MBA Milestone One: Justification for Kellogg’s Yo-Bran

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In Milestone One, you will submit the justification for your idea or concept. You will connect entrepreneurship or intrapreneurship with organization change and survival. This milestone lays the foundation for the rest of the project by outlining the justification of an idea or concept. Ultimately, the justification in this milestone will provide much of the reasoning that decision makers will use to determine if they will fund your idea or concept.

Critical Elements:

 Rationale: Lay out the rationale for the idea or concept.

 Problem or Opportunity: Identify the problem or opportunity that the idea or concept addresses.

 Market: Analyze the market for the product or service.

 Competition: Analyze the key features that set the product or service apart from the competition.

 Company: Explain how the concept fits with the mission, vision, and priorities of the company implementing the product or service.

 Innovation: Discuss how or why the product or service is innovative.

Guidelines for Submission: Your draft must contain all of the elements listed above. It should be 5 to 8 pages in length (excluding the title page and references) using 12-point Times New Roman font, with one-inch margins. You may include summary pictures, charts, graphs, or other explanatory diagrams as needed to successfully explain the concept and implementation, but should use appendices for detailed supporting documentation. Your paper should follow APA guidelines. You must include at least 5 scholarly sources. Cite your sources within the text of your paper and on the reference page.

Please make sure that each critical element listed underneath the guidelines for submission section is a bolded header in the paper. I’ve attached the original rubric below so you can easily reference those critical elements. Also, if and when possible use online references for the paper. Lastly, I’ve attached papers I wrote previously to help you when writing this milestone. Let me know if you have any questions or need anything else. Thank you for your help!

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