Business Case Template

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Business Case Template

Business Case Template Walkthrough

Highlight your product's value and ROI with this business case template. Includes an executive summary, key metrics, stakeholders, and more.

Who this template is for

This template is for sales leaders, customer success managers, sales reps, and anyone responsible for making a compelling case for new business, potential investors, or new customers.

What this template is for

A business case template helps teams structure and communicate the value of a proposed investment. Whether you’re justifying budget for new CRM software, pitching a new product or service, or securing buy-in from the larger buyer committee, this template helps you present a clear, data-driven argument. 

By laying out the problem, solution, costs, cost savings, benefits, and risks in a structured format, you increase the likelihood of getting stakeholders on board.

How to use this template

  1. Sign up for a free Dock account.
  2. Create a new workspace and select the business case template.
  3. Customize the template with relevant details such as problem statements, projected ROI metrics, and risk analysis.
  4. Save your customized version as a reusable template for your sales team and team members.
  5. For each new business case, create a fresh copy and tailor it to the specific stakeholders and buying process.
  6. Share the workspace with decision-makers and track engagement to see which sections resonate most.

What’s in this template?

Section 1

Executive Summary

Summarize your business proposal first so everyone is on the same page. Below, you can also embed relevant supporting materials such as case studies and technical documentation.

Section 2

Challenges & Solutions

Outline the current challenges your client, partner, or potential investor is facing and how you solve them.

Section 3

Key Metrics

Highlight business goals and KPIs as part of your mutual action plan.

Section 4

Additional Requirements

Include other important factors you’ll address as part of your proposal.

Section 5

Key Stakeholders

Make your team available with your contact information front and center.

Why use Dock’s Business Case Template?

Dock’s business case template makes it easier to build and present a compelling case for your initiatives. Instead of wrestling with scattered documents and spreadsheets, you can structure your argument in a clean, shareable format that keeps stakeholders aligned.

Unlike static slide decks or Word docs, Dock’s interactive workspace allows you to present your case dynamically. You can embed supporting materials like case studies, success stories, cost-benefit analysis, ROI calculations, and project milestones all in one place. Plus, Dock’s engagement tracking helps you see which sections of your business case are getting the most attention, so you can refine your pitch for your next call accordingly.

With Dock, you don’t just create one-off business cases—you build a repeatable workflow. Once you get approval for your proposal, use Dock to kickstart your project management efforts. You can templatize your business case structure, ensuring consistency across your sales team while allowing for easy customization. No more starting from scratch every time you need to justify an investment.

Here’s what else Dock’s Business Case Template can do for you:

Simplify decision-making for stakeholders

  • Present a clear, structured business plan with all necessary details in one workspace.
  • Embed relevant metrics, cost savings breakdowns, and impact assessments.
  • Keep stakeholders aligned by providing a single source of truth.

Make your business case more persuasive

  • Include supporting materials like videos, charts, and customer success testimonials.
  • Show engagement data to tailor follow-up conversations.
  • Provide a structured comparison of alternatives to strengthen your argument.

Scale and streamline business case creation

  • Save your business case template structure to reuse across multiple initiatives.
  • Easily tailor each business case to specific decision-makers and potential customers.
  • Ensure consistency across teams while maintaining flexibility.

Track and optimize stakeholder engagement across the sales cycle

  • See which decision-makers have viewed your proposal.
  • Identify sections where key stakeholders spend the most time.
  • Adjust your follow-up strategy based on real-time insights.

Dock’s business case template gives you a competitive edge by making your proposals more structured, data-driven, and engaging. Instead of sending static PDFs into the void, you create a dynamic experience that helps you secure buy-in faster.

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Business Case Template FAQs

How do I use this template?

Sign up for Dock for free, create a new workspace, and select the business case template. Customize it with your sales strategy, project scope, and ROI breakdowns. Save it as a reusable template, then generate a fresh version for each business case.

Is this template free?

Yes, Dock is free to try for up to fifty workspaces. Every paid Dock plan includes unlimited template and workspace usage.

Can I modify this template?

Yes, you can fully customize it to fit different sales processes, marketing strategies, and workflows.

Can I personalize this template for every stakeholder?

Absolutely. You can tailor the messaging, financial details, and supporting materials based on your target audience and their pain points. You can personalize a Dock workspace for each specific project. Include the business problem you’ll solve, key dependencies, and your project plan, subject matter experts, and the project sponsor specific to that proposal.

Can I share this template with my team?

Yes, you can keep the template private or share it with your sales team and team members. Dock allows you to control template visibility and access.

What should you include in a business case template?

A strong business case template should include:

  • Executive summary: A high-level overview of the business case.
  • Problem statement: The challenge your initiative addresses.
  • Proposed solution: How your plan solves the issue.
  • Project management: The specifics of how you’ll get the project completed, including measuring project progress and key stakeholders that will complete each aspect of your business plan.
  • Cost breakdown: Estimated project costs and procurement needs should be included in any business plan.
  • Expected benefits: ROI, cost savings, and efficiency gains.
  • Risk assessment and mitigation plans: Potential roadblocks and solutions.
  • Supporting materials: Case studies, customer testimonials, and charts visualizing your data points.

What financial metrics should I include in my business case?

  • Return on Investment (ROI): Expected financial gains versus costs.
  • Total Cost of Ownership (TCO): The full cost of implementing and maintaining the initiative.
  • Payback Period: The time it takes for the investment to generate savings or revenue.
  • Net Present Value (NPV): The overall value of future cash flows from the investment.

What is a business case template?

A business case template is a structured document that helps justify a proposed investment or initiative. It outlines the problem, strategic goals, proposed solution, costs, benefits, risks, and expected outcomes to secure stakeholder buy-in.

When should you use a business case template?

Use a business case template when you need to secure budget approval, justify a strategic initiative, or present a compelling argument for a new investment. It’s essential for proposals that require executive buy-in.

Business case template best practices and tips

  • Be clear and concise: Decision-makers don’t have time for fluff. Get to the point.
  • Use data to support your case: Your strategic plan should include business objectives and measurable milestones so your project team can evaluate the feasibility of your proposal and whether or not it meets demonstrated business need. From there, you can include ROI projections, benchmarks, and supporting research.
  • Tailor it to your audience: Highlight the most relevant benefits for each stakeholder. Startups looking for investors will use this template differently than a B2B sales rep hoping to close their next deal.
  • Make it interactive: Use Dock to embed charts, videos, and links for a more engaging presentation.
  • Track engagement: See who views your business case and which sections get the most attention.

Common mistakes to avoid in a business case

  • Focusing too much on features instead of outcomes. Decision-makers care about impact. If you include your methodology or other smaller details for your proposed project, keep them at the bottom of your business case document.
  • Being too vague about ROI. Clearly show how the investment will pay off with measurable KPIs and a clear timeframe you plan to improve your metrics from the baseline.
  • Ignoring potential risks. A solid business case addresses challenges and mitigation plans.
  • Not keeping it skimmable. Use headings, bullet points, and visuals to make a compelling business case that’s easy to digest.

How to share a business case template internally

With Dock, you can share the business case workspace with internal teams, keeping all stakeholders aligned as you move through the sales cycle. You can also set permissions to control who can edit or view the document.

How to share a business case template with stakeholders

  • Send a Dock workspace link—no login required for stakeholders.
  • Embed supporting materials directly in the workspace (charts, ROI models, case studies).
  • Track engagement to see who has viewed your proposal and which sections got the most attention.
  • Follow up based on real-time engagement insights to address concerns and drive decisions.

How do I write a strong business case?

A strong business case clearly defines the problem, presents a compelling solution, and outlines the expected return on investment (ROI). Your business case should show how your project’s goals fit with the overall organizational goals, and your implementation plan. Use data, real-world examples, and stakeholder-specific benefits to make your case persuasive.

How long should a business case be?

It depends on the complexity of the proposal. For simple initiatives, 1-2 pages may be enough. For larger investments, a more detailed document (5-10 pages) may be required. However, always keep it structured and easy to scan.

What’s the difference between a business case and a proposal?

A business case is used to justify an investment or initiative, focusing on costs, benefits, and risks. A proposal is typically a more detailed plan for how a project will be executed, often including timelines, deliverables, and execution strategies.

How do I present a comprehensive business case to executives?

  • Keep it high-level and focused on strategic impact.
  • Highlight key benefits, risks, and ROI within the first few minutes.
  • Use visuals (charts, graphs, tables) to make complex information digestible.
  • Be prepared to answer financial and operational questions.
  • Share your Dock workspace link so stakeholders can review and engage with the business case later.

What are common objections to a business case, and how can I address them?

  • “The costs are too high.” → Show ROI projections and cost-saving benefits.
  • “We don’t have the resources.” → Highlight implementation efficiency and automation potential.
  • “We’ve tried something similar before.” → Explain what’s different this time and why it will work.
  • “It’s not a priority right now.” → Show how inaction could lead to missed opportunities or risks.

How can Dock help improve business case presentations?

  • Centralized workspace: Keep all supporting materials in one place.
  • Interactive elements: Embed charts, videos, and reports for a more dynamic presentation.
  • Engagement tracking: See which sections stakeholders are engaging with the most.
  • Collaboration tools: Allow teams to contribute, edit, and review in real time.

Can I use this business case template for different industries?

  • Send a reminder email with a summary of key points and a link to the Dock workspace.
  • Track engagement and follow up with stakeholders who haven’t reviewed it yet.
  • Schedule a follow-up meeting to address any questions and move toward a decision.

What’s the best way to follow up after sharing a business case?

Send a reminder email with a summary of key points and a link to the Dock workspace.Track engagement and follow up with stakeholders who haven’t reviewed it yet.Schedule a follow-up meeting to address any questions and move toward a decision.