Entrepreneurs using the Lean Start-Up principles, methods and tools reach a point where, based on
the best evidence available, they must decide to continue with the venture or discontinue. This is
the GO/NO-GO point. Past this point, the venture moves forward to success, failure, and/or pivot.
In modules 1-4, you have covered the origins of the lean concept, and why these concepts are
applied to starting successful businesses. You have investigated the Lean Start-Up principles, used
lean tools including the Lean Canvas, and applied the learning to your own venture. You have
developed and tested hypotheses with consumers and stakeholders and validated your learning.
You have investigated the types of Minimum Viable Products (MVPs) and how to build your own
You are now ready to analyse the market viability of your own venture and determine the GO/NOGO decision.
The purpose of this assessment is to demonstrate your knowledge of all lean principles, methods,
and tools you have studied in modules 1-4 and how they apply to your own venture. You will analyse
the readiness of your venture for your market and the readiness of your market for your venture,
and reach a conclusion around the market viability of your venture.
Conduct an analysis of your own venture for market viability. Your analysis should include the
following component as a minimum:
ASSESSMENT 3 BRIEF
Subject Code and Title ENT301 Lean Business Start-Up
Assessment Market Viability Analysis
Length 2000 words (-/+ 10%)
Learning Outcomes This assessment addresses the following Subject Learning
c) Test and assess business concept, including risk
management strategies, for market viability with
stakeholders to reach Go/No Go point.
e) Communicate your business plan/proposal effectively and
persuasively to stakeholders and potential investors.
Submission Due by 11:55pm AEST Sunday of Module 3.2 (week 6)
Total Marks 100 marks
ENT301_Assessment_3_Brief_Market Viability Analysis_Due_Module_3.2 Page 2 of 6
1. Introduction. Briefly outline your business venture.
2. Lean Start-Up methods you have used. Outline activities you have undertaken, aligning
them with methods you have studied in this subject. Include your analysis of the cycles,
validation, and learning.
3. Tools you have used. Provide tools such as the Business Model Canvas, Lean Canvas and
other tools you have used and completed in your module activities as part of developing
your business ideas, assumptions and planning. These may be provided as attachments.
4. Identify stakeholders and consumers in your tests. Provide both details and analysis of why
specific people were targeted and why they represent the identified market for your
5. Risk management strategies. Explain and justify the risk management strategies you used or
may use in the future of your venture. Include any revisions made as a result of testing and
6. Results of your testing with the market. Analyse and provide your results. These may be
provided as attachments.
7. MVP and MVP strategy. Outline your approach to your MVP, its type and strategy to
8. GO/NO-GO. Include your final analysis of the venture’s market readiness. Justify your
9. Summary. Briefly summarise your market viability as identified in your analysis.
10. Attachments or Appendices (not included in word count).
Examples of marketing testing results.
Completed tools used.
Example of your MVP.
Correctly cited references