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How To Build a Business Case!
The Practical Guide to Persuasive Business Case
Writing
Publisher: Resource Management Systems, Inc.
ISBN: 978-0-9707733-4-0; Publication Date: April
2007
182 Pages; Metal Bound + CD-ROM
WHAT'S INSIDE THIS BOOK AND COMPANION CD?
This Book and the Companion CD are written for those who write or use a business case for project decision making. Usability for this purpose was a paramount consideration in their design and content selection.
How to Build a Business Case (Book)
The Book, and Companion CD, are each divided into 10 "modules". The first module "About the Business Case" gives you a basic, but firm, understanding of what a business case really is. The next nine modules are exclusively devoted to case planning, development, and preparation.
| INTRODUCTION | Your Investment Advice to Decision Makers | 1 |
| ABOUT THE BUSINESS CASE | A business case uses the best available information to prove three things - motive, means, and value | |
| START | Persuasive Cases are "Built" - Do This First | 16 |
| PLAN TO PERSUADE | How to assure that your case-building process starts off on the right foot, stays on track, and delivers a persuasive argument for investment in your project | |
| STEP 1 | Tell Them Why They Should Care | 36 |
| PINPOINT THE BUSINESS PROBLEM | There is a reason behind every project; you understand it - how to make sure that your whole audience does too | |
| STEP 2 | Tell Them What They Want to Accomplish | 52 |
| STATE THE OBJECTIVE | Decision makers invest in projects but they invest to get improved performance and results - how to frame the result they want in terms they will understand | |
| STEP 3 | Show Why the "Preferred" Approach is Sound | 70 |
| IDENTIFY THE OPTIONS | In the course of the problem-solving process a "preferred" strategy was chosen - that's an important decision - show them why the choice is right | |
| STEP 4 | Few Solution Candidates Qualify - Explain Why | 83 |
| NARROW THE CHOICES | Anyone responsible for making decisions wants to know the choices; convey a credible effort to find and assess superior solution candidates | |
| STEP 5 | Disclose the "Means" Evidence | 95 |
| EXPLAIN THE PROS & CONS | Those responsible for making project investment decisions want to see the plain, unvarnished facts - benefits, costs, and risks - display them plain and simple | |
| STEP 6 | Give Them the ROI Metrics They Want | 127 |
| SHOW THE FINANCIAL ROI | Decision makers know that any choice they make will consume resources - financial "metrics" are standard numbers top-level managers use to help compare choices | |
| STEP 7 | State the Inescapable Conclusion & Logical Judgment | 147 |
| PROVE THE "BEST" MEANS | You have the evidence; now use a simple "apples-to-apples" comparison to make the judgment inescapable - there is no doubt, your project is the best means | |
| STEP 8 | "Connect the Dots" - Prove Motive, Means, Value | 165 |
| MAKE YOUR CASE! | Now that you have all the evidence needed to make a case, summarize and connect-the-dots for your audience briefly, clearly, and persuasively | |
How to Build a Business Case (Companion CD)
This Companion CD-ROM provides information, techniques, and tools that augment the print book; it is not an electronic version of the book.
The CD is organized according to the same ten modules as the Book. However, it contains:
- amplifications of materials discussed in the book,
- templates mentioned or described in the book
- illustrative examples not shown in the book
- tutorials referenced in the book
| INTRODUCTION | Your Investment Advice to Decision Makers |
| ABOUT THE BUSINESS CASE | Extended introduction to business case fundamentals; introduction to the Major Illustrative Example |
| START | Persuasive Cases are "Built" - Do This First |
| PLAN TO PERSUADE | Additional case planning insights for each Activity; case Outline Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 1 | Tell Them Why They Should Care |
| PINPOINT THE BUSINESS PROBLEM | More on the "4-Questions" technique; extended Activity descriptions; Step 1 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 2 | Tell Them What They Want to Accomplish |
| STATE THE OBJECTIVE | Extended Activity descriptions; Step 2 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 3 | Show Why the "Preferred" Approach is Sound |
| IDENTIFY THE OPTIONS | Additional Options Activity descriptions; Step 3 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 4 | Few Solution Candidates Qualify - Explain Why |
| NARROW THE CHOICES | Alternatives versus Options; Activity descriptions; Step 4 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 5 | Disclose the "Means" Evidence |
| EXPLAIN THE PROS & CONS | Activity descriptions; Step 5 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 6 | Give Them the ROI Metrics They Want |
| SHOW THE FINANCIAL ROI | ROI Tutorial; Activity descriptions; Step 7 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 7 | State the Inescapable Conclusion & Logical Judgment |
| PROVE THE "BEST" MEANS | Alternatives versus Options; Activity descriptions; Step 7 Expanded Storyboard Template; Major Illustrative Example - What the case-writers did |
| STEP 8 | "Connect the Dots" - Prove Motive, Means, Value |
| MAKE YOUR CASE! | Narrative Report Template; Major Illustrative Example Conclusion - the Successful Case; Extended case report techniques discussion |
Learn more about the Book and Companion CD in the "Preview", and "How Is It Used" sections listed on the left.