You have some great ideas to create successful products, but you can’t convince key stakeholders within your company to take action without a high level of certainty that they are worth the investment. How these decisions are made often determines whether your organization succeeds or fails. A business case provides evidence to confirm whether or not a proposed product is a good investment. Its importance significantly increases as the cost and complexity of the product idea increases. This session introduces you to a better approach for creating and presenting business cases that executives and senior managers within your company will respect; one that highlights the unique value proposition in your proposed ideas, while ensuring a comprehensive and thorough evaluation. This approach will bring enhanced credibility to all your recommendations. About the Speaker: Hector Del Castillo has over 15 years of experience transforming products to wealth for technology-based companies by building and directing high performing product teams, improving core business processes and establishing strategic partnerships. He has launched several profitable technology-based products and solutions. He provides services as a consultant, contractor, coach, or trainer to companies that want to grow by strengthening their product portfolio and creating new revenue streams using a sustainable approach. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM
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2. © AIPMM 2013
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3. The Hub Of All Things Product Management
 Founded 1998, AIPMM has certified product team
professionals in nearly 70 countries
 World’s largest professional association for product
management, product marketing, and brand management
 Provides globally recognized certifications:
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader
• Certified Brand Manager
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4. Tweet!
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Business Case:
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Hector Del Castillo:
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5. ProdBOK® Guide
• Sets a global standard
• Introduces the steps of
a product life cycle
• Describes widely
accepted techniques
and methodologies
• Identifies key terms,
deliverables and
essential tools
Description: Amazon.com Keyword: ProdBOK
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6. Participate and Win!
• Two lucky winners will win a copy of the
Guide to the Product Management and
Marketing Body of Knowledge (ProdBOK®)
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7. Hector Del Castillo
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8. What We Will Discuss
1.
2.
3.
4.
5.
Why You Need a Business Case
What Is a Business Case
Steps To Create a Compelling Business Case
Pitfalls To Avoid
Key Takeaways
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9. Why You Need a Business Case
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15. What is a Business Case?
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16. © 2013 Bold PM, All Rights Reserved.
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17. Documents Business Analysis
Market
Strengths
Environment
Weaknesses
Capabilities
Business
Analysis
Production
Opportunities
Finance
Threats
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34. Market
Customer
Product
Business
Organization
Source: © 2013 AIPMM, All Rights Reserved
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35. Key Elements
• Executive Summary
• Market Problem
• Product
–
–
–
Overview
Value Proposition
Marketing Mix
• Market
–
–
–
–
Competitors
Competing Products
Alternative Solutions
Key Partners & Channels
• Customers
–
–
Customer Segments
Target Customers
• Business
–
–
–
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Business Drivers
Key Partners
Success Criteria
Risk Assessment
• Organization
–
–
–
Key Activities and Resources
Implementation Approach
Constraints
• Financial Analysis
–
–
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Financial Metrics
Assumptions
Opportunity Costs
• Conclusion
–
–
Recommendation
Next Steps
• Appendix
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36. Steps To Create a Compelling
Business Case
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37. Nine Steps
Define market
problem
Identify
organizational
constraints
Perform financial
analysis
Identify customer
segments, needs
and behavior
Perform business
analysis
Make
recommendations
Identify competing
& substitute
products
Define product
value proposition
Obtain
management
approval
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38. Tips For Creating A Compelling
Business Case
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39. 1. Get buy in from executives
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40. 2. Encourage teamwork

41. 3. Use checklists
Done
□
□
□
□
□
□
□
□
□
□
□
□
□
Product Business Case Creation Checklist
Owner
Commitment for business case creation was obtained
Hector
Core team has been identified
Hector
Roles and responsibilities have been assigned
Hector
Executive sponsors for approval have been identified
Hector
Market problem has been identified
Hector
Customers, needs and behavior have been identified
Areas of Concern
Sally
Competing and substitute products have been identified Hector
Product value proposition has been defined
Hector
Business analysis has been performed
Mary
Organizational constraints have been identified
John
Financial analysis has been performed
Jennifer
Recommendations have been made
Hector
Business case has been approved
Lisa
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42. 4. Use a standard document guide
Business Case Canvas
Problem Statement
• Market opportunities
• Unmet needs (pain points)
Product
• Value proposition
• Place
• Promotion
• Price
• People
• Process
• Physical evidence
• Product positioning
Market
• Competitive landscape
• Opportunities
• Threats
• Market segments
• Competitors
• Positioning
• Market strategy
Financial Analysis
• Revenue streams
• Cost structure
• Estimated P&L
• Assumptions
• Risk assessment
Customer
• Target customers
• Customer overview
• Customer segmentation
• Customer segments
Business
• Business strategy
• Business model
• Competitive advantages
• Barriers to entry
• Advantageous barriers
Organization
• Scope & schedule
• Communication plan
• Impact assessment
Recommendations
• Stop, Recycle, Acquire, License, and/or Build
Source: Business Case Canvas, H. Del Castillo, AIPMM, © 2010-2013, All Rights Reserved.

43. 5. Expect iteration early and often
Business
Case
MRD
PRD
Roadmaps
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44. 6. Establish realistic success criteria
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Why should we invest?
What happens if we don’t?
What are we going to build?
Who needs to be involved?
How long will it take?
What is the window of opportunity?
How much will it cost to implement?
What is the unit price?
What are target customers willing to pay for a solution?
How many unit sales to reach profitability?
Who are the competitors?
What other alternatives do customers have today?
Who else is likely to enter this market?
What is the marketing effort required to achieve target ROI?
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45. 7. Identify and track risk factors
Source: swsi.moodle.tafensw.edu.au
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46. Pitfalls To Avoid
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51. © 2013 Bold PM, All Rights Reserved.
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52. Key Takeaways
1
• Helps make smarter decisions, better results
2
• Helps prioritize investment opportunities
3
• Identifies ways to reduce time to market
4
• Establishes clear direction and objectives
5
• Allows you to guide key product decisions
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53. Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ Products for global deployment
– HW/SW, Telecom, Enterprise Mobility, Information Security
Services, Professional Development
• Certified PMP®, CPM® and CPMM®
• University of California at Santa Barbara, MS EE
• University of Texas at El Paso, MS EE, BS EE
© 2013 Bold PM, All Rights Reserved.
53
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54. Q&A
Presenter:
Hector Del Castillo, CPM, CPMM, PMP
Product Innovation Consultant
hmdelcastillo@aipmm.com
linkd.in/hdelcastillo
@hmdelcastillo
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55. Please Join Us Again!
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Dec 6th, 12 pm ET
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