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Guideline for the Assignment:

Below is the rough guide that the tutors can use to guide the students for their assignment. However,
the sub-content can be added/deleted as per deem necessary by the respective tutors since you will
be marking the students assignment.

1) Industry analysis

o Describing the industry in which the firm intends to compete.


o Include data and information about various characteristics of the industry such as size,
growth rate, and sales projections.
o Industry structure refers to how concentrated or fragmented an industry is.
o Industry trends should be discussed which include both environmental and business
trends.
o The usage of Michael Porter 5 Competitive Forces Model

2) Market analysis

o Breaks the industry into segments and zeros in on the specific segment (or target
market) to which the firm will try to appeal.
o Market segmentation is the process of dividing the market into distinct segments.
o Market can be segmented using geography, demographic, psychographic or
behavioral.
o Competitor analysis should be included which detailed analysis of the firms
competitors.
o Estimates the firms annual sales and market share (if student can provide).

3) Marketing plan

o Focuses on how the business will market and sell its product or service.
o Deals with the 4Ps of marketing which includes product, promotion, price and place
(distribution).
o Articulate the marketing strategy, positioning and points of differentiation.
o Describe the companys sales process or cycle and specific sales tactics they employ
(if student can provide).

4) Management team and company structure

o Management team consists of the founder(s) and a handful of key management


personnel.
o Brief profile of the members of the management team should be provided.
o If there are board of directors and/or board of advisors, their qualifications and roles
should be explained and included as part of the management team.
o Lastly, how the company will be structured is included (organizational structure).

5) Operations plan

o Outlines how the business will be run and how the product or service will be
produced.
o Articulate general approach to operations in terms of whats most important and
what the make-or-break issues are.
o Frame the discussion in terms of back-stage and front-stage activities.
o Describe the geographic location of the business.
o Describe the firms facilities and equipment.

6) Financial Projections

o Presents the pro forma (or projected) financial projections.


o Sources and uses of fund statement lays out specifically how much money a firm
needs, where the money will come from and how the money will be used.
o Assumptions sheet explains the critical assumptions on which the financial
statements are based.
o Pro forma financial statements include pro forma income statement, pro forma
balance sheet and pro forma cash flow statement.

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