The business cases that win funding tell compelling and memorable stories. That's the best way to capture decision makers' imaginations and make your idea stand out. Think of your business case as a concise adventure novel, with your company as the protagonist. The narrative involves your company solving a business need or seizing an opportunity by acting on your idea. To build that story, first identify the strategic need or opportunity you want to address. Then map out how your idea supports that important strategic or organizational objective. Once you've done your homework, you can outline your project approach and explain how your idea will be implemented. Finally, describe the benefits your project will deliver if it's funded. Avoid vague goals like "improve customer satisfaction," "cut costs," or "drive sales." Get specific: "We'll reduce product returns by 10%, saving $300,000."
Adapted from
“Craft a Story to Sell Your Business Case,” by Raymond Sheen.
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