ASSIGNMENT INSTRUCTIONS
Assessment Coursework: The New Venture Business Pitch
Promotional video and accompanying boardroom business pitch to angel investors
Assessment code: 011
Academic Year: 2020
Semester: 1
Module Title: Strategic Marketing and the New Venture
Module Code: MOD 6894
Level: 7
Weighting: 100%
Word Limit: Equivalent to 3000 words
Assessed Learning Outcomes 1 – 4
Submission Deadline :
This assignment must be presented in week 11 or 12. ( Exact dates to be agreed with the student during this timeframe.)
WRITING YOUR ASSIGNMENT
• You must use the Harvard referencing system.
• Your work must indicate the number of words you have used. Do not exceed the maximum number of words specified above; all assignments which do so will be penalised. The penalty will be the deduction of marks at the Marker’s judgement.
• Assignment submissions are to be made anonymously. Do not write your name on your work.
• Where the assignment comprises more than one task, all tasks must be submitted in a single document.
• You must number all pages.
ASSIGNMENT INTRODUCTION
In developing a new business venture, the process begins with recognising an opportunity stemming from a specific business problem and creating a business idea that articulates it.
For the first steps, the entrepreneur:
(1) develops a concept to solve the specific business challenge;
(2) fashions a narrative that conveys the meaning of the new venture, and
(3) prepares a presentation that tells the story and explains the concept of potential
stakeholders: investors, partners, employees and customers
After testing the business concept with stakeholders, the entrepreneur will develop a complete business plan.
Final Assessment: weighting 100%
Individual Assessment
Task: The New Venture Promotional Video and Boardroom Angel Investor Pitch
To help develop strategic new venture skills you are required to undertake the entrepreneurial process of environmental scanning; business opportunity recognition; ideation; concept development; together with, producing a strategic marketing audit, and a clear understanding of the requisite fundraising requirements.
Operating individually you are required to identify, outline and evaluate possible commercial opportunities for a specific new business venture and then articulate the opportunities in a six-minute new venture promotional video.
The new venture promotional video will be presented in front of academics and angel investors. This will take place in a boardroom scenario.
The breakdown of your presentation and pitch is as follows.
Introduction to your new venture concept. This will be a 5-minute verbal introduction.
A 10-minute video pitch to investors.
A 5-minute Question and Answer session with angel investors
Total 100%
Points to consider
In your angel Promotional Video and Investor Pitch you should:
• Identify the problem and outline the commercial opportunity to solve it
• Assess the business opportunity. (This is where you undertake a feasibility
analysis)
• Identify and explain the commercial model/strategy, based on the assessment of the
business opportunity
Your angel investor pitch and promotional video may be structured around all three elements above, or you can devise an individual approach.
NB Never invest in a business you cannot understand. Warren Buffett
Suggested structure: NB This is a proposed structure – you should be aware that you will NOT have the time in your presentation to cover every element of each point ( 1-6) in-depth. However, you MUST refer to some parts of sections 1-6.
1. The new venture opportunity
Create or identify an opportunity
Discover the business idea
Outline the problem, the idea and the solution
Evaluate the ‘problem’ and discuss the new venture opportunity that may address it,
showing an understanding of the specific market and the potential customers
Outline and evaluate new venture typologies
Nurture creativity, ideation and innovation
10 marks
2. New venture opportunity assessment
Understand the sector and the market
This is your feasibility analysis. In this section, assess the feasibility of the business
idea in relation to the following: sector/market, product/service, and the organisation
and its management.
Identify the market/sector
Market/industry lifecycle, concentration, geographic extent
Estimate market size
Identify competitors
SWOT/TOWS analysis
Outline and evaluate key trends: technology, regulatory, societal, economic,
environmental
Outline and evaluate future scenarios
10 marks
3. Business model/strategy
Market segments and value proposition
Structure of the business model
Based on your assessment of the business opportunity, explain the business model/strategy that you will use to realise the opportunity.
What are the key factors in determining if your idea is a viable business opportunity? Is this just an idea, or a real business opportunity? Has the new product, or service commercial potential?
Characteristics of a good business model
The new venture creation model
The business model canvas
Support with appropriate business models: generic strategy, competitive advantage
critical success factors
Niche and internet models
10 marks
4. What would be the strategic marketing approach?
Include a detailed breakdown of the marketing strategy.
This should include:
Brand, USP, marketing mix
Include: market research, website, social media
Emphasis on creativity
5. Creating your value proposition and brand/ communicating your value proposition
Find the first customers/target customers
Develop sales skills
Communications media and social media.
Create awareness
Advertising
Price and buyer decisions
Value proposition
Differentiation through branding
Branding your values
Building the brand
The customer journey
Developing a communication campaign
20 marks
6. Financial resources
What financial investment is required and where might these early-stage funds
be sourced? Selecting the right sort of finance.
What banks/investors/VCTs/business angels look for
The funding ladder
Angel and venture capital finance
Crowdfunding
FinTech
What tax breaks are available for the start-up business?
20 marks
7. An effective introduction to a new venture concept
Pitch presentation – content, style, professionalism, creativity.
The ability of performance in Q and A follow session.
20 marks
Please make sure you follow the structure of this assessment as is clearly set out in this brief.
10 marks – Problem, Solution, Business idea
10 marks – Review of the industry you are going to operate in, key competitors, your Niche.
10 marks- Models , eg, Generic Strategy, Ansoff, SWOT, PESTLE
30 marks- Value proposition, brand, USP ,Marketing Mix, Advertising, differentiation, communi-cations campaign
20 marks- Finances – Where from, how much, what it will be spent on
20 marks- Creativity- You have 20 minutes to impress us!. Convince us!. Energy/ enthusiasm, presentation skills, digital recording, feasibility, screenshot of website, advert,
NB – You must include and apply models and theories taught on this module- NEW VENTURE CREATION MODEL. BUSINESS CANVAS MODEL, TYPOLOGIES, VALUE PROPOSITION.
Assessment Criteria
Verbal introduction 5 minutes
Digital Presentation 10 minutes
Q and A. 5 minutes
• You should undertake the Final Assessment as an individual new venture member
• The ten-minute promotional video must identify, describe and evaluate your chosen entrepreneurial new venture
• The new venture promotional video must demonstrate: clarity of expression, a well-written script/pitch deck, professional production values, flair, and creativity
• Identify and outline the potential new venture for a specific enterprise and analyse and critique the chosen new venture idea
• Identify and evaluate the feasibility, marketing, strategic, financial and operational issues
• Articulate with respect to a wide range of academic ideas, theories, and concepts
• Defend the promotional video to an angel investor and/or academic
• Provide a bibliography or reference list containing at least 12 sources that you have independently researched. This can be incorporated in your video presentation
Task Purpose Audience Tone Structure
Business Concept Report • Answer a question
• Present an argument based on facts
• Develop Cartesian logic • Peers
• Academic community
• Business angels • Factual
• Concise
• Logical flow
• Clear structure
• Active voice
• Intro
• Body
• Conclusion
• Headings and bullet points
• Bibliography
Assessment Marking Guide
Task:
A basic answer (40 – 49%) will identify main issues and demonstrate knowledge of strategic marketing and new venture innovation theories at a superficial level and discuss how this may be applied to sustain a business. It may demonstrate difficulties with structure. The expression may lack maturity. Answers in this category will often adopt a say-all-you-know-about-the-topic approach and may include little or no application.
A satisfactory answer (50-59%) will determine the majority of issues and demonstrate knowledge of strategic marketing and innovation theories and discuss how this is applied to sustain a new venture business. There are some omissions in content as well as some inconsistencies in application and inaccuracies in expression. The structure will be largely logical.
A good answer (60-69%) will adopt a logical structure and identify pertinent strategic marketing theories and discuss how this may be applied to sustain a business. Arguments will be supported by relevant contemporary innovation, marketing and strategy theories, concepts and paradigms. Omissions and inaccuracies will be minor.
An excellent answer (70%+) will adopt a logical structure and identify pertinent with depth, flair, and imagination and discuss how this may be applied to sustain a business. Arguments will be supported by relevant contemporary academic theories and pertinent business knowledge. The relevant new venture theory will be critiqued and applied before reaching a balanced conclusion(s).
a.r.u. GENERIC ASSESSMENT CRITERIA AND MARKING STANDARDS LEVEL 7
Mark Bands Outcome Generic Learning Outcomes (GLOs) (Academic Regulations, Section 2)
Knowledge & Understanding Intellectual Practical, Affective and Transferable Skills
Characteristics of Student Achievement by Marking Band 90-100% Achieves module outcome(s) related to GLO at this level Exceptional analysis of key issues/concepts/ethics with very clear originality and autonomy. Exceptional development of conceptual structures and argument making an exceptional use of scholarly conventions. Demonstrates independence of thought and a very high level of intellectual rigour and consistency. Work pushes the boundaries of the discipline and may be considered for external publication Exceptional analysis of key issues/concepts/ethics. Exceptional development of conceptual structures and argument, making consistent use of scholarly conventions. Exceptional research skills, independence of thought, an extremely high level of intellectual rigour and consistency, exceptional expressive/professional skills, and substantial creativity and originality. Exceptional academic/intellectual skills. Work pushes the boundaries of the discipline and may be considered for external publication
80-89% Outstanding analysis of key issues/concepts/ethics with clear originality and autonomy. Outstanding development of conceptual structures and argument making an exemplary use of scholarly conventions. Demonstrates independence of thought and a very high level of intellectual rigour and consistency Outstanding analysis of key issues/concepts/ethics. Very high level development of conceptual structures and argument, making consistent use of scholarly conventions. Outstanding research skills, independence of thought, a high level of intellectual rigour and consistency, outstanding expressive/professional skills, and considerable creativity and originality. Exemplary academic/intellectual skills
70-79% Excellent analysis of key issues/concepts/ethics. Excellent development of conceptual structures and argument making excellent use of scholarly conventions. Demonstrates independence of thought and a high level of intellectual rigour and consistency Excellent analysis of key issues/concepts/ethics. High level development of conceptual structures and argument, making consistent use of scholarly conventions. Excellent research skills, independence of thought, a high level of intellectual rigour and consistency, excellent expressive/ professional skills, and considerable creativity and originality. Excellent academic/intellectual skills, and considerable creativity and originality
60-69% Good analysis of key issues/concepts/ethics. Development of conceptual structures and argument making consistent use of scholarly conventions Good analysis of key issues/concepts/ethics. Development of conceptual structures and argument, making consistent use of scholarly conventions
50-59% Satisfactory knowledge of key issues/ concepts/ethics in discipline. Descriptive in parts but some ability to synthesise scholarship and argument. Minor lapses in use of scholarly conventions Satisfactory knowledge of key issues/ concepts/ethics in discipline. Descriptive in parts but some ability to synthesise scholarship and argument. Minor lapses in use of scholarly conventions
40-49% A marginal pass in module outcome(s) related to GLO at this level Basic knowledge of key issues/concepts/ethics in discipline. Generally descriptive, with restricted synthesis of existing scholarship and little argument. Use of scholarly conventions inconsistent Basic knowledge of key issues/concepts/ethics in discipline. Generally descriptive, with restricted synthesis of existing scholarship and little argument. Use of scholarly conventions inconsistent.
30-39% A marginal fail in module outcome(s) related to GLO at this level. Possible compensation. Sat-isfies qualifying mark Limited knowledge of key issues/concepts/ethics in discipline. Largely descriptive, with restricted synthesis of existing scholarship and limited argument. Limited use of scholarly conventions. Limited research skills impede use of learning resources and problem solving. Significant problems with structure/accuracy in expression. Team/Practical/ Professional skills not yet secure. Weak academic/ intellectual skills. Limited use of scholarly conventions
20-29% Fails to achieve module outcome(s) related to this GLO. Qualifying mark not satisfied. No compensation available Little evidence of knowledge of key issues/concepts/ethics in discipline. Largely descriptive, with little synthesis of existing scholarship and little evidence of argument. Little evidence of use of scholarly conventions. Little evidence of research skills, use of learning resources and problem solving. Major problems with structure/ accuracy in expression. Team/Practical/Professional skills virtually absent. Very weak academic/intellectual skills. Little evidence of use of scholarly conventions
10-19% Inadequate knowledge of key issues/concepts/ethics in discipline. Wholly descriptive, with inadequate synthesis of existing scholarship and inadequate argument. Inadequate use of scholarly conventions. Inadequate use of research skills, learning resources and problem solving. Major problems with structure/accuracy in expression. Team/Practical/Professional skills absent. Extremely weak academic/intellectual skills. Inadequate use of scholarly conventions
1-9% No evidence of knowledge of key issues/concepts/ethics in discipline. Incoherent and completely but poorly descriptive, with no evidence of synthesis of existing scholarship and no argument whatsoever. No evidence of use of scholarly conventions. No evidence of use of research skills, learning resources and problem solving. Incoherent structure/accuracy in expression. Team/Practical/Professional skills non-existent. No evidence of academic/intellectual skills. No evidence of use of scholarly conventions
0% Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the assignment brief (eg: answers the wrong question) and/or related learning outcome
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