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BUS357

Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 1 of 11

ECA – January Semester 2020

BUS357

End-of-Course Assessment – January Semester 2020

Starting and Managing a Business

__________________________________________________________________________________________

INSTRUCTIONS TO STUDENTS:

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.

IMPORTANT NOTE

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.

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 3 of 11
ECA – January Semester 2020

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 x 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

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 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

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.

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 4 of 11
ECA – January Semester 2020

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 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

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.

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 5 of 11
ECA – January Semester 2020

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: https://is.gd/mgEOnC . Additional
details (pertaining to tables & figures) can also be found here: https://is.gd/O4vDdT .

https://is.gd/mgEOnC

https://is.gd/O4vDdT

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 6 of 11
ECA – January Semester 2020

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.

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

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 7 of 11
ECA – January Semester 2020

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

wellness”.

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)

Background

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

(www.wellcertified.com). 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 (www.flasingapore.org).

http://www.wellcertified.com/

http://www.flasingapore.org/

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 8 of 11
ECA – January Semester 2020

Guidelines and Assumptions

1. 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, have a title and in-text citations

and an end-text reference list. Please upload your report in a Microsoft Word doc format.

All students have to follow the report format provided in this document.

2. Ensure that your ECA is convincing. Refer to the relevant sections in the textbook, study
guide and other notes given by the course delivery team in order to complete the report.

3. You are free to conduct library research, field research, interviews, etc. during the writing
of the business plan.

4. The selected franchise should fulfil a key criterion of the lease agreement of providing
“health and/or wellness” related products and/or services that complements PLQ’s WELL

certification. How this criterion shall be met by the franchise concept must be clearly

articulated in the “Description of the Franchise and its Unique Selling Point” (section 2.1).

Franchised concepts that do not fulfil this requirement (example wholly F&B and

convenience stores) will not be accepted.

5. The first month of operations is the gestation period of the new business, e.g., staff
recruitment, renovation, staff training and etc. The first revenue can only be received by

the new business from the second month onwards in the financial forecast.

6. The depreciation for any capital investment is a straight line over three (3) years.

7. Your business will be situated at PLQ Mall. The unfurnished unit of 1,200 square feet is
available at a monthly rental of $18,000, fixed for a minimum 3-year lease. Rental deposit

required is equivalent to 2 months’ rental, to be paid together with the first month’s rental

upon commencement of the lease. Sub-letting is not allowed by the management.

8. The Cost of Capital (Weighted Average Cost of Capital, WACC) formula is:

WACC =
E

x Re +
D

x Rd x (1 – Tc)
V V

 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 Financing that is Equity

 D/V = Percentage of 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

This is the full equation of the WACC formula and it must be used in this ECA. If any other

simplified WACC formula is used in this ECA, no marks will be awarded.

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 9 of 11
ECA – January Semester 2020

9. The ECA business plan and other outputs should be written and presented from the three
viewpoints – the Entrepreneur’s, the Marketplace’s and the Investor’s.

10. Assumptions made must be supported by appropriate references shown in the appendices.
All sources must be properly cited in the text, and included in the reference list.

11. The report length must not be more than 20 pages (excluding appendices). Executive
Summary must be only one (1) page long.

All the three financial statements (Income Statement, Cash Flow Statement and Balance

Sheet), together with the key major assumptions made, must be included in the main

report. These three financial statements must be inserted and properly resized as an

embedded object clearly displayed in MS Word (use “INSERT > OBJECT” function)

and NOT as a picture, image, link to an external document or as an attachment.

Approximately 10 marks may be deducted for every additional page that exceeds the

maximum length of 20 pages. The quality of content is more important than the length of

the report.

BUS357 Copyright © 2020 Singapore University of Social Sciences (SUSS) Page 10 of 11
ECA – January Semester 2020

ECA REPORT FORMAT

(Maximum of 20 pages; excluding Appendices)

Table of Content

1 Executive Summary (Maximum 1 page) 9 marks

Note: In this section, summarise the key messages from each of the sections below to

support the viability of the business plan. It is the most important page of your report

for potential investors and partners.

2 The Business Concept (2 pages) 6 marks

2.1 Description of the Franchise and its Unique Selling Point

2.2 Goals and Potential of the Franchise

3 Research and Analysis (3 pages) 8 marks

3.1 Target Market and Their Needs

3.2 Market Size and Trends based on Research Data

3.3 SWOT Analysis

4 Marketing Plan (3 pages) 7 marks

4.1 Product(s)/Service(s) of the Franchise

4.2 Pricing Strategy

4.3 Promotional Activities

5 Organisation / Management Design (1 page) 4 marks

5.1 Personnel Requirements and Perceived Gaps

5.2 Legal Responsibilities and Obligations of the Franchisee

6 Financial Analysis (6 pages) *challenge question* 18 marks

6.1 Projection of Financial Statements for 3 years

6.1.1 Income Statement

(1st year on Monthly Basis; 2nd to 3rd year on Quarterly Basis

6.1.2 Cash Flow Statement (Quarterly Basis)

6.1.3 Balance Sheet (Yearly Basis)

6.2 Break-even Analysis using the Graphical Method

7 Investment Proposal (3 pages) 9 marks

7.1 Capital Requirement: Amount, Proportion and Sources (Debt and Equity)

7.2 Expected Financial Returns: Valuation, NPV and IRR

(Assume: Cost of Debt = 4%; Cost of Equity = 10%; Corporate Tax Rate = 17%)

7.3 Total Capital Required from Angel Investors & Percentage Shareholding Offered

8 Critical Risks (1 page) 4 marks

8.1 Potential Obstacles and Risks

8.2 Alternative Courses of Action

ECA Written Report / Business Plan Total = 65 marks

Number of pages indicated above for each section are indicative (except for the Executive

Summary – maximum 1 page). Total pages must not exceed 20 pages (excluding Appendices).

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ECA – January Semester 2020

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 upon which the video presentation is based. Please

note that the PowerPoint must be converted to PDF before submission to SUSS (Canvas).

(10 marks)

—– END OF ECA PAPER —–