Constructive Action Project: Purpose 3 Strategic management and evaluation: <> B
Constructive Action Project: Purpose 3 Strategic management and evaluation: <> B
Constructive Action Project: Purpose 3 Strategic management and evaluation: <> By <> TABLE OF CONTENTS Abstract Brief Statement of Constructive Actions Executive summary Statement of CA Goals Business Objectives Company Background and Industry Overview Business Venture Description Exploration Phase introduction Business Venture Description Company Background and Industry Overview Statement of CA Goals planning phase Business Objectives Plan of Action Charts Exploratory phase Situational Analysis Short and Long Term Goals Strategies/Methodologies for Achieving Goals Branding Strategy Branding, Social Media and Creating an Online Presence Literature Review for 3 Goals Financial Plan Findings of outside review of plan Implementation/Evaluation Findings Pitch Deck Literature review Primary and Secondary Sources Implementation Financial Statements/Projections Critical Incident/Log #1 Critical Incident/Log #2 Critical Incident/Log #3 Critical Incident/Log #4 Critical Incident/Log #5 Survey Results Final Assessment Final Assessment & Thoughts including Analysis by Dimension Background Research References Appendices, Including Media Kit, Pitch Deck, Finance Plan, Etc. Mentor Biography or Description of Field Experiential Learning Placement Abstract Statement of Purpose This section briefly states the purpose of the CA document; for example, “The purpose of this strategic plan is to create a business and marketing plan to launch, brand and market” the stated project or business “within (your anticipated time frame.)” Like the Executive Summary, this section is usually written last. The name of your business or venture and its purpose should be clearly stated here. Executive Summary This section is a summary of the entire CA document. Like the abstract it should be written last and include a brief summary of your CA goals, and your implementation/actualization objectives as well as a brief explanation of your industry, target market, ideal customer, and company background and business venture description. It should also include an overview of your business model, an indication of when you plan to break even or turn a profit and a summary of some of the ‘constructive actions’ you engaged in this semester, which would be discussed in more detail in your Critical Logs. Finally, you would highlight anticipated long-term steps to be taken after CA 3 as you continue implementing your venture. Introduction Overview of Business Venture In about 3-4 paragraphs give an overview of your business venture to provide the reader of the document a summarization of the industry/market in which your project/venture will operate. This should provide a summation of the exactly why there is a business need in the macro-environment of your pertinent industry for your business venture and how your business venture will meet that need. The difference between this and the “company background” section mentioned below is that in this section you will discuss more specifics about the actual venture. For example, this can be achieved by giving the reader a more detailed report on the business overview such as “a trendy, friendly, customer-focused, bilingual store front that is located in proximity to the community”. Company Background and Industry Overview In about 2-3 paragraphs, describe your company/venture. The reader should be able to read about the company’s location, general business model, and competitive advantage in relation to other competitors in the same industry. Statement of CA Goals This section is the listing of your long-term and short-term goals. The goals should be achievable, measurable and pertinent to the CA venture. You must provide at least 3 short-term goals (which can be achieved by the end of the semester) and 3 long-term goals listed for this section. In Purpose 3 CA your short-term goals must, at a minimum, include the development of a finance plan, brand strategy/media kit and a pitch deck. Planning Phase Implementation Objectives and Methodologies/Strategies This section will briefly list and discuss the specific planning objectives that you hope to achieve as you being implementing your venture. For example, “The main goals this semester are to develop a finance plan to raise start up capital in order to launch my marketing public relations firm that targets start up inner city businesses, being implementing my branding strategy and to perfect my pitch. As one of my objectives to develop the finance plan, I will identify the various methods available for financing start-ups (new product launches, expansions, etc.) that are appropriate to my specific venture and industry. One of the strategies I will employ will be to meet with representatives from the SBA’s SCORE program to discuss and review my strategic business and marketing plans.” This listing should have between 4-6 such objectives, each with a methodology/strategy to achieve each of your CA goals. Plan of Action See Chart on Next Page Plan of Action (Create 1 for Each CA Goal) Name: Purpose: Date Prepared: Date revised: Short-term Constructive Action Goals Objectives Strategies Evaluation Plan Appropriate to Purpose of the semester; Represents a logical step toward long- range goal; Are challenging but doable. Are observable; Are realistic within given time frame (within the semester); Are challenging. Define resources to be used, how and by whom; Describe how constraints will b handled; Are appropriate to Needs Analysis, long- and short- range goals Identifies evaluation of each strategy and identifies method of evaluation; Is appropriate to Needs Analysis, long and short- range goals. Exploratory Phase Needs Analysis Business Ventures are launched, expanded or redesigned for one (or occasionally two) of a few reasons: to meet an unmet need or want of customers (or meet a need/want better, faster, cheaper, etc.), to take advantage of a sustainable trend in the market, or to effect some positive change in the community. In this section, provide a 3-4 paragraph explanation of why your business is needed, describing which of the reasons explain why you are launching, redesigning or expanding your business venture. This section will be supported by research summarized in your Literature Review. Setting Analysis In this section you discuss where and how you will “physically” provide your services to your customer. Provide 2-3 paragraphs of your “office” or where/how you will conduct administrative work for your venture, your distribution channels, and if you are a web based business, a description of your website and how a customer will navigate the site. This section may be supported by research summarized in your Literature Review. Situational Analysis This is the “heart” of CA 3 Document; the analysis of how and why you are taking the steps you are taking in planning each of your goals. In no less than 9-12 pages, you should provide the reader with a thoughtful discussion of why you have decided to use the strategies and methodologies selected to achieve your business and marketing plan objectives. This section should be supported by your research in the Literature Review and cite evidence from best practices, Dimension classes and your Field Experiential Learning, as to why and how these strategies and/or methodologies will be most effective when beginning to implement or actualize your business venture launch/expansion/redesign and will make you successful in a competitive market. It should at a minimum include the following: Brand Strategy, Media Kit and Logo Discussed in class Finance Plan Discussed in class Pitch Deck Discussed in class Literature Review This is the section where you summarize the research you have conducted to support decisions made in the situational analysis of your goals during the semester. For example, as part of your branding strategy you may have begun developing your website and online presence by creating social networking accounts, particularly if your ideal customer is between the ages of 18-35. Therefore, to support this particular strategy to market your venture, you might cite a text you read in a source like the Pew Research Center’s Social Trends Reports, which indicates where and how Millenials are using the Internet and Social media, or other industry reports that provide insight into using Facebook or Twitter for business. Primary sources are best; secondary sources are also acceptable and should be from reputable sources. Implementation Financial Statements Present tables illustrating the following: (1) First Year Costs and Projected Revenue; (2) Cash Flow Statement (year 1); (3) Start-Up Cost Analysis. Also include a narrative discussion of assumptions and projections made to support these tables in about 3-4 paragraphs. Assumptions and projections may be based on information learned in Dimension classes, via Field Experiential Learning or through Actual Costs. Critical Incident Logs #1-5 Use the two-page format from the Purpose Handbook for your Critical Logs. At least one of your Critical Logs must focus on and involve your Field Experiential Placement. In addition to Date and Time, each Critical Incident Log provides information regarding the following: Place: Where were you when the incident occurred? (Home office via telephone, Mentor office, Coffee Shop to conduct interview, Internship Placement, etc.) Strategy Implemented: This should be related to one of your goals and objectives outlined in your Plan of Action. Content-Text: This is a summary of the substance of what actually happened. Interpretation/Analysis: This is an analysis of context, the application of Field Experiential learning or knowledge acquired in Dimension classes, and how this incident was processed or how it will help move your venture forward. Assessment of New Understanding: This is an indication of what you know now that you did not know (practical knowledge or insight into industry/market) before the incident. Next Steps: How you will follow up or move forward to advance your venture. I will/Others Will: Steps you and/or others might be taking as follow up to this incident to advance your venture. Survey Results If you utilized your own survey, discuss the results here. Final Assessment Final Assessment & Thoughts After all your research, analysis and reporting, discuss here what you have learned. Consider this a lessons learned reflection and you can briefly. Give me some feedback about the course and MCNY’s unique education model (Purpose-Centered Education) and how it is helping to shape your future professional career goals. Include a discussion of the following: Short and Long Term Goals Strategies/Methodologies for Achieving Goals Branding Strategy Branding, Social Media and Creating an Online Presence Literature Review for 3 Goals Financial Plan Findings of outside review of plan Implementation/Evaluation Findings Pitch Deck Assessment by an industry professional or mentor Background Research References Appendices Attach a copy of your Media Kit, Pitch Deck and Finance Plans here. Mentor Biography or Description of Field Experiential Placement

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