Distinguished - Comprehensively describes the background of the company and the uniqueness of the idea. The description is clear and fully addresses both primary and secondary questions listed under the “Company Background” heading in the prompt.

Proficient - Describes the background of the company and the uniqueness of the idea. The description addresses both primary and secondary questions listed under the “Company Background” heading in the prompt, but is slightly underdeveloped.

Basic - Partially describes the background of the company and the uniqueness of the idea. The description somewhat addresses both the primary and secondary questions under the “Company Background” heading in the prompt, but is underdeveloped.

Below Expectations - Attempts to describe the background of the company and the uniqueness of the idea; however, the description does not address both the primary and secondary questions under the “Company Background” heading in the prompt, and is significantly underdeveloped.

Non-Performance - The description of the background of the company and the uniqueness of the idea is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Provides a thorough description of the product or service offered in order of significance and accurately includes the product or service’s stage, future plans, and protectability of idea.

Proficient - Provides a description of the product or service offered in order of significance and includes the product or service’s stage, future plans, and protectability of idea. Minor details are missing or inaccurate.

Basic - Provides a vague description of the product or service offered in order of significance and partially includes the product or service’s stage, future plans, and protectability of idea. Relevant details are missing and/or inaccurate.

Below Expectations - Attempts to provide a description of the product or service offered in order of significance; however, does not include the product or service’s stage, future plans, and protectability of the idea. Significant details are missing and inaccurate.

Non-Performance - The description of the product or service offered in order of significance is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Completely defines and describes the market including a substantive description of the justification, existing gaps, size, and target market. The description clearly and fully addresses the primary questions.

Proficient - Defines and describes the market including a description of the justification, existing gaps, size, and target market. The description addresses the primary questions, but minor details are missing or unclear.

Basic - Vaguely defines and describes the justification, some existing industry gaps, size, and some of the target market. The description somewhat addresses the primary questions and/or relevant details are missing and unclear.

Below Expectations - Attempts to define and describe the market, the existing gaps, size, and target market; however, the description does not address the primary questions and significant details are missing and unclear.

Non-Performance - The definition and description of the market, existing industry gaps, size, and target market are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Thoroughly discusses the capital requirements for the business and includes a comprehensive description of the use of funds and the rationale behind the funding in response to the primary questions listed under the “Capital Requirements” heading in the prompt.

Proficient - Discusses the capital requirements for the business and includes a description of the use of funds as well as the rationale behind the funding in response to the primary questions listed under the “Capital Requirements” heading in the prompt. Minor details are missing or inaccurate.

Basic - Partially discusses the capital requirements for the business and includes a vague description of the use of funds as well as the rationale behind the funding in response to the primary questions listed under the “Capital Requirements” heading in the prompt. Relevant details are missing and/or inaccurate.

Below Expectations - Attempts to discuss the capital requirements for the business and include a description of the use of funds as well as the rationale behind the funding; however, does not respond to the primary questions listed under the “Capital Requirements” heading in the prompt. Significant details are missing and inaccurate.

Non-Performance - The discussion of capital requirements for the business and description of the use of funds as well as the rationale behind the funding are nonexistent or lack the components described in the assignment instructions.

Distinguished - Creates new knowledge derived from a novel or unique idea, question, format, or product.

Proficient - Constructs an original idea, question, format, or product.

Basic - Attempts to construct an original or unique idea, question, format, or product.

Below Expectations - Student reinvents available ideas.

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 - 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 the 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 an 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.