On successful completion of this unit, students will be able to:
1. Apply information and data from real market situations to identify venture
opportunities;
2. Apply creative thinking skills to develop potential response opportunities to
identified scenarios, taking into account key customer markets and
segments;
3. Apply business theories to develop a draft business model for a venture.

Related graduate attributes:
• UC graduates are professional – employ up-to-date and relevant
knowledge and skills (1.);
• UC graduates are professional – take pride in their professional and
personal integrity (1.);
• UC graduates are professional – use creativity, critical thinking, analysis and
research skills to solve theoretical and real-world problems (1.);
• UC graduates are global citizens – display initiative and drive, and use their
organisation skills to plan and manage their workload (1.);
• UC graduates are global citizens – understand issues in their profession from the
perspective of other cultures (2.);
• UC graduates are global citizens – behave ethically and sustainably in their
professional and personal lives (2.);
• UC graduates are global citizens – make creative use of technology in their
learning and professional lives (2.);

This task is Part 4 of your enterprise concept journey. From Part 3, you should now have a solid sense of your
key business problems, market size and clear overview of key target markets, consumer segments and
competitors. This assessment builds upon this foundation and requires you to put into practice some
validation techniques in order to understand the viability of your business concept.
You will need to demonstrate ONE KEY primary research method to collect data and information, and
justify the rationale behind your approach.
Within the task you need:
1) Explanation of primary research method selection and approach. How are you designing your
validation exercise? To whom? With what timing? Using what technology? How was this audience
selected? Remember who your target market is, and ensure that you gather feedback from them.
Justify and ensure a logical reason is behind every choice.
2) Evidence of your validation technique (i.e. link to an online survey, interview transcripts, focus group
questions)
3) Summary of your findings, with clear links to the market research you’ve undertaken. Was your
idea validated as you expected? How did potential customers react to your concept? Please be sure
you analysis your results and communicate the key findings.
4) As always, a concise “Pivot Point” should be your conclusion. A summary of where your enterprise
concept is situated. It’s natural that you’ll find some new insights into your business – be sure to
discuss these and speak about the impact of your responses moving forward.
Perhaps you felt the need to change your concept here in this final step, this is okay! If your idea was not
validated, you should go back and reconsider your primary business concept – maybe an alternative is more
appropriate. Do you need to consider an alternative concept or a different target market? Why? If you are to
pivot your concept, what steps are you going to take? If you aren’t pivoting your concept, reflect on what went
well in the validation process, and what you may change in the future if you had more resources and time.

Hints :
● This assignment is a chance to utilise some insightful primary research methods. Try to develop
some methods that test some of the gaps and opportunities you identified in Part 2.
● Utilise a variety of primary research methods: online surveys (Surveymonkey or typeform), asking
people in the streets, personal data collection, social media campaign with a call-to-action etc.
● Don’t feel scared of pivoting your concept if something was uncovered in your interviews and
validation: perhaps you want to go after a different target market, or a new product concept. Outline
this discussion and expand on why you are making these decisions.
● How you integrate your primary research insights into your report is up to – but get creative not only
with your methodology, but also how you present these findings. Show directly how this has informed
your validation process. Give solid rationale for all decisions. And, if struggling to elaborate, provide
rationale on that rationale!
● Please ensure you provide some evidence of your primary research conducted. This could be a
screenshot of results, scans of survey results or an audio link.
● Try to not integrate bias in your response. Understanding how to ask your questions is integral in
receiving unbiased responses. See: https://www.qualtrics.com/blog/what-makes-a-good-surveyquestion/
● Start this early! Be sure that you give yourself sufficient time to receive responses.
● Submit the report in a .doc or .docx format
Suggested Structure:
The structure of Task 3 should be the following:
● Title Page
● Overview of Primary Research Approach
● 1. Evidence of your research
● 2. Outline of your validation techniques
● 3. Summary of your validation findings
● 4. Pivot Point Discussion and Any Conclusions
● List of references
● Appendix