Creating a Comprehensive Business Plan Rubric

Written by Dave Lavinsky

A well-structured business plan is a foundational document for any entrepreneurial venture, serving as a roadmap to guide your business to success. It provides clarity on your business goals, strategies, and financial projections, making it an essential tool for attracting investors and stakeholders. However, evaluating the quality and completeness of a business plan can be challenging, especially when dealing with multiple plans. This is where a business plan rubric comes into play. It’s a systematic and objective way to assess business plans consistently.


How to Create a Comprehensive Business Plan Rubric

1. Define Your Objectives

Start by identifying the objectives of your business plan rubric. What do you want to assess and measure in the business plans? Your objectives may include evaluating market research, financial projections, marketing strategies, or overall clarity and coherence. Make sure your objectives align with the key components of a well-rounded business plan.


2. Establish Criteria

For each objective, establish specific criteria or factors that you will evaluate. For instance, if you’re assessing market research, your criteria might include the depth of market analysis, competitor research, and target audience insights. Clearly define the criteria for each objective.


3. Assign Weightings

Not all criteria are equally important. Assign weightings to each criterion based on its significance. Weightings reflect the relative importance of different elements in the business plan. For example, financial projections may carry more weight than a company’s historical background.


4. Develop a Scoring System

Create a scoring system for each criterion. You can use a numerical scale (e.g., 1-5, 1-10) or a descriptive scale (e.g., poor, fair, good, excellent). This system allows you to provide a quantitative assessment for each criterion.


5. Provide Clear Descriptions

For each criterion and level on the scoring system, provide clear descriptions of what each level represents. This ensures consistent and objective evaluation. Avoid vague descriptions to prevent subjectivity.


6. Consider the Overall Structure

Include an assessment of the business plan’s overall structure and presentation. Elements to consider might include readability, use of headings, and formatting. A well-organized and visually appealing plan often indicates a more professional and thoughtful approach.


7. Test Your Rubric

Before applying your rubric to assess real business plans, test it with a few sample plans to ensure that it’s clear, fair, and effective. Make any necessary adjustments based on your testing.


8. Evaluate Business Plans

Once your rubric is ready, you can begin evaluating business plans. Review each plan against the criteria, assign scores, and calculate the final scores based on the weightings.


9. Provide Feedback

After assessing the plans, offer constructive feedback to the entrepreneurs or teams behind them. Highlight strengths and weaknesses, and offer recommendations for improvement. This feedback can be invaluable for the plan’s creators.


10. Maintain Consistency

Consistency is key in using a business plan rubric. Ensure that different assessors apply the rubric consistently, and if possible, discuss and calibrate your rubric assessments with other evaluators to maintain fairness and objectivity.


11. Use the Results

The results from your business plan rubric can help you make informed decisions about which plans align best with your investment or support criteria. Plans with higher scores are likely more well-prepared and have thoroughly considered various aspects of their business.


Business Rubric Example

Here are a few examples of criteria that could be included in a business plan rubric along with a corresponding scoring system:

  1. Market Analysis:
    • Identification of target market (5 points)
    • Thoroughness of competitor analysis (5 points)
    • Assessment of market trends and growth potential (5 points)
  2. Financial Projections:
    • Realistic revenue forecasts (5 points)
    • Comprehensive cost analysis (5 points)
    • Clear understanding of profit margins (5 points)
  3. Marketing Strategies:
    • Coherent and effective marketing plan (5 points)
    • Utilization of digital marketing tools (5 points)
    • Identification of key marketing channels (5 points)
  4. Product or Service Innovation:
    • Description of unique value proposition (5 points)
    • Clarity in product development roadmap (5 points)
    • Assessment of potential market demand (5 points)
  5. Management Team:
    • Demonstrated expertise and experience (5 points)
    • Coherence and complementary skills of the team (5 points)
    • Clarity in roles and responsibilities (5 points)
  6. Risk Assessment and Mitigation:
    • Identification of potential risks (5 points)
    • Comprehensive risk mitigation strategies (5 points)
    • Contingency plans for identified risks (5 points)
  7. Presentation and Formatting:
    • Clarity and coherence of the business plan structure (5 points)
    • Use of appropriate visuals and graphics (5 points)
    • Professionalism and readability of the document (5 points)

For each of the criteria listed above, a scoring system can be implemented using a scale such as:

  • 1-5 scale (1 being Poor, 5 being Excellent)
  • 1-10 scale (1 being Low, 10 being High)
  • Descriptive scale (Poor, Fair, Good, Excellent)



In summary, a well-structured business plan rubric is a valuable tool for evaluating and comparing multiple business plans. It provides objectivity, consistency, and fairness in assessing the quality and completeness of these plans, helping you make informed decisions when considering investments or partnerships. This business plan rubric can help assessors evaluate various business plans consistently and objectively, providing a comprehensive overview of the strengths and weaknesses of each plan and aiding in making informed decisions regarding potential investments or collaborations.