Writing a persuasive business case

A well-researched and written business case, not only increases the chance of buy-in from the audience, but also benefits the organization to make right choices.

Ensure your business case covers the following elements, to stand out from the rest and increases the chance for acceptance.

Ensure the business case clearly articulates the intent and the need that you try to address by doing this. Ensure you have covered all these questions. Why are we doing it? What is the problem that we try to solve? Why do we need to solve it? Why do we need to do it now? What is the impact of not doing this?

Articulate the value foreseen by doing this. Present the value in context with something that decision makers can relate. Discuss internally if the projected value will appeal to the wider audience. Ensure the value derived has measurable parameters and time lined over a period.

Layout the timelines and milestones planned and the value targeted during each milestone.

If the business case is inclusive of budget, ensure the short term and long term ROI is illustrated. Present the ROI in monetary value. Ensure even abstract returns has a monetary value attached. (Ex: Do not say reduction in average call handling time. Rather put it as, reduction of 10% call handling time of 300 agents resulting in cost savings of 1mn USD in the next financial year)

Align the business case value to the organization goals, which will spark the interest of the decision makers and help them, to appreciate the content.

Draw parallels if possible. Demonstrate similar success stories or initiatives done in the industry, which will help to win the board’s confidence.

Highlight the risks that you are aware of and demonstrate the mitigation plan to overcome this risk. Never address risks, just as a section in the document. Ensure the risks anticipated in reality and the mitigation plan should be realistic. Communicate the risk associated with all stages and ensure the mitigation plan drafted clearly.

Layout all the assumptions considered while drafting the business case. Provide justification for each assumption with measurable parameters.

Present alternate options to address the same need and suggest your recommendations based on the analysis done on each available option. Ensure the business case covers the parameters taken for analysis and each has a weight-age.

Summarize the business case content in a crisp manner with all key focus areas and key relevant facts highlighted. Lengthy document with lot of in-adequate details has chances of losing the decision makers interest.

Be honest about grey areas, which require further investigation.

To summarize, a business case is not just a presentation to get the required funding. It helps the organization to invest wisely and stay competitive, hence requires careful attention while drafting.