Evaluation Rubric for Entrepreneurial Venture Plan

This rubric may be used for self-assessment and peer feedback. The project grade will be based upon the following evaluation scale:
A - Exemplary: 184-230points
C & D - Partially Proficient or Incomplete: 115-160 points
B - Proficient: 161-183 points
F : Needs to be resubmitted - less than 115 points
ACTIVITY

Level 4

Level 3

Level 2

Level 1

INTRODUCTION-SECTION 1
Executive
Summary

13-15 points
Excellent use of language.
Convincing style.
No more than 2 pages.
All elements included.

11-12 points
All 7 points included.
Well laid out & logical.
Clear and concise.

9-10 points
Most parts of plan
briefly mentioned.
Table of contents
included.
Some effort to make
material concise.

0-8 points
Cover sheet done.
Brief description of
some areas of the
plan included.
Lacking in clarity
and/or consiseness.

Mission Statement

4-5 points
Well written.
Logical.
Well summarized and
excellent discussion of
points.

3-4 points
Excellent discussion of
venture type,
products/services and
venture philosophy.
Points well summarized.

2-3 points
All points covered in
limited detail..
Most points covered,
but some material
missing.

0-2 points
Brief description of
some of the 3
elements included.

MARKETING SECTION 2
Marketing
Research

8-10 points
Excellent data analysis.
Excellent choices.
Exemplary summary of
secondary research.

7-8 points
Good analysis of data
including graphs.
Good summary of
relevant secondary
research.

5-6 points
Analysis of
questionnaire data
included.
Basic discussion of
secondary research.

0-4 points
Minimal evidence of
questionnaire and
secondary research.

Marketing:
Competitor
Analysis

8-10 points
Excellent understanding
of competition
demonstrated.
Complete plan shown
illustrating how venture
will counter competitive
threats.

7-8 points
Very good selection and
discussion of
competition.
Evidence of a plan to
compete.

5-6 points
Some selection and
discussion of
competition.
Some evidence of a
plan to compete.

0-4 points
Little selection and
discussion of
competition.
Minimal evidence of
a plan to compete

Marketing:
Target Market

8-10 points
Excellent identification of
one or more target
markets.
Logical description
and/or explanation.

7-8 points
Detailed and clear
understanding of target
market documented.

5-6 points
Some understanding of
target markets shown.

0-4 points
Minimal
identification of a
target market is
mentioned.

Marketing:
Sales Projection

8-10 points
Excellent understanding
of HI/MID/LO
projections shown.
Very clear presentation
and documentation.

7-8 points
Plausible HI/MID/LO
projections shown.
Clearly explained and
documented.

5-6 points
HI/MID/LO
projections shown.
Some explanation and
logic documented.

0-4 points
HI/MID/LO
projections shown.

Marketing:
4 Ps
Entrepreneurship
6 Ps

8-10 points
Evidence of superior
understanding of the 4 &
6 Ps
Much creativity
demonstrated.
Outstanding plan shown..

7-8 points
Excellent understanding
of the market shown.
Plan clearly shows the 4
& 6 Ps geared to the
target market.

5-6 points
Logical plan
documented.
Each of the 4 & 6 Ps
related to the target
market(s).

0-4 points
Each of the 4 Ps
mentioned.
Some planning
shown for all or
some of the 4 & 6
Ps relative to the
target market(s).

POINTS

ACTIVITY

Level 4

Level 3

Level 2

Level 1

RESOURCE ANALYSIS AND OPERATING STRATEGY SECTION 3 & 4

Operations /
Resources

13-15 points
Excellent and complete
plan.
All types of resources
considered (Material,
Human and Financial
Consumable and Fixed).
Buying vs. Leasing
considered and discussed
completely.
Suppliers well-identified.
Costs clearly identified.

11-12 points
Plan is clear and
complete.
Most types of resources
considered (Material,
Human and Financial
Consumable and Fixed).
Buying vs. Leasing
discussed.
Most suppliers
identified.
Most costs identified.

9-10 points
Plan is complete.
Some types of
resources considered
(Material, Human and
Financial
Consumable and
Fixed).
Buying vs. Leasing
mentioned.
Some suppliers
identified.
Some costs identified.

0-8 points
Plan exists.
A few types of
resources considered
(Material, Human
and Financial
Consumable and
Fixed).
Buying vs. Leasing
not discussed.
Few suppliers
identified.
Few costs identified.

Operating Plans
and Contingency
Plans

8-10 points
All points (Layout,
location, resources,
materials, hours,
employees) incorporated
in plan showing excellent
and efficient deployment
and utilization.

7-8 points
All points (Layout,
location, resources,
materials, hours,
employees) clearly
incorporated in plan in a
logical manner.

5-6 points
Most points (Layout,
location, resources,
materials, hours,
employees )
incorporated in plan in
a logical manner.

0-4 points
Some points (Layout,
location, resources,
materials, hours,
employees)
incorporated in plan.

SWOT Analysis

8-10 points
Excellent analysis.
All 4 categories covered
in superb detail.

7-8 points
Complete analysis.
All 4 categories covered.
All 4 categories related
to the venture with
insight.

5-6 points
SWOT analysis done.
Some understanding
shown of relationship
of categories to the
venture.

0-4 points
Minimal SWOT
analysis done.
A very basic
understanding shown
of venture SWOTs.

FINANCIAL SECTION SECTION 5

Capital

8-10 points
Excellent Capital analysis.
All 5 categories covered
in superb detail.
Excellent understanding
shown of equity and debt
financing for the venture.

7-8 points
Complete Capital
analysis.
All 5 points covered.
All 5 points related to
the equity and debt
financing.

5-6 points
Capital analysis done.
Some understanding
shown of equity and
debt financing for the
venture.

0-4 points
Minimal Capital
analysis done.
A very basic
understanding shown
of venture
capitalization.

Finance:
Balance Sheets

13-15 points
Flawless opening and
closing balance sheets for
one year.
Professional presentation
style.

11-12 points
Neat and detailed.
All important elements
identified and make
sense.
Clear presentation style.

9-10 points
Logical and neat.
The numbers work
properly.
Most elements make
sense.

0-8 points
Some attention to
neatness and logic.
Minimal detail.
Some elements make
sense.

Finance:
Income
Statements

13-15 points
Flawless Income
Statements.
HI/MID/LO projections
included and fit superbly
for all elements of the
statements.
Well-documented
numbers.
Professional style.

11-12 points
Neat and detailed.
HI/MID/LO
projections included
and make sense for
most elements of the
statements.
Projections are
plausible.
Clear presentation style.

9-10 points
Logical and neat.
HI/MID/LO
projections included.
Some fit between
projection sequence.
Some elements make
sense.

0-8 points
Some attention to
neatness and logic.
Some attempt at
HI/MID/LO
projections.
Minimal detail.
A few elements make
sense.

POINTS

ACTIVITY

Level 4

Level 3

Level 2

Level 1

Appendices

16-20 points
Outstanding, creative and
professional
supplementary
information included,
such as marketing
analysis, marketing
brochures, technical
information, website
detail, charts, graphs etc.

14-15 points
Most relevant
supplementary
information included
and cross referenced to
the plan.

12-13 points
Most relevant
supplementary
information included
and cross referenced to
the plan.

0-11 points
Minimal relevant
supplementary
information
included.
Little crossreferencing to the
plan.

Work in Progress

32-40 points
Met all criteria at all four
interim meetings.
Excellent use of class
time assigned.
Worked well with Board.
Solid evidence of
progressive planned
approach.

26-31 points
Met all criteria at 3 of 4
interim meetings.
Used assigned class time
well, most of the time.
Worked well with Board
most of the time.
Used a planned
approach for most
elements.

22-25 points
Met all criteria at 2 of 4
interim meetings.
Used assigned class
time well, some of the
time.
Worked well with
Board some of the
time.
Used a planned
approach for some
elements.

0-21 points
Met all criteria at
none or 1 of 4
interim meetings.
Little attempt to use
assigned class time
well.
Little cooperation
with Board.
Last minute
approach.

Presentation

16-20 points
Outstanding

14-15 points
Great

12-13 points
Good

0-11 points
Completed

POINTS

OTHER

Base Mark:
/225
Bonus:
Cash Flow
Statement (MID
projection only)

4-5 points
Flawless cash flows.
Well documented and fit
superbly with plan.
Professional presentation.

3-4 points
Complete cash flows.
Documented and fit
with plan.
Neat and detailed
presentation.

2-3 points
Most elements of cash
flow included.
Some fit with plan.
Neat presentation.

0-2 points
Some elements of
cash flow included.
Minimal backup.
Minimal neatness.

TOTAL POINTS
/230