The Business Case: An Iterative Process

The business case is a key deliverable for B2B product teams seeking approval for a new offering or an enhancement to an existing offering. The business case describes why the initiative is needed, its impact on the business, and outlines important details such as resources, funding, and development timeline. An iterative business case process begins with a business opportunity proposal, and provides more opportunity for customer feedback and refinement of the offering and business model. In this report, we describe three iterations of the business proposal and case, explain why and when each is necessary, and describe their key inputs.