The Ultimate Guide To Writing A Business Case

There are 72,000 thoughts that run through your head each day. With billions of people — and now artificial intelligence (AI) generating ideas too — imagine how many business ideas are out there, ready to be born.

Great ideas deserve attention, and a strong business case helps make that happen. If you have an idea that creates real value, your business case is how you prove why it’s worth the investment. The key is to make it clear and engaging — something decision-makers can’t ignore.

In this ultimate guide, we’ll walk you through the process step by step, from setting clear goals to making rock-solid arguments. Let’s get started.

What you’ll learn:

What is a business case?

A business case is a structured document that explains why a project (or business initiative) is worth pursuing. It outlines the problem, the proposed solution, the benefits, and the costs — helping decision-makers (executives, department heads, or financial teams) understand why they should approve it. In some cases, multiple teams (like finance and operations) may need to approve it before moving forward.

A business case answers one key question: “Is this worth it?” Your business cases’ whole purpose is to make it easier for decision-makers to see the value of your idea. Whether you’re pitching a new product or launching a marketing campaign, a well-crafted business case gives you the best shot at having a decision in your favor.

Why do you need a business case?

A business case helps you explain why a project is a good idea (mostly for funding). It shows the benefits and how much money it might make you. It also helps you spot any problems that could come up and get everyone on the same team. By giving a clear and strong reason, you can get the support and resources you need from people who make decisions. A good business case makes sure everyone knows what to expect and what the goals are.

A strong business case also spots potential problems early, so you can avoid costly mistakes. It makes sure everyone understands the goals and what you expect to achieve. Focusing on the most important projects helps you use resources wisely and keeps everyone accountable.

When do you need a business case?

Not every decision requires a business case. If it’s a routine expense or a minor change, you probably don’t need one. But when a project involves significant investment or resources, a business case is essential. You should create a business case when:

• You’re requesting a budget for a new project.
• The project will impact multiple departments or require cross-functional collaboration.
• The project is new or untested and requires a strong justification.
• Leadership needs clear return on investment (ROI) projections before approval.
• There’s a need to compare multiple solutions before deciding on the best approach to launch your project.

What’s the difference between a business case and a business plan?

Many people confuse a business case with a business plan, but they serve different purposes. Here’s how they compare.

What’s included in a strong business case?

A strong business case covers the right details without wasting time. Here are the key components you need to include.

• Executive summary: The elevator pitch. Summarize the problem, solution, expected benefits, and key takeaways in a few sentences. Make it sharp and compelling. This is what stakeholders will read first.
• Problem statement: Define the issue your project aims to solve. Be specific. Use data, trends, or real examples to show why this problem needs immediate attention.
• Proposed solution: Lay out your idea in simple terms. Explain what you’re proposing and why it’s the best option compared to alternatives.
• Benefits and ROI: Show how your solution will save money and increase efficiency. How it will boost revenue or improve customer experience. You can use numbers if possible.
• Risks and mitigation: Acknowledge potential challenges and explain how you’ll minimize them. This builds confidence in your plan.
• Implementation plan: Break down how you’ll bring your idea to life. Include key steps, timelines, and who will be responsible for what. Keep it practical.
• Budget breakdown: Provide a clear estimate of costs, from initial investment to ongoing expenses. Justify every dollar and show how the returns outweigh the costs.

Step-by-step guide to writing a business case

A step-by-step guide to writing a business case outlines the benefits, costs, and potential problems. By following these steps, you can create a clear and convincing plan that everyone can understand. Here are the 9 steps to building a strong business case. 

Step 1: Identify the business problem

Every strong business case starts with a real problem — it is the “case” part of the business case. If there’s no problem, there’s no need for a solution. So, clearly define the challenge your business is facing. Consider what the challenge is and what will happen if you do nothing. Use real data, customer feedback, or internal pain points to back up your claim. The goal is to help stakeholders see the problem and feel the need to act.

It’s important to keep it focused on a single problem. A strong business case solves one core problem effectively. Don’t list multiple issues at once. Once you’ve nailed one, you’re ready for the next step.

Step 2: Define potential solutions

A business case shows that you’ve considered multiple options and chosen the best one. This makes your case stronger and builds credibility with everyone involved with your project. You can list different ways to solve the problem. Think about cost, feasibility, time to implement, and long-term impact. You don’t need to go too deep into each idea yet. Just get all the possibilities on the table. Consider:

• Can the issue be fixed with better processes or technology?
• Is there an industry-standard solution?
• What are competitors doing?
• Can existing resources be optimized instead of making a new investment?

Step 3: Gather your team and support

You don’t have to build your business case alone. Get input from people who understand the problem and can help find the best solution. Talking to the right team members early on makes it easier to refine your idea and get support before you present it.

You’ll also need tools to back up your case  — things like customer feedback, cost estimates, or simple reports that show why your solution makes sense. For example, a customer relationship management (CRM) can track customer interactions and give you the insights you need to make a stronger argument. So, don’t just pick your favorite option. Choose the one that works best for your team. 

Step 4: Analyze your financials and ROI

When analyzing and including your financials in a business case, look at a few key things. 

• Estimate the costs of the project, like materials, labor, and any new equipment. 
• Calculate the potential benefits, like more sales, cost savings, or new customers.
• Finally, show how the project will impact your overall budget and financial goals. This helps you and decision-makers see that the project is a smart investment.
• Once you have the costs, shift the focus to the ROI. Show how your solution generates value. Talk about increased revenue and cost savings. You can also emphasize on how it will help in efficiency. 

Decision-makers want to know when they’ll see a return and how much they can expect. If the financial benefits outweigh the costs in a reasonable timeframe, your case becomes a consideration for future investment.

Step 5: Assess risks and mitigation strategies

No business decision is risk-free. Ignoring potential roadblocks won’t make them disappear. You need to consider the risks and have a solid plan to navigate them. That’s what strengthens your proposal. Here are a few risks you should be aware of. 

• Financial risks: Higher-than-expected costs or lower-than-anticipated returns.
• Operational risks: Disruptions to existing workflows during implementation.
• Market risks: Changes in demand or industry trends.
• Adoption risks: Resistance from employees, customers, or stakeholders.

After you’ve mapped out the risks, outline your strategies to minimize them. This might include setting cost buffers. You can roll out the solution in phases or even have backup plans in place. You can’t eliminate risk altogether (that’s unrealistic), but show that you’re prepared for obstacles and ready to handle them with the right tools and strategy in place. (Spoiler alert: you only need one tool and that’s a CRM).

Step 6: Show how you’ll make it happen

A great idea with no execution plan is just wishful thinking. Now you get to show how you’ll bring your idea to life. Start by listing the main steps. Will you introduce it slowly or all at once? Who will handle each part? Do you need extra help, training, or tools? Your aim should be to keep it simple and realistic.

But without a structured system, execution can get messy. Important updates get overlooked, and it’s hard to keep track of who’s doing what. If you’re just starting out, an AI CRM helps by keeping everything in one place. It organizes tasks and makes progress easy to follow. This way, everyone knows what needs to be done, and your plan moves forward smoothly.

Step 7: Write, review, and finalize your business case

With all the details in place, take a final look at your business case to refine and strengthen it. Review each section to ensure clarity and impact. This is the time to make your case even more compelling by adding relevant statistics or expert quotes that support your argument.

Check for missing information and simplify where needed. A polished business case makes approval easier and helps decision-makers quickly see the value of your idea.

Step 8: Launch and follow up

After your business case is approved, the next step is the launch. Present it to your partners and team so everyone understands the plan and their role in making it happen. Set a launch date and make sure everyone has the right tools to get started. Set clear milestones to track progress and address any challenges early. After the launch, keep checking on the results. If something isn’t working as expected, make adjustments. Regular follow-ups help keep your idea moving forward and deliver the value you set out to achieve.

The right tools can help you present your business case in a compelling way. Here are a few tools that will prevent you from scrambling for information or struggling with spreadsheets.

Customer relationship management (CRM): A CRM for small business helps you build a data-backed business case. With Salesforce you can track sales, customer interactions, and pipeline trends, providing metrics to justify your proposal. You can also pull reports on sales performance and analyze marketing metrics. Plus, built-in automation and AI-backed insights help you predict future outcomes. 

Collaboration and communication platforms: A business case often requires input from multiple teams. Tools like Slack keep conversations organized and allow for quick feedback. Collaborate on projects, sales, customer service and team meetings all in one place. This makes it easy for everyone to stay aligned for growth.

Analytics and reporting tools: Numbers alone don’t always tell a compelling story. Platforms like Tableau help you turn raw data into clear, impactful visuals that make your case easier to understand. Showcase metrics and performance through graphs, charts, and presentation tools. 

Testing platforms: If your business case involves a new app or digital product, platforms like Heroku let you quickly build a prototype or test environment. This can be important in demonstrating early results to stakeholders.

Common mistakes to avoid (and solutions to help)

A weak business case can fail if it’s too vague or generic. If your proposal lacks clear data or a structured solution, decision-makers won’t consider it. To avoid this, use specific numbers or case studies to back up your claims. 

Another common mistake is ignoring financial details. Without solid projections on ROI, your case won’t hold up under scrutiny. Include clear cost estimates and expected returns to show the financial impact of your idea.

Another challenge is failing to align your case with company goals. No matter how great your idea is, if leadership doesn’t see how it fits into the bigger picture, it won’t get approved. Make sure your proposal connects to business priorities like revenue growth, efficiency, or customer experience. You also need to anticipate objections. If your case overlooks potential risks or alternative solutions, stakeholders may hesitate to move forward. Address possible concerns upfront and provide solutions to show you’ve thought it through. 

AI can make this process much easier. According to the Small and Medium Business Trends Report, 87% of SMB leaders using AI say it enables faster scaling. It strengthens your business case by providing data-backed insights and clear predictions. You can even use it to structure your case for better clarity. It also estimates financial outcomes and flags potential risks early. So, you can make your business case more accurate for stakeholders.

How Salesforce can help you

Building a solid business case is about more than just justifying an investment. The strongest business cases connect the dots between strategy and execution. But without the right tools, gathering and presenting that data can feel overwhelming. This is where having a unified system makes it all easy. 

Salesforce for small business helps you bring everything together — sales, marketing, service, commerce, and collaboration — all in one place. With consolidated data and advanced reports, you get a complete view of your business. It allows you to create a business case with confidence, backed by real insights. It provides you with the right information to make better decisions and drive growth.

Start your journey with the Starter Suite today. Looking for more customization? Explore Pro Suite. Already a Salesforce customer? Activate Foundations and try out Agentforce today.

AI supported the writers and editors of this article.