Articulating an idea in a way that illustrates the benefits for the business usually takes its first formal format as a business case. This is used to set out the key solutions, advantages and a practical roll out plan to senior or executive leaders who must be sold on the idea without too many criticisms or concerns.
There is no hard and fast rule when it comes to layout – you might find that your company has its own particular and preferred layout whether it’s an unspoken obligation or a mandatory template.
Or you might get to choose your own layout – just try not to be too creative about it as it needs to have some sort of degree of formality to be taken seriously. Unless of course it’s a case study that the business needs to be more creative then by all means have at it!
Whichever the layout, this post explains the key sections a good business case should have to make sure everything is covered. You don’t necessarily need to stick with the title of the sections but make sure the nature of each section is included.
The first section should introduce the business case that covers the current situation ie the problem or situation your plan can solve. At this point you don’t particularly want to touch on your proposed solution – reveal this too soon without the background story and you risk the leaders being turned off too soon.
When people hear a controversial or seemingly outlandish idea without having worked through the motions to understand why the idea can actually work, no amount of explanation can convince them to change their mind once it’s been made too soon.
The introduction would normally stick to what is happening right now in a way that suggests that an answer or resolution is needed to stop this happening.
This section broadens the introduction or current situation. The introduction has acted as a hook, the beginning of the story that convinces and sometimes shocks the audience to pay attention.
This section covers the implications of what the current scenario is producing and takes the shock further. It’s essentially telling them to look at the things that are happening as a result of this problem.
To help you with this, stick to cold hard facts and figures, any that will help you portray the issue accurately.
It’s important not to put across your own agenda, which is easier said than done, but keeping to the figures and facts, and what they’re telling you is a good start. You shouldn’t be selective with this either, omitting certain facts from the case purely because it doesn’t fight your case very well.
On the contrary, you should include these not only to prove the integrity of the business case (by being transparent with the data) but to also help pinpoint exactly where the issue lies.
For example, if you’re trying to prove that your team’s performance is dropping due to lack of wellbeing initiatives, but miss out two team members whose performance is actually increasing, including these in the case can actually help your point.
The point isn’t that the team’s performance as a whole is declining, it’s that there are localised issues, and being able to see the differences between the high and low performing members can help your case if you’re providing a specific rather than general solution.
Detriment of taking no action
The ‘Implications’ section focussed on the facts and figures now, the result of the current issue. This section looks at the detriment of inaction and projects these facts and figures into the future.
These predictions highlight the potentially escalating nature of the issue, bringing home the big message that essentially says “this is a big problem and if we don’t do something about it now, it’ll only get bigger.”
At this point graphs that illustrate a trajectory of decline and/or peril will help the audience digest the information quicker.
As I talked about in this post about presenting data using graphs is a good way to show the overall picture without the need of specific numbers, or in other words, all the lines are going in the wrong direction and that’s bad.
So far, the business case has looked at the current situation, the implications of the situation and what will happen if no action is taken. We have them at the edge of their seats for a solution!
And lo you have a solution. Not only does your solution correct all the wrongs of the previous three sections, it details the proposed approach.
It’s all very well in saying, for example, employees will be rewarded for their hard work to resolve an issue of lack of engagement, but it’s not enough to support your case.
In this section, you need to detail how your proposed solution will be rolled out, anticipating any questions you might expect the audience may have. These need to be written in clear actionable points, which will in turn essentially be the specific requests you are asking the audience to agree on.
They should know exactly what you will go away and do by them agreeing these points, as well as the consequences of them, i.e. resolution.
This can be helped by referring specific actions to specific people or teams from the previous sections, to the point where if you were to read back over the problem sections, they can be ticked off one by one as “sorted”.
You could have a separate section for Results but by doing so you run the risk of subconscious disassociation between the proposed solution and the results.
As such, I recommend keeping them together, as a single unit of solution and results rather than two separate points to consider.
You may also have a number of solutions up your sleeve and want to run each of them by the audience for their preference. In which case, it’s good to have some sort of clear comparison to the options, the strengths and weaknesses of each, and your recommendation with reasons.
The concluding section will consist of a summary of the case and a formal request to consider it as a whole as well as agreeing those actionable points.
Where applicable, it can be helpful to use this section to direct them to any appendices or annexes* that helped you with your business case, or any extensive and comprehensive pieces of data that aren’t necessary for the business case but still available should it be needed.
This basic structure is a good starting point when constructing your business case. It almost follows a story format: this bad thing is happening, causing all of these problems, and they’ll only get worse, until help comes along to solve the issue and as a result good things happen…
Very crude way of putting it but you get the gist!
Hitting the right note is your aim, particularly if you’re in front of a tough crowd to please.
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* Ever wondered what the difference between an appendix and an annex is? An appendix is additional content relevant to the main body of text that you have put together but is better as an aside, for example case studies or tables of data. An annex is a supplementary document that has been put together by someone else but still helpful for reference or part of your research, for example a report on performance by the CMI, or a relevant article.