You may be introducing a new product, new software, or need extra resources, but one thing is a solid business case. The modern competitive and economically-conscious business world has required more than a good idea–a case to be made as to why a project is a worthwhile investment.
This guide presents a realistic business case example study and illustration of how to construct a solid case to support your project. We will address what to include in it, how to align with business goals and how to make a strong case that earns the buy-in of the stakeholders and top management.
What is a Business Case?
A business case is a report or document which describes the rationale behind starting a project or task. It demonstrates:
- The problem or opportunity
- The proposed solution
- The benefits and ROI
- Associated costs and risks
- Alternative solutions taken into consideration.
Key words: definition of business case example, what a business case is, the purpose of a business case.
What is the importance of a Business Case?
- To develop a properly structured business case assists:
- Prove it with statistics and information.
- Keep the project aligned to the strategic business goals.
- Win stakeholder support and investments.
- Assess risk and investment profit.
- Make informed decisions.
The major elements of a Business Case
Your business case must contain the following sections to develop a strong justification:
Executive Summary
A concise summary of the project and objectives as well as top level recommendations.
Problem or Opportunity
Be very specific about what problem you are solving or what opportunity you are taking advantage of.
Proposed Solution
State what your project will accomplish, how it will perform and why it is the best solution.
Project Scope
Describe what (and what not) will be part of the project to prevent scope creep.
Financial Justification
Present cost estimates, anticipated ROI, savings or potential increased revenue.
Benefits and Value
Point out real (profit, efficiency) and non-real (employee satisfaction, brand image) benefits.
Risk Assessment
Determine possible risks and solutions.
Implementation Timeline
Add project stages and key milestones and approximate dates.
Alternatives Considered
Discuss other options briefly and the reasons why they were not selected.
Recommendation
State the call to action, or what you want, and what to do next.
Project example: Software Implementation
Here is a simple business case of using Customer Relationship Management (CRM) system:
Executive Summary:
We currently use spreadsheets and email to handle customer data and thereby face inefficiency and lost opportunities by our sales and support teams. We suggest adopting a CRM system to better track leads, automate operations and also to enhance customer experience.
Problem Statement:
Today, there is no centralized point of contact with customers. Information is decentralized, and it is hard to relay leads and offer prompt assistance. This leads to missed deals and dissatisfaction of customers.
Proposed Solution:
Use Salesforce or HubSpot, a cloud-based CRM system, connected to our current email and marketing tools.
Project Scope:
- CRM setup and integration
- Staff training
- Data migration
- Ongoing support
(Not included: Software development and integrations outside of sales and support)
Financial Justification:
- Implementation Cost: $25,000
- Annual Licensing: $15,000
- Anticipated ROI in Year 1: $45,000 in the form of increased sales conversion.
- Payback Period: < 12 months
Benefits:
- Conversion of lead improved by 30 percent.
- 25% reduction in response time
- Improved reporting and information analytics.
- Improved team work and responsibility.
Risks and Mitigation:
User resistance: Provide in depth training.
Data security: Choose a secure GDPR-compliant vendor.
Risk of downtime: Introduce in stages as a means to mitigate harm.
Timeline:
Week 1-2: Vendor selection
Week 3-6: Testing and setup of system.
Week 7-8: Staff training
Week 9: Go-live
Alternatives Considered:
- Keep using spread sheets (unproductive)
- Create a bespoke CRM (expensive and costly)
Recommendation:
Accept the acquisition and adoption of a cloud-based CRM. Start the project in Q4 in preparation of the new fiscal year.
How to write a good business case.
Make it relevant to your audience – Executives prefer the big picture; technical teams the details.
Use data – Back up your proposal with facts, trends and real numbers.
Be precise and direct – No jargon; no results or effects.
Add graphics – Graphs, timelines, cost breakdowns, etc., can also help you make your case compelling.
Get feedback – Discuss your business case with other employees prior to presentation to management.
Conclusion
An irresistible business case example can result in approval of your project -or not. By stating the problem, solution, and benefit to be expected so clearly the decision-makers have the necessary information to invest in your proposal with assurance.
You need to raise money, or to gain access to resources, or to enlist executive backing, knowing how to create a compelling case is a critical project management, team leadership, or business strategy skill any project manager, team leader or business strategist needs. Based on the above business case example and framework, prepare a convincing business case paper around your next big idea.
