This is an individual assignment. Students are expected: a)to elicit and critically analyse the current Business Model
Canvas of ONE of the pre-selected SMEs below and b) to propose future recommendations for a Hockey Stick
Growth strategy.
1) Gousto food recipe delivery SME London UK (online food delivery shop)

Indicative sources:
https://www.bbc.co.uk/news/business-49988337
https://www.gousto.co.uk/
https://craft.co/gousto
2) Volt e-bike Company London UK

Indicative sources:
https://www.thisismoney.co.uk/money/markets/article-8458831/Electric-bike-firm-Volt-opens-new-factory-Milton-
Keynes.html
https://voltbikes.co.uk/
https://find-and-update.company-information.service.gov.uk/company/09241728
Information include practitioner data such as McKinsey Quarterly, Nielsen and IRI reports, the Economist, the Financial Times,
Business Weekly and other internet sources and, at least 8-10 academic references from academic journals such as Harvard
Business Review, International Business Studies, Academy of Management, Sloan Management Review, Journal of Product
Innovation Management, Creativity and Innovation Management. Helpful tools available on Canvas: The Source, The
Practitioner Insights, The Critique, The Argument.

2

Allocation of Marks

Allocate
d Marks

Executive Summary (appr. 300 words)
Provide a brief summary that encapsulates the main points of your business report. (Attention: use of bullet points should
be strictly avoided)

5

Current Business Model -Value Proposition (appr. 800 words)
Identify and critically discuss the elements of the current Business Model Canvas for Gusto food recipe delivery OR Volt
e bikes drawing upon business/practitioners’ sources:
Current Value map: Benefits offered/Pains relievers /Solutions
Current Customer profile: Needs/Pains/Wants
Current Unique Selling Proposition: Benefits unique-Differences versus direct competition

Pre-requisite: Use at least 8-10 references from reliable sources (academic journals such as Harvard Business Review,
International Business Studies, Management International Review, International Small Business Journal, Journal of
Business Venturing and/or business periodicals such as Economist, the Guardian, BBC and others)

40

Export and Business Model-Value Proposition Innovation (appr. 700 words)
Select on country appropriate for export (based on your critical analysis in your first assignment) and provide reasons why.
By adopting Rask (2014) theory on internalisation through business model innovation, recommend to the company three
future changes/improvements (one in the value map; one in the customer profile; one in the USP) (with evidence
drawing upon sources) the company needs to implement to export successfully in the selected country.
Pre-requisite source: Rask, M. (2014) "Internationalization through business model innovation: In search of relevant design
dimensions and elements." Journal of International Entrepreneurship 12.2: 146-161.
Use of references from reliable sources where necessary to justify your arguments

30

Critical Reflection (appr. 600 words, form is available below)
Select three classes from TB 1 AND three classes from TB 2 that you have attended and CONTRIBUTED in real time.
a) Critically reflect on your active contribution (e.g. What did you comment? What did you ask and why?). b) Critically
reflect on your lessons learned and how these new learnings can improve your entrepreneurial mindset and your
employability skills

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