Assessment Brief: Entrepreneurial Development 2020-2021 Version 1.

2 181020
Academic year and term: 2020-2021

Module title: Entrepreneurial Development

Module code: BUS020X613A

Module Tutors:
Learning outcomes 1. Knowledge outcome- You will be able to develop in-depth
assessed in this module understanding of the entrepreneurial process of finding valuable
opportunities and developing a well-structured and financed
business to pursue them.
2. Intellectual / Transferable skills outcome- You will be able to
develop an advanced (i.e. C-level) business development plan
which demonstrates creativity, independent thinking and use of
leading scholarly literature.
3. Able to deploy a wide range of primary and secondary
sources of information as evidence to support your plan.
4. You will be able to present your ideas in business level
presentation and written formats.
Types of assessment: Two Parts A and B
Part A (compulsory formative) Group presentation prepared by the
whole group of the value creation and outline value capture
proposal expert panel and peer assessment PowerPoint submitted
as PDF file to Turnitin.
Part B (compulsory summative). Individual C (Chief) level business
development (value capture) report including follow-up to Part A
feedback. Word file submitted to Turnitin Two Parts A and B.

1
 Formative Assessment TBA around Week 8 depending on expert panel availability
Deadline:

Summative Assessment
Deadline:

Instructions for assessment

Parts A and B are compulsory and linked e.g. the material in Part A is carried forward into Part B modified using expert feedback and further
learning. Feedback given in Part A and the response (i.e. follow-up) must be included in the summative.
The marking Scheme (100%) is the same for both Parts A and B.
High Marks
High marks will be awarded to new, creative and innovative solutions that are clearly profitable and supported by details and evidence
(research) that aim to attract finance: investment and/or loans.
The main Value Creation e.g. Value Proposition Canvas and the Value Capture e.g. Business Model Canvas parts and other elements of the
taught syllabus (which includes the readings) should be correctly understood and applied. A superficial understanding (i.e. not at QAA level 6)
will not pass.
The syllabus contains many techniques to find and access new/innovative business opportunities that would be attractive to investors.
Opportunities must be a) feasible (not based on fanciful ideas and assumptions) and b) financial viable i.e. clearly profitable based on evidence
and c) have the potential in future to scale.
Opportunities can a) be completely new or b) a re-engineered or re-imagined version of an existing business.
Student must specify which techniques from the syllabus they used to develop the opportunity.
Opportunities used in previous modules are not acceptable, opportunities that are copies, clones or close variants of existing opportunities are
also not allowed.
Students can create new value by a) discovering new ends e.g. unmet needs and/or b) applying new means yo solve existing needs e.g. i)
Block-chain, ii) Artificial intelligence iii) Carbon neutral iv) Circular no environmental economy v) Social inclusion and equality.

2
The emphasis in your work must be on: a) how you found the opportunity b) the novelty, uniqueness, creativity of the opportunity b) the
financial profitability of the opportunity, c) evidence gathered using academic research methods, d) the realism and feasibility of the business
development (value capture) plan. The value capture plan must be of a quality to gain the finance needed to bring the opportunity to reality.

Students are advised to use diagrams (e.g. VPC, MVP, BMC and other models), tables and spreadsheets to support their plan (it also saves on
word count).
Do not cut and paste from lecture notes and websites etc., it doesn’t demonstrate understanding. All references will be checked during the
marking process and should be from the taught syllabus readings or closely related sources.
Marking Criteria 1. Creative application of accurately referenced academic principles, theories and ideas and from the module
syllabus. (30%)
Students must demonstrate engagement and study of the content of the taught syllabus and its core texts (Ries, Osterwalder and Pigneur, and
readings e.g. Blank, etc. and other learning materials at a detailed level. The concepts used in this module are not self-explanatory and
referenced definitions are expected at university level 6.
2. Use of primary and secondary data to support your decisions (30%)
You must engage with customers, suppliers and other partners using the VPC and MVP. Your decisions must be supported by primary and/or
secondary data e.g. marketing research. Many students lose marks here by not providing evidence to support their plan. The university
provides access to several up to date professional secondary market research databases e.g. Mintel, Market Line, etc.
3. Critical entrepreneurial/business evaluation (30%)
Use of feedback and expert opinion. You must reflect upon (think about) and assess your choices e.g. different options and their strengths and
weaknesses in terms of robust entrepreneurial judgement/business acumen. Show evidence of working with and sharing information with other
C levels in your group as a C-level team, using experts, and tools e.g. Simventure (You can request a free evaluation license at:
https://simventure.com/free-trial-software/)
4. Logical structure, clear use of English (visual, spoken, written), font, referencing, and use of word limit. (10%)
Communication skills in English are a key learning outcome. Reference your secondary data sources carefully not just ‘cut and pasted’
browser web links. Academic references will be checked and those not clearly from or connected to the taught syllabus, or are of low quality
e.g. (tutor2u) will lose marks.
See the assessment rubric at the end of this briefing for specific details of how to achieve a mark in your target grade banding e.g. a 1:1 (a
First).

3
Part A Compulsory Group PowerPoint slide Presentation to Panel of Experts via Zoom
This compulsory assessment is essential preparation and foundation using the feedback for the Part B assessment.
Groups will be made up of five (5) persons either a voluntary association or selected by the tutor. The tutor will under no circumstances get
involved in group C level management. Approval
The first step is to have your tutor approve by email your business idea. This must be done before the seminar of Week 4.
Format: PowerPoint slides must be converted to a PDF file (to reduce file size) submitted to Turnitin.
Word Limit: Ten (10) slides. It is a visual presentation use diagrams, tables, etc not words. PowerPoint slides full of text will received a low mark
and will have to be re-submitted, annotated detailed notes must be provided at the bottom of each slide. Clear presentation of content on the
slides helps the understanding of your ideas.
Students must regard the reader for Parts A and B as potential investors/financiers. e.g. for Part A angel investors and banks screening new
lean start-ups before allowing a detailed Part B to be prepared Structure:
For Part A students must:
1. Full name and student id plus a photo of the students (all must be present i.e. on-line). Name of Product/ Service with a (one) diagram
to describe it. 1 slide. Date of approval by tutor by email.
2. Explain why this is a profitable, competition beating, value creating ‘lean’, investable entrepreneurial opportunity. Complete this
sentence: If your lean start-up never existed, the world would be worse off because… 1 slide
3. Details of your creative cognitive work that applied elements of the taught syllabus to develop and validate the new opportunity. 1 slide.
4/5. Present and explain Value Creation using a Value Proposition Canvas (with extensions and detailing as per the taught syllabus) 2 slides
e.g. a) Customer Profile b) Value Map. Note: Begin with Customer Jobs (the part of their life where you create value).
6. Mock-up/role play/demo of the Minimum Viable Product (MVP).
7/8. Present and explain the Business Model (means to ends transformation process) and an outline Business Model Canvas (Value Capture)
(with extensions and detailing as per the taught syllabus) 2 slides.
9. Business Research and Data Gathering Plan i.e. The Part B hypotheses to be researched (see Ries Chapter 4 alchemy to science) 1 slide.
10. Principal Harvard style references listing a) scholarly works and b) secondary data sources. 1 slide. Note simple cut and pasted web
references URLs (uniform resource locator) are unacceptable at level 6 1 slide.
Total ten (10) slides.

4
Each slide will be allocated about 3 mins presentation time, given a maximum total time of 30 minutes plus 10 mins feedback from the
audience/expert panel. Students must take careful notes of the feedback as it must be followed up in detail. Have the Powerpoint available and
add comments as your presentation unfolds and/or record the feedback on a mobile phone.
Part A Grades:
The group presentation will be graded by the tutor into 3 broad ‘traffic light’ indicative categories using the marking criteria. At this stage the
quality of the business proposal and the understanding of the syllabus will be key.

Green 60% plus (in good shape to progress to Part B).

Amber 40-50% (can progress to Part B, but substantive changes are required).

Red 40% or below (inadequate (fail) and should not proceed, contact your tutor for guidance).

Part B Summative Assessment: Individual Venture Development Proposal (submitted to Turnitin as Word Document) (100% of
module marks
Format: Lean Start-Up Business Development Plan (one C-level perspective) with full Harvard references.
Font: Arial font size 11 or 12 point, (this font). In the business world organisations will have a compulsory ‘house style’ and font.
Word Limit: 3000 words i.e. the Appendices and References do not count towards the 3000 word limit.
Prerequisites for Part B:
The individual report must reference the tutor’s prior approval, presentation of Part A and the feedback received. Any
reports not meeting these criteria will not be read, not given feedback, and will receive a mark of zero.
Task:
As this is individual work students take one C level perspective from: CMO, COO, CTO, CHRO, CFO (Note: there is no CEO role). .
Chief Marketing Officer (CMO) – value proposition, advertising, customer engagement, sales, etc.
Chief Operating Officer (COO) – doing the business, making product, delivering service, shipping, orders, suppliers, partners, etc.
Chief Technology/Information Officer (CTO/CIO) – Core technical solution (if there is one) also key IT systems and data processing, etc.
Chief Human Resources Officer (CHRO) – deciding the organisational structure, the balance between employed and contract staff, specifying,
hiring and developing people to be employed in the business, etc.

5
Chief Finance Officer (CFO) - costing, pricing, cash management, need for finance, raising finance, etc.

There is no CEO role (strategic decision making is shared). Groups will hold Board meetings on Zoom or similar and collectively agree
strategic decisions.
Each perspective must be different from other members of the group. Students can collaborate but not collude beyond Part A. If there are
elements of a student’s submitted plan that are plagiarised those parts will receive zero marks regardless of the original author and will likely
result in an investigation of suspected misconduct.

Structure Note: Common Group components are highlighted in blue.

Lean Start-Up Business Plan Components.

Cover page. A photo or diagram of the product/service that conveys its creativity.

1. Introduction to the Lean Start-Up. (250 words). The C level perspective being taken, the Part A process including feedback. Profit, creativity,
lean characteristics.
2. Business Objectives. Profit, sales revenue and profit margin objectives for the first three years of operation (250 words).
3. Value Creation: Customer Value Proposition Canvas (Diagram) Minimum Viable Product
Individual student explanation, extensions and details as per the taught syllabus. (500 words)
4. Value Capture: ‘Lean’ Business Model Canvas (Diagram)
Individual student explanation, extensions and details as decided by the individual student) of the Business model
(means-ends transformation process. (500 words)
5. Detailed Development Plan (1000 words) with references to Appendix I One of :
The CMO Marketing Plan
The COO Operational Plan
The CTO Technical Solution and Information Technology Plan
The CHRO Human Resources and Organisation Plan
The CFO Financial Plan (Note: All students must explain why the start-up is financially viable and profitable)

6
6. Critical evaluation of the plan and any possible future developments, competitor moves, changes in customer needs that need to be
accounted for (e.g. Pivots see Ries Chapter 8). (250 words)
7. Summary: Why is a profitable, competition beating, value creating ‘lean’, investable entrepreneurial opportunity? Why should someone
invest in and/or provide loan finance to this Lean Start-Up? Complete this sentence: If your start-up never existed, the world would be worse
off because… (250 words)
The plan must include one appendix: (not included in the word count).
Appendix I) Primary and Secondary Market Research
Supporting data for the specific C level plan presented e.g. market size, market growth, customer preferences, segments, competitors, key
partners, channels, technologies, job descriptions, labour market information, sources and cost of finance, etc.) How will we support you
with your assessment?

The University has the Academic Achievement Team, the Business School librarian and also the Studiosity service all available from Moodle.
This assessment follows directly on from the formative Part A where all your basic questions and concerns are addressed. These assessments
will be constructed step-by-step in seminars class and in group meetings (e.g. please meet in a manner that complies with COVID-19
regulations e.g. line arrangements).Support is given each week. The case studies and core texts directly support the assessment and must be
studied carefully. Students are strongly advised to book a 20 minute one to one tutorial to present their detailed table of contents, receive
feedback and ask questions.
• There will be an assessment briefing in Week 2 will follow-up briefings on specific parts of the assessment in seminars.
• You will receive feedback from an expert panel and an indicative mark for the formative feedback.
How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid (rubric) provided in this assessment brief. When you access your
marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.
Referencing
You MUST use the Harvard System. Level 5/6 students are expected to have developed a high competence referenced thought leadership.
Assignment submissions

The Business School requires a digital version of all assignment submissions. These must be submitted via Turnitin on the module’s Moodle
site. They must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes. They must be submitted by 2pm

7
on the given date. For further general details on coursework preparation refer to the online information via StudentZone
http://studentzone.roehampton.ac.uk/howtostudy/index.html.

Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation
The University Mitigating Circumstances Policy can be found on the University website - Mitigating Circumstances Policy

Marking and feedback process

Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance
processes that we go through to ensure that students receive marks which reflects their work. A brief summary is provided below.
• Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.
• Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
• Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to
confirm whether they agree with the mark and feedback.
• Step Four – Work at level 5/6 then goes to an external examiner who will review a sample of work to confirm that the marking between
different staff is consistent and fair.
• Stop Five – Your mark and feedback is processed by the Office and made available to you.

Resit Assignment Details

Resit submission date: TBC (Date on Moodle when known)
For students who are offered a resit you are required to improve and resubmit your original work as well as adding a further reflective
commentary discussing what you have learned from the process.
You must resubmit your work using the specific resit Turnitin link on Moodle. You should:
1. Review your previously submitted work and read carefully the feedback given by the marker.
2. Use this feedback to help you revisit and rewrite your work, improving it in the areas identified as weak in the original marking process
3. Include with your resubmission an additional reflective piece (up to 300/500 words#) on what you understand was weak, how you set
about addressing this and what you have learned from this that may help you with further assignments. You should address the following
specifically:
i) Identify tutor feedback points on your original work and identify where/how the resit work has changed (give page number) in response to
feedback ii) Identify the lessons you have learnt from doing the resit

8
iii) Reflect on how your feedback and this process will help you improve future assignments
If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective
piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose
to address this in the future. If you have issues with confidentiality of your reasons for non-submission then you could reflect on how you have
met the learning outcomes for the module, how you can use what you have done on the module to support your future career and what
skills/employability attributes you feel the module has helped you to develop.
If you were deferred at the first assessment opportunity you do not need to include the reflective piece as this is a first submission at a later
date, not a resit.
The original marking criteria will still apply (see marking grid provided above*) except that the 10% weighting for presentation will be awarded
instead to your reflective piece
# up to 300 words at level 4 and up to 500 words at level 5, 6 and 7 – note this is a maximum not an expectation
*this refers to your marking grid included in your assessment brief

Detailed Rubric for Assessing Both Parts A and B

Outstanding Excellent Very Good Good Marginal Fail Fail Not done
Satisfactory Adequate
100 (80-89) (70-79) (60-69) (50-59) (40-49) (30-39) (20-29) 0
85 75 65 55 45 35 25

Criteria 1 Deploys Deploys Demonstrate Clear Clear evidence Sufficient Some Little Missing.
(Creative latest thinking creatively s knowledge evidence of of reading and referenced referenced knowledge Wholly
Applicatio and and and creative deep study, study of knowledge of incorrect.

n of applies critically the application of reading, course of syllabus. knowledge of syllabus.

Principles principles in a latest all syllabus reflection and materials and No major syllabus. Irrelevant
30%) highly thinking and teaching understandin clear element references
creative way application points. g through understanding. missing. .

9
 to a of principles. application.
publishable
standard.
Criteria 2 Latest Creative Going the Specific Relevant Basic Some Little data Missing.
(Primary relevant gathering extra mile business quality data business specific or Wholly
and market and use of e.g. in depth research from a research for business business incorrect.
Secondary research market primary designed to variety of each research but research
Data directly linked research research. support data sources. element of with gaps. conducted
Support to each including New insights decisions. the plan.
30%) decision. qualitative into chosen
and market
quantitative segment(s).
data.
Criteria 3 Implementabl Implementa Convincing Use of Understands Discussion Some Few Missing.
(Critical e of ble ‘realistic’ options and structured challenges and of some options and options Wholly
entrepren publishable plan backed decisions method to opportunities options and pros and cons and little incorrect.
eurial/busi (case study) by highest based on evaluate of the business key syllabus but with gaps. critical
ness quality. level of genuine options and scenario being discussion thought
evaluation critical current about key
choices using planned for. points.
30%) business knowledge of syllabus
syllabus
thought. local concepts.
discussion
conditions.
points.
Criteria 4 Professional Professiona Succinct and Clear, easy Use of Table of Difficult to Little Missing.
(Logical standard l standard direct with no to syllabus to contents, read/incompl structure, Wholly
structure, report/ report/prese ‘waffle’ or understand structure and relevant ete. poor use incorrect.
use of presentation ntation that diversionary e.g. flows some own headings, E.g. no table of English,
English, that would adds to the discussion or and makes designed and spell of contents, referencin
etc.10%) convince a realistic and overlong good links to diagrams and checked, some g, etc.
senior convincing appendices. the tables to clear headings but
executive to nature of Has answers appendices illustrated and English, elements
act. the plan. to key etc. summarise. accurate missing.
questions. references. Irrelevant
references

10
11