Module Goal:

This module is about creating a star-up business strategy of a ‘wicked problem’ that can operationalise both, complexity and uncertainty.

For this module you need to think of a ‘wicked problem’ and a start-up business of your own. Think of some problem in the world that can be addressed through business. Once you have identified a problem, you need to produce a business plan for your start-up business. The point of this module is to transform your business plan into a visual map that will reveal how you manage the complexity and uncertainty of resolving this problem and doing business with it.

Module goal and its assessment principle:

For this module you will do one map of your start-up business plan. This map is divided in two parts (Strategy Map + Environmental/Ecological Map). This is not two maps, but one map developed gradually over 12 weeks with the first part submited in week 6, and the final map submitted in week 12. Students will also gain a peer-reviewed appraisal of the Strategy Map. You will receive and give peer review feedback to/from others in written and presentation form. This team peer review will be shared to the whole class as part of assignment two for other teams to appreciate other peer-review processes. By the end of the module, you will have engaged in producing an individual strategy map of a start-up business that is gradually refined into the assessment of the complex business ecosystem.

The start-up business plan must be original to this module only (you cannot use start-up plans from past or other modules -this will result in misconduct/fail).

Your business plan needs to resolve an existing ‘wicked’ problem using the Cynefin model with applied complexity theories (we will learn in class about these models and theories. In class you will be given examples of mapping too).

The assessment is carried out in the form of an individual visual map that its reviewed in teams and presented in teams. There are no essays and no exams for this module. For this module you need to produce an individual market map (of two parts) and to complete a team/group assessment and presentation. You have several formative exercises including: a business plan, weekly homework, and a peer review meeting. You have two summative assessment points: One individual submission in Week 6. One group submission in week 12.

A full breakdown of the details of Coursework 1 and Coursework 2 are provided in the assessment instructions. Teams will only be created after week 7. Team work will not start until week 10 and it is filmed.

By the end of this module you will have done:

1- One page business plan (strategy). This is formative.

2- One Individual Map that combines ‘strategy’ (in week 6) and ‘environment’ (in week 12) of your business plan. This map is summative.

3- Team Peer Review of the strategy map towards the start of the environmental map. This is formative

4- Team Presentation of the peer review. This presentation is summative.

The module goal is to consider the management of complexity and uncertainty -of a start-up business that addresses a real life problem- using visual mapping of your business plan; and providing peer feedback and presentation of your visual strategy.

Managing Uncertainty

Assessment 1 ‘Start-Up Plan’ Visual Strategy Map

Your midterm assessment is a focused, one-page visual plan to demonstrate how you would start up your business.

Visual Strategy Map
Details:

• 50% TMM Individual Submission (Mid-Term) in the form of a ‘strategy map’ of a business start-up plan. Following feedback and suggestions on draft presentations, students will present their work in Blackboard.
• You need to present a ‘strategy map’ (a visual representation of their start-up business strategy). This is marked.
• You need to add ‘Business Plan’ to your map. This is not marked, but will help in assessing the strategy map. Attach it along with your map.

Business Planning is essential, and during the first part of the term you will work towards developing a business plan for a start-up business of your own. You need to transform your business start-up plan into a visual strategy map. You will use a simple ‘strategy map’ process to generate a one-page start-up plan for each student’s business concepts.

Strategy Map: focusing on critical thinking and efficiency of expression and delivering the highest possible substance in the minimum of space. You will develop and submit a one-page visual representation of that environment using tools and insights form the lectures and materials. You can use any style of ‘mapping’. We recommend you to use mind-mapping. The University provides you with free software for mind-mapping.

Students will submit one one-page visual strategy map of their start-up business plan. Please include your business plan document –below- (up to 1500 words max).

The idea for the business plan must NOT use the material from other modules. Start-up and business plans from other coursework and modules will constitute academic misconduct (plagiarism).

Strategy Map Marking Principles:
Please note that you are only assessed on the one-page visual strategy map. No word-count as this is a visual assignment. The one-page visual strategy map needs:
• it needs to represent complexity
• it needs to be non-lineal
• the ‘reader’ needs to be able to understand what is simple by stepping out of the whole complexity and looking at the relationships between parts (relationships between nodes, like in the example shown in class in week 1/3/4).
• it must reflect the Cynefin framework (week 5): show cause and effect relations (and what may impact on that cause and effect).

The breakdown is as follows:
Design of the Map 25%
Incorporation of Theory 25%
Operationalisation 40%
Logic behind the Map 10%

Business Plan Brief
Details:

You should write this as if you were presenting it to a potential investor or business partner – it should convince them that you understand your market and your competitive position in it. As such, the more practical, substantive and professional the content, the better your mark will be.

This is designed to be easy to do poorly, and difficult to do well. Minimal effort will result in a minimally passing mark, and significant effort will result in a frustrating inability to include all the possible content you could provide.

In the real world, success is often determined by how well you perform under less-than-ideal conditions, insufficient time and space, and arbitrary constraints from your suppliers, customers, clients, regulatory and government agencies and funders/financing.

Make every single word matter, because in this module – as in the market of ideas and business – every single one does, and wasted space or useless words receive no credit.

You may use this form to complete the “Start-Up Plan” portion of your midterm assessment, demonstrating integration of the concepts from class, the readings and sciences. Follow the instructions above, and upload this entire document with your strategy map.

Current State – What market exists now, customer demands, suppliers/competitors, advantages and disadvantages for entry?

• [Delete this guidance text (in grey) and replace it with your own content]
• [This is an example of a bullet point that is the proper length – no longer than this!]
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• [How big is the market for your potential business? How do you know?]
• [Who and where are your potential customers? How can you reach them?]
• [What competitors already exist? Who could quickly become a competitor?]
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Future State – What will change two years (24 months) after your business launches, how will your USP generate revenue, how will you protect your market share?

• [This is an example of a bullet point that is the proper length – no longer than this!]
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• [Where will your generate market share? From existing customers, or new?]
• [What is likely to be your most effective marketing source/media?]
• [What will your supply chains look like? Where will you source them from?]
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Case for Change – Why does the market needs your product/service/business, why is this business important to you, why is the effort worth the risk/cost?

• [This is an example of a bullet point that is the proper length – no longer than this!]
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• [Why will your business succeed in a competitive market?]
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Barriers – What is going to make this most difficult, what will cause the greatest delays, costs, risks or frustrations, what challenges can you anticipate?

• [This is an example of a bullet point that is the proper length – no longer than this!]
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• [What is going to be the hardest challenge to overcome? Why?]

Strategy – What are the most important things you will do first to launch your business?

• [This is an example of a bullet point that is the proper length – no longer than this!]
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Summative Assessment – Strategy Map

50% TMM Individual Submission (Mid-Term) in the form of a ‘strategy map’ of a business start-up plan. Following feedback and suggestions on draft presentations, students will present their work in Blackboard.

Business Planning is essential, and during the first part of the term the students will work towards developing a business plan for a start-up business of their own. Students need to transform their business start-up plan into a visual strategy map. You will use a simple ‘strategy map’ process to generate a one-page start-up plan for each student’s business concepts.

Strategy Map: focusing on critical thinking and efficiency of expression and delivering the highest possible substance in the minimum of space. Students will develop and submit a one-page visual representation of that environment using tools and insights form the lectures and materials.

Students will submit one one-page visual strategy map of their start-up business plan. Please include your business plan document (up to 1500 words max). The idea for the business plan must NOT use the material from other modules. Start-up and business plans from other coursework and modules will constitute academic misconduct (plagiarism).
You need to create a business plan that proves that the business is feasible. If you are developing a software application (i.e mobile app) you will need to ascertain copyrights to any existing apps and designs in the market. If you are developing a business that is an alteration of a current one, or a business that exists in other forms you will need to demonstrate that the business is sustainable if managed by you (not your family). You will need to show who are your competitors/other similar developers and your share in the market and its sustainability and profit.

Strategy Map

Please note that you are only assessed on the one-page visual strategy map. No word-count as this is a visual assignment. The one-page visual strategy map needs:
it needs to represent complexity
the ‘reader’ needs to be able to understand what is simple by stepping out of the whole complexity and looking at the relationships between parts (relationships between nodes, like in the example shown in class in week 1/2/4).
it must reflect the Cynefin framework (week 5): show cause and effect relations (and what may impact on that cause and effect).

The breakdown is as follows:

Design of the Map 25%

Incorporation of Theory 25%

Operationalisation 40%

Logic behind the Map 10%