United States Network of Virtual Enterprises & Merrill Lynch



Business Plan Rubric

This rubric supports the CTE Online lesson “A Plan For All Seasons,” and is based on the sections described in the lesson. You may need to modify this rubric to fit the plan produced by your project team. Note that points possible vary with the complexity of the section of the business plan.

Project Name: ___________________________________________ Date: ___________________ Overall Score: ____ / _____

|Category |Poor/Satisfactory |Adequate / Commendable | | |

| | | |Exemplary |Score |

|Executive Summary | | | | |

| |1 |2 / 3 |4 / 5 | |

|The concept | | | | |

|The market and intended customer |The Summary does not present a |The Summary is well written and |The summary is compelling – I want to| |

|The value proposition(s) |compelling plan for success or |covers the basics. I am intrigued |work for this company, in fact, would| |

|Qualifications of the principles |investment. I’ll pass on this |and will read further. |you like all of life savings? | |

|The ROI |investment. | | | |

| | |See notes below and resubmit. | | |

| |See notes below and resubmit. | | | |

|Revisions Requested: |

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|Vision and Mission Statements | | | | |

| |1 |2 / 3 |4 / 5 | |

| | | | | |

| |The Summary does not present a |The statements are reasonably well |The statements are clear, well | |

| |compelling plan for success or |written, but could use some tuning. |conceived, and well written. The | |

| |investment. I’ll pass on this |The vision mission stand alone, but |vision is clear and achievable. It | |

| |investment. |are not well connected. |deserves to succeed. The mission | |

| | | |ties directly to the vision, and | |

| |See notes below and resubmit. |See notes below and resubmit. |marks a clear path to success. | |

|Revisions Requested: |

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|Market Opportunity | | | | |

| |1 |2 / 3 |4 / 5 | |

| | | | | |

| |The group does not clearly present |The opportunity is valid, but could |The opportunity is compelling and | |

| |the opportunity and/or the approach, |use refinement. |timely. Where have you been all my | |

| |as expressed, does not present a | |life? | |

| |viable path |See notes below and resubmit. | | |

| | | | | |

| |See notes below and resubmit. | | | |

|Revisions Requested: |

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|Market and Competitive Analysis | | | | |

| |1 / 2 / 3 |4 / 5 / 6 / 7 |8 / 9 / 10 | |

| | | | | |

| |The analysis is incomplete, the |The analysis covers much of the |The analysis is complete and | |

| |competitive ground is not defined, |ground, but there are holes that need|thorough. The niche is clearly | |

| |and/or the niche is not clear. |to be addressed. The niche needs |defined. | |

| | |further clarification. | | |

| |See notes below and resubmit. | | | |

| | |See notes below and resubmit. | | |

|Revisions Requested: |

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|Marketing Strategy | | | | |

| |1 / 2 / 3 |4 / 5 / 6 / 7 |8 / 9 / 10 | |

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| |There are significant elements of the|The marketing mix is addressed, but |The marketing mix is complete and | |

| |marketing mix that have not been |could use some improvements. |forms solid ground for developing the| |

| |addressed. | |Marketing Plan. | |

| | |See notes below and resubmit. | | |

| |See notes below and resubmit. | | | |

|Revisions Requested: |

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|Key Resources | | | | |

| |1 |2 / 3 |4 / 5 | |

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| |The resources are not adequate to |The resources partially support the |Key resources are comprehensive and | |

| |provide a foundation for the success |success of the business, but |in place; they inspire confidence in | |

| |of the business. |additional resources are needed. |the success of the enterprise. | |

| | | | | |

| |See notes below and resubmit. |See notes below and resubmit. | | |

|Revisions Requested: |

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|Barriers and Risks | | | | |

| |1 |2 / 3 |4 / 5 | |

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| |The plan leaves significant barriers |Most barriers and risks are defined, |Barriers and risks are understood and| |

| |and risks unaddressed. |but some still need to be recognized |there are reasonable plans in place | |

| | |and addressed. |to address these. | |

| |See notes below and resubmit. | | | |

| | |See notes below and resubmit. | | |

|Revisions Requested: |

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|8 The Financial Plan | | | | |

| |1 / 2 / 3 |4 / 5 / 6 / 7 |8 / 9 / 10 | |

|(detail the plan components) | | | | |

| |There are glaring problems with the |The elements of the financials are in|The financial plan is well written, | |

| |spreadsheets and / or major holes in |place, but there are problems which |demonstrates an understanding of the | |

| |the plan which need to be addressed |need to be addressed. |business, and provides for a | |

| |(inadequate funding, unsupportable | |reasonable chance of success. | |

| |forecasts, unrealistic projections, |See notes below and resubmit. | | |

| |etc.) | | | |

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| |See notes below and resubmit. | | | |

|Revisions Requested: |

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|Overall impression and grade. |

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