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EXECUTIVE SUMMARY ASSIGNMENT (20%)

Each student will choose a start-up and create an executive summary for such according to generally accepted business standards. This is a 750- 1250 words assignment.

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To be classified as a “start-up” and thus be eligible for this assignment, a start-up must not exceed any of the following guidelines:

  • The startup had to have less than 20 full time employees and
  • The startup had to have less than $10,000,000 in revenue for the last 12 months. The startup must be in operation mode generating revenue. Please note funding and grants do not qualify as revenue.
  • Also, the startup had to have been founded within the last 5 years.
  • The startup cannot be a “mom and pop” corner operation, “home-based service business” or an accountant, insurance broker, lawyer or a franchise.

Students are responsible to ensure that their start-up meets all of the above requirements.  Any Executive Summary on a company not meeting these requirements will receive a GRADE OF ZERO (“0”) and not be marked. Students must confirm a start-up’s eligibility with the Professor by posting the information on the Module 8 Discussion Board.

The Executive Summary will follow the template discussed below.  Students are not required to obtain (nor present) financial data. Students may not acquire or request from the founders, nor any other source, a copy of that start-up’s Executive Summary.  The work produced must be the student’s own. While it is not required, students are encouraged to contact the founders of the start-up chosen and interview them regarding the assignment. Financial data for and from the start-up is not required.

Students may review the same start-up but students who do, should be cautioned that this is not a group project.  Further, if two or more students review the same start-up, those students work may be compared and graded accordingly.

Students will be graded on how well they integrate course content into the executive summary. Concepts must be defined and applied in the context of their start-up company. Students must highlight each concept they use in yellow.  If a concept is not highlighted, then the Students accept the risk that such concept will not be included in their grade. Students are encouraged to apply the course concepts.

Assignments must be submitted by the deadline to the “The Startup Executive Summary” Drop Box in the “Assignment” folder on D2L.

Assignments are due on or before the deadline, and no exceptions will be allowed.  Please check the course outline for penalties. Assignments are due as noted in the Weekly Modules.

ASSIGNMENT CAVEAT: The executive summary MUST be a product of the student’s original work and effort and not previously or concurrently been written or presented as part of any other course taken at Ryerson or elsewhere.  If it is not, then a grade of zero will be given (even retroactively) and it will be construed and recorded as academic misconduct in the student’s file.

NOTE: Students agree that by taking this course all assignments may be subject to submission for textual similarity review to Turnitin.com for the detection of plagiarism.  All submitted papers will be included as source documents in the Turnitin.com reference database solely for the purpose of detecting plagiarism of such papers.  Use of Turnitin.com service is subject to the terms of the use agreement posted on the Turnitin.com site.

All assignments must include footnotes and other relevant citations in the proper academic form. An endnotes page is acceptable as well. In addition to proper references a Bibliography page must also be included.

Executive Summary – Rubric
Due in Week 10 (20% of Final Grade)

Writing Guidelines

This is a 750- 1250 words assignment.

  • narrative form
  • Proper grammar and spelling and use of APA formatting

Additional Instructions

  • To ensure that the maximum grade points are received for the executive summary, 25 elements need to be incorporated into the assignment
  • Each element will carry a value of zero (incomplete) or 1 (complete)

To be classified as a “start-up” and thus be eligible for this assignment, a start-up must meet the guidelines posted above.

Elevator Pitch

Here is a sample elevator complete pitch for Ebay:

One person’s trash is another person’s treasure. Out online global garage sale brings together buyers and sellers from around the world.  Our proprietary trading platform ensures the highest level of trust exists to facilitate the greatest number of transactions.  With e-bay, your trash can be another’s treasure.

  • When a crafting an elevator pitch for your company, make sure that it meets the 4 key criteria for a good pitch. In addition, make sure that the pain is being addressed and a value proposition is included.

 

  1. Easily Understandable
  2. Irrefutable
  3. Succinct
  4. Greed Inducing

Eligible companies are available from the following:

Profit Guide’s Fastest Growing 500 Companies of 2017
Ryerson’s Zone Learning
Ryerson Futures Investing (RFI)
Crunchbase

 

 

 

Checklist of elements to be incorporated in Executive Summary

Student Name: __________________________________

CHECKLIST NOTES
  1. Elevator Pitch  (Craft an elevator pitch for your company)
 
  1. Overview of company

·         Name

·         Number of employees

·         Sales Figures

·         Year of Incorporation

·         Business Model

 
  1. Industry Size & Structure

·         Name the industry

·         Show how big it is (the size in dollars)

·         What stage of the PLC it is in (Explain how you know this?)

·         Fit into the industry’s value chain (Provide a diagram)

·         Start laying the foundation of the pain

 
  1. Opportunity

·         Find validation that the pain is real and significant

·         Demonstrate how competitors are failing to address the pain

·         What alternatives are your future clients using (the before picture)

 
  1. Product / Solution

·         Paint the after picture (product positioning)

·         Focus on how your product / solution will solve the pain

·         Describe attributes of your solution which will motivate adoption

 
  1. Technology (this may relate to hardware, software or process)

·         Describe the platform that generate your products

·         Explain your IP in relation to your competitive advantage

·         Outline technology milestones met to date (a historical timeline)

 
  1. Company

·         Explain “why you?” are the solution that will win in this space

·         Address what you have done to date (a timeline)

·         What you will do next to be “a big winner” (strategic plans)

 
  1. Leadership
  • Describe the key talent triangle elements on your management team
  • Where possible show how they have “been there – done that”
 
  1. Writing Guidelines                              

                                                                Many         Some         None

Grammatical Errors

Spelling Errors

             > 1250 words   12-pt Arial   APA     1” margin  Single-space

Format

 


Total Elements of 25 elements completed:                                                             ______

Final Grade (see the rubric attached)                                                          ______

 

The Rubric

A range

  • The student does adhere to all of the writing guidelines. The final document includes the correct grammar and spelling.
  • All 25 requisite elements are addressed well or of the 25 completed, incomplete information is provided. The level of completeness will vary from one paper to the next but the standard for an “A+” will demonstrate a thorough understanding of both the external and internal environments.

B/B+

  • The student does adhere to all of the writing guidelines. The final document includes the correct grammar and spelling.
  • About 20 of the 25 requisite elements are addressed well or of the 25 completed, incomplete information is provided.

C+/B-

  • The student does adhere to all of the writing guidelines. The final document includes the correct grammar and spelling.
  • About 17 of the 25 requisite elements are addressed well or of the 25 completed, incomplete information is provided.

C-/C

  • The student does adhere to all of the writing guidelines. The final document includes some grammar and/or spelling errors.
  • About 17 of the 25 requisite elements are addressed well or of the 25 completed, incomplete information is provided.

D range                      

  • The student does adhere to most of the writing guidelines. The final document includes grammar and spelling errors.
  • About half of the 25 requisite elements are addressed well or of the 25 completed, incomplete information is provided.

F

  • The student does not conform to the writing guidelines. The final document includes grammar and spelling errors.
  • Less than 13 of the requisite elements are addressed well or of the 25 completed, less than 50% of the information is provided; is incomplete.

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