How to Build a Winning Business Case

Al Martine & Connie Giordano

TechWhirl.Com

How to Build a Winning Business Case

Presentations

Exercise

Business Case

Al Martine

∏

Connie Giordano

Who are U?

This workshop explores how technical communicators can build the business case(s)

needed to take a more active visible role in product development and business strategy by speaking directly to management’s needs and agenda.

When you think of a business

case, what do you think

of?

Common thoughts about Business Cases

This workshop explores how technical communicators professionals can build the business case(s) explain why some change at their company

is needed to take a more active visible role in product development and business strategy and

then convince the key decision makers that this idea is the right one directly to management’s needs and

agenda by ensuring they’re answering their questions with good reasons.

Read: How to Get What You Want Through Structured Arguments

The business case

Business Case

What

Who

Why

What

Business Case

What

Who

Why

Who

Business Case

What

Who

Why

WhoWho

Business Case

What

Who

Why

Why (& How)

Supporting your argument with good data

Gather Key Points Collect Supporting Data Analyze and Organize

Business Case

What

Who

Why

Gathering Key Points

Discussion

Gathering Key Points

Brainstorming Informational Interviews

• You• Your Team

organize

• Directly Impacted• Indirectly

Impacted• Decision Makers

Why: Types of Key Points

Business Case

What

Who

Why

Supporting your argument with good data

Gather Key Points Collect Supporting Data Analyze and Organize

How do we avoid becoming overwhelmed

by everything?

Discussion

Collect Supporting Data

What Are Your Best Key Points?

What do You Need to Believe to Make These Points True?

Can You Prove or Imply It ?

• Organizing information• Consolidation • Affinity diagrams• Still a good idea?

Data: Where do we find it?

Discussion

• Organizing information• Consolidation • Affinity diagrams• Still a good idea?

Data: Hard Data vs. Analogies

Hard Data Analogies/Soft Data• Internal Data• Customer Service

Feedback• Estimations –

Directionally Correct (How Many ‘000s?)

• Examples—Company Our Size

• #YourCompanySucks• Unrelated Project but

Commonality

Supporting your argument with good data

☑ Gather Key Points☑ Collect Supporting Data Analyze and Organize

• Organizing information• Consolidation • Affinity diagrams• Still a good idea?

Analyze and Organize

Review Your Notes

Look for Similarities & Group Your Results

Ask Yourself – So What?

• Organizing information• Consolidation • Affinity diagrams• Still a good idea?

Key Point:Going to Oz will make us happier

So What?

What are the benefits of happier employees?

What are the benefits of happier employees?

Guess…

• Lower Absenteeism• More Productive• Less Turn Over

What do I need to believe for this to be true?

How Can I Prove It?

Who has the data or how can I imply it?

Data: Can we find information that suggests a Path?

☑ Gather Key Points☑ Collect Supporting Data☑ Analyze and Organize

Presentations

Exercise

Business Case

✔

Exercise

Business Case

What

Who

Why

Time: 7 Minutes | Group Work

Business Case Topic: Given

Develop a skeleton business case for the topics given to you.

Please brainstorm possible good reasons. One should target the heart, the second the head and the final point should discuss how to get there.

Discuss and note where you could gather data to support your key points.

Nominate one person to pitch your case and we’ll discuss.

Presentations

Exercise

Business Case

✔✔

Because

The Pitch

Business Case

What

Who

Why

45

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