Business Plan Rubric
Poor /Lacking Info Sufficient
1 pts
Introductory Elements Poor /Lacking Info
Table of Contents
Executive Summary Introductory elements were omitted
and/or contained errors.
Business Description Poor /Lacking Info
Brief description of the Business (or Idea)
An overview of the company is not
provided.
Industry Analysis Poor /Lacking Info
Provides largely incomplete information
regarding industry size and maturity,
opportunities & threats in the industry,
overall outlook for the industry, major
competitors. Explains how proposed
product/service is distinct from others.
Mission Statement Poor /Lacking Info
Mission statement is not included.
Management Plan Poor /Lacking Info
SP, partnership, corporation ownership
Qualifications of MGT team & comp. pkg. No form of business ownership was
Explanation of how things will be done. included in the plan.
Permits/licenses/certifications omitted.
No explanation of methods of doing
things.
Product &/or Services Poor /Lacking Info
Identify and describe all products/Services,
explain how your products will be competitive. Product/Service mix was partially
discussed or some was omitted.
Explanation of how your products will
be competitive is missing.
Marketing Poor /Lacking Info
2 pts
Sufficient
Introductory elements were included
but contained errors.
Sufficient
An overview of the company is provid
but is lacking significant pieces of the
requested information.
Sufficient
Provides somewhat complete
information regarding industry size an
maturity, opportunities & threats in th
industry, overall outlook for the
industry, major competitors. Explains
how proposed product/service is
distinct from others.
Sufficient
Mission statement is included and
describes the purpose of the business
Core values are included but do not
reflect an understanding of the
fundamental beliefs regarding the
appropriate manner in which to condu
company activities.
Sufficient
Form of business ownership was
chosen.
No explanation of how things will be
done.
Sufficient
Product/Service mix was partially
discussed and seemed to lack a
complete line of product/service
offerings. Explanation of how your
products will be competitive was
missing.
Sufficient
Who are your customers, where are they,what
do they want? Marketing of the business was partially
What is your marketing mix (4 p's). discussed but lacked mention of any
specific information.
Financial Management Poor /Lacking Info
Start-up Costs
No start-up cost reports were included.
Writing Skills Poor /Lacking Info
Mechanics errors on every page.
Writing style lacks clarity to the point of
not being understandable.
Marketing of the business was partial
discussed including some but not all o
the following: identification of the
target market and how they will be
reached, customer needs and product
characteristics, pricing, distribution,
promotions.
Sufficient
Some start-up cost reports were
included.
Sufficient
Fair number of mechanics errors.
Writing style sometimes lacks clarity
reader.