Mobile Marketing Business CasePurposeThe purpose of this tool is to help you design a Business Case for an investment in aMobile marketing program. A Business Case is a formal management communicationdocument to justify and plan a project or investment by providing an opportunityoverview, key success factors, assumptions & decision-making criterion, business impactanalysis, sensitivity analysis, risks, contingency plans, and action-oriented recommendations.How to Use this TemplateComplete the following sections with your project team and/or stakeholders. Cut & pastethis information into a document that reflects your corporate image, and deliver yourBusiness Case to senior executives to sponsor the project.
Title Page [Insert Company Name or Logo] Mobile Marketing Business Case [Insert Completion Date] Completed By: [Insert Project Manager Name] Completed For: [Insert Project Sponsor Name]
Table of Contents Page1. Executive Summary 4 1.1 What Problem Does this Business Case Solve?2. Opportunity Overview & Key Success Factors 4 2.1 Opportunity Overview & Project Purpose 2.2 Project Scope 2.3 Project Schedule 2.4 Key Success Factors3. Assumptions & Decision-Making Criterion 7 3.1 Assumptions 3.2 Use-case Scenarios & Options 3.3 Recommended Decision-Making Criterion 3.4 Information Sources & Research Methodology4. Business Impact Analysis 8 4.1 Cost/Benefit Analysis 4.2 Qualitative/Intangible Business Benefits 4.3 Required Resources for Implementation5. Risks & Contingency Plans 10 5.1 Key Risks to Mitigate 5.2 Contingency Plans6. Recommendation 11
6.1 Action Plan1. Executive Summary1.1 What Problem does this Mobile Marketing Business Case Solve?Provide a brief description of the problems that this Mobile Marketing Business Case wasdesigned to solve.For example: Deteriorating Brand Awareness Lack of Customer Loyalty, Retention and Engagement Poor User Experience Low Response Rates High Unsubscribe Rates Declining Attendance/Participation in Events Decreasing Lifetime Value of Subscribers Waning Cross-Sell and Up-Sell Opportunities Decreasing Revenue2. Opportunity Overview & Key Success Factors2.1 Opportunity Overview & Project PurposeIn this section, you need to obtain buy-in from your project sponsor so put a positive spinon the solution that you are recommending.Note: Projects that clearly fit organizational goals are more likely to be supported.Document your vision of the impact your solution will have on the organization. Writefrom each key stakeholder perspective.For example:
Senior management: Increase top-line revenue, transparency Sales: Broaden offering, cross-sell & up-sell opportunities Marketing: Tighter marketing program integration Customer Service: Drives automation, improve retention IT: Minimal post implementation support required2.2 Project ScopeAdditionally, document what is in scope for this project and explicitly state what is not inscope. If you are planning on a phased approach, provide a summary of what each phasewill look like from your perspective. Consider how many departments/stakeholders will beinvolved; then, document them.For example:A Mobile Marketing program can involve sending a message from one phone to anotheror from a computer to one or more mobile devices. The following sample project, whichinvolves Mobile Marketing via SMS, will be implemented in phases.Phase 1 – Internal/External Audit: Review competitors, our existing efforts,industry/market trends, customer habits, etc.Phase 2 – Planning & Scheduling: Outline the objective, formalize the Mobile Marketingprogram, select providers, obtain carrier approval, build campaigns, develop offer (SMSCoupons), etc.Phase 3 – Testing & Execution: Have carrier perform appropriate testing and kick off theMobile Marketing program by sending your first message via SMS.Phase 4 – Integrated Marketing: Use Mobile Marketing with existing channels. Forexample, build your opt-in list by adding a banner to your website that promotes yourSMS Coupon campaign.Phase 5 – Reporting & Maintenance: Reports will be created, based on managementneeds to monitor sales, customer satisfaction, website traffic, etc. Executive dashboard KPIs
for an SMS mobile coupon program may include: Number of Messages Delivered, ProspectEngagement, Redemption Rates, Demographics (Gender, Education, Age, Etc.), Sales, etc.2.3 Project ScheduleFollowing is a sample project schedule that you can customize further:Project Milestones Deadline1. Mobile Marketing Plan Approval March 15, 20122. Order SMS Short Codes April 27, 20123. Get Carrier Approval May 15, 20124. Integration June 21, 20125. Testing July 1, 20126. Execution July 9, 20122.4 Key Success FactorsKey Success Factors are the most important items that need to work for you to ensureproject success. Examples include: adequate budget & resources, skill sets, time to do theproject amongst other priorities, project sponsorship.Key Success Factors JustificationBudget In order to purchase the appropriate technology budget is required. Adequate training is also required to ensure the project’s success.Buy-In & Support Management buy-in is required to ensure program success and ensure staff take-up in sales, marketing, customer service, and IT departments.
Executive Sponsorship To ensure system and project is aligned with corporate goals, and to communicate with staff. Resources Time will be required of management for detailed business analysis, training and on-going contribution. Sufficient Marketing and IT resources will need to be allocated to ensure the following: Proper integration of technology Proper integration of existing marketing channels and/or campaigns.3. Assumptions & Decision-Making Criterion3.1 AssumptionsList all the assumptions you made when creating this business case. Some examples ofassumptions include: costs, savings, incremental returns, pricing, volume, or resourcerequirements such as expected consulting costs.3.2 Use-Case Scenarios & OptionsContrast and compare various options, such as “Do Nothing”, “Conduct a Pilot”, “ConductFull-scale Implementation” or “Build Internally”. This section should provide assurance thatthe business will not fall apart should it be decided that moving to your recommendationis not feasible. Your goal is to economically justify your investment to generate returns.3.3 Recommended Decision-Making CriterionThis section is useful for proposing the decision-making criterion that you believe a seniorexecutive should consider when making a decision. The idea is to make it very easy for
your sponsor to agree with your proposal, given that you have already completed themajority of the required critical thinking.Following is a suggested prioritized list of proposed evaluation criterion: Revenue and customer benefits Cost/Cost-savings Opportunity to integrate existing marketing channels Integration with existing systems Time to deploy Management performance insight Use Cases in our Industry3.4 Information SourcesWhere did you go to learn more about this opportunity? Are your sources of informationcredible? What process did you take to do the research? Some examples include: vendordiscussions, whitepapers, analyst firms, Google searching, conferences, peer-to-peernetworking, and consultants.4. Business Impact AnalysisThis section will outline the costs and benefits of the proposed initiative. Both quantitativeand qualitative (intangible) benefits need to be documented here. Additionally,providing a “High/Low” adds an element of sensitivity analysis, which provides both aconservative and optimistic outlook for your proposed initiative.4.1 Incremental Cost/Benefit AnalysisDetermine the projected incremental costs/benefits over a 3-year period. Insert your costcategories, a description of each, and a high/low estimate for each. Divide total benefitsby total costs and multiply by 100 to obtain a %. Complete this worksheet for each use-case scenario, and/or project option.
Cost/Benefit Analysis WorksheetProject CostsCosts High LowConsulting FeesImplementation Costs (Marketing Manager)Maintenance (Administrator)TrainingTesting Total CostsProject BenefitsBenefits High LowIncreased SalesEtc. Total Benefits % Benefits/Costs4.2 Qualitative/Intangible Business BenefitsWhat are the qualitative or intangible benefits that were not captured in the cost/benefitanalysis worksheet?
Increased likelihood of successful interaction and open dialogue Reach prospects more effectively due to expanded contact window Build a better relationship with customers and increase loyalty Facilitates the transmission of time-sensitive information It’s Green! Insert Other Intangible Benefits Here4.3 Required Resources for ImplementationWhat are the required resources in terms of budget, staffing, consulting, or otherexpenditures related to moving forward with this business case?For example: Budget, per section 4.1 Staff Resources: Administrator, Marketing Manager, etc. – X hours/week Management in Sales, Marketing, Customer Service: commitment to cooperate with IT on business requirements, training, and roll-out to their staff5. Risks & Contingency PlansThis section will outline the key risks that need to be mitigated and provide contingencyplans for each identified risk. Risks include: lack of end-user adoption, project over-time/over-budget, technical risk, and senior management commitment.5.1 Key Risks to MitigateFor example: Lack of management commitment and/or adoption Lack of end-user adoption Technical risk5.2 Contingency Plans
What is the contingency plan for each of the preceding risks?For example: To ensure commitment of managers in sales, marketing, customer service departments, there will be a virtual committee/team formed for the Mobile marketing program. This team will be lead by X, and their job will be to identify specific business requirements, ensure two-way communication with staff, identify training requirements, and measure benefits gained. To ensure buy-in from staff, the committee will be responsible for establishing a communication and change plan with a phased implementation. Management will also communicate upcoming changes with staff, highlighting the benefits of using mobile marketing to staff and customers. After each phase of implementation, the group will gather feedback from the staff to incorporate updates or changes in the next phase. Ensuring our current IT infrastructure is compatible with the various mobile mediums selected will mitigate technical risks.6. RecommendationWhat is your proposed course of action? Insert your recommendations here.6.1 Action Plan 1. Approve budget 2. Approve staff resource allocation to project 3. Approve formation of Mobile Marketing Management Committee to proceed with managing and reporting on the progress of the project