Business Case Writing

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About this business case writing course

Creating an effective business case means converting an exciting idea in your head into a compelling story on paper. It means applying logic and reasoning to your thoughts and creating a credible plan of action. Above all, it requires writing with clarity.

Clarity is the connection of your idea to a coherent set of words, sentences and numbers. It details what you wish to achieve – the business benefits – and the why and how, and when and where you are going to achieve them. Clarity is critical to any business case, and we show you how to achieve it.

This course provides you with all the tools you need to be able to write a clear, informative and compelling business case. It is delivered by a highly experienced and successful business case writer who has authored numerous reports, business cases and proposals across most market sectors.

Learning outcomes

Attending the business case writing course, you will learn how to:

  • Apply clarity to your thinking
  • Create compelling arguments
  • Produce complete and well-presented and well-structured documents

Who should attend?

The course is aimed at those who wish to increase the quality of their business case writing as well as those who need to contribute to business cases.

How will I benefit from this business writing training?

You will learn how to produce business plans which are complete, balanced, accurate and persuasive.

Outline of programme

Business Cases defined

  • Purpose of a business case
  • Characteristics of a sound business case

Problem or opportunity definition

  • Definition of the problem or opportunity
  • Scope
  • Outline value proposition

Structure of a business case

  • Content order
  • Necessary information

Clarifying aims and objectives

  • Terms of reference
  • Defining the aims and objectives of business case writing
  • Setting the scope of the business case

Market analysis

  • Market definition, segmentation and positioning
  • Competitive analysis
  • Market influencers
  • Risk analysis

Strategic options

  • Scope
  • Possible approach
  • Summary of options

Financial case

  • Resource and funding estimates
  • Metrics, calculations and measurements
  • Analysis
  • Rough projections

Recommendations

  • Summary of options
  • Recommendations

Clarifying the business argument

  • Proposition defined
  • Rationale – differentiators, USPs and business compatibility
  • Positioning
  • Planning

Sales plan overview

  • Sales cycle
  • Competitive analysis
  • Differentiators and market discriminators
  • Key Performance Indicators (KPIs)

Marketing plan overview

  • Focus
  • Market requirements
  • Comparative products / services
  • Research outcomes
  • Summary

Financial summary

  • Revenues
  • Costs
  • Cash flow
  • Rough projections

Producing a business case

  • Executive summary
  • Problem definition
  • Market analysis
  • Options
  • Proposition – funding, timelines, goals, KPIs and ROI
  • Cost / benefit analysis
  • Benefits

Review

  • Personal action plan
  • Support options