Overview: For the capstone assessment, you will create a business implementation plan and audiovisual presentation for the product, service, or idea you have been developing throughout your MBA coursework. 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. Critical Elements Proficient (100%) Not Proficient (0%) Value Main Elements Includes most of the main elements Does not include any of the main elements 15 Critical Thinking Provides logical conclusions and defends with examples Does not provide logical conclusions 15 Rationale Provides rationale and thoroughly defends it Does not provide rationale 10 Problem or Opportunity Identifies the problem or opportunity and includes a detailed description of how the idea or concept addresses the problem or opportunity Does not discuss the problem or opportunity 10 Market Analyzes the market for the product or service and quantifies market size Does not analyze market for product or service 10 Competition Analyzes key features, outlines how these meet unmet customer needs, and explains how the key features set the product or service apart from the competition Does not provide key features 10 Company Explains how the concept fits with the mission, vision, and priorities of the company implementing the product or service, and connects this information with long term organizational strategy Does not explain how concept fits with the mission, vision, and priorities of the company implementing the product or service 10 Innovation Discusses how or why the product is innovative and situates the product or service within the implementing company’s larger product or service portfolio Does not discuss how the concept or idea is innovative 10 Articulation of Response Submission does not have critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Total