Presentation of the workshop on "Creating a business case" by Malthi SS conducted at SPM Summit India 2023 at IIM Bangalore

1. Building a
Business Case
How does one go about it
Malthi SS

2. Malthi SS
22 Y | Experience
8Y | Engineer
14Y | Product Management
Consulting CPO/PM Consultant at JobsForHer
PM Coach/Professor of Practice
Nasscom Start-Up Mentor/Speaker

3. 5 Billion
10 Billion

4. What is a
Business Case?

5. Key Points
5 Billion
10 Billion
➢ Canvas for short term to long term proposal
➢ Tool to steer decision-making
➢ Answers to the WHY, WHAT and HOW
➢ Strategic alignment
➢ Narrative to connect all stakeholders
➢ Collaborative document
➢ Can be a document or a presentation
➢ It is not same as PRD(Product Requirement Document)

6. Why do we
need a
business case?

7. Key Points
5 Billion
10 Billion
➢ Aligns the business, marketing and product strategies with market needs
and customer behaviour
➢ Helps prioritize investments
➢ Establishes clear direction
➢ Helps make smarter decisions and get better results
➢ Reduces time to market

8. Business Case - Example
5 Billion
10 Billion
➢ Building a social platform for Financial Investments(Stocks)

9. When is the
right time to
build a
business case?
Ideation stage?
Design stage?
Product execution?

11. Components – Business Case
Problem
Statement
User & Market
Analysis
Solution & Value Proposition
Plan/Resources
Finances
Risks &
Assumptions
Success
criteria
Summary

12. How to approach a Business Case
5 Billion
10 Billion

13. 5 Billion
10 Billion

14. 5 Billion
10 Billion

15. Financial analysis
5 Billion
10 Billion
➢ Estimate the costs
➢ Calculate revenue potential(monetization)
➢ Determine TCO
➢ Determine break-even point
➢ Assess the ROI(Profit)
➢ Do not miss opportunity cost
➢ Assess the cash flow

16. Business Case Template
5 Billion
10 Billion

17. Tips to write
Get buy-in from leadership
Encourage team work
Establish realistic criteria
Iterate and learn
Track risk factors
Use Checklists

18. Pitfalls to avoid
Assuming customer will buy it
Failure to evaluate VP from customer’s view
Assuming product will market itself
Overlooking threat of disruptive products

19. Business Case - Exercise
5 Billion
10 Billion
➢ Building a Qcommerce product
➢ Building a community product for LGBTQ
➢ Building a new Insurance offering
➢ Building a marketplace on a residential management app
➢ Building a hostel management facility software

20. Malthi SS - LN