Writing a Business Case that Will Sell

You’ve got a great idea for a business, but any time someone asks you to explain it, you end up babbling incoherently and jumping from one concept to the next. If this sounds like something you’re struggling with, it’s important to realize its part of the new business process. Don’t get discouraged; all you need is an articulate way to link together your vision with the practical support you need to make it a reality. When potential investors see that you’ve got your ideas organized, they’ll be more likely to listen to your plea for funding.

What Is a Business Case?

A business case is a brief document, presentation, or conversation that you can prepare ahead of time as a way to introduce people to the reason for your idea. If you’re thinking about starting a new project, it’s important to flush out your ideas in the business case before moving on to the business plan. Business cases can be comprehensive and extremely structured, or informal and brief, depending on the setting and your audience.

What Should Be Included in a Business Case?

• A Scenario Analysis - If you’re going to write a business case that will compel potential partners and investors to support your idea, it’s important to include an analysis of more than one potential scenario. Your best plan of attack is to assume that many things will not go as planned. Including "most likely" as well as "best-case" and "worst-case" scenarios will help you create a strong argument for your idea.
• Clear Cause and Effect – Nothing in your business case should be included “just because.” Think about the effect that each feature, element, service or product will have on the overall efficiency of your business idea. Failure to clearly link element to its potential effect will only weaken your plan, and make potential investors wonder if you’ve really considered every angle.
• Alignment with Strategic Goals – If your business case is only for a project within a larger, already existing company, it’s important to show how the smaller ideas fit inside the overall vision for the organization. If you’re proposing a new marketing campaign, be sure to list all the ways in which it will support the branding and reputation the company has been working so hard to maintain.

Start Writing

You might be intimidated to begin the business case, but remember; it doesn’t have to be perfect on the first draft. If you’re afraid open a blank word document and start writing, don’t worry – we got you covered. Click here to review our Business Case Template.