BUSINESS PLAN EVALUATION CRITERIA

DATE SUBMITTED:
DATE REVIEWED:

BUSINESS NAME:
BUSINESS OWNER:

INTRODUCTORY

PRODUCTS AND SERVICES

MARKET ANALYSIS

MARKETING PLAN

SALES PLAN

2
Introduction is clear, concise,
and effective; summary
provides a thorough overview
of background and
demography, and fully
outlines and describe main
points

1
Introduction provides
satisfactory overview of
backrground and
demography; summary is
missing a few minor points,
but meets expectations

0
Introduction does not present
a clear overview of
backrground and demography;
main points are not outlined,
or cannot be understood

2
Presents product/service idea
thoroughly and effectively,
including overall strategic
direction; fully outlined the
reason for launching the
venture and clearly describes
business focus and model;
convincingly articulates the
company's destinctive value
proposition.

1
The product/service is clearly
presented; strategic elements
are satisfactorily outlined;
with few minor ommissions,
the business plan describes
the reason for starting the
business, product or service
offered, and the business
model; business description is
lacking some details, but
meets minimum standard.

0
Plan is missing the
product/business description,
or description of product or
service is vague and
inadequately developed; few if
any details are provided
regarding product/services
offered and startegic
elements; business model is
not sufficiently described; dos
not clearly describe the
benefits of good/servidee
offered and how it addresses
consumer needs; overall
compan focus is unclear

2
Provides thorough market
analysis of market size,
segments, amturity,
opportunities and threats in
the market, overall trends and
outlook of the industry and
majorn competitors;
specifically identifies target
market and consumer
demohraphics, and fully
describe niche in which the
business will operate; clearly
presents significant
competitive advantages and
effectively analyzes their
impacts n organizational
success.

1
Business plan provides major
characteristics of the market,
but analysis is limited or
missing a few elements;
market attributes are
described and their impacts
on the business are
adequately assessed; plan
identified competitive
advantages of the business
but a discussion of its
contribution to its
contribution to the success of
the business is missing or
less than fully developed;
market anaylsis is
appropriately developed

0
Market Analysis is not
provided, is inadequate, or is
incomplete in significant
respects; evaluation of
important market
characteristics is lacking detail
and does not present
comprehensive assessment of
the industry in which the
business will be competing;
limited competitor and market
analysis are provided ; few if
any competitive advantage
are identified, and no analysis
of their effect is provided

2
Clearly outlines and describes
the marketing plan and an
effective overall marketing
strategy for the proposed new
enterprise; provides details
regarding pricing, promotion,
advertising, distribution,
media usage, public relations/
web-social media presence;
fully describes sales
management plan and
composition of sales force;;
provides comprehensive and
detailed budget for marketing
plan

1
Marketing plan is outlined,
but less than fully described;
the plan summarizes the
marketing strategy, but is
missing a few elements;
some specifics regarding
pricing, promotion,
advertising, distribution,
media usage, public relations,
and web/social media
presence are provided but,
but some details ar not
described; the plan
adequately addresses a sales
management plan, and a
satisfactory budget is
provided

0
Marketing plan is notprovided,
or is inadequate, imprecise, or
incomplete in significant
respects; description of
important characteristics of
the marketing strategy is
vague and lacking detail; a
sales management plan is not
identified or not sufficiently
described;external service
provider that will support the
management team are not
identified nor sufficiently
described

SALES PLAN

MANAGEMENT

FINANCIAL FORECASTS

SCORE
9-14

Effectively outlines and

develops sales plan for the
proposed new enterprise; the
plan clearly identifies needs
relatig human resources,
facilities, technology and
infrastructure; fully describes
plan for logistics and supply
chain management

Sales plan is outlined, but

less fully described; the plan
summarizes human resource,
facility and technology needs,
but is missing a few
elements; a logistics and
supply chain plan is
satisfactory outlined; few
details are not described, but
plan meets expectations

Sales plan is not provided, or

is inadequate, not fully
developed, or incomplete in
significant respects; desription
of important resource needs is
vague and lacking detail; a
logistics and supply chain plan
is not provided or is not
sufficiently described

2
Clearly outlines and describes
the management plan for the
new enterprise; detailes of
responsibilities and roles of
key members of management
team and their strenghts are
higlighted

1
Management plan is outlined
but less than fully described.
Support element is identified
but the description of their
contribution is partially
developed and explained

0
Management plan is not
provided,or is inadequate,
imprecise, or incomplete in
significant respects; does not
present a compelling case for
credible, capable and
professional managemet team

2
Presents an accurate, realistic,
and achievable financial plan
for the proposed new
enterprise; the plan includes
reasonable and fully
supported sales forecast and
income projections, pro-forma
financial statements, a breakeven analysis, and a capital
budget; the plan clearly
identifes and effectively
justifies possible sources of
financing

1
Plan outlines the principal
financial elements but
analysis is limited or missing
few minor components; sales
forecast, income projections,
pro-forma finanacial
staements, a break even
analysis and a capital budget
are included, but are less tha
fully justified; the plan
outlines possible sources of
financing and is adequate in
most respects

0
Financial plan is notnprovided,
or inadequate, unrealistic or
incomplete in significant
respects; projection of key
components are inaccurate;
alternative finanacing sources
is not provided

EQUIVALENT
Acceptable