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Identify gaps in the market, articulate a viable business idea and develop its business model matrix

A: Assessment Details

Module Title

Innovation and Entrepreneurship

Module Code

ENT 6800

Module Leader


Component Number

Assessment 2 ( Final, end of term submission)

Assessment Type, Word Count & Weighting

2,500 words; individual assignment as a Business Plan 50% of the course assessment weighting.

Submission Deadline

1st June 2021

Submission Instructions

See Section F below

Feedback Return Date

W/c 7th June 2021

B: Learning Outcomes

  • Identify gaps in the market, articulate a viable business idea and develop its business model matrix.
  • Acquire and evaluate the skills critical for strategic growth of a start-up.
  • Evaluate the importance of innovation and entrepreneurship for strategic organisational growth

C: Assessment Task

The United Kingdom is currently experiencing some political and economic uncertainty that hinder entrepreneurial investment especially from small and medium sized businesses (SME’s). The Institute of Fiscal studies in the UK, reported that the number of new businesses created in the UK between 2007–08 and 2015–16 was higher than in any other OECD country. New start-ups in the UK, show an important labour market trend and is often hailed as a success because small businesses and start-ups are commonly viewed as the engines of growth.

You are required to develop a business idea for a start-up business in London and develop a brief business plan. In this business report you are expected to be creative, original, realistic and apply theoretical knowledge of entrepreneurship and evaluate different approaches.

This business report will take the form of a formal plan with the suggested structure:

Executive Summary – a short summary of the business plan.

Start-Up Business Idea (Product / Service) – explain the details of the product or service you will provide.

Industry Profile – current industry demand and statistics on your market.

D: Specific Criteria/Guidance

This is a business report with original and creative input and ideas. The sections are only suggestions, the student should show theoretical knowledge of entrepreneurship, and some practical analysis in his / her business report approaches.

E: Key Resources

Essential Reading:

  • Burns, P. (2016) Entrepreneurship & Small Business, 4th Edn. London, Palgrave.
  • Blundel, R & Lockett, N. (2011), Exploring Entrepreneurship – Practices & Perspectives, Oxford, Oxford University Press.
  • Cottrell S (2015) Skills for success, personal development and employability 3rd edition, Palgrave Macmillian,Basingstoke.
  • Cagan, J., Vogelm, C. (2012) Creating Breakthrough Products Revealing the Secrets that Drive Global Innovation, 2nd Edition, Pearson Publishing
  • Davila, T., Epstein, M., Shelton, R. (2012), Making Innovation Work: How to Manage It, Measure It, and Profit from It, Updated Edition, Pearson Publishing


  • Entrepreneurship Theory and Practice
  • Journal of Business Venturing
  • International Journal of Innovation Management (pub. World Scientific)
  • European Journal of Innovation Management (pub. Emerald Insight)
  • Journal of Small Business Management
  • Journal of Small Business and Enterprise Development

F: Submission Guidance

  • Students should submit work before 12 noon on the deadline date via the appropriate ‘Turnitin submission’ link on the Moodle module page. Please check your email confirmation to ensure you have submitted to the correct place.
  • Assessments should be submitted in Microsoft Word (.doc and .docx). Do not upload Open Office documents (.odt, .odp).
  • Do not upload documents directly from Google Drive and One Drive.
  • The file must be no larger than 40MB.

Please refer to Help with Assignment Submission section on Moodle for further guidance on online submissions.

G: Document Format

  • The font size must be a minimum of point 12 Calibri (or equivalent).
  • Line spacing in the body of the assessment must be 1.5 lines.
  • Include the following details written on the first page: Title of your work

Module title and code

Your student assessment number (J Number). Do not write your name or your student number. Word count (Please note penalties for excess word count)

Module Leader and Seminar Tutor (if relevant)

  • Number the pages consecutively.

H: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement.

Please refer to the various Assessment Guidance below for detailed information on:

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