ASSIGNMENT OUTLINE

Assignment title: Lean Business Plan

Weighting: 40%

Faculty responsible: Dr S. Chib/Dr G. Qumsieh Mussalam/ Mr Paul Hodgson/ Mr Franc Avila

Program: BBA 7

Course name: Innovation in Hospitality/Projects, Ethics & Legal Considerations/

Hospitality Forecasting & Modelling/Digital Marketing & Content creation

Course numbers: ENT 5232/ENT 5233/ENT 5234/ MKT 5283

Hand-out date: Week 1

Hand-in date to Faculty: No hard copy necessary, TurnItIn only)

Hand-in date for Turnitin: Week 15 (Monday 10:00)

Assignment Overview:
Based on research and analysis, students will create a lean business plan to justify a
hospitality related business idea. The idea will be used in the same student groups
across all stream subjects.

Overall aim:
To develop an applied lean business plan

Learning outcomes:
1, 2, 3, 4

Organization and methodology:

Table of Contents

I. Executive Summary
1. Business Owner(s) & Product/Service
2. Mission Statement
3. Company Structure
 4. Target Market(s)
5. Current Opportunity
6. Key Performance Indicators
II. Market Analysis (ENT 5232)
1. Industry, Yesterday, Today and Tomorrow
2. Competitive Analysis
3. Business Model (revenue and sale models)
4. Demographics & Target Market
5. Entry Barriers
III. Marketing Strategy (MKT 5283)
1. Industry needs and Customer Experience Analysis
2. Customer Journey Blueprint and Interface Experience Mapping
3. Digital strategy
4. Pricing Strategy
5. Value Innovation Strategy
6. Consumer/Non-consumer and service differentiation
IV. Operations Plan
1. Location (ENT 5232/ENT 5233)
2. Organization Structure (ENT 5233)
3. Critical Suppliers (ENT 5232)
4. Capital Expenses (ENT 5234)
5. Permits and Licenses (ENT 5233)
6. Insurance (ENT 5232/5234)
7. Contracts &Employees (ENT 5233)
8. Patents and Copyrights (ENT 5233)

V. Financial Plan (ENT 5234)

1. Product and Service Pricing / Business Model
2. Funding Source(s)
3. Capital Expenses
4. Financial & Cash Flow projections
5. Financial Risks
6. Key Performance Indicators
Word count:
N/A

Resources available:
Google Scholar, Industry & Topic Influential Articles and Blogs.

Assessment tasks & weighting:

40% with Individual 20% Peer Assessment

Rating Scale

Exceptional (over

Very Good (81%-

Good (76%-80%)

Pass (60%-64%)
Above Average

Average (65%-
Distinguished

Weighted
(86%-90%)

(71%-75%)

Fail (0-59)

Weighting
Assessment Tasks

Total
91%)

85%)

70%)
1. Executive Summary 15%

2. Report Content 45%

• Appropriate and accuracy
of contents
• Logical & realistic
justification of choices

3. Level of analysis 30%

• Relevant and range of
research
• Validity of analysis

4. Presentation (language, 10%

grammar, referencing,
structure)
 Undergraduate Competencies: developed (italics)/ assessed (bold)

1 2 3 4 5 6
Accept Undertake
Managing self responsibility personal and
Plan and Act with
and developing and Recognize Manage your career
manage your honesty,
accountability your strengths personal health development
A professional personal time,
for yourself and areas for
integrity and
and emotional to foster
behavior and other personal
including improvement. well-being. continuous
resources. ethics.
appearance independent
and behavior. learning.
Show Recognize Work
Work within the commitment to Accept and when conflict effectively with
Working with dynamics of a the team’s provide can be different
group, and purpose and feedback in a appropriate personalities Build
and relating to
B others
acknowledge goals, and constructive and positive, across a wide professional
diverse opinions accountability and and acquire variety of social relationships.
and accept by completing considerate skills and
differences. tasks assigned way. necessary in professional
to your role. negotiation. situations.
Be aware of
Communicate
verbal and non-
clearly in
Listen actively, verbal
Write clearly spoken Communicate
ask questions communication
and accurately situations, and in a respectful
Communicating and try to styles,
C effectively understand
in a variety of be able to tone and
(including
contexts and present manner at all
other people’s cross-cultural
formats. information in times.
viewpoints. elements) and
appropriate
use
visual forms.
appropriately.
Analyze,
synthesize and
Research and use
Understand
interpret relevant information
Information and Evaluate the digital literacy,
information from Demonstrate appropriately,
validity and appropriate
D digital literacy a range of
bias of
numerical and and
online
sources using digital literacy. disseminate
information. behavior, risks,
appropriate responsibly
and security.
technology. (attributing
your sources
accurately).
Consider
Think critically
Performing Plan and carry situations from Be willing to
and
tasks and out tasks and Establish new anticipate
strategically Evaluate work
projects with priorities to perspectives uncertainties,
E solving well-defined meet and try
and evaluate
take initiative
results for
problems solutions to effectiveness.
goals and deadlines. innovative and be
make
outcomes. ways to get proactive.
decisions.
things done.
Accept
Act responsibly responsibility Evaluate Contribute to
Social Show respect
in accordance for your own ethical aspects your local,
for others’
F responsibility with sound
rights and
actions and as part of national and
principles of how they decision international
diverse ideas.
sustainability. impact on making. community.
others.

Special instructions:
See Appendix 1 for details of each section of Lean Business Plan

Plagiarism:

Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is
not limited to, the intentional falsification or fabrication of any academic activity, unauthorized copying
of another person’s work, or aiding and abetting any such acts.

Particular care must be taken when presenting information that has been obtained from an internet
site. Should this information not be correctly referenced then you are guilty of plagiarism and will be
penalized accordingly.
Statement of authorship

Following the title page of your assignment there should be a page on which you sign a statement
that the work included in the assignment is your own work except where appropriately referenced.
The following statement should be used:

Statement of authorship

I certify that this assignment is my own work and contains no material which has been submitted as
part of an assignment in any institute, college or university. Moreover, to the best of my knowledge
and belief, it contains no material previously published or written by another person, except where
due reference is made in the text of the assignment.

Signed ...........................................................

Name ............................................................

Student number. ...........................................

Appendix 1

Table of Contents

I. Executive Summary (1 – 3 pages)

1. Business Owner(s) & Product/Service
2. Mission Statement
3. Company Structure
4. Target Market(s)
5. Current Opportunity
6. Key Performance Indicators
II. Market Analysis (ENT 5232)
1. Industry/sector analysis to verify and justify the need of product/service considering
past, present & future trends
2. Competitive analysis to assess value proposition in comparison to similar
product/services
3. To choose relevant revenue models and sales strategies (example – online
distribution, omni channels, subscription models, freemium model)
4. To identify demographics & target markets
5. Are the entry barriers regulatory in nature or cost intensive and how are the entry
barriers managed?
III. Marketing Strategy (MKT 5283)
1. Industry needs and Customer Experience Analysis (assess industry factors of
competition and user experience/expectations and difficulties with existing service
and product provisions)
2. Customer Journey Blueprint and Interface Experience Mapping (identify, map and
assess the touch points between users and the layers of service)
3. Digital strategy (web mockup/prototype, mobile mockup/prototype, traditional
media advertising, online media and/or social media advertising, AI chatbots, video
presentations, etc)
4. Pricing Strategy (matching the disruptive offering with the competitive industry
factors, fringe industry or consumer marginal value)
5. Value Innovation Strategy (balancing innovation and cost)
6. Consumer/Non-consumer and service differentiation (identifying the three tiers of
non-consumers for potential future scalability and target markets)
IV. Operations Plan
1. Location
• Identify & justify the geographical location of the business, where will it be
registered and how did you come to this decision? (ENT 5233)
• Implications of choosing a location (legal, political, financial etc.?) ENT 5232
2. Business Structure
• Justify the right business structure (LLCs, Corporations, etc.) (ENT 5233)
• Setting up a business online versus offline (ENT 5232)
3. Capital Expenses (ENT 5234)
4. Critical Suppliers
• The role of crucial external stakeholders in product/service development,
distribution and in other operational areas (ENT 5232)

5. Permits and Licenses (ENT 5233)

• Are there any laws governing your activities? If so, what will you have to do to
comply with them in full? i.e. what type of permits and license are necessary for
 your business
6. Insurance (ENT 5232/5234)
• To identify mandatory/optional insurances & to evaluate insurance(s) as a cost.
7. Contracts & Employees (ENT 5233)
• How do you envision hiring staff for your company as per applicable law & HR
policies?
8. Patents, Copyrights, and Ethical considerations (ENT 5233)
• How do you intend to protect your business idea from possible copies or
imitations?
• How will you deal with customer data when it comes to ethics and confidentiality
issues?

V. Financial Plan (ENT 5234)

1. Product and Service Pricing / Business Model
2. Funding Source(s)
3. Capital Expenses
4. Financial & Cash Flow Projections
5. Financial Risks
6. Key Performance Indicators