How to Effectively Present a Business Case

Business cases are pivotal for organizations aiming to persuade stakeholders, including management, to invest in new project opportunities. They spell out the project's advantages and potential pitfalls and explain strategies to counteract risks.

A business case clearly demonstrates the value of the proposed project to the organization and convinces key decision-makers integral to the investment decision.

In this article, I'll discuss the importance of presenting a business case to management and offer practical guidance on crafting a persuasive one.

Crafting and Presenting the Business case

Understanding the essence of your business case is paramount for gaining project endorsement. It validates the project's necessity and offers an unbiased perspective on the organization's requirements. Ensuring stakeholders, especially management, have thoroughly comprehended the proposal is essential.

Clarity, brevity, and coherence are vital when drafting a business case. An overly lengthy presentation deck might detract from its core message.

Mastering the art of presenting a winning business case can be challenging, especially when the objective is to sway potential investors or upper management. However, the endeavor is indispensable for securing approval.

To maximize your chances of success, meticulous planning is advised. Drafting a written version facilitates refining pivotal points in advance. Additionally, rehearsing your spiel ensures confidence during the actual presentation.

Business Cases Are Presented Before a Formal Investment Decision Has Been Made, So They Need to Convince Your Stakeholders That Investing in the Project Makes Sense.

Business Case Presentation Essentials

Business cases typically precede formal investment decisions. Hence, they should be cogent enough to convince stakeholders of the project's viability.

Here are five pivotal strategies for an impactful business case presentation:

1. Know your audience

The purpose of a business case is to convince stakeholders that your proposal is worthwhile.

Who are you talking to? What are their expectations? Do they understand what you are trying to recommend? Are they interested in your project, innovation, product or service? If not, why should they listen to you?

2. Be clear about your message

The business case describes the potential strategic, financial or non-financial outcomes and benefits of the recommended project.

Make sure you fully understand and articulate why you recommend the proposed project or innovation and what problem or opportunity it addresses.

Why should they care? What are the outcomes and benefits? What is your solution, and is it directly related to your problem statement?

3. Make sure your presentation is well structured

The business case presentation provides a detailed analysis of the benefits and costs of a project. Therefore, your presentation must be structured and organized.

Your audience will ask questions during your presentation. Make sure you answer them clearly and concisely. To convince the decision-makers, you will need to nail the benefits. So how will you link your outcomes and benefits directly back to your problem or opportunity?

A good presentation should include the following elements:

• Introduction
• Problem Opportunity statement
• Solution statement
• Benefits
• Risk analysis
• Recommendation

4. How many slides should I include?

This depends very much on how much detail you want to share with your audience. If you're sharing the main points of the business case, then only the essential information should go on each slide. On the other hand, if you're presenting a complex process that requires more explanation, each step should be covered on its slide.

Your team might well end up using several different decks, depending on your stakeholders such as board members, the head of finance, operational managers and external stakeholders.

 5. Keep it short

The presentation length depends on your audience: if you're speaking to small groups of people working together, you probably only need around 20 minutes; if it is a large audience, you may need 20 - 30 mins. However, no matter how much time you have allocated, you should always keep your slides under 20 minutes. That way, you can use the allocated time for questions and an in-depth discussion.

Don't go over the allotted time. Too many presentations end before the audience has had enough time to absorb the information.

What is the best way to Present the Business Case?

Here is the Business Case Presentation template we use to create a compelling visual display deck.

If the business case presentation does not build confidence and credibility through the presentation and decision-making process, it may not receive approval.





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How to Nail the Q&A After Your Presentation

You can't practice it, but you can prepare for it.

Most professionals tend to focus on the central part of their presentations—their key messages, slide decks, and takeaway points. But, unfortunately, far too few people consider how they'll respond when asked questions during their presentations.

Before you start preparing for your Q&A session, ensure you know exactly what you want to cover. The critical thing here is to prepare answers to all the questions you expect to be asked. Of course, you don't necessarily need to come up with every single possible question yourself. But you do need to think about the ones you anticipate being asked.

For example, if there's one specific issue you want to address, you could create a separate slide where you explain this. Or you could write out some bullet points describing the main issues.

Whatever approach you take, make sure you've thought through the potential questions. You don't want to leave any gaps in your answers because this could lead to confusion and misinterpretations.

Set yourself goals for your Q&A. Think about what you want to achieve from your presentation. What is the decision you want the stakeholders to make?

Think about who you are talking to. Who needs convincing? Who do you want to persuade? Do you need to explain a complicated concept? Or maybe you want to let your audience know a particular outcome or benefit. Is there one specific question you will need to address?

For you to be able to think more clearly and creative­ly when confronted by questions that don't seem like they have answers, you first must reduce the sense of threat that comes from not knowing the answer. So make sure you have prepared answers to all the key questions you expect to be asked. This includes questions about the scope of work, deliverables, timelines, budget and so forth.

Strategizing Your Business Case Presentation

If you're a CEO, manager, or finance director aiming to develop a compelling business case, especially for management, you're in the right place!

Our strategic business case coaching sessions are tailored to equip you with the tools to create and present a persuasive business case.


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Business Case Presentation Templates, Guides and AI Tools

Navigating the creation of a compelling business case presentation can seem challenging. However, with our Business Case Presentation Template, you're equipped to effortlessly craft a standout presentation that's both in-depth and visually striking.

Our How-to-Guide offers invaluable insights, ensuring your business case seamlessly aligns with organizational aspirations.

Moreover, by harnessing the power of AI Tools, you can elevate your presentation deck to unprecedented heights, using cutting-edge technology to deliver a persuasive and impactful message.


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