Paper details

The Brief

You have been considering ing a small business in Bournemouth, Dorset, United Kingdom. However you need some additional finance and your local business advisor has asked you to prepare an Executive Summary of your idea. You should attach to your summary, appendices that contain notes of your ideas and research leading to the points you have made in your summary. The notes should support what key decisions you have taken and why. You will need to provide at least the following appendices:

1. Outline of the business idea and relevant industry research.
2. Applied local and regional market research €“ showing trends, market characteristics and potential consumer demand based on you primary and secondary market research)
3. PESTLE analysis and SWOT analysis.
4. The skills you will bring to the business and your staff requirements.
5. Your financial plans to include start-up costs, sources of finance and at least one year’s cash flow forecast.
6. Decisions about the way forward for you when you have achieved your vision.

The marking scheme for your Executive Summary is:
Section Weight Mark
1 The business idea 10%
2 An analysis of the current situation and context from which you are starting- competition analysis, SWOT, PESTEL, primary and secondary market research 20%
3 Marketing plan- segmentation/targeting/positioning aspects- think about marketing communications; give breakdown of costs for each element of the marketing communication strategies and total cost 20%
4 Financials- one year cash flow forecast, start-up costs, breakdown of costs, sources 20%
5 Key risks and how you will handle them- include key management issues you will deal with 20%
6 Possible future exit and growth strategy- indicate time scale and how you will get there 10%
Total 100%

The mark for each section will be based on the wording in the Executive Summary, and the supporting evidence contained within the appendices.

Details

The guideline word-count for the Executive Summary is 1500 words. You should attach to your Summary, appendices that contain notes of your ideas and research leading to the points you have made in your Summary. The notes should support what key decisions you have taken, and why. The appendices do NOT count towards the 1500 word limit for the Executive Summary.

PLEASE NOTE THAT THE WORD LIMIT IS 1500 FOR THE EXECUTIVE SUMMARY SO I WOULD LIKE ANOTHER 1250 WORDS ON THE APPENDICES AS WELL (TABLES DO NOT IMPACT WORD COUNT)