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An Intensive Professional
Development Training Course on

Business-Case Writing for New Products

Learn How to Write a Business-Case to
Win Support for the Launch of a New Product

Course Options

How would you like to proceed?

Need a tailored solution or group booking discount? Contact our course advisors.

Why Choose Us

Business-Case Writing for New Products is essential for anyone involved in bringing a new product to market. Developing new products is critical for growth, but it is also expensive and risky. To gain approval and investment, you must present a strong written business case that proves the product has a real chance of success.

This training course helps you understand what makes a new product viable in the market. You will learn how to assess market opportunities, evaluate risks, and build a strong justification for product development. By following a structured approach, you can confidently explain why your new product should be developed and launched.

This course is ideal for professionals who need to write, review, or present business cases for new products. It equips you with practical tools to research market conditions, structure a convincing case, and communicate it effectively to stakeholders. You will leave with a clear process for building a business-case that wins support and secures approval.

This Business-Case Writing for New Products training course includes:

  • A proven process to construct a business case
  • How to identify essential market factors
  • Defining a clear strategy for the business case
  • Writing and presenting guidance
  • Techniques to win support for your case
Why Choose Business-Case Writing for New Products
Course Goals

What are the Goals?

By the end of this Business-Case Writing for New Products training course, you will be able to:

You will gain a practical understanding of the market risks that new products face and learn how to assess their chances of success. The course helps you evaluate product ideas based on real market factors, enabling you to build stronger business cases. You will also be able to structure, write, and justify a complete business case document.

You will learn to:

  • Understand the market challenges new products encounter
  • Recognise essential market factors that support a business case
  • Evaluate a product idea for market success potential
  • Describe the key elements of a business case
  • Write a clear and persuasive business-case document
  • Justify and defend a business case for a new product

Who is this Training Course for?

This Business-Case Writing for New Products course is designed for professionals involved in new product development and decision-making in B2B markets. It is especially valuable for those who need to create or evaluate business cases to gain approval and investment.

Ideal participants include:

  • Marketing directors seeking business cases grounded in market realities
  • Product managers responsible for new product proposals
  • R&D managers and executives involved in product development
  • Finance directors and analysts who evaluate business cases
  • Business owners and inventors aiming to improve market success
Learning Approach

How will this Training Course be Presented?

This Business-Case Writing for New Products training course uses a highly practical and interactive approach. The course is delivered through formal presentations, group discussions, role-playing, and syndicated exercises. Real-world case studies and videos are also used to illustrate key concepts.

The training is grounded in real-life experience, drawing from the presenter’s years of consulting with global B2B companies. This ensures you gain practical insights that can be applied immediately in your workplace.

Course delivery includes:

  • Formal presentations and structured learning
  • Group discussions and peer learning
  • Role-playing to practice real scenarios
  • Case studies and video examples
  • Practical exercises to build your own business case

You will leave with hands-on experience and a clear plan to write and present a strong business case that wins support.

The Course Content

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

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

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

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

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
Recognition

Certificate

  • • Wallstreet Development Academy Certificate of Completion for delegates who attend and complete the training course.
Collaborations

In Partnership With

Anderson Copex Coventry