In Milestone One, you will submit the justification for your idea or concept.

In Milestone One, you will submit the justification for your idea or concept. You will connect entrepreneurship or intrapreneurship with organization change and survival. It is based on Starbucks Integrated system. For headings please follow rubric and guidelines for submission. APA format.
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Milestone One Guidelines and Rubric
Overview: For the capstone assessment, you will create a business implementation plan and audiovisual presentation for the product, service, or idea you have
been developing throughout your MBA coursework.
In Milestone One, you will submit the justification for your idea or concept. You will connect entrepreneurship or intrapreneurship with organization change and
survival. This milestone lays the foundation for the rest of the project by outlining the justification of an idea or concept. Ultimately, the justification in this
milestone will provide much of the reasoning that decision makers will use to determine if they will fund your idea or concept.
Critical Elements:
? Rationale: Lay out the rationale for the idea or concept.
? Problem or Opportunity: Identify the problem or opportunity that the idea or concept addresses.
? Market: Analyze the market for the product or service.
? Competition: Analyze the key features that set the product or service apart from the competition.
? Company: Explain how the concept fits with the mission, vision, and priorities of the company implementing the product or service.
? Innovation: Discuss how or why the product or service is innovative.
Guidelines for Submission: Your draft must contain all of the elements listed above. It should be 5 to 8 pages in length (excluding the title page and references)
using 12-point Times New Roman font, with one-inch margins. You may include summary pictures, charts, graphs, or other explanatory diagrams as needed to
successfully explain the concept and implementation, but should use appendices for detailed supporting documentation. Your paper should follow APA
guidelines. You must include at least 5 scholarly sources. Cite your sources within the text of your paper and on the reference page.
Critical Elements
Main Elements
Critical Thinking
Rationale
Problem or Opportunity
Market
Competition
Proficient (100%)
Includes most of the main elements
Provides logical conclusions and defends with
examples
Provides rationale and thoroughly defends it
Identifies the problem or opportunity and
includes a detailed description of how the
idea or concept addresses the problem or
opportunity
Analyzes the market for the product or
service and quantifies market size
Analyzes key features, outlines how these
meet unmet customer needs, and explains
how the key features set the product or
service apart from the competition
Not Proficient (0%)
Does not include any of the main elements
Does not provide logical conclusions
Value
15
15
Does not provide rationale
Does not discuss the problem or opportunity
10
10
Does not analyze market for product or
service
Does not provide key features
10
10
Company
Innovation
Articulation of Response
Explains how the concept fits with the
mission, vision, and priorities of the company
implementing the product or service, and
connects this information with long term
organizational strategy
Discusses how or why the product is
innovative and situates the product or service
within the implementing company?s larger
product or service portfolio
Submission does not have critical errors
related to citations, grammar, spelling,
syntax, or organization that prevent
understanding of ideas
Does not explain how concept fits with the
mission, vision, and priorities of the company
implementing the product or service
10
Does not discuss how the concept or idea is
innovative
10
Submission has critical errors related to
citations, grammar, spelling, syntax, or
organization that prevent understanding of
ideas
Total
10
100%

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