12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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Competencies
In this project, you will demonstrate your mastery of the following competencies:
Determine how an organiza�on gains a compe��ve advantage
Determine organiza�onal risk and growth opportuni�es in order to develop a strategic plan
Defend business decisions in support of an organiza�on’s strategic plan
Scenario
It’s the moment of truth: your opportunity to demonstrate why your new product or service is worth funding. You have done the research and know that the funding you seek can be a
game changer for the company. Not only will it produce revenue and profitability, but more importantly, it will strategically set the company apart from its compe��on.
You just have to convince senior management.
In prepara�on, you have created a checklist for yourself to use in compiling informa�on that includes research, feasibility of the idea via the BMC, scope of project (�meline included),
project risk mi�ga�on, DEI, CSR, and 24-month pro forma.
You know that anything can happen in a funding pitch. With this in mind, you are prepared to answer ques�ons that encompass all aspects of the project.
Direc�ons
Create a pitch for funding. In this pitch, you will have to convince senior management to greenlight the new product or service. Aspects of the pitch that must be addressed:
1. Value proposi�on: Describe the company’s cu
ent value proposi�on in the market.
a. Describe the selected company’s main product or service.
. Discuss the company’s overall strategic plan.
2. Compe��ve advantage: Describe the compe��ve advantage the company will gain by funding the project.
a. Describe how you discovered an opportunity to do something be�er than your compe�tors.
. Determine how the new product or service shi�s the value proposi�on of the company.
3. Risks and opportuni�es: Establish the risks and growth opportuni�es of the company.
a. Determine if the new product or service could disrupt the cu
ent industry.
. Iden�fy the risks associated with the development of this new product or service.
4. Growth opportuni�es: Describe the areas of poten�al growth for the company.
a. Iden�fy the growth opportuni�es within the company.
. Explain how the compe��ve advantage allows for growth.
5. Dis�nguish as a new product or innova�on: Dis�nguish the new product/service as an innova�on or improvement on an exis�ng product/service.
a. Determine if the product or service fits within the capabili�es of the company.
Note: a company’s SWOT analysis or 10-K is an indicator of whether the new product or service could be feasible.
. Explain how the new product or service adds to the por�olio of the company.
6. Target segment: Describe the targeted segment.
a. Iden�fy the target customer.
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12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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. Explain your blue ocean strategy.
Note: The new market is iden�fied here.
7. Speculate sales: Speculate on the projected sales.
a. Jus�fy your product or service by the numbers; discuss your projected revenue gain.
Note: it MUST have an ROI that jus�fies the project for investors and/or senior management.
. Explain the risks associated with projected sales.
8. Speculate profitability: Speculate on the profitability of your proposed product or service.
a. Determine if the project is profitable.
Note: In this pitch for funding, senior management has to know that the project, based on market research, is speculated to be profitable. Use the company’s cu
ent
income statement to project how the company’s profitability will be affected. Look to other companies in the marketplace with products or services similar to the one
you are proposing as a basis for your projec�ons. Note: these numbers are purely specula�ve.
. Determine the impact on the func�onal areas of the business (accoun�ng, marke�ng, sales, and so on).
9. CSR plan: Outline the plan to service the community or customers that purchase the product or service.
a. Discuss how the idea demonstrates corporate social responsibility (CSR).
. Iden�fy what the company has invested in as it relates to the communi�es they serve.
c. Discuss how a good CSR plan helps the company gain compe��ve advantage.
10. DEI plan: Summarize how the project will include a variety of perspec�ves to get a be�er unique value proposi�on.
a. Determine if the company has a corporate culture built on DEI.
. Discuss how the project’s DEI plan fits into the company’s overall strategic plan.
What to Submit
To complete this project, you must submit one of the following:
Funding pitch video or audio recording
Film a 15-minute camera facing or audio only recording. It must be submi�ed as one of the following file types: SWF, MPG, MPEG, RM, MP3, MP4, M4V, M4A, AVI, WAV, RAM, ASF,
MOV, RA. You must also submit a speech outline in a Word document with the topics listed in order and a References page. Sources should be cited according to APA style.
OR
Funding pitch script
Your script should be wri�en as if you were delivering the speech, submi�ed as a 7- to 8-page Word document. Sources should be cited according to APA style.
Project Ru
ic
Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Value Proposi�on: Main
Product or Service
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Describes the selected
company’s main product o
service
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
descrip�ons that are lacking
in detail or inaccurate
Does not a�empt criterion 3
Highlight
Highlight
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Value Proposi�on: Overall
Strategic Plan
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Discusses the company’s
overall strategic plan
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
incomplete or inaccurate
descrip�ons of strategic plan
Does not a�empt criterion 5
Compe��ve Advantage:
Opportunity Discovery
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Describes how you
discovered an opportunity to
do something be�er than
someone else
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
descrip�ons that are cursory
or incomplete
Does not a�empt criterion 4
Compe��ve Advantage: Value
Proposi�on Shi�
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines how the new
product or service shi�s the
value proposi�on of the
company
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
inaccurate or cursory
explana�ons
Does not a�empt criterion 5
Risks and Opportuni�es:
Industry Disrup�on
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines if the new
product or service could
disrupt the cu
ent industry
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussion that is incomplete
or inaccurate
Does not a�empt criterion 4
Risks and Opportuni�es: Risks
Associated With Development
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Iden�fies the risks
associated with the
development of this new
product or service
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
isks that are inaccurate o
lacking in detail
Does not a�empt criterion 4
Growth Opportuni�es:
Company Growth
Opportuni�es
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Iden�fies the growth
opportuni�es within the
company
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
Does not a�empt criterion 5
12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
growth opportuni�es that
are inaccurate or lacking in
detail
Growth Opportuni�es:
Compe��ve Advantage
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Explains how the
compe��ve advantage
allows for growth
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
explana�ons that are lacking
in detail or inaccurate
Does not a�empt criterion 5
Dis�nguish as a New Product
or Innova�on: Fit Within the
Capabili�es of the Company
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines if the product o
service suggested fits within
the capabili�es of the
company
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussion that is inaccurate
or cursory
Does not a�empt criterion 4
Dis�nguish as a New Product
or Innova�on: Overall
Por�olio Addi�on
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Explains how the new
product or service adds to
the por�olio of the company
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
explana�ons that are
fragmentary or incomplete
Does not a�empt criterion 4
Target Segment: The
Custome
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Iden�fies the target
custome
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussion of target
customer that is lacking in
detail or inaccurate
Does not a�empt criterion 5
Target Segment: Blue Ocean
Strategy
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Explains blue ocean strategy Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
explana�ons that are cursory
or inaccurate
Does not a�empt criterion 5
12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Speculate sales: Projected
Revenue Gain
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Jus�fies your product o
service by the numbers:
discusses your projected
evenue gain
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
jus�fica�ons that are
incomplete or inaccurate
Does not a�empt criterion 4
Speculate sales: Risks
Associated With Sales
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Explains the risks associated
with projected sales
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
explana�ons that are not
associated with projected
sales or fragmentary
Does not a�empt criterion 5
Speculate Profitability: Is the
Project Profitable?
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines if the project is
profitable
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
determina�ons that are
incomplete or lacking in
detail
Does not a�empt criterion 4
Speculate Profitability: Impact
on Func�onal Areas
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines the impact to
the func�onal areas of the
usiness
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussion that lacks detail
or does not assess the
impact on func�onal areas of
usiness
Does not a�empt criterion 5
CSR Plan: The CSR Data Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Discusses how the idea
demonstrates corporate
social responsibility (CSR)
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussions that don’t
address CSR or are lacking in
detail
Does not a�empt criterion 4
12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
CSR Plan: Community
Investment
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Iden�fies what the company
has invested in as it relates
to the communi�es they
serve
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
explana�ons that are lacking
in detail or don’t relate to the
community being served
Does not a�empt criterion 4
CSR Plan: Increasing the
Compe��ve Advantage of the
Company
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Discusses how a good CSR
plan helps the company gain
compe��ve advantage
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussions that are lacking
in detail or are not targeted
toward helping to gain
compe��ve advantage
Does not a�empt criterion 3
DEI Plan: The Culture Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Determines if the company
has a corporate culture built
on DEI
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
descrip�ons that are lacking
in detail or cursory
Does not a�empt criterion 3
DEI Plan: Overall Strategic
Plan
Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Discusses how the project
DEI plan fits into the
company’s overall strategic
plan
Shows progress toward
proficiency, but with e
ors
or omissions; areas fo
improvement may include
discussion that is missing key
components or is inaccurate
Does not a�empt criterion 5
Ar�cula�on of Response Exceeds proficiency in an
excep�onally clear,
insigh�ul, sophis�cated, o
crea�ve manne
Clearly conveys meaning
with co
ect grammar,
sentence structure, and
spelling, demonstra�ng an
understanding of audience
and purpose
Shows progress toward
proficiency, but with e
ors
in grammar, sentence
structure, and spelling,
nega�vely impac�ng
eadability
Submission has cri�cal e
ors
in grammar, sentence
structure, and spelling,
preven�ng understanding of
ideas
5
12/5/22, 6:25 PM Project Guidelines and Ru
ic - BUS-400-T2417 Driving Business Opportunities 22EW2
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Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Cita�ons and A�ribu�ons Uses cita�ons for ideas
equiring a�ribu�on, with
few or no minor e
ors
Uses cita�ons for ideas
equiring a�ribu�on, with
consistent minor e
ors
Uses cita�ons for ideas
equiring a�ribu�on, with
major e
ors
Does not use cita�ons fo
ideas requiring a�ribu�on
5
Total: 100%
BUS 400 Module Two Assignment