When evaluating your business case, company decision makers are interested in how your proposed project intends to reach customers and create sales.
Marketing Components
You present this information within the marketing components section of your business case.
The business case should include five marketing components: the research plan, project features and benefits, the creative plan, the marketing communications plan, and the sales plan.
The research plan details how your team intends to gather and analyze information about existing customer needs.
The project features and benefits component outlines the features and benefits that the project will bring to the organization, such as increased inventory turnover, access to new customers, and reduced staffing levels.
The creative plan outlines how your team is going to inform customers about your product. This plan should be simple, memorable, and focused on the benefits of the proposal.
The marketing communications plan details how time and money will be allocated to distributing product information to customers.
The sales plan communicates strategies for acquiring new business, growing existing business, and making or exceeding sales.
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