Distinguished - Completely introduces the business idea and comprehensively describes the business type, including a thorough rationale.

Proficient - Introduces the business idea and describes the business type, including a rationale. The description is missing minor details.

Basic - Introduces the business idea and vaguely describes the business type, including a limited rationale. The description is missing relevant details.

Below Expectations - Introduces the business idea and attempts to describe the business type, including a rationale; however, the description is missing significant details.

Non-Performance - The introduction of the business idea and description of the business type are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly discusses at least two core competencies proposed for achieving competitive advantage. Expertly applies concepts and vocabulary from the text and/or scholarly sources.

Proficient - Discusses at least two core competencies proposed for achieving competitive advantage. Sufficiently applies concepts and vocabulary from the text and/or scholarly sources.

Basic - Briefly discusses at least two core competencies proposed for achieving competitive advantage. Partially applies concepts and vocabulary from the text and/or scholarly sources.

Below Expectations - Minimally discusses at least one relevant core competency proposed for achieving competitive advantage. May not apply concepts and vocabulary from the text and/or scholarly sources.

Non-Performance - The discussion of at least two core competencies is either nonexistent or lack the components described in the assignment instructions.

Distinguished - Comprehensively describes the legal structure of the business.

Proficient - Describes the legal structure of the business. The description is slightly underdeveloped.

Basic - Partially described the legal structure of the business. The description is underdeveloped.

Below Expectations - Minimally describes the legal structure of the business. The description is significantly underdeveloped.

Non-Performance - The description of the legal structure of the business is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Completely presents the key owners and members of the management team and comprehensively explains the staffing structure with key positions identified.

Proficient - Presents the key owners and members of the management team and explains the staffing structure with key positions identified. Minor details are missing.  

Basic - Presents the key owners and members of the management team and partially explains the staffing structure with key positions identified. Relevant details are missing.  

Below Expectations - Presents the key owners and members of the management team and attempts to explain the staffing structure with key positions identified; however, the significant details are missing.

Non-Performance - The presentation of key owners and management team and the explanation of the staffing structure are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Comprehensively evaluates the business environment and accurately identifies the major opportunities and threats. Utilizes strong, relevant examples to support the evaluation.

Proficient - Evaluates the business environment and identifies the major opportunities and threats. Utilizes examples to support the evaluation.

Basic - Partially evaluates the business environment and identifies the major opportunities and threats. Utilizes  limited examples to support the evaluation.

Below Expectations - Attempts to evaluate the business environment and identify the major opportunities and threats; however, examples are not utilized to support the evaluation.

Non-Performance - The evaluation of the business environment and identification of the opportunities and threats are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly assesses the target market and positioning strategy and comprehensively discusses communication and promotional strategies.

Proficient - Assesses the target market and positioning strategy and discusses communication and promotional strategies. The assessment or discussion is slightly underdeveloped.

Basic - Partially assesses the target market and positioning strategy and discusses communication and promotional strategies. The assessment and/or discussion are underdeveloped.

Below Expectations - Attempts to assess the target market and positioning strategy and discuss communication and promotional strategies; however, the assessment and the discussion are significantly underdeveloped.

Non-Performance - The assessment of the target market and positioning strategy and discussion of communication and promotional strategies are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Fully explains the financial requirements for starting or purchasing a business.

Proficient - Explains the financial requirements for starting or purchasing a business. Minor details are missing.

Basic - Briefly explains the financial requirements for starting or purchasing a business idea. Relevant details are missing.

Below Expectations - Attempts to explain financial requirements for starting a business; however, significant details are missing.

Non-Performance - The explanation of the financial requirements for starting or purchasing a business is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Completely describes the major sources of financing and thoroughly discusses the budget projections for one year.

Proficient - Describes the major sources of financing and discusses the budget projections for the year. The description or the discussion is slightly underdeveloped.

Basic - Partially describes the major sources of financing and discusses the budget projections for one year. The description and/or the discussion are underdeveloped.

Below Expectations - Attempts to describe the major sources of financing and discuss the budget projections for one year; however, the description and the discussion are significantly underdeveloped.

Non-Performance - The description of the major sources of financing and the discussion of the budget projections for one year are either nonexistent or lack the components described in the assignment instructions.

Distinguished - The paper is logically organized with a well-written introduction, thesis statement, and conclusion.

Proficient - The paper is logically organized with an introduction, thesis statement, and conclusion. One of these requires improvement.

Basic - The paper is organized with an introduction, thesis statement, and conclusion. One or more of the introduction, thesis statement, and/or conclusion require improvement.

Below Expectations - The paper is loosely organized with an introduction, thesis statement, and conclusion. The introduction, thesis statement, and/or conclusion require much improvement.

Non-Performance - The introduction, thesis statement, and conclusion are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly and comprehensively explains in detail the issue to be considered, delivering all relevant information necessary for a full understanding.

Proficient - Clearly explains in detail the issue to be considered, delivering enough relevant information for an adequate understanding.

Basic - Briefly recognizes the issue to be considered, delivering minimal information for a basic understanding.

Below Expectations - Briefly recognizes the issue to be considered, but may not deliver additional information necessary for a basic understanding

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions

Distinguished - Autonomously synthesizes or draws conclusions by combining examples, facts, or theories from multiple disciplines.

Proficient - Autonomously correlates examples, facts, or theories from multiple disciplines.

Basic - Attempts to correlate examples, facts, or theories from multiple disciplines.

Below Expectations - When prompted, displays inconsistent examples, facts, or theories from multiple disciplines.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.

Basic - Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages.

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages.

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.  

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.