ESSAY HELP | Starting and Managing a Business (Business Proposal )



1. This End-of-Course Assessment paper comprises ELEVEN (11) 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.



ECA Submission Deadline: 09 March 2020, 12noon

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 2 of 11 ECA – January Semester 2020

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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D – Additional guidelines on file formatting are given as follows:

1. Report  Please ensure that your Microsoft Word document is generated by Microsoft Word 2007 or higher.

 The report must be saved in .docx format.

2. 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 built-

in 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


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 cut-

off date. The invite will allow you to register for the workshop as well

as download a copy of the user guide.

3. Presentation


 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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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


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 jeopardise 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


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 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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Important Note: Grading of TMA/GBA/ECA Submissions

Marks awarded to your assignment are based on the following guidelines:

1. 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.

2. 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 specialised 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 here: . Additional details (pertaining to tables & figures) can also be found here: .

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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.

Organisation 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.


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


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SECTION A (Total 65 marks)

Question 1

You are to formulate a business plan to analyse the opportunities for launching a local or

overseas-sourced franchised business at Paya Lebar Quarter (PLQ) Mall. Your chosen

franchise must be in line with PLQ’s unique WELL certification in promoting “health and


In your comprehensive business plan, it should use a SWOT analysis framework to discuss the business internal and external environmental and examine the market segmentation. You will need to design a marketing plan and the organisation structure and discuss the legal issues relating to obtaining and operating a franchised business.

As part of the financial analysis, you need to apply a break-even analysis, including designing a strategy for capital funding in relation to the expected financial returns.

The business plan needs to be well written to appeal to Angel Investors for their consideration

in investing in your business.

(65 marks)


Slated to be opened in the fourth quarter of 2019, the S$3.2 billion Paya Lebar Quarter (PLQ)

will be the newest addition in transforming the Paya Lebar Central precinct into a vibrant

business and lifestyle hub. Adjacent to the Paya Lebar MRT interchange, PLQ will serve an

estimated working population of about 22,000 within a seven-minute walk and more than one

million residents in the area.

The four-hectare mixed-use development comprises of three office towers (PLQ Workplace),

three residential towers with 429 apartments (Park Place Residences @ PLQ) and a retail

complex with over 200 shops covering 340,000 square feet of retail space (PLQ Mall).

A uniqueness of Paya Lebar Quarter is that it is the first in Singapore to be awarded the WELL

Core and Shell Certification issued by the International WELL Building Institute (IWBI). The

WELL Building Standard (WELL) is the world’s first building standard focused exclusively

on promoting the overall well-being, health and productivity of occupants

( The integrated development will have a wellness theme with

100,000 square feet of green public spaces and a 20,000 square feet covered event space outside

the mall. There will also be a 6m-wide cycling trail and pedestrian pathway within the

development that will link to the Sims Avenue park connector.

You are considering obtaining a franchise as a way to start a business. An advantage of established franchises is the strong brand-name appeal that is backed by a proven track record.

Coupled with the training and guidance provided by the franchisor, the chances of success are higher. The Franchising and Licensing Association (FLA) Singapore offers details of the various franchises available in Singapore (

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