
The Business Plan
A planning document designed to detail the major characteristics of a small business - company description, marketing strategy, operations and financial overview - with an emphasis on the company's present and future. The intention is to focus the company, interest stakeholders and key investors to support the plan.
Rubric Code: JX2W97B
By jenniferestrada
Ready to use
Public Rubric
Subject: Business  
Type: Assignment  
Grade Levels: Undergraduate

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  Poor

1 pts

Fair

2 pts

Good

3 pts

Excellent

4 pts

Executive Summary

A overview of the business, its goals and marketing and financial strategies
Poor

No executive summary exists or a 1-2 paragraph summation is written with no sections addressed.
Fair

Less than a one page (< 250 words) overview of a small business. Some of the six key sections are addressed. Some are pertinent to the overall business plan.
Good

A one- to two-page (250-500 word) overview of a small business. Briefly (2-3 sentences) addresses the six key sections: product, market, competitive advantages, management, business, finances.
Excellent

A one- to two- page (250-500 word) overview of a small business. Contains well-constructed pertinent summations of six key sections: product, market, competitive advantages, management, business, and finances
Company Description

Describes the company and the product or service it will provide
Poor

No company description or less than one page summary without two focuses and/or the sub-components.
Fair

A one page segment that contains one focus and/or some of the sub-components that are not fully aligned.
Good

A two- to eight- page segment that contains two focuses: description of company and the product/service. May include the sub-components; however, they are not fullly aligned.
Excellent

A two- to eight- page segment that contains two focuses: description of company and the product/service. Includes vision, mission statement with goals that align with the company's competitive advantage while fostering serious interest in the product/service.
Marketing Strategy

Addresses customer niche, feasibility and industrial analyses.
Poor

No marketing strategy or less than a one page summary paraphrasing expectations from the reading materials.
Fair

A one- to two- page segment that summarizes some to all of the sub-components but does not show any analysis or basis for strategies.
Good

A three- to eight- page segment that indicates a plausible degree of success through the various sub-components listed in Column 4 which may not be fully aligned.
Excellent

A three- to eight- page segment that demonstrates a high degree of success by analyzing the customer base, exploring the competition, identifying competitive advantage, outlining the marketing strategy, sales plan and long-term competitive plan.
Organization Structure

Identifies business structure that will support the business
Poor

No organizational structure or less than one page without describing any or less than 25% of the key components.
Fair

A one page segment describing less than 50% of the key sub-components.
Good

A two- to eight- page segment describing all key sub-components that may not fully align with the overall business plan.
Excellent

A two- to eight-page segment describing legal form of business, organizational chart, human resources, related service providers and location of business.
Financials

A plan for investors: financial reports and projections.
Poor

No financial segment or less than ten pages that may not include all ten sub-components listed on page 228 of the textbook. An external banking executive would not accept the proposal and would require more than 50% to be changed.
Fair

Less than ten pages that may not include all ten sub-components listed on page 228 of the textbook. An external banking executive would not accept the proposal and would require a 20- 50% of change.
Good

A ten page segment that include all ten sub-components listed on page 228 of the textbook. An external banking executive would accept the proposal with less than 20% of change.
Excellent

A ten page segment that include all ten sub-components listed on page 228 of the textbook. An external banking executive would accept the proposal as is.



Keywords:
  • business plan, vision statement, mission statement, executive summary, objectives, company background, product/service description, marketing strategy, SWOT analysis, operations, financials

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