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6 Tips To Write Compelling Business Cases

05th Sep, 2023
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    6 Tips To Write Compelling Business Cases

    It’s not that easy to earn the trust of your prospective customers. However, coming up with a compelling business case is how you can earn this kind of trust and faith from your clients. To achieve this, the business case should be captivating to the reader to make them interested, and thus, it should involve a lot of creativity and professionalism.

    Do you want to make your business case compelling to prospective and existing customers? Can business case writing really help you? Here’re some tips for writing a compelling business case

    Why do you Need a Business Case?

    A business case should justify implementing an idea or initiative. It must be a reference point before, during, and after the project. It defines a project's tangible and intangible goals, from what to why. It serves as a guide throughout the project and helps you to assess the project's outcomes after completion. The most commonly discussed purpose for publishing case studies is to increase brand recognition, but it is not the only one. Numerous unnoticed benefits exist to firms creating regular case studies and keeping this a best practice.

    Here are some reasons to write compelling business cases.

    1. Address Internal Challenges and Best Practices

    Every enterprise, regardless of technology or product, will face problems. It can be excellent before and after tools for your IT team to help break down and examine those difficulties and the solutions used to overcome them.

    Even though no customer or implementation is ever the same, business case studies assist you in gaining visibility on a project and identifying what succeeded and what has to be changed for the next time. As you face comparable issues and client challenges, write compelling business case studies that will help you to compare and contrast previous solutions.

    You may then use your case studies to create an ongoing best practice guide for your internal team to follow. It will boost your team's productivity by eliminating the need to start from zero with an implementation proposal, saving time and money.

    2. Increase Your Media Visibility

    It can be an excellent resource for starting talks with the media since you provide something rather than asking for something. Editors can effectively deliver your vital concepts to your intended audiences.

    Editors, like customers, are filled with customer success stories. Editors are fact-based, and case studies present real-world instances that demonstrate your organization is a market leader. Including a customer perspective allows editors to communicate a practical, results-oriented tale with their readers who may be facing similar difficulties rather than simply discussing what a product/service could do to help.

    3. Secure Funding

    A business case is frequently used to seek project funding. It includes a full explanation of the anticipated expenses and prospective returns on investment, letting decision-makers decide whether to participate in the project.

    4. Ensure that the Project has been thoroughly thought out

    The business case process adds clarity and discipline to the project review and approval. The sponsor will need to produce a rationally thought-through business case in an attempt to present the project with the highest possibility of acceptance. It implies that they must complete a level of analysis.

    Using a business case to collect and analyze critical components of a project allows difficulties to be addressed early, potentially leading to an alternative approach (or even making the project non-viable). It is advantageous since it saves money by starting a project, discovering that the strategy is incorrect, and then spending extra time and money investigating an alternative.

    5. Acquire Credibility for Both Change Management and Yourself

    The business case is a trustworthy document in itself. Senior executives and project managers are conversant with a business case's structure, format, and application. When evaluating an initiative and deciding on priority and resources, leaders want to see situational evaluations, solution descriptions, project descriptions, and cost-benefit analyses. All of these are covered in your business case for change management.

    You get credibility by putting up the effort to create a business case. It demonstrates that you have analyzed and thought through numerous areas of change management and have taken the extra step of documenting your thinking. You are portraying change management in the same way that other organizational endeavors are.

    Finally, a business case challenges the common misconception that change management is fuzzy and soft. You can clearly illustrate the need, value, and strategy for managing the individual side of change using the business case as your vehicle.

    Tips for Writing Compelling Business Cases

    1. Use a Concise and Clear Format

    First and foremost, it’s important to write a brief and self-explanatory business case. This is because you want your target audience to understand the kind of business you want to start easily. Therefore, you should summarize information about the product or services you want to offer so that it’s clear to your audience. The clients will get interested and may want to seek more information about the business.

    Secondly, being organized is also very crucial when writing a business case. This is because the clients usually look out for structured businesses. In any case, who would want to peruse an unstructured business case? I wouldn’t either. Furthermore, as long as it’s not well organized, the customers lose interest as they find it very complex to understand.

    2. The Writer Should Be Realistic and on Point

    This means that you should be factual and real. Your content should be genuine and not exaggerated. It’s advisable to use accurate information when writing a business case. This is because a business case can either build your work or destroy it. The business case is meant to make the customers want to invest in the business or buy a product, so genuineness is a key attribute in any business. The fact that the business case should be compelling does not mean that the writer should use information that’s not reliable. This calls for transparency and accountability. The customers need to believe in the services or products that you’re offering.

    Being precise in your business case is very important. The customers do not need to go through the whole business case. Making it clear and straightforward makes them want more information. The business case should be captivating in that it should not bore the reader. Hence, it is imperative to make sure the clients can understand what it is that you have to offer in a few words.

    3. The Writer Should Write with a Sense of Urgency

    Creating a sense of urgency is vital when writing a business case. This is because you need to make your prospective clients want to get involved in your business. Urgency is created by making clients realize that they have no option but to use your idea or product. In most cases, urgency makes the customers take action. At some point, it triggers them to invest in the business. For instance, when urgency is created in financial institutions, it mainly focuses on greater returns. I could give an example of insurance companies. The business cases of such companies are self-explanatory, and they work within a certain time frame. A custom writing service can be of good help here. This business case writing course really helps you to attract your customers to get into the business.

    4. In Case You Use Figures and Graphs, Ensure that They Are Easy to Understand

    Most financial business cases use graphs and diagrams to illustrate their idea. It’s very clear that when one sees the graphs and diagrams, they get a clear and good explanation of the business. In my opinion, using graphs and charts also shows how serious the business is. For instance, graphs are often used in online trading to show the market trend, whether bear or bull. Other similar figures known as candlesticks are also used to depict the stronger of the two at a particular time.

    It’s very important to ensure that your charts and figures are self-explanatory and easily understood by your target audience. This could be done by labeling your charts and graphs appropriately in such a way that they do not confuse the reader. Coming up with well-defined graphs for the business case shows an element of the organization. Customers are more compelled to deal with an organization that is well coordinated.

    5. As a Good Writer, Use Statistics and Verified Data to Convince the Clients

    Using verified data and statistics is important as it makes the business case appear more credible to the clients. The use of statistics makes the case look more accurate as the figures distinctly show how much is needed or how much is used for an investment. A good business case consists of reliable statistics and data. Everyone wants to invest in a thriving business that’s sustainable. It is, therefore, very important that the business has accurate data and information about the feasibility study.

    How viable is the business? Are there any chances of survival within the current market? These are some of the questions that the business case should answer. Statistics in the business case should also show the history of the business and how profitable it became with time. This generally creates trust between the investors and the sponsors who are the brains behind its existence.

    6. Include Different Types of Information and Other People if They Support Your Case

    The different types of information could be competitors who are offering a similar kind of service or product. This could make the business case more compelling as the prices, quality, and durability of the products being sold could be compared. As a matter of fact, other case studies could also be included in the business case as well as scenarios that could relate to the business. Activities like benchmarking with other companies are also allowed as they bring an element of comparison thus giving a client an opportunity to weigh all the options before they make a decision.

    It should be noted that the business case is the key driver of the decisions made in your business. Therefore, engaging with other stakeholders is very crucial when writing a compelling business case. Talking to other or potential stakeholders opens up your mind. You are able to understand the interests of the customers and come up with a plan to satisfy their needs. You can also understand the chances of survival in the market and how profitable the business may become.

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    The aim of a business case is to answer some of the questions that the customers could have concerning the business. The business case at some point also acts as a perfect marketing strategy. Therefore, coming up with a compelling business case is crucial as it brings the customers on board. It also gives you an edge over other businesses that choose not to have one or don’t know about its importance.

    What is your experience with writing a business case? And how has having one helped you connect more with your customers?

    Frequently Asked Questions (FAQs)

    1What does a compelling business case clearly outline?

    A persuasive business case explains a proposed company decision's prospective benefits and costs. It should include a product description to introduce your reader to the project's details. It should also include a full cost-benefit analysis encompassing financial, operational, and strategic aspects.

    It should also include a risk assessment for the choice and any alternatives that should be examined. Finally, it should recommend whether the proposed choice should be implemented. It should highlight the primary themes that prompted the project's creation. It should describe the answer in broad strokes. 

    2What are the 3 stages when developing a business case?

    Problem Identification 

    It is the first step toward developing a business case. It entails comprehending the problem or opportunity that the business case is meant to address. It comprises data collection, analysis of the current problem, and identification of viable solutions. 

    Solution Development 

    It is the second stage in the process of creating a business case. It entails creating a solution to a problem or opportunity that has been discovered. It entails investigating alternative solutions, weighing the costs and benefits of each, and deciding on the best option. 


    It is the third and last step of business case development. It entails putting the chosen solution into action. It includes creating an implementation plan, providing resources, and tracking progress. 

    3Which is a key step in building a business case?

    Identifying the issue or potential that the business case is addressing is critical in developing a business case. It entails investigating the current situation, comprehending the needs of stakeholders, and evaluating alternative solutions. After identifying the problem or opportunity, the following stage is to devise a plan to solve it. It involves setting objectives, defining the project's scope, and calculating the costs and benefits. 

    4Which section of a business case is considered the most important?

    The executive summary is the most crucial part of a business case. This section should briefly explain the proposed project's purpose, objectives, scope, schedule, and projected outcomes. It should also briefly describe the project's financial consequences, such as estimated costs and potential return on investment.

    The executive summary must be written in simple language and no more than two pages long. It should be written convincingly and captivatingly so that the reader is assured of the project's potential. The executive summary must be written to catch the reader's interest and motivate them to read the entire business case. 


    Kevin Nelson

    Blog Author

    Kevin Nelson started his career as a research analyst and has changed his sphere of activity to writing services and content marketing. Currently, Kevin works as a part-time writer at <a />BreezeWriting</a>. Apart from writing, he spends a lot of time reading psychology and management literature searching for the keystones of motivation ideas. 

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