BUSINESS CASE - NOTES

1. Understand your language and ensure you speak their language. Majority of the investors are older and not up to date with the technological terms used by the younger generation, hence crucial that things are kept simple
2. The product/process needs to be clear.
3. Writing the document in tiny fonts is not recommended as majority of people will need glasses.
4. Repeat key messages several times, in the executive, body, and financial sections.
5. Avoid cliches, as a good business case does not have that.
6. If you don't have access to concrete business case, speak to potential customers, and reflect that in the document.
7. The financial section should be written in a story form, the figures can be there. E.g. say there is need to £400k to move to the next stage, which in turn will increase revenue in year 2 by 30%.
8. When you are presenting financial forecast, 3-4 years is more than sufficient, anything beyond that timeframe means it will be guessing. 
9. Any pessimistic aspect should be reviewed with strategy in place to address it.
10. State clearly what is the benefit objective for the Managers(including you). 
11. Don't use words like substantial market share, it is essential for instance to say "we aim to achieve 4% of the market share".
12. When you have completed the document, read it out loud.