The document discusses the purpose and structure of a business case for new products. A business case is intended to convince decision makers to approve actions by demonstrating business needs, comparing costs and benefits of options, and assessing strategic fit. Key sections include an executive summary of the problem, assumptions, and financial indicators. The business case structure covers framing the challenge, market analysis, product description, project proposal, financial forecasts, implementation plans, risk analysis, and a recommendation. The goal is for the business case to be tailored, justifiable, trackable, and complete with relevant information.
2. BUSINESS CASE
A business case is an argument, usually documented, that
is intended to convince a decision maker to approve some
kind of action.
these can range from cases being built for developing new
products to cases being built to justify investment.
Demonstrate the business need for a given action
Consider the strategic internal and external drivers for the
project
Assess, compare and contrast the costs and benefits (both
monetary and non-monetary) of choosing one course of
action over another.
3. CHARACTERSTICS OF GOOD
BUSINESS CASE
The business case should be tailored to the size and
complexity of the product.
Everything within the document should be
justifiable.
Everything within the document should be
expressed in such a way that it can be tracked and
monitored.
The document should be complete
relevant information
4. EVOLUTION OF BUSINESS CASE
CONCE
PT
OPPO
RTUNI
TY
STATE
MENT
FEASIBI
LITY
DEFIN
ATION
PRELIM
INARY
BUSINE
SS
CASE
FINAL
BUSINE
SS
CASE
5. BUSINESS CASE STRUCTURE
COVER PAGE
EXECUTIVE SUMMARY
FRAMING
BUSINESS NEED/STRATEGY FIT
MARKET ASSESSMENT
PRODUCT DESCRIPTION
PROJECT PROPSAL
ASSUMPTION, FORECAST, FINANCIALS
OPERATION AND IMPLEMENTATION
RISK ANALYSIS AND CONTINGENCY PLAN
RECOMMENDATION
APPENDICES
6. COVER PAGE
NAME OF PRODUCT
PROJECT NAME
TEAM MEMBER
DATE
VERSION NUMBER
7. EXECUTIVE SUMMARY
Introduction – purpose of the document
Description – identification of the problem
Industry, market and customer data
Assumptions and Risks
Key Financial Indicators – 3 year summary
8. FRAMING AND STRATEGY FIT
The challenge
the research journey for solutions
Funding needs for the entire project.
Business needs
Business goals
10. PRODUCT DESCRIPTION
Diagrams and Models of Product
Features, Function, And Attribute
Design And Styling
Performance
Technologies And Platform
11. PROJECT PROPOSAL
Description and summary
Deliverables and justification
Team Members
Project plan
Resource requirements
Launch Plan