Small business

Formative evaluation 
Formative evaluations focus on:
• The concept – what is the targeted added value from the intervention and why is it needed?;
• The process of identifying beneficiaries, if necessary segmented in groups;
• How the needs of beneficiaries (organisations and individuals) are analysed and grouped
meaningfully;
• How well the products and services are embedded in the programmes designed to meet needs,
covering the processes of:
- The setting of programme objectives;
- The determination of detailed content;
- The design of materials;
- The recruitment, selection and development of trainers/service providers;
- The proposed style of delivery;
• The delivery process itself, covering:
- The competence of those delivering the programme/service;
- Counselling, consultancy and follow up;
- The choice and use of networks and outside personnel;
- Location and timing of programme activity;
- Assessment and accreditation.
• How the programme reaches its market, in particular:
- The process of price setting (if necessary);
- The choice of the marketing mix;
- The channels used for reaching beneficiaries;
- Public relations management;
- How the programme is ‘sold’ to the public;
- The procedure of evaluating success.
• How the programme is organised and managed, in particular:
- The soundness of budgeting and financing procedures; 
- The adequacy of control systems and performance measures; 
- The quality of leadership and motivation of staff;
- The appropriateness of the organisation design (is it entrepreneurial?) and staff backgrounds;
- Its openness to innovation and new ideas;
- Its effectiveness in acquiring resources; 
- Its success in engaging relevant stakeholders;
- Its flexibly and degree of strategic orientation;
- The soundness of its planning processes.