ICA 2 (part A) – 15%

Notes
 Overall, well done - keep it up 

 ppt slide background & colour – professional,

easy & comfortable to look at, not cluttered

Be precise & detailed for every

strategy & tactic stated.

 All content, materials, research, survey forms

etc. from ICA 2 (part A) should go into ICA 2
(part B) – build-up (don’t throw away!)
 All groups to have a starting slide (i.e. slide #2)
stating simply & clearly what your company is
offering, both products & services.

This will give judges an overview of what

business idea they are judging at the start,
without having to guess & guess till you reach
mid-point of ppt.
e.g. “Pets’ Hub is a one-stop pet shop where …..”
2. Remember – your introduction is impt. – sets the
mood/impression
- skit? illustration? example?
- samples to pass round…

2. All numbers, statistics & figures that you quote

(e.g. 43,000 pet owners in Singapore, 2.1 million
males in Singapore…), must attach (in appendix)
corresponding table, graph, article from which this
information was taken

5. Most groups must include more secondary

research industry articles to prove growth in
industry & demand in market
5. Company logo & name – explain relevance &
significance

6. Don’t forget your Weekly Activity Report

– at least 1 (use Ext. Mentor interview)

7. Tie in your overall company objectives to your

CSFs
EXAMPLES OF OBJECTIVES & CSFS
Objective CSF
To gain market share of 25% Attract
new customers
Strong Branding
Strong Channel Partnership
Regular marketing activities

Achieve customer satisfaction High Quality of Product

rate of 98% Good staff retention
2 weeks of training for staff
on customer relationship mgt
To introduce 5 new products Research and Development
every other month Expand sourcing base
8. If you have more than 1 business model or more
than 1 target market, separate into “primary &
secondary” OR “1st tier & 2nd tier”

9. Plans/strategies proposed should be tied-in

WITH RELATION to your objectives, market,
goals etc.
10. Much more elaboration needed for Marketing
Strategies section
- Market Segmentation (diff. cust. grps in the
entire mkt)
- Target Marketing (which group are you
focussing on & why + strategy: undifferentiated,
concentrated, multi-seg.)
- Market Positioning (perceptual map based on
critical attributes)
- Marketing Mix - 7Ps (elaborate, elaborate,
elaborate with e.g.s, sketches, ‘menu’, drawings
etc.)
11. For PRODUCT, if necessary, you may choose to
‘walk the judges through’ an actual customer
experience / purchase by citing a real-life
customer especially for groups who are dealing
with B2B cases.

12. For PRICE, please give details of prices for each

product / service (menu, package options, list
etc.)
- give exact figures in order to project revenue
accurately
- just citing a general strategy (e.g. penetration
pricing, variable pricing) or giving ‘approx.,
around’ is insufficient
13. For PLACE, remember this is
- physical location, venue
- site/store layout
- give reasons for site selection
OR: - Place = Channel of Distribution
(sell through distributors, other retailers,
online merchants, outsourcing etc.)

14. For PROMOTION, please give reasoning as to

why you have chosen these forms of promotion
(ads, sales promo, PR…)
- ensure you have thought through carefully the
methods chosen to ensure they are effective with
relation to your objectives & nature of biz.
- show illustrations/e.g.s
15. Do not forget to elaborate on your SERVICE
3 Ps
= Physical Evidence
- different from ‘Place’
- it refers to ambience, décor, intangible
elements, licenses, image, reputation etc.
= Participants
- all stakeholders (customers, suppliers, staff,
partners etc.)
= Process
- actual flow of delivery (flowchart?)
THE ROAD AHEAD ….
 ICA 2 (part B) guidelines
Add in Operations Plan &
Financial Highlights

 External Mentor
Interview contact report