Identify and determine the driving forces in a new venture.

Online via Turn-it-in, in person

Assessment Type:

There are two individual assignments of 2,000 words each. Each assignment is worth 100 marks which is 50% of the available marks for the module as a whole. Students’ are to present in report format.

Indicative Assessment Requirements for the Module;-
There are two individual assignments (of 2,000 words each). Students’ are to submit in report format via Turn-it-in on or before the due time and date (see your student portal for time and date). There are two submission links on the portal one for assignment 1 and one for assignment two. Please ensure you put the right assignment in the right submission box.

Learning Outcomes for the module are coded L1 to L7 below.

Upon successful completion of the module the students will be able to:
L1. Identify and determine the driving forces in a new venture.
L2. Analyze how successful entrepreneurs and investors create, find, and differentiate profitable and durable opportunities; in particular, how they tell these opportunities apart from just “other good ideas”.
L3. Evaluate and determine how successful entrepreneurs and investors create and build value for themselves and others.
L4. Identify and determine the necessary financial and non-financial resources available for new ventures; the criteria used to screen and evaluate proposals, their attractiveness and risk, and know how to obtain start-up and early growth capital.
L5. Determine the critical tasks to be accomplished, the hurdles to be overcome during start-up and early growth, and what has to happen to ensure success.
L6. Apply the opportunity screening criteria to actual start-up ideas, and subsequently develop a business plan suitable for presentation to investors and industry participants.
L7. Develop and analyse integrated financial projections for a start-up venture.

Assignment Question 1
Learning Outcomes to be achieved: L1, L2, L4, L5 and L6 (see Learning Outcomes listed above).

Select a small firm of your choice and present it as a case study in the form of a written report. Demonstrate whether you consider the original vision and mission set for the business at the start up stage by the entrepreneur have been met and/ or adhered to. Use analytical frameworks in your work. Suggest improvements to pricing and methods of entrepreneurial pricing.


ASSIGNMENT 1 (2,000 words)

Select a small firm of your choice in the business to business or business to consumer sectors’ that has been trading for no more than 10 years and present it as a business case study in written report format. The firm can be in any country not just the UK. The firm can be in any sector and may be a service industry or manufacturing enterprise. In the report cover the history of the business, the growth of the business, the nature of the business, the main target markets and segments served by the business, the objectives set for the next five years, the original vision and mission set for the new venture by the entrepreneur and evaluate and comment on whether the original vision and mission set at the start-up stage have been met and /or adhered to. Use analytical frameworks and appropriate academic and conceptual models in your case study. (500 words)

Using the case study you have constructed from the above task as a vehicle for discussion and analysis and using appropriate evaluative frameworks critically appraise and discuss the organisation’s approach to pricing. Cover all aspects of pricing including promotional, discount pricing and the price quality relationship if applicable. You should cover pricing methods employed by the firm and pricing policy. Suggest how a more entrepreneurial approach to pricing might be used by management to improve turnover, net profit margins, cash flow and the reputational marketing of the firm. Present your suggestions and recommendations in the form of 24 months business plan for pricing strategy objectives, targets and implementation. Use analytical frameworks in your work. (1,500 words)

Total 2,000 words – 100% of the available marks for assignment 1 – present in report format)
Use a specific small firm venture and develop this venture as a short CASE STUDY (500 words). Cover the history, nature of the business, target markets, the objectives, vision and mission set for the new venture. Evaluation and comments on whether the original vision and mission set at the start-up stage have been met and /or adhered to. Use of analytical frameworks in the work. (Up to 25 marks)

Students’ should use the business start-up case developed in the first part of assignment 1 in considering the use of pricing within the firm in the rest of the assignment. (Up to 12 marks)

Critical analysis and imaginative entrepreneurially based suggestions and recommendations for future pricing improvements together with a clear rationale and justification. (Up to 15 marks)

Demonstrating and employing your knowledge of entrepreneurship and your entrepreneurial skills developed on the course within the assignment. (Up to 13 marks)

Demonstrate a good grasp of entrepreneurial theory and practice in the construction and content of the business report on achieving improved entrepreneurial pricing strategies to improve cash flow, profit margins and the reputational marketing of the enterprise. (Up to 13 marks)

Conceptual models and academic frameworks should be used to support the points made in the report where appropriate. (Up to 12 marks)

Write in report format and produce a case study and management report of professional quality in terms of content, structure and standard of presentation. (Up to 10 marks)

Additional material can be placed in the appendix. The appendix does not count in terms of the word length requirements. Only relevant additional material to support the written work in the actual report should be included in the appendix.

Similar examples may be used as such examples have been covered on the program. A critical discussion and examination is required for the above points.
Your work must be presented in a report format style. As an academic piece of work you are expected to link theory and practice. Make full use of the academic and other literature to support the points made. Give a critical discussion and evaluation of the different positions held in the literature evidence. You should take care to ensure that the work you submit has a high standard of structure and presentation. You must acknowledge the sources of information and evidence using the Harvard referencing system. All assignments are subject to the University’s regulations on plagiarism and must be submitted in electronic form for checking.

Guidelines to students’

Criteria for excellent/good, average, poor/inadequate answers

Excellent/ good answer

Excellent and good students’ will use a specific small firm and develop this firm as a short CASE STUDY. They will cover the history, nature of the business, the objectives, vision and mission set for the new venture. They will provide an evaluation and produce comments on whether the original vision and mission set at the start-up stage have been met and /or adhered to. Students’ will use analytical frameworks’ in the work. Students’ will provide a critical analysis and imaginative entrepreneurially based suggestions and recommendations for future pricing improvements together with a clear rationale and justification. Excellent and good students’ will demonstrate their knowledge of entrepreneurship and their entrepreneurial skills developed on the course within the assignment. They will be expected to provide a logical and cogent critical discussion and provide an answer containing academic and conceptual depth. The difference between excellent and good is likely to be in the areas of the extent of criticality provided in the discussion, the degree of focus on the specific question asked, structure and provision and critical evaluation.

Average answer

Average students’ will produce a short small business case study but such a case is likely to be less well structured and less informative than with the case of excellent and good students above. They are likely to discuss price and will put forward some suggestions as to how the pricing strategy of the enterprise may be improved in the future. They may mention cash flow and the effect of pricing policy on the perceived reputation of the enterprise. The suggestions made may lack the entrepreneurial imagination and depth given by excellent and good students’ discussed above. Average students’ may not adhere completely to the specific question given and answers may lack focus and be rather general in nature. Answers may lack the degree of criticality and entrepreneurial focus asked for in the question.

Poor/ inadequate answer

Poor and/ or inadequate answers’ are likely to be too generic with the candidate failing to answer the specific question set. There is likely to be a small business case study but this may be poorly constructed and lack focus. There may well be a discussion on pricing and future pricing improvements but this discussion may be superficial and lack critical depth. There will be little critical examination or discussion and the answer will be more descriptive than analytical. There will be limited evidence of the ability to apply entrepreneurial skills and knowledge. The difference between a poor but marginally successful answer and a inadequate answer that fails to achieve the required standard for a pass grade is like to be one of degree in terms of structure, the level of focus, critical examination and critical discussion provided.


Please ensure that your assignment has:
A table of contents
A list of figures and/ or list of tables where appropriate
Introduction/ Executive summary
Literature Review- and Critical Analysis
References / Presentation
Appendices if appropriate
It is emphasised that this report is to be the work of the individual student and should reflect individual entrepreneurial ideas; comprehension of the tasks involved; views; critical awareness; use of theory; interpretation and judgements; use of evidence; evaluation and a systematic approach to the use of research.

The above requirements are indicated as the required areas of focus for you to articulate your individual responses. The submission of your work for assessment should be organised, clearly structured in the order outlined above.

MARK 29 or less 30 – 39 40 – 49 50 – 59 60 – 69 70 +

Has the question been answered?
Vague, random, unrelated material Some mention of the issue, but a collection of disparate points Barely answers the question – just reproduces what knows about the topic Some looseness/
Digressions Well focused Highly focused
Is there evidence of having read widely, use of appropriate and up to date material to make a case? No evidence of reading.
No use of theory – not even hinted at implicitly. No evidence of reading.
An implicit hint at some knowledge of theory, etc. No evidence of reading. Very basic theories mentioned but not developed or well used. Some reading evident, but confined to core texts. Good reading.
Good range of theories included. Excellent reading.
Well chosen theories.
Are ideas summarized rather than being reproduced, and are they inter-related with other ideas?
No theory included. Vague assertions/poor explanations. Long winded descriptions of theory.
Some long winded sections.
Some quotations but stand alone.
Some inter- connections. Good summary of theory.
Good use of quotations that flow with narrative.
Good inter-connections. Succinct, effective summaries of theory. Excellent choice and threading of quotations into argument. Good counterpoising of a range of perspectives.
Does it show appropriate use of theory in a
practical situation? No examples No/limited/
inappropriate examples Few examples Uneven examples Good examples Excellent range of examples.
Does it identify the key issues, etc in a given scenario, proposal or argument? Vague assertions about issues. Largely descriptive with no identification and analysis of central issues. Limited insight into issues. Some good observations. Good, detailed analysis. Comprehensive range of issues identified and discussed fully.
Does it critically assess material?
Are there a workable and imaginative solutions? No evaluation. Uncritical acceptance of material. Some evaluation but weak. Little insight. Good interpretation. Some but limited sophistication in argument.
Good critical assessment. Independent thought displayed. Full critical assessment and substantial individual insight.
Thorough and accurate citation and referencing No referencing No referencing Limited/poor referencing Some inconsistencies in referencing
Appropriate referencing Appropriate referencing
Logical and coherent structure to argument and effective presentation
No structure apparent.
Poor presentation.
Poor structure.
Poor presentation. Acceptable, but uneven structure.
Reasonable presentation. Reasonable structure.
Good presentation. Good argument.
Well presented material. Excellent argument.
Very effective presentation format.

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