Documente Academic
Documente Profesional
Documente Cultură
Programme: BABS
Module: Entrepreneurship
Contribution to Ass. 1:Individual
Module code: SBLC6001
Overall Module Report- 50%
Assessment (%):
Ass. 2: Individual Case
Study Analysis– 50%
Assignment Title: The struggles encountered Word count (or Ass. 1: Individual
by entrepreneurs equivalent): Report - 2500
Ass. 2: Individual Case
Study Analysis - 2500
Academic Academic honesty is required. In the main body of your submission you must
honesty / give credit to authors on whose research and ideas your work is based.
referencing: Append to your submission a reference list that indicates the books, articles,
etc. that you have used, cited or quoted in order to complete this assessment.
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Module Learning Outcomes
(from module syllabus)
1. Analyse how successful entrepreneurs and investors create, find, and differentiate profitable
and durable opportunities; in particular, how they tell these opportunities apart from just “other
good ideas”
2. Evaluate and determine how successful entrepreneurs and investors create and build value for
themselves and others.
3. Identify and determine the necessary financial and non-financial resources available for new
ventures; the criteria used to screen and evaluate proposals, their attractiveness and risk, and
know how to obtain start-up and early growth capital
4. Determine the critical tasks to be accomplished, the hurdles to be overcome during start-up and
early growth, and what has to happen to ensure success
5. Apply the opportunity screening criteria to actual start-up ideas, and subsequently develop a
business plan suitable for presentation to investors and industry participants, whilst
developing and analysing integrated financial projections for start-up ventures.
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TASK DESCRIPTION – Assignment 1: Individual Report(50%)
BACKGROUND / INTRODUCTION
“Passion, creativity and resilience are the most crucial skills in business. If you’ve got those, you’re ready to
embark on the journey “– Jo Malone, Founder of Jo Malone
TASKS
Using relevant literature critically analyse this statement in relation to the struggles encountered by
entrepreneurs within the business environment. Your analysis must be grounded in appropriate
academic literature and must provide clear evidence of independent critical evaluation.
LENGTH
REQUIRED
The use of a range of information sources is expected – academic books, peer reviewed journal
articles, professional articles, press releases and newspaper articles, reliable statistics, company
annual reports and other company information. All references should be in the Harvard style.
Page 3 of 16
TASK DESCRIPTION – Assignment 2: Individual Case Study Analysis
(50%)
BACKGROUND /
INTRODUCTION
Read the case study given below and attempt the tasks that follow:
BACKGROUND / INTRODUCTION
Read the case study given below and attempt the tasks that follow:
Case Study–
Daniel Platt Limited: A case study in Engineering Entrepreneurship and Opportunity Recognition
Introduction
William Wiles, Roof Tile Technical Manager at Daniel Platt Limited (U.K.) and an experienced brick layer
and roofer, recognised the problem precisely. ``Builders using clay roof tiles often find that they cannot get
the roof tiles they actually need when they need them, especially when working on the valley area of the
roof where two pitches meet.`` William has `hands on` experience of the problems faced by professional
roofers’ and has the right mind set to come up with solutions to solve their problems. During 170 years of
manufacturing natural clay floor tiles Daniel Platt has had to adapt to market needs in an entrepreneurial
way on many occasions and this problem for builders presented an opportunity to create new and hopefully
profitable customers.
The move into the niche market for clay roof tiles was one such entrepreneurial response when the wider
market for ceramic products became increasingly competitive. In a sense they were moving into a less
congested and less competitive market space. They needed to survive and so they needed to find new
markets for their manufacturing and technical skills. Having made the move, maintaining a strong, distinct
position in the selected niche was vital in order to maximise the value of the business opportunity. The
introduction of a flexible product design would enable the right products to be available ex-stock. Routinely
builders might have to wait for up to eight weeks because a particular specification to fit the pitch of the roof
they were working on was not available. The implications in terms of time lost and negative cash flow are
significant as jobs cannot be completed within contractual terms. Producing only one type of fitting instead
of three would reduce stock levels and improve product availability resulting in more satisfied customers
and an increase in sales revenue.
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The engineering issue
Roofs are constructed with different levels of pitch (slope), most commonly 40, 45 and 50 degree pitches,
each one requiring a different ‘fitting’ which is in fact the term used to describe the angle between the two
wings of a valley tile. The task was to design a single tile that would fit all three angles. ``It was relatively
easy to get it right for two angles but all three required more consideration to ensure the aesthetics and the
functionality of the tile were right’’, William Wilkes explained. The process began with a cardboard template,
progressed to a metal angled support plate and then to a piece of extruded clay placed on the support plate
and cut to the required shape. Different angles were tried and tested on a metal frame roof construction
fitted with boards and tile laths and located within Daniel Platt’s manufacturing facility. The selected best fits
were then fired and placed on the test roof. It was a long and meticulous design engineering process. As
the valley tiles do not feature the ‘nibs’ that hold regular roof tiles on the laths, precision engineering was
essential as the valley tiles at every angle must be supported by the regular tiles.
Daniel Platt’s capacity to exploit the opportunity was considerably enhanced by the support of the
Innovative Action Programme, West Midlands, U.K. The regional development agent provided a
mechanism for encouraging companies to think differently and for making innovation ‘real’ and effective.
Daniel Platt’s entrepreneurial skills and engineering capability were boosted and a product that may have
never have otherwise never reached the market was successfully created. The team provided David Platt
with funding to support the research and product development processes including a coaching and
mentoring service. The universal valley tiles are currently on test with the building trade and positive
feedback is already being received. Sales of roof tiles are now providing customers for one third of the
company’s total output. They have managed to move from one market segment of floor tiles to another
market segment of roof tiles. The company recognised an opportunity and not only recognised an
opportunity but took the opportunity, took on the necessary development risk and produced an innovative
product that many in the roofing trade will need once the testing process has been concluded.
Entrepreneurial mind-set
The company aimed to diversify and to move segments building on key competences when the market
moves. They strive to innovate and to find solutions and solve customer’s problems. They are prepared to
take a calculated risk in innovating precision engineering products for the building industry. They are
constantly on the lookout for new business opportunities in their area of competence and core capabilities.
They always do market testing and conduct thorough ‘due diligence’ testing to minimise risk using a new
product development testing framework developed by Booz, Hamilton and Allen in the United States and
used extensively today by many new product development consultants. They employ good development
engineers who know their subject and have many years’ experience in the tiling industry.
Adapted from a case written by: Liz Read, Development Manager for Enterprise and
Entrepreneurship, University of Coventry
TASKS
Critically evaluate the business idea and the strategies adopted by Daniel Platt Limited (U.K.)
(500 words)
Evaluate the business model used by Daniel Platt Limited (400 words)
Analyse the opportunities that Daniel Platt Limited (U.K.) capitalised on. (500 words)
Comment on the risks that the business is exposed to and provide appropriate mitigation
strategies. (600 words)
Evaluate the evidence that suggests whether or not the business will last into the future. (300
words)
Make concrete recommendations to assist with the future progress of Daniel Platt Ltd (200
words)
LENGTH
REQUIRED
2500 words +/- 10%, any deviation from this will be penalised.
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FORMATTING AND LAYOUT
The use of a range of information sources is expected – academic books, peer reviewed journal articles,
professional articles, press releases and newspaper articles, reliable statistics, company annual reports and
other company information. All references should be in the Harvard style.
Page 7 of 16
LENGTH
REQUIRED
2500 words +/- 10%, any deviation from this will be penalised.
FORMATTING AND
LAYOUT
The use of a range of information sources is expected – academic books, peer reviewed journal
articles, professional articles, press releases and newspaper articles, reliable statistics, company
annual reports and other company information. All references should be in the Harvard style.
Page 8 of 16
GUIDANCE FOR STUDENTS IN THE COMPLETION OF
TASKS
NOTE: The guidance offered below is linked to the five generic assessment criteria overleaf.
4. Practical Skills
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At level 6, you should be able to apply the methods and techniques that you have learned to review,
consolidate, extend andapply your knowledge and understanding, and to initiate and carry out projects. You
will deploy accurately established techniques of analysis and enquiry relevant to the discipline, and apply
them in complex and unpredictable contexts, to devise and sustain arguments and/or to solve problems.
You should be able to frame appropriate questions to achieve a solution - or identify a range of solutions.
You should be able to demonstrate how the subject-related concepts and ideas relate to real world
situations and/or a particular context. How do they work in practice? You will deploy models, methods,
techniques, and/or theories, in that context or circumstances, to assess current situations, perhaps to
formulate plans or solutions to solve problems, or to create artefacts, some of which may be innovative and
creative. This is likely to involve, for instance, the use of real world artefacts, examples and cases, the
application of a model within an organisation and/or benchmarking one theory or organisation against
others based on stated criteria. You should show awareness of the limitations of concepts and theories
when applied in particular contexts.
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STUDENT FEEDBACK FORM – ASSIGNMENT 1: INDIVIDUAL
REPORT (50%)
This section details the extent to which the assessment criteria are demonstrated by you, which in turn determines
your mark. The marks available for each category of skill are shown. Lecturers will use the space provided to
comment on the achievement of the task(s), including those areas in which you have performed well and areas that
would benefit from development/improvement.
awardedMarks
available
Marks
Generic Assessment Criteria
Inserting your references (quality texts and published articles) into the appropriate 15
places in the text. Listing these at the end of the report (Harvard Method)
2. Knowledge and Understanding Skills
Applying the concepts/ models in order to provide valuable and meaningful solutions 30
and make recommendations.
Written in report style. Appropriate use relevant methodologies and high level of 10
professionalism showcased throughout the coursework. Work should be coherent and
well-structured in presentation and organisation.
awardedMarks
available
Marks
Generic Assessment Criteria
Breadth and depth of critical analysis of the scenario, issues and impacts. 30
Ability to apply relevant theories, models and concepts to the scenario under 20
discussion.
5. Transferable Skills for Life and Professional Practice
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GENERIC ASSESSMENT CRITERIA
Level 6
In accordance with the Framework for Higher Education Qualifications, at the end of Level 6 students should have coherent and detailed knowledge and a
systematic understanding of their subject area, at least some of which is informed by the latest research and/or advanced scholarship within the discipline.
They will be able to accurately deploy established techniques of analysis and enquiry within a discipline, using their conceptual understanding to devise and
sustain arguments and/or to solve problems. They should be aware of the uncertainty, ambiguity and limits of knowledge. They should be able to critically
evaluate evidence, arguments, assumptions, abstract concepts and data (that may be incomplete), to make judgements, and to frame appropriate questions
to achieve a solution - or identify a range of solutions. They will apply the methods and techniques that they have learned to review, consolidate, extend and
apply their knowledge and understanding, and to initiate and carry out projects. They will have the ability to manage their own learning, and to make use of
scholarly reviews and primary sources (for example, refereed research articles and/or original materials appropriate to the discipline). They will demonstrate
the qualities and transferable skills necessary for employment requiring: the exercise of initiative and personal responsibility; decision-making in complex and
unpredictable contexts; the learning ability needed to undertake appropriate further training of a professional or equivalent nature.