Business Case Writing

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About this business case writing course

Attend this business case writing course and you will learn how to build a sound business case. You will also learn how to apply logic to your reasoning and create a value proposition – the core of a business case.

This is an intensive course, delivered by a highly experienced business case writer who has authored successful reports, business cases and proposal writing across most market sectors.

Learning outcomes

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

  • Produce complete and well-structured business cases.
  • Create compelling arguments.

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


  • 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


  • Personal action plan
  • Support options