If you are looking for financial backing, support, or approval for a new product or idea that you wish to bring to market, you will probably need to create a Business Case to obtain the resources you require. No matter how good you think your idea is, you will need to convince others that what you are proposing has been clearly considered and has the potential to succeed in the market.

If you are faced with that situation and want to increase the possibility that your idea will be supported by senior management or investors, you should attend this one-day course. It is designed to help you to construct a credible Business Case, present it, and answer key questions that you are likely to be asked by those who are assessing your proposal.

Who should attend?

This course is designed for those who are required to construct and present a Business Case. It is also valuable for people who are required to assess the credibility of Business Cases and make decisions on whether a new product or idea is worth supporting, and investing in.

Product development team managers and team members, product managers, business development directors and managers, key account managers, R&D team members, senior managers who need to evaluate business cases, innovators and, will benefit by attending this course

Learning outcomes

  • Define the Business Case audience
  • Understand the key elements of the Business Case
  • Justify the Business Case from a market, and customer point of view
  • Show how sustainable, profitable, differential advantage will be delivered
  • Identify the market key success factors that must be met
  • Explain and justify the ‘go to market strategy’
  • Identify and specify the internal capabilities and resources required
  • Present financial justification and ROI
  • Write and present the Business Case to win support and resources
  • Construct and use a Business Case checklist

Course Dates

Start Date Duration Location
20 Oct 2022 1d Cookham
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12 Jan 2023 1d Cookham
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Course Director

Cole Hanrahan

Cole has considerable experience of training and consulting with companies globally and has been a Course Director for CIM for many years. He is also a Fellow of CIM. He has worked with Product Teams, Key Account Teams, Sales Teams, and others to innovate and assess new products and solutions; and manage them through the product lifecycle in the market. An important step in having a new product or idea accepted, is being able to write and present a credible Business Case for it. Cole has trained and mentored many Product Managers and others. He has helped them to successfully construct and present Business Cases to win financial backing and support from senior management. He takes attendees through a step-by-step approach and explains the structure, insight and content required to write a credible Business Case. Then using real-life examples, he shows attendees how to deliver a Business Case presentation.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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