Marketplace business simulation, Balanced Scorecard, Venture Strategy ~ 1 ~ Ernest R. Cadotte Copyright © 2008 www.marketplace-simulation.com Performance Evaluation The balanced scorecard is the most important measure of your total performance. It provides a single number that can be compared between companies. As such, it is the main indicator for evaluating your performance in the market. The balanced scorecard is used extensively in industry. Its popularity reflects the fact that it encourages managing executives to properly consider a host of performance criteria at the same time. Below, you will find a detailed description of how the balanced scorecard is derived. It is important that you manage the division to do well in all areas measured. To accomplish this, you need to completely understand how your performance is measured. Then, work your strategy and tactics to enhance your performance across all measurement areas. If you are able to do this, you will be very successful. The Cumulative Balanced Scorecard will be the measure used to evaluate your overall game performance at the end of the exercise. The final evaluation will be based upon an average of your balanced scorecard over the final four quarters. Balanced Scorecard Review your balanced scorecard for each quarter. Check how well you performed relative to your score in the previous quarter, and to the industry as a whole. The industry scores represent your benchmark on how well you should be doing, and will be used to measure your firm's performance in comparison to the other firms participating in the exercise. Your firm should be above average in all areas measured. If not, try to find the weaknesses and correct them. Total Business Performance A quantitative measure of the executive team's ability to effectively manage the resources of the firm. It considers both the historical performance of the firm as well as how well the firm is positioned to compete in the future. As such, it measures the action potential of the firm. Total Business Performance = Financial Performance * Market Performance * Marketing Effectiveness * Investment in Future * Wealth * Human Resource Management * Asset Management If one of the performance measures is less than zero, then the total overall performance measure will be zero. The index employs what is called a balanced scorecard to measure the executive team's performance. The most important measure is the team's financial performance, and thus its ability to create wealth for the investors. However, the focus on current profits has caused many executives to stress the present at the expense of the future. The long-term viability of the firm requires that the executive team be good at managing not only the firm's profitability and marketing activities but also investments in the future. These expenses might depress the creation of wealth for the firm, but are vital to creating new products and markets. In short, top managers must be good at managing all aspects of the firm. The balanced scorecard puts this perspective into practice. It focuses attention on multiple performance measures, and thus multiple decision areas. None can be ignored or downplayed. The best managers will be strong in all areas measured. The Total Business Performance measure is computed by multiplying five indicators of business performance. This model underscores the importance of all measures. This is because any strength or weakness will have a multiple effect on the final outcome, the Action Potential of the Firm. The following is a summary of the measure of the firm's Total Business Performance and its key performance indicators. The computational details follow.Marketplace business simulation, Balanced Scorecard, Venture Strategy ~ 2 ~ Ernest R. Cadotte Copyright © 2008 www.marketplace-simulation.com Financial Performance Measures how well the executive team has been able to create profits for its shareholders. A positive number is always desired and the larger the better. It is computed in three steps. First, the net profit from operations is computed by taking the operating profit shown in the income statement and adding back investments in the future that are expensed in the current quarter. It measures how well the managers are able to create revenue from the current quarter's marketing, sales and manufacturing activities. Note that the income statement includes expenditures for R&D, new sales offices and quality control. However, this money is spent to create future business opportunities. Thus, these expenses are added back to the operating profit so that the financial performance measure is entirely focused on current quarter revenues and expenses. Second, the total number of shares of stock is computed by adding all forms of equity investment. If an emergency loan has been taken out, shares of stock will automatically be issued to the loan shark and they become a permanent part of the equity financing. Third, the net profit from current operations is divided by the number of shares of stock issued to determine the net profit from current operations per share of stock. Financial Performance = Net profit from current operations / Total shares issued Net profit from current operations = Operating profit + Investments in firm's future Investments in firm's future = Cost to open new sales offices and new web center + R&D investment in new brand features and new brands + R&D licenses Total shares issued = Number of shares issued to executive team + Number of shares issued to venture capitalists + Number of shares issued to loan shark Market Performance Is a measure of how well the managers are able to create demand in their primary and secondary segments. The firm's market share in two target segments is used to measure this demand creation ability. The market share score is adjusted downwards if there were any stock outs. This penalty for stock outs is to underscore two points. First, unnecessary resources have been spent to generate more demand than can be satisfied. Second, ill will has been created by having potential customers become frustrated when they do not find the products that they have been persuaded to buy. The score ranges from 0 to 1.0 and will depend upon the number of competitors. If there are 3 firms, a good score would be greater than 0.5. If there are 8 teams, a good score would be greater than 0.35. Market Performance = Average market share in targeted segments / 100 * Percent of demand actually served / 100 Average market share in target segments = (Market share in first segment + Market share in second segment) / 2 Percent of demand actually served = ((Total net demand after ill will - Number of stock outs) / Total net demand after ill will) * 100Marketplace business simulation, Balanced Scorecard, Venture Strategy ~ 3 ~ Ernest R. Cadotte Copyright © 2008 www.marketplace-simulation.com Marketing Effectiveness Is a measure of how well the managers have been able to satisfy the needs of the customers as measured by the quality of their brands and ads. Customer perceptions of the firm's brands and ads in its primary and secondary segments are used to measure customer satisfaction. The two scores are then averaged to obtain the indicator for marketing effectiveness. The score ranges from 0 to 1.0. A good score would be greater than 0.8 Marketing Effectiveness = (Average brand judgment / 100 + Average ad judgment / 100) / 2 Average of best brand judgments in target segments = (Highest brand judgment in first segment + Highest brand judgment in second segment) / 2 Average of best ad judgments in target segments = (Highest ad judgment in first segment + Highest ad judgment in second segment) / 2 Investments in the Firm's Future Reflect the willingness of the executive team to spend current revenues on future business opportunities. They are necessary but risky. In the short-term, these expenditures can cause large negative profits on the income statement. As a result, the retained earnings may become highly negative, thus indicating that a substantial portion of the stockholder's investment has disappeared into the operations of the firm. In the long-term, these investments are absolutely necessary if the firm is to be competitive. Thus, there is a need to balance the loss of stockholder's equity against investments which could create even greater returns for the investors in the future. The score is always greater or equal to 1.0 and a good score would be greater than 3.0. Investments in the firm's future = (Current expenditures that benefit firms future / Net revenues) * 10 + 1 Current expenses that benefit firm's future = Cost to open new sales offices and new web regional centers + R&D investment in new brand features and new brands + R&D licenses Net revenue = Sales revenue - Rebates + Interest income Creation of Wealth Is a measure of how well the executive team has been able to add wealth to the initial investments of the stockholders. During the start-up phase of the company, it is expected that the initial stockholders' investments will be used to create new brands, open sales offices, conduct R&D on new brand features and make process improvements in the factory. Expenses will greatly exceed revenues leading to large losses and retained earnings figures that are largely negative. To compute the creation of wealth measure, the net equity of the firm is first computed by adding the retained earnings to the total of the investments from all of the stockholders. The retained earnings figure is the sum of all profits from the inception of the firm. As noted above, the retained earnings will be negative in the early quarters as the firm invests money to startup and grow the business. In later quarters, a firm might elect to pay dividends to its stockholders. If dividends are paid, they will be added back into the net equity of the firm for purposes of calculating the Creation of Wealth because they represent wealth that has been created and distributed to the stockholders.Marketplace business simulation, Balanced Scorecard, Venture Strategy ~ 4 ~ Ernest R. Cadotte Copyright © 2008 www.marketplace-simulation.com Next, the net equity is divided by the total of all equity investments to obtain a ratio of wealth creation. A value of zero or less indicates bankruptcy. A value greater than zero and less than one indicates the executive team is relying upon the initial stockholder's investments to pay day-to-day expenses plus invest in the future. A value greater than one indicates the firm is adding wealth to the stockholders. Creation of wealth = Net equity/total stockholders equity Net equity = Retained earnings + Common stock + Dividends paid to date Total stockholders investment = Common stock Human Resource Management Is a measure of how well the executive team is able to recruit the best employees, satisfy their needs and motivate them to excel. Sales force productivity and factory worker productivity are averaged together to obtain a single score. High performance is only possible if the firm's compensation packages is competitive and in tune with what is important to employees over time. The scores range from zero to 1.00 and a good score would be greater than 0.80. Human Resource Management = (Sales force productivity / 100 + Factory worker productivity / 100) / 2 Asset Management Is a measure of the executive team's ability to use the firm's assets to create sales revenue. The first step in measuring asset management is to compute the asset turnover of the firm. Effective managers are able to use the assets to create sales which are two or three times the value of the assets. Thus, a very good score would be 3.0. In addition to asset turnover, ending inventories are also measured and included. To avoid stock outs, and their associated penalties, managers might be inclined to produce excessive inventory. To discourage large ending inventories, there is a penalty for producing more inventory than is needed to meet demand. The penalty increases as the proportion of ending inventory to production increases. Asset Management = Asset turnover * Penalty for excess inventory Asset turnover = Net revenue / Total assets Net revenue = Sales revenue - Rebates + Interest income Penalty for excess inventory = (1 - Ending inventory / Production)Marketplace business simulation, Balanced Scorecard, Venture Strategy ~ 5 ~ Ernest R. Cadotte Copyright © 2008 www.marketplace-simulation.com Cumulative Balanced Scorecard The final evaluation will be based upon an average of your performance over the final four quarters. Here is how the cumulative score is computed for the last quarter of play, which we will call Qt: Total Cumulative Overall Score in Qt = Cumulative Financial Performance in Qt x Cumulative Market Performance in Qt x Cumulative Marketing Effectiveness in Qt x Cumulative Investment in Future in Qt x Cumulative Wealth in Qt x Cumulative Human Resource Management in Qt x Cumulative Asset Management in Qt Where, Cumulative Financial Performance in Qt = (Financial Performance in Qt-3 + Financial Performance in Qt-2 + Financial Performance in Qt-1 + Financial Performance in Qt)/ 4 Cumulative Market Performance in Qt = (Market Performance in Qt-3 + Market Performance in Qt-2 + Market Performance in Qt-1 + Market Performance in Qt)/ 4 Cumulative Marketing Effectiveness in Qt = (Marketing Effectiveness in Qt-3 + Marketing Effectiveness in Qt-2+ Marketing Effectiveness in Qt-1 + Marketing Effectiveness in Qt)/4 Cumulative Investment in Future in Qt = (Investment in Future in Qt-3 + Investment in Future in Qt-2 + Investment in Future in Qt-1 + Investment in Future in Qt)/4 Cumulative Wealth in Qt = Wealth in Qt Cumulative Human Resource Management in Qt = (Human Resource Management in Qt-3 + Human Resource Management in Qt-2 + Human Resource Management in Qt-1 + Human Resource Management in Qt)/4 Cumulative Asset Management in Qt = (Asset Management in Qt-3 + Asset Management in Qt-2 + Asset Management in Qt-1 + Asset Management in Qt)/4 Note two important characteristics of the computation. First, the Total Cumulative Overall Score is determined by multiplying the average score in each of the areas measured. Second, the Cumulative Wealth in Qt is equal to the Wealth in Qt. It is not averaged over the last four quarters. This is because Wealth is already a cumulative number. It is equal to the total wealth created since the inception of the company. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Subject Code: GB601 Subject Name: MBA Capstone Assessment Title: Business Simulation Weighting: 35% Total Marks: 35 Length: Fortnightly activities (note except the last week) Due Date: Weeks 2,4,6,8,10,11 (via Marketplace Live at 11.55pm) . Assessment Description . You are required to take part in a compulsory 12-week business simulation called Marketplace Live. The simulation requires you to work individually to set up a new business and compete against computergenerated competitors. The simulation requires you to build an entrepreneurial firm, experiment with strategies, and operate in a virtual business world. Designed to mimic the competitive, ever-changing marketplace, the simulation allows you to gain experience in market analysis, strategy formulation, and the management of a new venture. An overview of the simulation can be found at www.marketplace-simulation.com/venture-strategy-demo Part 1 – Timely Individual Participation (5%) The business simulation is modelled over 6 quarters. Each quarter corresponds to 2 weeks of term time. At the end of every second week (except the last week), you are required to make key business decisions. Completion of the timely simulation decisions each quarter is worth 5% of the total mark. You may choose to proceed with the simulation at a quicker pace than the stipulated dates below. No penalty is associated with doing so. To get 5% you must submit every quarter on time. Marks will not be pro-rated. For instance, if you miss any quarters submission, you will automatically forfeit the 5%. Week Due Date Marketplace Live Quarter Decisions Required End of week 2 Sunday 11.55pm27th November at Quarter 1 Organize the firm and setup shop End of week 4 Sunday 11.55pm11th December at Quarter 2 Go to test market End of week 6 Friday 11.55pm 23rd December at Quarter 3 Skilful adjustment and market expansion End of week 8 Sunday 11.55pm15th January at Quarter 4 Invest in the futureAssessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. End of week 10 Sunday 11.55pm29th January at Quarter 5 Expand the business strategy End of week 11 Sunday 5th February at 11.55pm Quarter 6 Refine the business strategy Part 2 – Simulation Business Performance (30%) Your simulation business performance is evaluated based upon a cumulative average balanced scorecard measurement over the final four quarters. The balanced scorecard is the most important measure of total performance. It provides a single number that can be compared between companies (students). Each quarter, marketplace live calculates an overall total score, which takes into account; financial performance, market effectiveness, marketing performance, human resource management, investments in the firm's future, asset management and the creation of wealth. The simulation computes total business performance by multiplying these indicators. At the end of the final quarter all students balanced scorecard will be ranked and the distribution of results calculated. A mark out of 35 will be calculated and awarded and the method of calculation will be published on the portal. Typically, an average balanced scorecard result will be a score of 50.0. You should keep this as a target in mind when reviewing your own results. A detailed explanation of the measurement is provided for you in the document Balanced Scorecard Evaluation that is on the portal.