FACULTY OF FOREIGN LANGUAGES

DIVISION OF BUSINESS ENGLISH

Course: BUSINESS START-UP

Code: 001197
BUSINESS/START-UP PLAN ASSESSMENT RUBRIC

Assessment Rubrics
1. Content (35 points) 4000 – 6000 words
2. Presentation and Structure (5 points)
3. Writing Clarity and Style (5 points)
4. Consistency (5 points)

Criteria Excellent (5) Good (4) Fair (3) Needs Improvement (1-2)

Concise and comprehensive

Summarizes key aspects of the
overview of the business Executive summary is vague
business plan effectively. Provides a basic overview of
Executive concept, market analysis, and or incomplete.
Identifies market opportunities the business plan components
Summary financial summary. Fails to highlight critical
and outlines financial but lacks depth or clarity.
Demonstrates a clear elements of the business plan.
projections.
understanding of key elements.

Business Description is comprehensive Description is well-developed Description covers a Description is superficial or

Description and exceptionally well- and includes most key majority of the key lacks clarity regarding the
developed. All key components components. Explanations are components but lacks depth business model. Addresses
are addressed thoroughly, with clear and logical, with minor or clarity in some areas. only a few key components
clear, coherent, and creative gaps or areas needing further Connections between and is underdeveloped.
explanations. Each aspect detail. The alignment between components may be weak or Explanations are vague, lack
aligns logically with the overall components is good, though inconsistent. Some parts coherence, or fail to
business strategy and some elements may lack may seem underdeveloped demonstrate understanding.
 Criteria Excellent (5) Good (4) Fair (3) Needs Improvement (1-2)

demonstrates deep
understanding.
Provides a detailed rationale for Several elements are missing
the concept's viability. depth or originality. or generic. or poorly integrated into the
Demonstrates a clear vision for overall business model.
the business venture.

Provides a comprehensive and

Describes the product/service
detailed description of the
effectively, highlighting key Description is insufficient or
product or service, emphasizing Description lacks depth or
attributes and customer lacks clarity regarding the
features, benefits, and unique could be more specific in
Products/Services benefits. Provides a solid product/service offering,
selling points (USPs). conveying product/service
overview of the offering but hindering understanding of its
Demonstrates thorough details and customer value.
may lack depth in certain value proposition.
understanding of customer
aspects.
needs and value proposition.

Conducts thorough market

Presents a comprehensive Market analysis is adequate
research demonstrating a deep Market analysis is superficial
analysis of the market but may lack depth or fail to
understanding of target or overlooks important market
Market and landscape, identifying key draw robust conclusions from
audience, industry trends, and dynamics, incomplete/ with
Industry Analysis opportunities and challenges. the research findings.
competitive landscape. Provides limited evidence of informed
Draws reasonable conclusions Analysis is somewhat
insightful conclusions based on decision-making.
supported by evidence. generic.
data analysis.

Marketing Plan Develops a strategic and well- Outlines effective marketing Strategies are outlined but Marketing and sales strategies
aligned marketing and sales and sales strategies with clear could benefit from more are underdeveloped or not
plan (including product/service implementation steps. detail or specificity in fully aligned with business
positioning, pricing, promotion, Demonstrates understanding of execution. objectives, lacking innovative
and distribution strategies) customer acquisition and Alignment with business or effective approaches.
tailored to the target market and objectives is evident but may
 Criteria Excellent (5) Good (4) Fair (3) Needs Improvement (1-2)

business goals.
Includes innovative promotional
retention strategies. need refinement.
tactics and customer acquisition
strategies.

Constructs a detailed and

Presents a coherent operations
feasible operations plan Plan is incomplete,
and management plan with Plan lacks some detail or fails
covering production, logistics, unrealistic, or overlooks
realistic goals, resource to fully address key
Management and staffing, technology, and critical operational and
allocation, and organizational operational and managerial
Operations Plan management structure. managerial considerations,
structure. Addresses potential aspects critical for successful
Considers scalability, efficiency, posing significant
operational and managerial implementation.
and leadership roles within the implementation risks.
challenges effectively.
organization.

Provides a detailed financial

forecast with realistic revenue Outlines financial projections Presents basic financial
Financial projections are
projections, expense estimates, including revenue, expenses, projections but lacks depth or
incomplete or unclear.
Financial Plan and break-even analysis. and profitability. detail.
Limited grasp of financial
Demonstrates financial literacy Presents a clear understanding Some financial data may be
metrics.
and viability of the business of financial metrics. inaccurate or unrealistic.
model.

Organizes information logically Structure is adequate but

with a clear structure, Presents information in a could be more refined for Presentation lacks coherence,
facilitating ease of structured and visually improved clarity and visual structure, or visual appeal,
Presentation and
understanding. appealing manner, using impact. hindering comprehension and
Structure
Utilizes visuals and formatting appropriate sections, headings, Visual elements and detracting from the overall
effectively to enhance and formatting techniques. formatting choices may need professionalism of the plan.
presentation quality. enhancement.
 Criteria Excellent (5) Good (4) Fair (3) Needs Improvement (1-2)

Demonstrates exceptional
writing quality with a
Writing is generally Writing is unclear, overly
professional tone, precise Expresses ideas clearly with
understandable but may informal, or riddled with
language, and grammatical appropriate language and
Writing Clarity contain occasional grammatical errors, impeding
accuracy. minimal errors.
and Style grammatical or stylistic comprehension and detracting
Communicates complex ideas Writing is mostly concise and
issues that detract from from the plan's
effectively, maintaining reader maintains a professional tone.
overall clarity. professionalism.
engagement throughout the
plan.

Demonstrates strong coherence Shows good coherence and Sections of the business plan
and alignment across all alignment between most are somewhat connected but Sections of the business plan
sections of the business plan. sections of the business plan. lack consistent flow or are largely disconnected.
Consistency
Information is logically Some transitions or logical progression. Flow between sections is
organized and interconnected connections may be slightly Transitions between sections confusing or absent.
throughout. unclear. are disjointed at times.

Scoring:
 Total 50 points (band 50) is equivalent to 10 points (band 10).
 The final score is recorded according to band 10.
 The examiner can consider giving fractional scores up to 0.1.