Department of Business

ENT200: Entrepreneurship and Innovation

Spring 2024

Faculty Info + Office Hours

Name: Adj. Prof. Sefer Balikci Office Hours: Thursdays 5:00-6:00 p.m. (by appointment via Zoom)
Email Address: sefer.balikci@liu.edu Office Location: Online
Phone: NA Preferred method of communication is email. Expect reply in 24 hours

Prerequisite + Credits
No prerequisite, 3.0 credits

Dates + Time + Location + Format

Dates: Wednesday, January 22 – May 15, 2023
Time: 6:00 – 8:30 p.m.
Location: H204
Brightspace: https://lms.liu.edu

Required Course Materials/Textbook

 Bland, D. J. & Osterwalder, A. (2020), Testing Business Ideas. John Wiley & Sons, Inc.

 Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game
changers, and challengers (BMG). John Wiley & Sons. ISBN: 9780470876411 ($26.99)

 Rogoff, E. G. (2009). Bankable Business Plans for Entrepreneurial Ventures (BBP). (Entire text available for
free at https://d3n8a8pro7vhmx.cloudfront.net/liuentrepreneurs/pages/135/attachments/original/1458138281/
Bankable_Business_Plans.pdf?1458138281

Recommended Course Materials

Book 1: The start-up of you. https://www.startupofyou.com/#/#!/about.
 Book 2: A climb to the top.
 Blank, S. The Four Steps to the Epiphany (2004). (Relevant sections available for free at:
https://web.stanford.edu/group/e145/cgi-bin/winter/drupal/upload/handouts/Four_Steps.pdf
 Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. (2014). Value Proposition Design: How to Create
Products and Services Customers Want (Strategyzer). John Wiley & Sons. ISBN: 9781118968055. (Relevant
sections available for free at: https://strategyzer.com/books.)

Course Description
1
This survey course will expose students through readings, cases, and guest speaker/s to process of business and
product / service formulation and implementation. This course will examine the literature of entrepreneurial behavior
while focusing on several high visibility industries and businesses as well as include an examination of local
entrepreneurs in the area. This course has been designed to stimulate interest in entrepreneurship in general and in
particular instruct students about business startups and disruptive technologies. It may include such timely topics as
ESG and socially responsible businesses, not-for-profit entrepreneurship, the family firm, franchises, and
intrapreneurship.

Course Learning Outcomes

This course approaches the topic of Entrepreneurship from a global as well as skills perspective. Students will be
oriented to the process of starting and building business, becoming familiar with the entrepreneurial ecosystem
including regulation, taxes, and financing. The course is designed for students to:
 To understand methods for developing a business plan, creating an entrepreneurial strategy, and managing a
new and growing enterprise.
 To describe and understand how to evaluate the external macro environment as part of situational analysis.
 To build skills in how business’ resources, capabilities and value chain can create a competitive advantage and
increase the potential of above average profits.
 To gain experience in developing business strategy.
 To project a professional demeanor in classroom discussions and presentations, written assignments and case
analysis.
 To recognize the strategic viewpoints and influences of a variety of stakeholders.
 To improve both written and oral communication skills, as well as working together in teams.

Business Context/Rationale
This course should help you understand the different nuances involved in becoming an entrepreneur and maintaining
your own business for the long haul. We will emphasize the different areas of business, how to obtain funding, create a
business structure and much more.

Course Format
This is a 3-credit undergraduate course that features a combination of lectures, class discussions, exercises, and project.
We meet in person once a week for 14 weeks plus week 15 for final examination conforming to NYSED regulations.
(The date and time of the final examination will be announced during the semester.) Details of the course sessions are
given below in the weekly schedule.

Assignments + Grading
Students will engage in a series of assignments that build upon each other throughout the duration of the course. The
class will culminate in a final project that will allow students in team to apply what they have learned to solve a specific
marketing managerial problem. Specific details about the course project as well as each assignment will be discussed in
class. Standard rubrics are used for grading and feedback. The letter grade for the course is based on the School of
Business grading scale (see Appendix). There is no extra credit available.

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 Description (see Appendix for grading rubrics) Grade %

Individual Work (30%):

Class Attendance – Mandatory. See Class Attendance Rubric for grading criteria. 10%

Class Participation – See Class Participation Rubric for grading criteria. 10%

Presentation on Entrepreneur—See instructions for details and rubric for grading criteria. 10%

Group Work (70%):

Group Term Project: Opportunity Analysis – See Term Project Instructions for the details 25%

Group Term Project: Final Write-up—See Term Project Instructions for the details 25%

Group Chapter Presentation 20%

TOTAL 100%

Attendance (10%)

Attendance is mandatory. Student is expected to be always prompt and attend all the class meetings throughout the
semester. See Class Attendance Rubric for grading criteria.

Participation (10%)

Student is expected to actively participate in the entire class session for the entire semester. Student is expected to
always be prepared for class with assignments and required class materials. Student is expected to proactively contribute
to class by offering ideas and asking questions.

Presentation on Entrepreneur (10%) (max 5 slides)

Every student will do a 5 minute presentation about a historically significant entrepreneur. These presentations should
be an overview of the person’s business history that focuses on the business model of their enterprise, any key
innovations the person pioneered, and what happened to the business they founded.

Term Project:

Opportunity Analysis Assignment (25%)

While it is true that entrepreneurial success is 90% persistence, execution, and hustle, it is crucial to consider the nature
and value of the opportunity that you choose to pursue. To do this, you need to understand the industry that you plan to
enter in intimate detail.

For this assignment, you will need to discuss (at least): (1) the size of your market niche and key trends therein; (2)
competitors, substitutes, threat of new entrants, and the nature of competition; (3) the opportunity that you are going
after and why it has not been addressed; (4) the nature and sustainability of your competitive advantage.

The best submissions for this assignment will include archival research as well as interviews with industry insiders and
potential customers. My evaluation will focus on the quality, not the quantity, of the data you have gathered.

3
Final Business Plan (25%)

2 separate assignments; 1) 4-5 slides of final business plan as PPP, 2) submitting Word doc (10 – 15 pages).

Using concepts covered in class, each group will identify and evaluate potential venture idea. You will provide: (1) an
overview of the idea and the need that it addresses; (2) your evaluation of its potential; and (3) discuss how you
discovered the opportunity.

Chapter Presentation (20%)

10-15 slides of the assigned chapter as PPP

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Weekly Schedule ENT200: Entrepreneurship and Innovation — Spring 2024
Withdrawal Dates: For withdrawal, please consult with the link: https://liu.edu/enrollment-
services/registration/academic-calendar

Wee Date Topic Assignments To Do

k
1 01/24 Introduction & Course Overview; Read: Weekly article, how will Team list due
(Wed) Fundamentals of Entrepreneurship you measure your life?

2 01/31 Opportunity Recognition & Read: Weekly article,

(Wed) Generating Ideas; Team Formation Thestartupofyou & BBP Ch. 1

3 02/07 Prototyping Ideas; Establish Financial Read: Four Steps to the

(Wed) Feasibility Epiphany; BBP Ch.2

4 02/14 Create a Strategy Read: Weekly article, Business

(Wed) Model Generation & BBP Ch. 3

5 02/21 Analyze Potential Markets Read: Weekly article, How to

(Wed) pitch a brilliant idea & BBP Ch. 4

6 02/28 Marketing Campaign Read: BBP Ch. 5 Presentation on

(Wed) Entrepreneur Due

7 03/06 Sales Effort Read: Weekly article 10 Presentation on

(Wed) commandments & Leadership Entrepreneur Due
checklist & BBP Ch. 6
8 03/13 Spring Break No Classes
(Wed)
9 03/20 Organize Company Read: Weekly article BBP Ch. 7
(Wed)
10 03/27 Business Analysis Read; BBP Ch. 9
(Wed)
11 04/03 Resources: Attracting money, people, Read: BBP Ch. 8 Opportunity Analysis
(Wed) and partners: Accelerators, due
incubators, and the NYC ecosystem
12 04/10 Presenting Your Plan Read: BBP Ch. 11 Opportunity Analysis
(Wed) due

13 04/17 Presenting Your Plan Read: Guest Speaker & BBP Ch.
(Wed) 12
14 04/24 Final Presentation Final business plan
(Wed) presentation and
write-up upload.
15 05/01 Final Presentation Final business plan
-05/08 presentation and
(TBD write-up upload.
)

The above schedule is subject to change.

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Course Time Commitment
Lecture 45h
Assignments Approximated Hours 110h
Reading Assignments 40 h. (2 h. x 20 articles, chapters, etc.)
Assignments 15 h. (5 h. x 3 assignments)
Term Project 45 h.
Presentation of Term Project 10 h.
Total 155 h

Course Policies

Attendance and Punctuality

 Students should arrive at the meeting before 6:00 p.m. As with absences, late arrival will adversely impact your
grade as well as learning. (Please see the class attendance rubric in the Appendix.)

 Students are expected to remain in the (virtual) classroom for the entire class period. Your leaving classroom early
and/or leaving during the class session will adversely impact your grade as well as learning. (Please see the class
participation rubric in the Appendix.)

Use of Device in/during Class

 The use of Smartphones and other electric device should be restricted for learning purpose only during the session.
We have a “ZERO TOLERANCE” policy for the device use for other purposes than learning during the session.
Your use of smartphone during the session will adversely impact your learning as well as your grade. (Please see
the class participation rubric in the Appendix.)

Communication with Other Students and Instructor

 “Conversation” should be restricted to class sessions that are specifically set aside for discussion. Questions about
the lecture should be directed to the instructor, not to your classmates. Students who persist in carrying on private
conversations will be asked to leave.

 Outside the class hour, the instructor is not on the Internet constantly. No reply to email or telephone message
should be expected during the night, weekend, and holiday. Expect 24 hours for reply.

Late Submission of Assignments

 Assignments are due at the beginning of class. Late assignment submission without legitimate reason will be
penalized by one letter grade per day. If you have legitimate reason, please submit the proof. The legitimate reasons
are accidents, serious illness, and death of family members. A petition must be accompanied by written evidence.
Unacceptable reasons include the following: leaving school early for a vacation, taking advantage of promotional
offers for vacation, the student’s parents bought an airplane ticket without consulting the student, family problems,
heavy course load, inadequate preparation, job interviews, etc.

 If you cannot submit it on the due date, make sure to submit the assignment in advance. The assignment should be
submitted through Brightspace. Do not ask other people to submit on your behalf. It is solely your responsibility to
submit it on time.

 In case of emergency, send a soft copy by email to establish evidence that you completed it on time. Any late
submission with legitimate reason must be submitted within one week after returning to school to be calculated
toward the course grade.

 If you tend to run late, do not wait until the last minute: Start the assigned work early.
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Disputes on Grades and Grading
 Inquiries and disputes of grading for homework assignments should be filed with the instructor immediately after
the grade is given. All the homework assignments are returned in a timely manner. It is the student’s responsibility
to make sure that s/he keeps all the copies of the graded homework assignments.

 All inquiries and disputes will be discussed in person, by phone, or through Zoom. No inquiry about grades and
grading will be answered or information be exchanged by email. University’s policy and sensitive data handling
protocol prohibits communicating grades by email.

 If the student makes an appointment to discuss disputes on grades and grading and misses the meeting without a
legitimate reason with a written proof and informing the instructor in advance, no further consideration will be
given, and the grades remain the same.

 Please see Students Grievance Procedure in Appendix.

University Policies and Information:

LIU’s Academic Affairs policies are located on the University website at:
https://liu.edu/about/LIU-policy/ policy-by-category-listing

LIU Academic Catalogs may be found at:

https://liu.edu/enrollment-services/registration/academic-catalogs

The LU Academic Calendar may be found at:

https://liu.edu/enrollment-services/registration/academic-calendar

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Appendix
Academic Integrity
Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and collusion in dishonest
acts undermine the educational mission of Long Island University and the students' personal and intellectual growth.
Policies and resources related to plagiarism can be found at: http://liu.brooklyn.libguides.com/avoid-detect-plagiarism.
University academic policies can be found in the current course bulletin, located here:
http://www.liu.edu/Brooklyn/Enrollment-Services/Registration/Academic-Bulletins.

Copyright and Intellectual Property

Students are advised not to make copies or take digital pictures of paid and copyrighted cases, textbooks, chapters, or
any other material that is copyrighted without permission of the publisher or the owner.

Student Support Services

Student support services could be found by following these links: Enrollment Services
https://liu.edu/brooklyn/enrollment-services/

Accommodations for Students with Disability/Special Needs

Students with Disabilities
In compliance with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990,
including changes made by the ADA Amendments Act of 2008, I will make accommodations for students with
disabilities. It is necessary for those students to provide me with the appropriate DSS Accommodations Form by the
end of the second week of classes. Please contact the office of Disability Support Services in the Center for Learning at
718-488-1095 or by emailing Bk-learningcenter@liu.edu to take appropriate steps to develop an appropriate educational
plan.

If you are a student with a documented disability, medical condition, or think you may have a disability, and will need
accommodations, academic adjustments, auxiliary aids, or other services, please contact the Office of Disability Support
Services by calling 718-488-1095 or emailing Bk-learningcenter@liu.edu to request services, accommodations or for
additional information. Additional information is also available on the DSS
website: https://liu.edu/student-success/learning-center.
.

The Center for Learning

LIU Brooklyn offers free tutoring in subject areas and reading/writing. For information about how to register for
tutoring, contact:
Email: Bkln-LearningSupport@liu.edu
Phone: 718-488-1095
Location: LLC 405

The Center for Learning and Academic Success (CLAS)

Math and Sciences. For other subjects, contact CLAS
Location: Library Learning Center, 4th Floor (LLC 405)
Email: bkln-tutoring@liu.edu
Phone: 718.488.1040

The Writing Center

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The Writing Center at Brooklyn provides free writing assistance to all students. Writing assistants can work with you at
any point in your writing process from helping to clarify an assignment or prompt, through brainstorming, organizing,
and developing your ideas, citing your sources, and polishing your writing.
Email: Bkln-wcenter@liu.edu
Phone: 718-488-1095
Location: The Learning Center, Library 4th Floor (LLC 405)
Follow us on Instagram for information and updates: @brooklynwc
If you have any questions, please email us at Bkln-wcenter@liu.edu or contact the associate director, Lynn Hassan
(Lynn.Hassan@liu.edu), 718-488-1095.

Brooklyn Healthy Living

Long Island University students have access to on-campus mental health counseling services, religious and spiritual
counseling, health and wellness programs, and telehealth and local in-person health care.

Website: www.liu.edu/brooklyn/healthyliving

LIU Healthy Living is a collaboration of on-campus resources and relationships with local health organizations and
professionals, including Northwell Health College Behavioral Health Program, the LIU Brooklyn Psychological
Services Center, and Northwell Health – GoHealth.

The Psychological Services Center provides confidential counseling to currently enrolled Brooklyn
students. Counseling sessions are conducted by appointment only and can be requested via email. Students have the
option to call or walk in to make an advanced appointment for an initial screening.

Psychological Services Center

Website: https://liupsc.com/
Hours: Mondays 10am-4pm
Wednesdays 1pm-4pm
Thursdays 10am-4pm
Location: Pratt Building 510
Phone: 718-488-1266
Email: bkln-psychservices@liu.edu

Students Grievance Procedure

The procedure for resolving student grievances is outlined in the Brooklyn Campus Undergraduate and Graduate
Bulletins Students are advised to adhere to the following steps:

1. The student will write out a clear statement of the grievance.

2. The student may submit this statement to the faculty member involved. The student will be given a written
response within a reasonable time.
3. If the student is not satisfied with the response, the student may submit a statement to the appropriate director
or chair. The director/chair will review the matter and provide the student with a written response within a
reasonable time.
4. If still not satisfied, the student may institute a formal complaint with the dean of the school in which he or she
is enrolled. The dean will review the matter, hear the student and faculty member where appropriate, and see
that the proper action is taken.

Cancellation of Classes
In case of extremely bad weather, emergency or serious incident(s), students are encouraged to check the university
website, course specific announcements, and/or LIU Safe App. Alternatively, one may call Campus Security at (718)
488-1071 to determine if the entire campus is closed.

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Student Affairs
For any questions regarding online accommodation and academic affairs, contact student affairs at:
studentaffairs@liu.edu.

Technical Issues
For any technical issues related to Brightspace, LIU email, or Zoom access, contact IT at follows:
Email: It@liu.edu
Phone: 718-488-3300 (Monday-Friday 9:00 a.m. to 5:00 p.m.)

Safety Issues
For safety issues, check the following link: https://www/liu/edu/brooklyn/public-safety
Phone: 718-488-1078

Withdrawal Dates:
The last day of the add-drop period is Tuesday, September 19.
The last day to withdraw the course is Friday, November 10.

Grading Scale
Grades are distributed according to the following LIU grading scale.

Quality Letter Grade Range % GPA/ Quality Pts.*

Outstanding A 93-100 4.000

Excellent A- 90-92 3.667
Very Good B+ 87-89 3.333
Average B 83-86 3.000
Nearly Average B- 80-82 2.667
Below Average C+ 77-79 2.333
Marginal C 73-76 2.000
Poor C- 68-72 1.667
Unacceptable D 60-67 1.000
Failing F <60 0.000

*GPA computations are carried to the third decimal place from which rounding takes place to the second decimal place. See the
details about the quality point equivalent to each grade in LIU Brooklyn 2022-2023 Undergraduate Catalog, p.18.

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 Grading Rubrics
The following grading rubrics correspond to required assignments.

Class Attendance Grading Rubric

Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
Attendance / 100 Student is late to Student is late to class Student is late to class, or Student is late to class, Student is always
Promptness class or leaves or leaves early every leaves early, once every or leaves early, once in prompt and attends all
early every class week and/or misses 5 or two weeks and/or misses 3 a month and/or misses the class meetings
and/or misses 7 or 6 class meetings. or 4 class meetings during one or two class throughout the
more class the semester. meetings. semester.
meetings.

Class Participation Grading Rubric

Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
Participation 20 Student does not Student participates in Student participates in Student participates in Student actively
participate in the the session minimal the session somewhat the session mostly participates in the entire
session and/or and/or leaves and/or leaves classroom and/or leaves class session for the
leaves classroom (or classroom (or does not (or does not respond) 3 or classroom (or does entire semester. If the
does not respond) respond) 5 or 6 times 4 times per semester. If not respond) 1 or 2 student is remote, the
during the session per semester. If the the student is remote, the times per semester. If camera is always on.
more than 7 times student is remote, the camera is off 3 or 4 times the student is remote,
per semester. If the camera is off 5 or 6 per semester the camera is off 1 or
student is remote, times per semester 2 times per semester
the camera is not on
7 or more times.
Level of 20 Student never Student rarely Student occasionally Student proactively Student proactively
Engagement contributes to class; contributes to class by contributes to class by contributes to class by contributes to class by
in Class Student uses offering ideas and offering ideas and asking offering ideas and offering ideas and
electric device or on asking questions; questions; Student uses asking questions once asking questions more
SNS more than 7 Student uses electric electric device or on SNS per class; Student than once per class.
times per semester. device or on SNS more more than 3 or 4 times uses electric device or Student never uses
than 5 or 6 times per per semester. on SNS more than 1 or electric device or on
semester. 2 times per semester. SNS.

Listening Skills 20 Student never pays Student rarely listens Student listens when Student mostly listens Student consistently
attention when when others talk. others talk. Student also when others talk. listens when others talk.
others talk. Student Student regularly interrupts when others Student rarely Student incorporates or
is absorbed with interrupts when others speak. interrupts when builds off of the ideas of
other activities speak. others speak. others.
instead.
20 Student constantly Student frequently Student rarely displays Student almost never Student never displays
Behavior displays disruptive displays disruptive disruptive behavior during displays disruptive disruptive behavior
behavior. behavior during class. class. behavior during class. during class.
20 Student is never Student is almost never Student is prepared for Student is usually Student is always
Preparation prepared for class prepared for class with class with assignments prepared for class prepared for class with
with assignments assignments and and required class with assignments and assignments and
and required class required class materials half the time. required class required class materials.
materials. materials. materials.

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Presentation of Entrepreneurs

Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
25 No business model The entrepreneur’s The entrepreneur’s The entrepreneur’s The entrepreneur’s
Business is discussed business model of the business model of the business model of the business model of the
model enterprise is enterprise is discussed. enterprise is enterprise is clearly and
ambiguous succinctly discussed succinctly discussed
25 No key innovation is The key innovation the The key innovation the The key innovation The key innovation the
Key mentioned. entrepreneur entrepreneur pioneered is the entrepreneur entrepreneur pioneered
innovations pioneered is discussed. pioneered is discussed is discussed clearly and
ambiguous. succinctly. succinctly.

25 No consequence is The consequences of The consequences of the Discusses succinctly Discusses clearly and
Consequence mentioned. the business the business the entrepreneur the consequences of succinctly the
entrepreneur founded founded is discussed. the business the consequences of the
are ambiguous entrepreneur business the
founded. entrepreneur founded.
25 Presentation Presentation is Presentation is engaging, Presentation is Presentation is
Delivery exceeds 10 minutes. interesting, and ends and ends within 1-2 interesting, visually interesting, enthusiastic,
within 3-4 minutes minutes deviation from 5 engaging, and ends visually engaging, and
deviation from 5 minutes exactly in 5 minutes ends exactly in 5
minutes minutes

Individual Case Analysis Rubric

Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
20 No issue is discussed Does not recognize a Recognizes one problem, Recognizes more than Recognizes multiple
Issues problem or mentions not necessarily the key one key problem in problems in the case.
problems that are not problem in the case. the case. Indicates some issues
based on facts of the are more important
case. than others and explains
why
20 No perspective is Does not recognize the Recognizes one Considers the Clearly describes the
Perspectives mentioned. perspectives of any perspective in the case. perspectives of unique perspectives of
characters in the case individuals who are multiple key characters.
related to the
problems
20 No accurate fact is Simply repeats facts Repeats facts from the Considers facts from Discusses facts of the
Knowledge presented. listed in case and does case and discusses the the case and cites case in relation to
not discuss the relevance of these facts. related knowledge empirical and
relevance of these facts from theoretical or theoretical research and
empirical research add knowledge from
personal experience.
20 No action is Action is proposed but Proposes one feasible More than one Proposed actions seem
Actions proposed. it is infeasible. action. reasonable action to deal with the most
proposed. important issues
Quality of the 20 No quality work, no Little quality work, no Good business writing, Good business Professional business
Report legible, legible, average English, average writing, good English, writing, flawless English,
incomprehensible incomprehensible appearance, complete clean appearance, polished appearance,
English, no English, no reference. reference provided. complete reference complete reference
reference. provided. provided in the APA
style.

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 Opportunity Analysis
Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
20 No market analysis The size of your market The size of your market The size of your The size of your market
Market is discussed niche and key trends niche and key trends market niche and key niche and key trends
analysis explained sporadically. therein are discussed but trends therein are all therein are all discussed
incompletely. discussed completely. comprehensively.
20 No discussion of Competitors, Competitors, substitutes, Competitors, Competitors, substitutes,
Competitive competition is substitutes, threat of threat of new entrants, substitutes, threat of threat of new entrants,
analysis provided. new entrants, and the and the nature of new entrants, and the and the nature of
nature of competition competition are discussed nature of competition competition are all
are mentioned but incompletely. are all discussed discussed
sporadically. completely. comprehensively.
20 No opportunity The opportunity that The opportunity that you The opportunity that The opportunity that you
Opportunity analysis is provided. you are going after and are going after and why it you are going after are going after and why it
analysis why it has not been has not been addressed and why it has not has not been addressed
addressed are are explained but been addressed are are explained
explained sporadically. incompletely. explained completely. comprehensively.
20 No discussion on The nature and The nature and The nature and The nature and
Sustainability nature and sustainability of sustainability of sustainability of sustainability of
sustainability of competitive advantage competitive advantage is competitive competitive advantage is
competitive is discussed discussed but advantage is discussed discussed
advantage is sporadically. incompletely. completely. comprehensively.
provided.
Quality of the 20 No quality work, no Little quality work, no Good business writing, Good business Professional business
Report legible, legible, average English, average writing, good English, writing, flawless English,
incomprehensible incomprehensible appearance, complete clean appearance, polished appearance,
English, no English, no reference. reference provided. complete reference complete reference
reference. provided. provided in the APA style.

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 Business Plan Rubric
Level of Achievement < 60 % 60-67 % 68-79 % 80-89 % 90-100 %

Insufficient Unsatisfactory Satisfactory Competent Superior

Criteria Points
5 No front Cover page and/or Table of Cover page has nearly all Cover page has nearly all the Cover page has all the pertinent
Front matters contents are missing. the information. Table of pertinent information, but information: the company
Maters: contents is incomplete. they are not complete. Table name, title, date, address,
of contents follows. 4.5 contact information, and non-
disclosure and confidentiality
agreement. Table of contents
follows.
10 No executive Incomplete Executive Satisfactory Executive Complete Executive summary Executive summary
Executive summary is summary meeting almost all summary meeting some of meeting almost all of the comprehensively discusses: 1)
Summary: provided. of the criteria but missing 4 the criteria but missing 3 criteria but missing 1 to 2 out Full legal name of organization,
or more out of 13 criteria. to 4 out of 13 criteria. of 13 criteria. They are 2) Business idea, 3) Target
They are described not in 1 They are described in 1-2 described in 1-2 pages. market, 4) Type of organization
to 2 pages. pages. (manufacturing, wholesale,
retail) and products/service, 5)
Marketing and sales strategy, 6)
Key success factors, 7)
Economics of one unit
(optional), 8) Short- and long-
term business goals, 9)
Management skills and
resources – current and future
requirements, 10) Ownership –
owners, shares, and legal
structure, 11) Sources and uses
of funds, 12) Summary of the
financial projections, and/or 13)
Growth and exit strategy in 1-2
pages

10 No mission, Mission statement, vision Mission statement, vision Mission statement, vision Mission statement, vision
Mission, vision or statement, core beliefs and statement, core beliefs statement, core beliefs and statement, core beliefs and
Vision, & culture is culture, and social and culture, and social culture, and social culture, and social
Culture: discussed. responsibility commitment responsibility commitment responsibility commitment are responsibility commitment are
are mostly not discussed. are discussed but discussed completely. discussed comprehensively.
incompletely.

10 No description Industry, type of Industry, type of Industry, type of organization, Industry, type of organization,
Company on company is organization, needs, organization, needs, needs, strategic advantage, needs, strategic advantage,
Description: provided. strategic advantage, legal strategic advantage, legal legal structure, state of legal structure, state of
structure, state of structure, state of registration, location of registration, location of
registration, location of registration, location of operation, geographic reach, operation, geographic reach,
operation, geographic operation, geographic owners are discussed owners are discussed
reach, owners are mostly reach, owners are completely. comprehensively.
not discussed. discussed but incomplete.

15 No opportunity Research methods and Research methods and Research methods and Research methods and
Opportunity analysis or rationale for each, rationale for each, rationale for each, description rationale for each, description
Analysis & research is description of target description of target of target customer, industry of target customer, industry
Research: provided. customer, industry analysis, customer, industry analysis, environmental analysis, environmental
environmental analysis, and analysis, environmental analysis, competitor and analysis, and competitor
competitor analysis are analysis, competitor and analysis are discussed analysis are discussed
mostly not discussed analysis are discussed but completely, comprehensively,
incompletely,

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 20 No marketing Marketing strategy & plan, Marketing strategy & plan, Marketing strategy & plan, Marketing strategy & plan,
Marketing strategy or plan along with along with along with products/services, along with products/services,
Strategy & is provided. products/services, price, products/services, price, price, place, and promotion price, distribution, and
Plan: place, and promotion are place, and promotion are are discussed completely. promotion are discussed
mostly not discussed. discussed but comprehensively.
incompletely.

10 No discussion Management & operation, Management & operation, Management & operation, Management & operation,
Management on including team, R&D, including team, R&D, including team, R&D, physical including team, R&D, physical
and management physical location, facilities, physical location, facilities, location, facilities, inventory, location, facilities, inventory,
Operations or operations. inventory, production, and inventory, production, and production, and quality production, and quality
quality assurance are mostly quality assurance are assurance are discussed assurance are discussed
not discussed. discussed but completely. comprehensively.
incompletely.

Financial 10 No financial Financial analysis & Financial analysis & Financial analysis & Financial analysis & projections,
Analysis analysis is projections, such as start-up projections, such as start- projections, such as start-up such as start-up costs, sources
provided. costs, sources of financing, up costs, sources of costs, sources of financing, of financing, sales forecast are
sales forecast are discussed financing, sales forecast sales forecast are discussed discussed comprehensively.
comprehensively. are discussed comprehensively.
comprehensively.

Appendix 5 No appendix Resumes & position Resumes & position Resumes & position Resumes & position
matters matter is descriptions, sample descriptions, sample descriptions, sample descriptions, sample
attached. promotional materials, and promotional materials, promotional materials, and promotional materials, and
product and product product illustrations/diagrams product illustrations/diagrams
illustrations/diagrams are illustrations/diagrams are are all included and discussed are all included and discussed
mostly included and included but discussed but completely. comprehensively.
discussed but not not completely.
completely

Quality of 5 No quality is Average English writing with Good business writing, Very good business writing, Professional business writing,
the report found. some flaws, disorganized average English, average good English, clean flawless English, polished
appearance, and incomplete appearance, complete appearance, complete appearance, complete
reference provided. reference provided. reference provided. reference provided in the APA
style.

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 Oral Presentation Grading Rubric
Level of < 60 % 60-67 % 68-79 % 80-89 % 90-100 %
Achievement
Insufficient Unsatisfactory Satisfactory Competent Superior
Criteria Points
Organizatio 20 There is no Organizational Organizational pattern Organizational pattern Organizational
n structure in pattern (specific (specific introduction (specific introduction pattern (specific
the introduction and and conclusion, and conclusion, introduction and
presentation. conclusion, sequenced material sequenced material conclusion,
sequenced material within the body; and within the body; and sequenced material
within the body; and transitions) is transitions) is clearly within the body; and
transitions) is no intermittently and consistently transitions) is clearly
observable within observable within the observable within the and consistently
the presentation. presentation. presentation. observable and is
skillful and makes the
content of the
presentation
cohesive.
Language 20 There is lack of Language choices are Language choices are Language choices are Language choices are
language unclear and mainly mundane and thoughtful and imaginative,
choices. support the commonplace and generally support the memorable, and
Inappropriate effectiveness of the partially support the effectiveness of the compelling, and
languages are presentation. effectiveness of the presentation. enhance the
used. Language in presentation. Language in effectiveness of the
presentation is not Language in presentation is presentation.
appropriate to presentation is appropriate to Language in
audience. appropriate to audience. presentation is
audience. appropriate to
audience.
Delivery 20 No Delivery techniques Delivery techniques Delivery techniques Delivery techniques
consideration (posture, gesture, (posture, gesture, eye (posture, gesture, eye (posture, gesture, eye
for delivery eye contact, and contact, and vocal contact, and vocal contact, and vocal
technique is vocal expressiveness) expressiveness) make expressiveness) make expressiveness) make
observed. detract the the presentation the presentation the presentation
presentation, and understandable, and interesting, and compelling, and
speaker appear speaker appear speaker appear speaker appear
uncomfortable. tentative. comfortable. polished and
confident.
Supporting 20 There is no Insufficient Supporting materials supporting materials A variety of types of
Material supporting supporting materials (explanations, (explanations, supporting materials
material. (explanations, examples, illustrations, examples, (explanations,
examples, statistics, analogies, illustrations, statistics, examples,
illustrations, quotations from analogies, quotations illustrations, statistics,
statistics, analogies, relevant authorities) from relevant analogies, quotations
quotations from make appropriate authorities) make from relevant
relevant authorities) reference to appropriate reference authorities) make
refer to information information or analysis to information or appropriate reference
or analysis that that partially supports analysis that generally to information or
minimally supports the presentation or supports the analysis that
the presentation or establish the presentation or significantly supports
establish the presenter’s establish the the presentation or
presenter’s credibility / authority presenter’s establish the
credibility / authority on the topic. credibility / authority presenter’s credibility
on the topic. on the topic. / authority on the
topic.
Central 20 There is no Central message can Central message is Central message is Central message is
Message central be deduced but is basically clear and consistent compelling (precisely
message. not explicitly stated understandable but is with the supporting stated, appropriately
in the presentation. not often repeated material. repeated,
and is not memorable. memorable, and
strongly supported.)

*This rubric was created based on the Association of American Colleges and Universities (AAC&U) Oral
Communication VALUE Rubric.
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DISCLAIMER: The syllabus is a tentative schedule, and the instructor reserves the right to make any changes to fulfill
the objectives of the courses and meet students’ needs.

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