Product Business Case

How to write a great business case

• Trim the fat. It’s easy to write a lot, it’s difficult to keep only the essence. Try to keep it as a one-pager.
• Add proof points (qualitative, e.g. customer interviews, customer service requests, etc., or quantitative, e.g. product analytics reports).
• Invite key stakeholders into your process early on.

TARGET AUDIENCE

Who’s the idea for? Which target audience segment, ICP, and/or persona are you solving for?

Examples: ‘Marketing managers at Startups in Germany’ or ‘Security specialists working at companies of 50-200 FTE  using Segment”

PAIN / STRUGGLE

• What pain or struggle of above target audience is your idea adressing?
• How big is this pain ?
• How frequent is the pain?
• How is the pain being addressed today?

(Support with qualitative and/or quantitative proof points)

DESIRED OUTCOME

Customer outcome

What customer outcome should the proposed idea have? Examples: Increase activation rate to x%, reach ‘aha’ moment xyz.

Business outcome

What business outcome should the proposed idea have? Examples: Increase revenue; decrease churn; reduce costs; reduce business, economic or market risks.