The document discusses how to build a business case. It explains that a business case is a decision-making tool used to determine the effects of a decision on sales and profitability. It typically shows return on investment (ROI). The key components of a business case are sales, costs, and ROI. The process outlined involves establishing a framework, building a model, creating scenarios, synthesizing results, and making a recommendation.

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From Great Ideas to ROI
How to Build a Business Case

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Meet your guides for today…

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01What is a Business Case?

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What is a business case?
When do I need one?
Where do I start?

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What is a Business Case?
A decision-making tool used to determine
the effects a decision will have
on sales or profitability.
It typically shows ROI.

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Why a Business Case?
To ensure you have thoroughly thought through ideas
To add credibility to any idea
To validate an idea (Is it a good idea for the business?)
To help decide between good ideas (which will be better from a business perspective)
To build consensus with people outside of your main department or function (procurement,
finance, clients, etc.)
To impress your colleagues by looking a little smarter

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Where Do I Start?
Key Components of a Business Case
• Sales
• Costs
• ROI=(Sales-Costs)/Costs
EXAMPLE:

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The Process:
Our Roadmap for Today
Map framework
to business
model &
ecosystem
Base on core
behaviors
Identify
component-level
revenue & cost
drivers
Model various
contribution
assumptions by
component
Run multiple
scenarios –
including
aggressive &
conservative
cases
Evaluate break-
even, ROI over
3-5 year horizon
Pick best or
most likely case
Summarize
incremental
revenue, spend
& ROI
Summarize
nonfinancial
benefits
Recommend
phasing, funding &
assumption
validation
Highlight
requirements for
success—including
client staffing &
infrastructure
Collect
assumption data
from clients,
primary and
secondary
research
sources
Establish
Framework
Build Model
Create
Scenarios
Synthesize
Results
Make
Recommendation
Collect Data
CREATE ITERATE FINALIZE

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02Our Approach

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Creating the model

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Establishing the framework
Collecting inputs
Building the model

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Iterating the model

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Creating scenarios
Determining most likely outcome

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Finalizing the model

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Synthesizing results
Making a recommendation

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Presenting your case