Starting and Managing a Business

INSTRUCTIONS TO STUDENTS:

  1. This End-of-Course Assessment paper comprises TEN (10) pages (including the cover
    page).
  2. You are to include the following particulars in your submission: Course Code, Title of the
    ECA, SUSS PI No., Your Name, and Submission Date.
  3. Late submission will be subjected to the marks deduction scheme. Please refer to the
    Student Handbook for details.
    IMPORTANT NOTE
    ECA Submission Deadline: 14 March 2022, 12 noon
    BUS357 Copyright © 2022 Singapore University of Social Sciences (SUSS) Page 2 of 10
    ECA – January Semester 2022
    ECA Submission Guidelines
    Please follow the submission instructions stated below:
    A – What Must Be Submitted
    You are required to submit the following THREE (3) items for marking and grading:
    • A Report (you should submit this item first as it carries the highest weightage).
    • A Video Presentation:
    o SUSS conducts Hands-on workshop on how to record ECA video presentation for SBIZ
    students every semester. Students will receive an invite to the workshop via Student
    Portal, Canvas as well as email, a month before the ECA cut-off date.
    o The ECA video recording and submission guides are also available as an external
    links/downloads in the invite.
    • The set of PowerPoint slides, converted to PDF, upon which the video presentation is
    based.
    Please verify your submissions after you have submitted the above THREE (3) items.
    B – Submission Deadline
    • The THREE (3) items of Report, Video and Presentation Summary are to be submitted by
    12 noon on the submission deadline.
    • You are allowed multiple submissions till the cut-off date for each of the THREE (3) items.
    • Late submission of any of the THREE (3) items will be subjected to mark-deduction
    scheme by the University. Please refer to Section 5.2 Para 2.4 of the Student Handbook.
    C – How the (3) Items Should Be Submitted
    • The Report: submit online to Canvas via TurnItIn (for plagiarism detection)
    • The Video: submit online to Canvas (refer to workshop invite for the user guide)
    • The Presentation Summary:
    o submit online to Canvas via TurnItIn (PPT must be converted to PDF and submission
    is in PDF only)
    o The PPT must contain at least 20 words
    o Refer to workshop invite for the user guide
    • Avoid using a public WiFi connection for submitting large video files. If you are using
    public wireless (WiFi) connection (e.g. SG Wireless at public areas), you might encounter
    a break in the connection when sending large files.
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    ECA – January Semester 2022
    D – Additional guidelines on file formatting are given as follows:
  4. Report • Please ensure that your Microsoft Word document is generated by
    Microsoft Word 2007 or higher.
    • The report must be saved in .docx format.
  5. Video • Showing your PowerPoint projection in the background is NOT
    required.
    • Time Duration: a minimum of 3 minutes and a maximum of 6
    minutes
    There are two methods for ECA video assignment submission; either
    Record Media or Upload Media.
    For Record Media
    Video can be recorded via Canvas through desktop/laptop with builtin webcam and microphone or through Canvas mobile app.
    For Upload Media
    Video can be recorded using other recording devices and uploaded as
    a media file. Do ensure that your video file conforms to these
    requirements:
    a) File Format: .mp4
    b) File Size: No more than 500MB
    Note: You will receive an invite to the ECA Hands-On workshop via
    Student Portal, Canvas as well as email, a month before the ECA cutoff date. The invite will allow you to register for the workshop as well
    as download a copy of the user guide.
  6. Presentation
    Summary
    • Your PowerPoint presentation must contain at least 20 words.
    • Please ensure that your PowerPoint presentation is converted to
    PDF format before you submit.
    • The maximum number of slides is fifteen (15).
    • Please do NOT download and use PowerPoint slide design
    templates from the Internet.
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    ECA – January Semester 2022
    E – Please be Aware of the Following:
    Submission in hardcopy or any other means not given in the above guidelines will not be
    accepted. You do not need to submit any other forms or cover sheets (e.g. form ET3) with your
    ECA.
    You are reminded that electronic transmission is not immediate. The network traffic may be
    particularly heavy on the date of submission deadline and connections to the system cannot be
    guaranteed. Hence, you are advised to submit your work early. Canvas will allow you to
    submit your work late but your work will be subjected to the mark-deduction scheme. You
    should therefore not jeopardize your course result by submitting your ECA at the last minute.
    It is your responsibility to check and ensure that your files are successfully submitted to
    Canvas.
    F – Plagiarism and Collusion
    Plagiarism and collusion are forms of cheating and are not acceptable in any form in a
    student’s work, including this ECA. Plagiarism and collusion are taking work done by others
    or work done together with others respectively and passing it off as your own. You can avoid
    plagiarism by giving appropriate references when you use other people’s ideas, words or
    pictures (including diagrams). Refer to the APA Manual if you need reminding about quoting
    and referencing. You can avoid collusion by ensuring that your submission is based on your
    own individual effort.
    The electronic submission of your ECA will be screened by plagiarism detection software. For
    more information about plagiarism and collusion, you should refer to the Student Handbook
    (Section 5.2.1.3). You are reminded that SUSS takes a tough stance against plagiarism or
    collusion. Serious cases will normally result in the student being referred to SUSS’s Student
    Disciplinary Group. For other cases, significant mark penalties or expulsion from the course
    will be imposed.
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    ECA – January Semester 2022
    Important Note: Grading of TMA/GBA/ECA Submissions
    Marks awarded to your assignment are based on the following guidelines:
  7. 80% of the marks are allocated to the content of your answers:
     The marks awarded to what your answers cover depend on the extent to which they
    cover the key points that correctly and comprehensively address each question.
     The key points should be supported by evidence drawn from course materials and,
    wherever relevant, from other credible sources.
  8. 20% of the marks are allocated to the presentation of your answers:
    Wherever applicable, the marks awarded to how your answers are presented depend
    on the extent to which your answers:
     form a sound reasoning by developing those key points in a clear, logical and succinct
    manner;
     provide proper and adequate in-text citation and referencing to content drawn from
    course materials and other credible sources;
     strictly follow APA formatting and style guidelines1
    , in particular for:
    • in-text citations and end-of-report references;
    • the identification of figures and tables;
     use, wherever relevant, the specialized vocabulary and terminology commonly used in
    discussions about the topic(s) covered by each question;
     provide a reference or bibliography at the end of the main report;
     include less relevant details in an Appendix;
     use sentence constructions that are grammatically and syntactically correct;
     are free from spelling mistakes; present the workings, numerical formulation and results
    in a logical manner that follow the APA formatting and style guidelines;
     design and present graphs, diagrams and plots that follow the APA formatting and style
    guidelines;
     are highly original;
     have proper formatting, which may:
    • include a properly formatted cover page;
    • respect the answer length/word count set in the assignment guidelines, if any
    is prescribed;
    • present answers in paragraphs with proper spacing and page margins;
    include page numbers and appendices, if necessary.
    1 You can find a short tutorial on the APA formatting and style guidelines here:
    https://apastyle.apa.org/index.
    Additional details (pertaining to tables and figures) can be found here: https://is.gd/O4vDdT .
    BUS357 Copyright © 2022 Singapore University of Social Sciences (SUSS) Page 6 of 10
    ECA – January Semester 2022
    Video Presentation Evaluation Criteria
    Note: Students will be assessed on the quality of the presentation and not the quality of the video
    recording. However, the recording is expected to have video and audio clarity. Showing
    your PowerPoint projection in the background is NOT required.
    Organization of Presentation /8
    • Logical flow of presentation
    Posture & Body Language /5
    • Posture: Standing, straight back etc…
    • Body language:
    – Hand gestures supporting oral arguments, etc…
    Eye-Contact /5
    • Looking at the video camera
    • No reading of slides or notes or cue cards
    Pace & Articulation /7
    • Pace: Speaks neither too fast nor too slow
    • Articulation: Oral expression is clear and confident in the presentation.
    TOTAL /25
    Presentation Summary Evaluation Criteria
    Format and Style of Slides /3
    • Layout, clarity of text elements, colour blends, graphical enhancements
    Clarity and Coherence /4
    • Proper flow – title page, introduction, body, results, recommendations /
    discussion points, conclusion/summary; quick to understand, free from
    grammatical errors
    Creativity /3
    • Ability to use creative elements to value-add to the presentation so as to
    enhance understanding and clarity of difficult concepts
    TOTAL /10
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    ECA – January Semester 2022
    SECTION A (Total 65 marks)
    Background
    Kareem and Jimmy have been friends since primary school. They have both just completed
    national service. Both of them want to be entrepreneurs and start their own business.
    Jimmy’s mother is a faculty at SUSS and suggested that they apply for the ‘Alibaba Cloud –
    SUSS Certificate/Minor in Entrepreneurship’. To be admitted into the programme, they have
    to present their ideas to a panel of judges who will only admit ideas that are viable. The SUSS
    website states the following:
    Assessment criteria for business proposal applications:
    • Uniqueness of business concept
    • Feasibility of the business model
    • Strength of management team
    • Potential market value
    • Working prototype
    • Social impact (preferred)
    Assessment criteria to receive 40 cu Certificate:
  9. Participation in the Cloud Computing Course by Alibaba Cloud
  10. Participation in the “Pitch to Investors” event organized by SUSS and Alibaba Cloud
  11. Start-ups who have earned an annual revenue of SGD250,000 OR secured funding
    from any one of the following, with proof of funding submitted:
    o Venture Capitalist
    o Angel Investor
    o Incubator Program
    o Accelerator Program
    o Government Grants
    (Source: https://www.suss.edu.sg/experience-at-suss/entrepreneurship/alibaba-cloud-sussentrepreneurship-programme )
    Kareem and Jimmy did not know of this certificate opportunity and were excited. They thought
    it was a good way to get feedback and to obtain funding. They also liked the idea of social
    impact and were keen to establish a social enterprise. They decided to go back to the drawing
    board to come up with a sustainable social enterprise idea.
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    ECA – January Semester 2022
    They approached you (as a business consultant) for advice and help. The following information
    was given to you:
    (a) They would like to apply for the Alibaba Cloud – SUSS Certificate in Entrepreneurship.
    (b) They want their business to be a social enterprise and have social impact.
    (c) They are open to any new ideas.
    (d) The amount of capital between them (after paying for your professional fees) was only
    $12,000/- SGD. Hence, they would also need to seek funding. They are open to
    obtaining loans and/or equity investors.
    (e) They are very clear that they DO NOT want to franchise a business.
    The deliverables they asked from you were:
  12. Recommend a suitable social enterprise business and how it will help a social cause.
  13. Prepare a complete business model canvas for them to adopt.
  14. Develop slides for pitching for entry into the program.
  15. Prepare a presentation video to be presented to the panel of judges for admission into
    the program.
    Question 1
    You are to construct a business model canvas and analyze the opportunities for launching a
    social enterprise business or a business with a social impact.
    In your report, you should appraise in detail each section of the business model canvas. The
    report should also include a brief discussion of any two (2) legal issues relating to starting and
    operating the business.
    The report should include a brief competitor analysis. The report should also demonstrate an
    understanding and a detailed description of the revenue stream and the cost drivers.
    The report should deal with the assessment criteria for admission into the program, namely:-
    • Uniqueness of business concept
    • Feasibility of the business model
    • Strength of management team
    • Potential market value
    • Working prototype*
    • Social impact (preferred)
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    ECA – January Semester 2022
    (* For this, you can either have a prototype or explain the prototype and what is required to get
    the prototype.)
    (65 marks)
    Guidelines
  16. The ECA shall be typed in Times New Roman font size 12 with 1.5-line spacing and
    block format. All graphs and tables must be numbered. There should be in-text
    referencing for all references. All students have to follow the report format provided in
    this document.
  17. You are free to conduct library research and other types of research during the writing
    of the report.
  18. State clearly any assumptions you make. However, note the information given to you
    by the clients (Kareem and Jimmy). The maximum capital outlay they have is only
    $12,000/-. It is unlikely that they would be able to obtain any bank loans. One of the
    reasons they are excited about joining the Alibaba Cloud – SUSS Certificate in
    Entrepreneurship is the opportunity to obtain funding/investment.
  19. The depreciation rate for any capital investment is a straight line over three (3) years.
  20. The Cost of Capital (Weighted Average Cost of Capital, WACC) formula is:
    𝐖𝐖𝐖𝐖𝐖𝐖𝐖𝐖 = 𝐄𝐄
    𝐕𝐕 ∗ 𝐑𝐑𝐑𝐑 +
    𝐃𝐃
    𝐕𝐕 ∗ 𝐑𝐑𝐑𝐑 ∗ (𝟏𝟏 − 𝐓𝐓𝐓𝐓)
    Where:
    Re = Cost of Equity
    Rd = Cost of Debt
    E = Funding from Equity
    D = Funding from Debt-Loans
    V = E + D (i.e. Total Funding)
    E/V = Percentage % of Total Financing that is Equity
    D/V = Percentage % of Total Financing that is Debt
    Tc = Corporate Tax Rate *
    *Specific Tax Exemptions, Credits & Reliefs (e.g., Tax Exemption Scheme for New
    Start-Up Companies), Concessions, Rebates, Loss-Carrying Forward and similar
    Schemes are to be ignored in computations
    If any other WACC formula is used, NO marks will be awarded.
  21. Report length should not exceed 3,000 words. The Quality of content is more important
    than the length of the report.
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    ECA – January Semester 2022
    SECTION B (Total 25 marks)
    Prepare a video recording of the presentation of at least 3 minutes but not exceeding 6 minutes.
    There are two methods for ECA video assignment submission; either Record Media or Upload
    Media. For Upload Media, please note that your file size should be no more than 500MB and
    the format is in .mp4.
    (25 marks)
    SECTION C (Total 10 marks)
    Prepare a set of PowerPoint presentation slides upon which the video presentation is based.
    Please note that the PowerPoint must be converted to PDF before submission to Canvas.

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