Rubric for Business Plan



Criterion

4

A-level qualities
(90–100)

3

B-level qualities
(80–89)

2

C-level qualities
(70–79)

1 or 0

D- or F-level qualities
(60–69 or below 60)



Score

Overview / Summary Description

Describes and analyzes market very clearly and thoroughly; chooses objectives that are most relevant and states them clearly; mission statement is very well stated and complete Describes and analyzes market well; objectives and mission statement are well stated Describes and analyzes market and states objectives and mission statement in an adequate manner Does not describe and analyze market or does so poorly; fails to state objectives and mission statement or states them poorly  

Strategic Plan

Strategic plan is complete and clearly stated, including all of the following: value chain, targeted segment(s), target market, design offer, distribution plan, and communication plan Strategic plan is almost complete, including most of the following: value chain, targeted segment(s), target market, design offer, distribution plan, and communication plan Strategic plan is somewhat complete, including some or many of the following: value chain, targeted segment(s), target market, design offer, distribution plan, and communication plan Strategic plan is not complete, including few or none of the following: value chain, targeted segment(s), target market, design offer, distribution plan, and communication plan  

Implementation: Description of Marketing Mix

Describes marketing mix fully and well, including specifics of product/service, pricing, distribution tiers, media, Customer Relationship Management plan, and Management Information System plan Describes marketing mix, including most of the specifics of product/service, pricing, distribution tiers, media, Customer Relationship Management plan, and Management Information System plan Describes marketing mix with some omissions of specifics of product/service, pricing, distribution tiers, media, Customer Relationship Management plan, and Management Information System plan Does not describe marketing mix or does so poorly, omitting many or all of specifics of product/service, pricing, distribution tiers, media, Customer Relationship Management plan, and Management Information System plan  

Financial Information

Presents detailed, realistic, and appropriate financial information including a budget and five-year forecasts of costs and revenues Presents specific, realistic, and appropriate financial information including a budget and five-year forecasts of costs and revenues Presents financial information that in some ways is not specific, realistic, and/or appropriate; the budget and/or five-year forecasts of costs and revenues are not complete Does not present a budget and/or five-year forecasts of costs and revenues or does so with many gaps  

Plan Evaluation

Identifies key performance metrics of the business plan in a complete and clear manner Identifies key performance metrics of the business plan in an above-average manner Identifies key performance metrics of the business plan in an adequate manner Does not present an evaluation of the business plan or does so in an incomplete or incorrect way  

Documentation and support

Resources used to prepare plan are effectively used and are clearly attributed Plan is generally supported; attribution is mainly clear Although attribution is present, some statements are unsubstantiated and the source of some ideas is unclear Attribution is missing, or sources given are poorly chosen  

Writing mechanics

Writing demonstrates a sophisticated clarity, conciseness, and correctness Writing is accomplished in terms of clarity and conciseness and contains only a few errors Writing lacks some clarity or conciseness and contains some errors Writing is unfocused, rambling, or contains serious errors  

Total:

 

Note: Criteria are evaluated on a 4-3-2-1 basis. Total rubric points are converted first to a letter grade and then to a numerical equivalent based on a 0–100 scale:24–28 = A (93–100); 22–23 = A– (90–92); 21 = B+ (88–89); 16–20 = B (83–87); 15 = B– (80–82); 14 = C+ (78–79); 9–13 = C (73–77); 8 = C– (70–72); 4–7 = D (60–69); 0–3 = F (below 60).