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Guides · Proposals and business cases

Business case template

A business case argues that an investment is worth making: the problem, the options considered, the costs, the expected return and the risks. Decision-makers approve the ones where the math is visible and the cost of doing nothing is priced in too.

Use it when
Client proposals, RFP responses, budget requests, internal business cases.
Typical length
10 to 12.
Format
Sent to be read and compared, then presented to decide.

The business case structure, slide by slide

Borrowed from Hamilton's 1790 Report on Public Credit structure. Each beat is one slide, three at most.

  1. 01CoverThe whole plan in four words: pay the debt, buy the trust.
  2. 02ProblemOne artifact that shows the pain: a $100 certificate that sold for $10.
  3. 03InsightThe idea that makes the plan obvious, drawn as a loop.
  4. 04The planFour moves, each with a date, one in focus.
  5. 05The numbersLet the audience build the total themselves.
  6. 06Hardest objectionModel the critic’s case honestly, then show the vote.
  7. 07Objections, answeredName who objects and answer in one line each.
  8. 08The dealShow what you trade away to get what you need.
  9. 09The engineHow the bank makes the plan self-reinforcing.
  10. 10TractionOne number with its time frame; the rest in a quiet row.
  11. 11TeamWho executes, plus the skeptics you brought along.
  12. 12The askThe vote you need, said once, loud.

What good proposals and business cases do

  • Start with their goal in their words, not your company.
  • Check off every requirement in the brief, visibly.
  • Put the decision on the first slide: what you are asking them to approve.
  • Show the options you considered and why this one wins.
  • Cost, phasing, and terms in one place; risks each with an owner; next steps with a date.

Where they usually fail

  • A credentials deck instead of an answer
  • Missing a requirement from the brief
  • Price hidden or vague
  • No decision asked for

More business case examples

2002 ROI business case

The 2002 Oakland A's

103 wins at a third of the price.

Legend
Original craft
Unfair

The story→11 slides

Business case template: questions

What is included in a business case?

The problem and what it costs today, the options you considered including doing nothing, the recommended option, its costs and expected benefits over a stated period, the risks, and the decision you need.

What is the difference between a business case and a proposal?

A business case proves an investment is worth it, mostly with numbers. A proposal asks for approval of a specific plan. A strong proposal usually contains a business case.

How do you calculate ROI for a business case?

Take the expected gain minus the cost, divide by the cost, and state the time frame. Show each input so a skeptic can change one and see what happens.

Make yours with this structure

Type your site and we'll write the prompt for your deck, in your brand, built on Hamilton's 1790 Report on Public Credit structure.