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.

1. Product Management
MADE BY- JITENDRA S DONGARIYA (1214) MBA2

2. BUSINESS CASE
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 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
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 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
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CONCE
PT
OPPO
RTUNI
TY
STATE
MENT
FEASIBI
LITY
DEFIN
ATION
PRELIM
INARY
BUSINE
SS
CASE
FINAL
BUSINE
SS
CASE

5. BUSINESS CASE STRUCTURE
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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
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 NAME OF PRODUCT
 PROJECT NAME
 TEAM MEMBER
 DATE
 VERSION NUMBER

7. EXECUTIVE SUMMARY
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 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
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 The challenge
 the research journey for solutions
 Funding needs for the entire project.
 Business needs
 Business goals

9. MARKET ANALYSIS
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 Industry Overview
 Competitive analysis
 Market Segmentation
 Target Markets

10. PRODUCT DESCRIPTION
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 Diagrams and Models of Product
 Features, Function, And Attribute
 Design And Styling
 Performance
 Technologies And Platform

11. PROJECT PROPOSAL
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 Description and summary
 Deliverables and justification
 Team Members
 Project plan
 Resource requirements
 Launch Plan

12. ASSUMPTION, FORECAST,
FINANCIALS
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 Financial Analysis
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P&L,
balance sheet,
cash flow forecasts,
breakeven analysis,
Cost benefit analysis,
tax advice, financing and so on.

13. OPERATION AND
IMPLEMENTATION
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 Development, Launch and Post-Launch stages.
 Functional Support Plans.
 Promotion Program
 Distribution channels
 Selling approach

14. RISK ANALYSIS AND
CONTINGENCY PLAN
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Impact analysis of any perceived risks.
Contingency plans
RISKSManagement Support Risk
Technology risk Risk
Deadline Risk
Resource Risk
Project Risk
Complexity Risk
Requirement Risk

15. CONCLUSION AND
RECOMMENDATION
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 Rational
 Realistic
 Case Oriented
 Feasible
 Flexible
 Informative

16. 
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