Business-Case Writing for New Products

Upcoming Sessions

Classroom sessions
Online sessions

Course Introduction

Launching a new product requires careful planning, significant investment, and strong support from stakeholders. Because new product initiatives often involve high costs and potential risks, convincing investors, senior leaders, and colleagues is essential. A clear, well-structured business case helps you present your idea logically, emphasizing its unique benefits and market potential.

In today’s competitive environment, many product proposals compete for limited resources. To stand out, you need a persuasive business case that demonstrates value, feasibility, and a clear path to success. This Business-Case Writing for New Products training course provides practical guidance and proven techniques to help you build a compelling proposal that increases your chances of gaining approval and funding.

This course will help you master the art of business-case writing, focusing on what decision-makers want to see. You will learn how to justify your new product idea from both market and financial perspectives, identify risks, and develop a convincing strategy that sells your concept. By the end of this training course, you will be able to confidently present your business case and secure the support needed for a successful product launch.

Key takeaways include:

  • Understanding the role and structure of a new product business case
  • Identifying market risks and opportunities early in the development process
  • Learning how to research market feasibility and assess potential demand
  • Building a persuasive argument that aligns with stakeholder expectations
  • Presenting and selling your business case with confidence

Objectives

This Business-Case Writing for New Products training course equips delegates with the essential skills needed to create and deliver strong business cases. You will learn how to design a proposal that attracts support, highlights value, and demonstrates clear market potential. The course focuses on practical techniques that improve clarity, persuasion, and decision-making.

By attending this training course, delegates will be able to:

  • Win support for a new product by writing a persuasive and powerful business case
  • Identify the audience for the business case and tailor the message to appeal to decision-makers
  • Research key success factors that strengthen the credibility of a business case
  • Justify the business case from a market perspective, showing real demand and potential
  • Focus on the core issues that drive decision-making and support approval
  • Evaluate the viability of the business case and use insights to strengthen the proposal
  • Write an engaging and compelling business case that clearly sells the product idea
  • Present the business case confidently to stakeholders and influence their decision

Training Methodology

This training course uses a blend of interactive learning methods designed to make business-case writing practical and effective. Through a mix of instructor-led sessions, real-life examples, and hands-on exercises, participants will develop skills that can be applied immediately in their workplace. Each module builds on the previous one, ensuring a structured approach to developing a strong business case.

Participants will also engage in scenario-based activities such as Dragon’s Den style evaluations, market research exercises, and case reviews. These activities help sharpen analytical thinking, improve decision-making, and enhance the ability to defend the business case under scrutiny. The course also includes guided templates and frameworks that simplify the process of writing and presenting a business case.

The training focuses on real-world application, enabling delegates to refine their ideas, assess feasibility, and justify their proposals with solid evidence. By the end of the course, participants will have the confidence to create a professional business case that wins support and drives new product success.

Who Should Attend?

This Business-Case Writing for New Products training course is ideal for professionals involved in developing, evaluating, or supporting new product ideas. Whether you are responsible for proposing new products or reviewing business cases, this course provides the tools and techniques to improve the quality and impact of your proposals.

It is particularly useful for those who need to secure investment, gain stakeholder buy-in, or present ideas clearly and convincingly. Delegates will leave the course with a stronger ability to build credible business cases that align with market needs and organizational goals.

Suitable participants include:

  • Marketing Directors
  • Product Managers
  • Product Development Teams
  • R&D Managers
  • Finance Directors
  • Business Development Managers
  • Business Owners and Inventors

Course Outline

Day 1: The NPD Process and Risk

  • The new product development process
  • The market risk in new product development
  • Principles to follow to reduce risk
  • The role of a business-case in product development
  • How to construct a successful new-product business-case
  • What the business-case should contain

Day 2: Potential Success in the Market

  • Welcome to the Dragon's Den
  • What dragons look for and why
  • Here is your new product idea
  • Researching the market to identify feasibility
  • Scoping and describing the potential market
  • Understanding market drivers and their impact

Day 3: Understanding Market Factors, Potential Impacts and Customer Requirements

  • Understanding market drivers and their impact (continued)
  • The potential impact of customers and their effect on the business-case
  • Assessing the sustainability of price and value
  • How competitor responses might affect the case
  • Recognising internal limits and capabilities
  • Resources and changes to make the business-case realistic

Day 4: Defining What is Needed to Make the Case Viable in the Market

  • What is required for the case to succeed in the market?
  • Objectives of the business-case
  • What strategy will be required to support the case?
  • Justifying your case
  • Risk and contingencies to include
  • Financial investment and expected outcomes

Day 5: Resources Required for the Case to Work

  • Internal resources and adjustments required
  • Opportunity-cost time money effort
  • Writing the case
  • Presenting the case
  • Selling the case
  • An outline plan to win support

Providers and Associations

Anderson
Aztech Training
Coventry

Certificate

  • COPEX Certificate of Attendance will be provided to delegates who attend and complete the course

Material published by Copex shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

Whats Makes Copex Courses Unique?

COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.

Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.

Related Categories

Research Methods and Analytics

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Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.

Our training courses courses are being held at five-star hotels in prime and iconic destinations across the globe. Cities such as Amsterdam, Barcelona, Dubai, Geneva, Istanbul, Kuala Lumpur, London, Houston, New York, Paris, Vienna, Zurich, etc.

Our training courses will run for 5 hours per day. The standard daily timing is from 8:30 am – 3:30 pm including the coffee/tea breaks and lunch.

The training course fee can be settled by either:

  • Bank transfer
  • Credit Card

Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.

Upon successful registration, processing window will take not more than 24 hours from the time of registration. An email including the registration confirmation, invoice and joining instructions will be sent to the provided email address.

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