Top of Form 1 Unsatisfactory  0.00% 2 Less Than Satisfactory 74.00% 3 Satisfactory 79.00% 4 Good 87.00% 5 Excellent 100.00% 75.0 %Content 15.0 %Description of product or service Description of product or service is not developed. Key features, benefits, and uses are not adequately described. Competing products or services are not adequately addressed. Technical or unusual product or service explanation is not provided when necessary. Information provided is not presented in a way to entice investors or lenders. Description of product or service is poorly developed. Key features, benefits, and uses need significant work. Description of competing products or services needs significant work. Technical or unusual product or service explanation is lacking. Presentation needs significant improvement in order to entice investors or lenders. Description of product or service is adequately developed. Key features, benefits, and uses needs additional work. Description of competing products or services may need additional work. Technical or unusual product or service explanation may need additional work. Presentation needs additional work in order to entice investors or lenders. Description of product or service is well developed, but could provide additional detail around its key features, benefits, and use. Comparison to competing products or services is solid, but additional detail would improve the description. It provides an explanation of technical or unusual aspects of products or services. It provides sufficient detail to entice investors. Description of product or service is thoroughly developed, highlighting key features, benefits, and use. It provides a thorough comparison to competing products or services. It provides a detailed, yet comprehensible, explanation of technical or unusual aspects of products or services, including drawings or schematics as necessary. It provides a compelling case to entice investors. 15.0 %Business and Industry Profile Industry description and market overview are not thorough and lack appropriate detail. Information provided does not provide a solid understanding of the industry and market. Industry description and market overview is provided, but lacks detail and significance of customers, competitors, growth trends, industry trends, key success factors, and strategic opportunities. Industry description and market overview is provided, but needs additional detail and significance of customers, competitors, growth trends, industry trends, key success factors, and strategic opportunities. It provides a practical industry description and market overview. Includes information on customers, competitors, growth trends, industry trends, key success factors, and strategic opportunities; however, more significant information would improve the plan. It provides a thorough and detailed industry description and market overview, replete with interesting and relevant informat ...

1. Top of Form
1
Unsatisfactory
0.00%
2
Less Than Satisfactory
74.00%
3
Satisfactory
79.00%
4
Good
87.00%
5
Excellent
100.00%
75.0 %Content
15.0 %Description of product or service
Description of product or service is not developed. Key
features, benefits, and uses are not adequately described.
Competing products or services are not adequately addressed.
Technical or unusual product or service explanation is not
provided when necessary. Information provided is not presented
in a way to entice investors or lenders.
Description of product or service is poorly developed. Key
features, benefits, and uses need significant work. Description
of competing products or services needs significant work.
Technical or unusual product or service explanation is lacking.
Presentation needs significant improvement in order to entice
investors or lenders.
Description of product or service is adequately developed. Key
features, benefits, and uses needs additional work. Description

2. of competing products or services may need additional work.
Technical or unusual product or service explanation may need
additional work. Presentation needs additional work in order to
entice investors or lenders.
Description of product or service is well developed, but could
provide additional detail around its key features, benefits, and
use. Comparison to competing products or services is solid, but
additional detail would improve the description. It provides an
explanation of technical or unusual aspects of products or
services. It provides sufficient detail to entice investors.
Description of product or service is thoroughly developed,
highlighting key features, benefits, and use. It provides a
thorough comparison to competing products or services. It
provides a detailed, yet comprehensible, explanation of
technical or unusual aspects of products or services, including
drawings or schematics as necessary. It provides a compelling
case to entice investors.
15.0 %Business and Industry Profile
Industry description and market overview are not thorough and
lack appropriate detail. Information provided does not provide a
solid understanding of the industry and market.
Industry description and market overview is provided, but lacks
detail and significance of customers, competitors, growth
trends, industry trends, key success factors, and strategic
opportunities.
Industry description and market overview is provided, but needs
additional detail and significance of customers, competitors,
growth trends, industry trends, key success factors, and
strategic opportunities.
It provides a practical industry description and market
overview. Includes information on customers, competitors,
growth trends, industry trends, key success factors, and
strategic opportunities; however, more significant information
would improve the plan.
It provides a thorough and detailed industry description and

3. market overview, replete with interesting and relevant
information. It includes significant specifics on customers,
competitors, growth trends, industry trends, key success factors,
and strategic opportunities.
15.0 %Marketing Components
Marketing components are poorly developed. Customer-related
details are severely lacking. Advertising message and budget
are missing or inadequately addressed. Competitive advantage,
promotion, and sales force are inadequately addressed.
Marketing components are provided, but not adequately
developed. Provides some customer-related details, but needs
significant work. Advertising message and budget are deficient.
Competitive advantage, promotion, and sales force are lacking.
Marketing components are adequately developed. Customer-
related details are presented, but need additional work.
Advertising message and budget are addressed. Competitive
advantage, promotion, and sales force are adequately addressed.
Marketing components are well developed. Provides significant
customer characteristics, but could use additional detail. Solidly
addresses Competitive advantage and promotion are solidly
addressed.
Marketing components are thoroughly developed. It provides
significant, detailed customer characteristics; number of
potential customers; best form of advertising for identified
customers; the advertising message; marketing budget; and
market research. Needless data is omitted. It describes use of
marketing to increase competitive advantage. It develops
promotion around key features.
15.0 %Financial Data
Financial data is poorly presented. Potential sales figures and
earnings are unrealistic. Accounting method is not appropriate
for industry or business form.
Financial data includes proper pro forma financial statements,
but needs significant work. Uses appropriate accounting method

4. for industry and form of business. Potential sales and earnings
figures need to be reconsidered.
Financial data includes proper pro forma financial statements,
but work needs additional consideration. Uses appropriate
accounting method for industry and form of business. Potential
sales and earnings figures need some adjustment.
Financial data includes thorough and accurate pro forma
financial statements. Uses appropriate accounting method for
industry and form of business. Potential sales and earnings
figures could be slightly adjusted.
Financial data includes thorough and accurate pro forma
financial statements, including income statement, cash
projection schedule, and balance sheet. Uses appropriate
accounting method for industry and form of business. It
provides realistic potential sales and earnings figures.
15.0 %Plan of Operation
Plan is poorly developed. Does not provide a basic description
of how business will be operated and managed. Integral parts of
plan are not addressed. Employee policies, production plans,
contingency plans, and organization chart are severely lacking.
Description of how the business will be operated and managed
is presented but needs significant work. Some integral parts of
plan are deficient. Organization chart is underdeveloped and
lacks a basic outline of important components.
Plan provides a description of how the business will be operated
and managed. Includes integral parts of the plan, but needs
additional work. Organization chart is developed and provides a
basic outline of important components.
Plan provides a thorough description of how the business will
be operated and managed. Includes all parts of the plan, but
could be improved with more significant details. Organization
chart is well developed and provides a solid outline of
important components.
Plan provides thorough description of how the business will be
operated and managed, including form of ownership; contracts

5. or leases; owner and employee qualifications; employee
policies, training and hiring practices; production, distribution,
and customer service plans; and contingency plans for
interruptions in supply or labor issues. Organization chart is
well-developed, with thoroughly outlined business structure,
key personnel, and important roles and responsibilities.
15.0 %Organization and Effectiveness
15.0 %Plan is cohesive, consistent, and professional
Plan lacks any discernible overall purpose or organizing claim.
Plan is insufficiently developed or vague; purpose is not clear.
Plan is cohesive and the purpose is apparent.
Plan is clear, cohesive, and organized.
Plan is comprehensive and shows a cohesive purpose for the
venture.
10.0 %Format
10.0 %Mechanics of Writing (includes spelling, punctuation,
grammar, language use)
Surface errors are pervasive enough that they impede
communication of meaning. Inappropriate word choice and/or
sentence construction are used.
Frequent and repetitive mechanical errors distract the reader.
Inconsistencies in language choice (register), sentence
structure, and/or word choice are present.
Some mechanical errors or typos are present, but are not overly
distracting to the reader. Correct sentence structure and
audience-appropriate language are used.
Prose is largely free of mechanical errors, although a few may
be present. A variety of sentence structures and effective
figures of speech are used.
Prose is entirely free of mechanical errors. Writer is clearly in
command of standard, written, academic English. A variety of
creative and engaging sentence structures make the plan a

6. pleasure to read.
100 %Total Weightage
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