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Your task is to evaluate the opportunity presented in the case using the tools and techniques you
have studied in this unit and to summarise your conclusions in a report.
The case study provides questions to consider. You should NOT, however, answer the questions
in the case.
Case studies are used to show that the theory developed through readings and classroom activity can be applied to a real world situation. Students should use the analytical tools learned during class to assess the case study.
Your task is to evaluate the opportunity presented in the case through assessing how well it addresses the key questions that have been discussed through the unit to date. Your evaluation will consist of four main parts:
1. Does the case represent a genuine business opportunity for someone?
2. Is it a good opportunity for the team in the case?
3. Overall, is it a high potential opportunity?
4. If it was your business, what would you do differently?
You should NOT answer the questions that appear in the case.
You need only consider the information presented in the case. There is no need to do additional research, however bonus points may be awarded for relevant background information that was available at the time of the case. Do not use the benefit of hindsight!
Analyse the information presented in the case using the tools and techniques covered in classes, together with your common sense and good judgement, to answer the questions. There will always be gaps in the information, so you will have to make some assumptions. State these assumptions and why you think that it is reasonable to make them.
Structure your report as follows:
Is there an opportunity here? [External analysis]
1. What need(s) is the business meeting?
2. What is (are) their target customer(s) and the value proposition?
3. What business are they in?
4. Is their product competitive? (relative to offerings from other companies in the industry)
5. Does the “story” make sense? i.e. for every significant stakeholder in the venture, is there a clear benefit?
Conclusion: Is there a genuine business opportunity?
Is it an opportunity for the team in the case? [Internal analysis]
6. Can their business compete against others in the industry?
7. How good is their team?
8. What resources do they need?
9. Can they make money from this business model?
Conclusion: Is the team right for the opportunity (or the opportunity right for the team)
Overall potential
• Using your answers to the questions above, rate the venture using the Timmons Quick Screen (simplified version provided on Blackboard under Resources).
• Identify the strongest and weakest points
Conclusion: How high is the potential of this venture? Consider both its potential to make money and the risks involved.
Recommendation
• Would you invest in this venture? Does the reward justify the risk?
• If it was your business, what would you do differently?
• What should the team do next?
Explain your answers
Your case study report should consist of a 1000 to 1200-word summary (3 to 4 pages). Single line spacing is preferred. Use a readable font and font size (11 point minimum). You may use appendices for additional supporting information, such as analysis of case information using the tools covered in class (PEST, Porter 5 Forces, Buyer Utility Map, Competitor comparison grid, SWOT/TOWS analysis, Timmons Quick Screen etc).
The presentation of your assignment is part of the assessment. Presentation marks are awarded for the visual appearance, logic and flow of your arguments, good spelling and grammar, compliance with word count and submission requirements and correct referencing using the Harvard System.
The following are characteristics of a good case study report:
• Answers the questions posed. Your lecturer can only assess you against what you were asked to do.
• Offers interpretation, not data. Rather than simply re-arranging the facts in the case, say what they mean.
• States clearly what the analysis tools told you. For example:
o PEST – are the trends favourable? Where might the threats come from?
o PORTER 5 Forces – Is this a good market to be in?
o SWOT/TOWS – Are strengths sufficient to exploit opportunities? Can weaknesses and threats be overcome or mitigated?
o Timmons quick screen – Is this a higher or lower potential opportunity? In what respects? Can the low potential aspects be improved?
• Engages with the opportunity. Try to imagine it is your business – what would you do and why.
• Doesn’t lose sight of the human factor. People are what make an opportunity happen or fail to happen.
• Highlights what is important. A dozen bullet points doesn’t tell the reader anything useful. (Rule of thumb: no more than 5)
• Doesn’t use the wisdom of hindsight. Do not use information that would not have been available at the time.
• Deals with imperfect / incomplete information by making reasonable assumptions and stating them.
• Presents an argument, based on your analysis of the evidence in the case.
• Is well written – clean format, good spelling and grammar, easy to read.
the case should goes beyond analysis and interpretation of data to really engage with the opportunity presented, taking the context into account fully. Makes and states assumptions where evidence is not clear and shows imagination, commercial acumen and understanding of the human dimension in making recommendations.
the case study criteria
Assessment of opportunity:
• What need(s) is it meeting?
• Customers and Value Prop’n
• What business are they in?
• Is their product competitive?
• Story makes sense?
Assessment of fit for team:
• Can the business compete?
• How good is their team?
• Resource requirements
• Can they make money?
Overall potential:
• Timmons screen evaluation
• Key strengths / weaknesses
• Fatal flaws?
Recommendations:
• Good investment?
• What would you do?
• What should the team do?
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