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Case Study Samples: Video Examples With Answers
Looking for sample case study interviews with answers? Look no further! In this article, we’re walking you through some of the best case study samples on the web. These case studies simulate the virtual case interview environment and represent cases from across different firm styles (McKinsey, Bain, BCG, Deloitte, and more), including both interviewer-led and interviewee-led (candidate-led) cases.
The video examples are live cases that demonstrate the nuances of the virtual case interview and include feedback from an MBB coach. The sessions feature consultants or consulting candidates. If you are currently preparing for case interviews , or simply want to watch some rockstars run through sample case study interviews, you’re in the right place. Grab a pen and paper (don’t forget your thinking hat!) and work alongside with us. You won’t find FREE case practice like this anywhere else!
These case study samples require each candidate to build a structure (or framework) for approaching the problem/business situation in the case study. Find a breakdown of the 4 basic frameworks at the end of this post, or by clicking here . Now, let’s dive into the case study samples.
Case Study Video Samples with Answers
(Click to jump to section).
- Bain case study: sizing the lamp market in Mexico
- McKinsey case study: beverage product market entry
- BCG case study: home furnishings retailer revenue decline
- Deloitte case study: Australian uniforms producer market growth
- Bain case study: candy company revenue growth (with exhibits)
- BCG case study: medical device manufacturer profits
- McKinsey case study: restaurant chain acquisition
- BCG case study: luxury car maker new market entry
- McKinsey case study: sizing the disposable diapers market in China
- McKinsey case study: agrichemicals producer product launch
- Deloitte case study: state unemployment claims fraud (Public Sector case study)
- Deloitte case study: corporate training program decision (Human Capital case study)
- PwC case study: plastic bottle producer market share
- Capital One case study: finance co credit card fees
- BCG case study: credit/debit card processor
- BCG case study: internet service provider revenue growth
- McKinsey case study: college football program top-line growth
- BCG case study: electronics retailer market share
- McKinsey case study: hospital chain revenue growth
- Bain case study: M&A decision
- McKinsey case study: market entry strategy for beverage company
1) Bain: Market Sizing Case Study Sample
- CASE NAME : Lamp Market in Mexico
- CASE TYPE : Market Sizing
- FIRM STYLE : Bain
- CANDIDATE PERFORMANCE : 3/4
Breaking Down the Candidate’s Performance
This Bain case study sample features a large direct-to-consumer conglomerate that sells lamps and other small home furniture pieces in the United States. The company is looking to expand into the Mexican market, particularly with their lamp segment. The candidate’s job is to size the market for lamps sold each year in Mexico.
The candidate asks a few clarifying question before and after building out a structure for the case. It’s always smart to ask questions to clarify assumptions. The basic structure the candidate created looks like this: Population > Households X Lamps / Household > Spend / Lamp. One thing he missed was converting his market size into a per-year (or annualized) figure. In most cases, the per-year basis is standard. If you are unsure, ask a clarifying question!
Overall, it was a good performance, with a final score of 3/4.
2) McKinsey: Market Study Case Study Sample (Interviewer-Led)
- CASE NAME : Iced Coffee
- CASE TYPE : Market Study
- FIRM STYLE : McKinsey
- CANDIDATE PERFORMANCE : 4/4
The client in this case is a beverage producer in the U.S. that wants help in designing a product launch strategy. The candidate’s job is to analyze the factors surrounding the product launch and the company’s internal capabilities to support the launch.
The candidate brought strong level 2 insights that McKinsey is looking for in its future consultants. Also, take note of how the interview was structured, with the interviewer taking the lead in presenting the information and driving the case. This interviewer-led style is typical in McKinsey case interviews. In the conclusion, the candidate led with the recommendation first (“here is what I recommend you do”), and followed that up with supporting data. McKinsey loves this answer-first (or hypothesis-driven) style of communication, derived from the Pyramid Principle . The candidate gets a score of 4/4 in this case study sample.
3) BCG: Profitability Framework Case Study Sample
- CASE NAME : Furnazon
- CASE TYPE : Profitability
- FIRM STYLE : BCG
- CANDIDATE PERFORMANCE : 2/4
In this BCG case study sample, the client is a B2B and B2C housewares and home furnishings retailer. In order to combat a recent slowdown in growth, the company implemented aggressive price promotions. However, profitability has continued to decline. The candidate’s job is to analyze the promotional campaign and determine what can be done to increase its effectiveness.
The candidate in this case study sample had what we call the “game factor.” He was eager and excited to tackle any challenge, and that positive attitude is what interviewers are looking for, especially in the second round of case interviews. He also showed that he wasn’t afraid of the math portion of the case. What was missing from his performance was insights. Ultimately, consultants are hired because of the insights they provide – not to crunch numbers, or use frameworks, but to provide recommendations built on insights. Because of that, this performance gets a score of 2/4.
4) Deloitte: Market Study Case Study Sample
- CASE NAME : Chainsaw Pants
- FIRM STYLE : Deloitte
The client in this Deloitte case study is a uniform producer in Australia. The company is looking to expand with a new product. The candidate’s job is to look at the market for the product to determine if it is a good opportunity for growth.
The candidate nailed the likeability factor that is always important in Deloitte interviews. Where she fell short was in communication, both in verbalizing her structure, numbering the buckets in the structure, and doing the math out-loud. We can’t emphasize this enough: you must over-communicate in any virtual interview setting – there is no such thing as communicating too much!
5) Bain: Market Study – Market Growth – Case Study Sample (with Diagrams)
- CASE NAME : Candy Company
The client in the Bain case study sample is a candy company that is looking to double revenues – while maintaining margins – in 4 years. The candidate’s role is to help the company create a short-term strategy to accomplish the goals of the CEO.
The candidate – who already landed an offer at Bain – absolutely crushed this case. Take note! From his opening statement (“this looks like a sweet case!”) to his final recommendation (42:25), he conveyed a sense of confidence in himself. This is crucial in case interviews. The case provides an example of how to interpret math diagrams – skip to 20:47 for that. We’re giving this one an overall rating of 4/4.
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6) BCG: Profitability Case Study Sample (with ex-Bridgespan Consultant)
- CASE NAME : Needle Needer
In this case study, the candidate’s job is to help a medical device manufacturer maintain profits despite new regulations causing a negative shift in demand.
The candidate does well in opening the case and asking clarifying questions to simplify the problem. Where he fell flat was in the structure – both in the communication of the framework, and in the actual strength of the structure that he created. Especially for BCG cases, the firm is looking for your structure to be robust because you’re going to have to follow it more, so make sure to allow yourself enough time to build a strong structure. We’re giving this case study sample a score of 3/4.
7) McKinsey: Mergers and Acquisitions Case Study Sample
- CASE NAME : Margaritaville
- CASE TYPE : Mergers & Acquisitions
In this back-of-the-envelope Mergers & Acquisitions case study sample, the business situation in the case involves a restaurant chain (Margaritaville). The candidate is being asked to analyze the chain as a potential investment to a PE firm. Is the restaurant chain worth acquiring?
The case is a good reminder to stay on track when it comes to timing. The ideal time in a case interview is 2 minutes to create a structure, and 2 minutes to present it. The candidate took 5.5 minutes to present! Not only did this eat into her time, it also make it hard to get into a comfortable rhythm as she continued into the rest of the case. The biggest weakness for our candidate was the creative question. Jenny Rae (the interviewer) recommended that she make that the focal point in her practice for future cases. There’s a lot of really good learnings in the feedback, so make sure you watch this one to the end. The candidate gets an overall score of 2/4.
8) BCG: Market Study – Market Entry – Case Study Sample
- CASE NAME : Pakistani Car Market
The client in this case study sample is a German luxury car maker that is looking to enter the Pakistani market. There is 1 luxury car competitor in the country. The client wants to break even in 2 years if it enters the market. The candidate’s job is to gather the data needed to inform her go/no-go recommendation to the client.
Right off the bat, the candidate did not gain the confidence of the interviewer when she commented, “I’m not a car person.” In case study interviews, that’s a no-no. Even if you don’t know anything about the subject matter in the case, refrain from negative statements like that. Firms are asking, “can I see this person interacting with a Fortune 500 CEO on a consulting engagement?” In addition, the candidate used the issue tree in her structure, which created confusion en masse. Issue trees are effective in an in-person interview, but in a virtual environment, irrelevant at best, and confusing at worst. In virtual interviews , the interviewer relies heavily on you over-communicating your structure, and that includes numbering. Every bucket/category in your structure needs a number that is clearly communicated. Overall, this case gets a score of 3/4.
9) McKinsey: Market Sizing Case Study Sample
- CASE NAME : Disposable Diapers
In this McKinsey Market Sizing case study sample, the candidate is being asked to size the market for disposable diapers in China.
Overall, this was a fantastic performance by the candidate. Given that she is ex-McKinsey, that shouldn’t be too surprising! She did a great job giving the interviewer confidence that she’d be able to crush the case. Her structure was clear and linear. One ‘good to great’ pointer: she could have simplified her math by rounding at several different points. Overall, this gets a 4/4.
10) McKinsey: Revenue Growth Case Study Sample
- CASE NAME : Mango Maker
The client in this case is an agricultural chemicals producer in North America that is looking to grow revenues through the introduction of a new product in Mexico.
The candidate’s performance was good enough to pass a first round at McKinsey, but there were different areas with room for growth to go from a “B” performance to an “A.”
11) Deloitte: Public Sector Case Study Sample
- CASE NAME : Texas Unemployment Bump
- CASE TYPE : Public Sector
12) Deloitte: Human Capital Case Study Sample
- CASE NAME : Corporate Training Decision
- CASE TYPE : Human Capital Case Study
13) PwC: Profitability Market Share Case Study Sample
- CASE NAME : Bubble Bottles
- CASE TYPE : Profitability Case Study
- FIRM STYLE : PwC
14) Capital One Case Interview Example
- CASE NAME : Credit Card Master
- FIRM STYLE : Capital One
15) BCG Finance Case Interview
- CASE NAME : SimpleSwipe
16) BCG Profitability Case: Revolutionary Internet
- CASE NAME : Revolutionary Internet
17) McKinsey Case Interview: College Football Program
- CASE NAME : College Football Program
18) BCG Technology Case Study: Electronics Retailers
- CASE NAME : Electronics Retailers
19) McKinsey Case Study: Hospital Chain Revenue
- CASE NAME : K Grace Hospital Chain
20) Bain M&A Case: HardHead Helmets
- CASE NAME : HardHead Helmets
- CASE TYPE : M&A
21) McKinsey Market Entry Case: EnergyPop
- CASE NAME : EnergyPop
- CASE TYPE : Market Entry
Case Interview Frameworks: Explained
Market sizing framework.
Market sizing case studies allow a business to know if a particular market would be appropriate to expand into. The capital expenditure required to expand into a new market is high, and exposes the company to a lot of risk. Therefore, extensive work by consultants to determine those risks and opportunities is an important step for companies to take. From a firm perspective, they want to know if you understand how to build a framework for this type of business problem, and appropriately defend your assumptions used to build your market sizing framework. If you’re able to do that, then you stand a good chance to do well in your case interview.
Market Study Framework
The Market Study framework is the most versatile of the basic frameworks. There are three types of Market Study framework questions.
- Market share (“How can the client grow market share?”).
- Market growth (“How can the client increase revenues?”).
- Market entry (“Will it be profitable for the client to enter the market?”). The framework looks at the external factors first – market, competitors, and customers. After looking at the external, it works its way to the internal factors – the company and the product/service.
It’s important to focus on the financial impact when using the Market Study framework!
Profitability Framework
The Profitability Framework is the most important of the basic frameworks. Why? Without profits, businesses can’t survive for long. There are 4 business situations in case study samples where the Profitability framework should be utilized.
- Growth Strategy : the client wants to grow significantly in a short period of time, meaning revenues, market share, profits, or a combination of the 3. How can you factor in any increased costs to grow both revenue and profits?
- Declining Profits : in this scenario, the client wants to not only stop the profit decline, but reverse it and get the business going in the right direction. Your job is to get to the root of the decline, and create a plan to reverse it.
- Creative Cost Benefit : in this business situation, the goal is often increased revenues or decreased costs. These types of case studies are often used for non-profits, because a non-profit’s success is not determined by profitability.
- Weighing Scenarios : the client is deciding between several options and needs your analytical skills and insight to guide them to a decision.
When using the Profitability Framework, it will serve you well to keep the ultimate goal in mind: profitability!
M&A Framework
The M&A Framework is the most complex of the frameworks, and also the most uncommon. It generally includes elements of the other basic frameworks, including Market Sizing, Profitability, and Market Study, with a fair amount of case math thrown in. The M&A Framework involves either a scenario where Company A wants to merge with Company B, or Company Y wants to acquire Company Z. There are 2 types of M&A buyers:
Understanding the differences will allow you to determine how to approach the case. And don’t forget: the goal in any M&A case is always increased profitability.
We hope these case study samples prove to be useful in your interview prep ! If you need expert guidance in your case preparation, book an hour with an ex-MBB coach today. Need practice case studies like the ones you saw in the video samples? Check out the Case Library – a bank of 500+ practice case studies, with 25+ firm styles represented (McKinsey, Bain, BCG, Deloitte, Accenture, and many more!). Good luck in your case prep. Reach out to our team with any questions or comments!
Additional Reading:
- Case Interview Frameworks: Ultimate Guide
- Case Interview Examples: Master List
- Virtual Case Interview
- Case Interview: Complete Prep Guide
- No Case Interview Experience? Start Here
- 6 Types of Case Interviews: Why You Need to Know Each One
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Top 40 Most Popular Case Studies of 2017
We generated a list of the 40 most popular Yale School of Management case studies in 2017 by combining data from our publishers, Google analytics, and other measures of interest and adoption. In compiling the list, we gave additional weight to usage outside Yale
We generated a list of the 40 most popular Yale School of Management case studies in 2017 by combining data from our publishers, Google analytics, and other measures of interest and adoption. In compiling the list, we gave additional weight to usage outside Yale.
Case topics represented on the list vary widely, but a number are drawn from the case team’s focus on healthcare, asset management, and sustainability. The cases also draw on Yale’s continued emphasis on corporate governance, ethics, and the role of business in state and society. Of note, nearly half of the most popular cases feature a woman as either the main protagonist or, in the case of raw cases where multiple characters take the place of a single protagonist, a major leader within the focal organization. While nearly a fourth of the cases were written in the past year, some of the most popular, including Cadbury and Design at Mayo, date from the early years of our program over a decade ago. Nearly two-thirds of the most popular cases were “raw” cases - Yale’s novel, web-based template which allows for a combination of text, documents, spreadsheets, and videos in a single case website.
Read on to learn more about the top 10 most popular cases followed by a complete list of the top 40 cases of 2017. A selection of the top 40 cases are available for purchase through our online store .
#1 - Coffee 2016
Faculty Supervision: Todd Cort
Coffee 2016 asks students to consider the coffee supply chain and generate ideas for what can be done to equalize returns across various stakeholders. The case draws a parallel between coffee and wine. Both beverages encourage connoisseurship, but only wine growers reap a premium for their efforts to ensure quality. The case describes the history of coffee production across the world, the rise of the “third wave” of coffee consumption in the developed world, the efforts of the Illy Company to help coffee growers, and the differences between “fair” trade and direct trade. Faculty have found the case provides a wide canvas to discuss supply chain issues, examine marketing practices, and encourage creative solutions to business problems.
#2 - AXA: Creating New Corporate Responsibility Metrics
Faculty Supervision: Todd Cort and David Bach
The case describes AXA’s corporate responsibility (CR) function. The company, a global leader in insurance and asset management, had distinguished itself in CR since formally establishing a CR unit in 2008. As the case opens, AXA’s CR unit is being moved from the marketing function to the strategy group occasioning a thorough review as to how CR should fit into AXA’s operations and strategy. Students are asked to identify CR issues of particular concern to the company, examine how addressing these issues would add value to the company, and then create metrics that would capture a business unit’s success or failure in addressing the concerns.
#3 - IBM Corporate Service Corps
Faculty Supervision: David Bach in cooperation with University of Ghana Business School and EGADE
The case considers IBM’s Corporate Service Corps (CSC), a program that had become the largest pro bono consulting program in the world. The case describes the program’s triple-benefit: leadership training to the brightest young IBMers, brand recognition for IBM in emerging markets, and community improvement in the areas served by IBM’s host organizations. As the program entered its second decade in 2016, students are asked to consider how the program can be improved. The case allows faculty to lead a discussion about training, marketing in emerging economies, and various ways of providing social benefit. The case highlights the synergies as well as trade-offs between pursuing these triple benefits.
#4 - Cadbury: An Ethical Company Struggles to Insure the Integrity of Its Supply Chain
Faculty Supervision: Ira Millstein
The case describes revelations that the production of cocoa in the Côte d’Ivoire involved child slave labor. These stories hit Cadbury especially hard. Cadbury's culture had been deeply rooted in the religious traditions of the company's founders, and the organization had paid close attention to the welfare of its workers and its sourcing practices. The US Congress was considering legislation that would allow chocolate grown on certified plantations to be labeled “slave labor free,” painting the rest of the industry in a bad light. Chocolate producers had asked for time to rectify the situation, but the extension they negotiated was running out. Students are asked whether Cadbury should join with the industry to lobby for more time? What else could Cadbury do to ensure its supply chain was ethically managed?
#5 - 360 State Real Options
Faculty Supervision: Matthew Spiegel
In 2010 developer Bruce Becker (SOM ‘85) completed 360 State Street, a major new construction project in downtown New Haven. Just west of the apartment building, a 6,000-square-foot pocket of land from the original parcel remained undeveloped. Becker had a number of alternatives to consider in regards to the site. He also had no obligation to build. He could bide his time. But Becker worried about losing out on rents should he wait too long. Students are asked under what set of circumstances and at what time would it be most advantageous to proceed?
#6 - Design at Mayo
Faculty Supervision: Rodrigo Canales and William Drentell
The case describes how the Mayo Clinic, one of the most prominent hospitals in the world, engaged designers and built a research institute, the Center for Innovation (CFI), to study the processes of healthcare provision. The case documents the many incremental innovations the designers were able to implement and the way designers learned to interact with physicians and vice-versa.
In 2010 there were questions about how the CFI would achieve its stated aspiration of “transformational change” in the healthcare field. Students are asked what would a major change in health care delivery look like? How should the CFI's impact be measured? Were the center's structure and processes appropriate for transformational change? Faculty have found this a great case to discuss institutional obstacles to innovation, the importance of culture in organizational change efforts, and the differences in types of innovation.
This case is freely available to the public.
#7 - Ant Financial
Faculty Supervision: K. Sudhir in cooperation with Renmin University of China School of Business
In 2015, Ant Financial’s MYbank (an offshoot of Jack Ma’s Alibaba company) was looking to extend services to rural areas in China by providing small loans to farmers. Microloans have always been costly for financial institutions to offer to the unbanked (though important in development) but MYbank believed that fintech innovations such as using the internet to communicate with loan applicants and judge their credit worthiness would make the program sustainable. Students are asked whether MYbank could operate the program at scale? Would its big data and technical analysis provide an accurate measure of credit risk for loans to small customers? Could MYbank rely on its new credit-scoring system to reduce operating costs to make the program sustainable?
#8 - Business Leadership in South Africa’s 1994 Reforms
Faculty Supervision: Ian Shapiro
This case examines the role of business in South Africa's historic transition away from apartheid to popular sovereignty. The case provides a previously untold oral history of this key moment in world history, presenting extensive video interviews with business leaders who spearheaded behind-the-scenes negotiations between the African National Congress and the government. Faculty teaching the case have used the material to push students to consider business’s role in a divided society and ask: What factors led business leaders to act to push the country's future away from isolation toward a "high road" of participating in an increasingly globalized economy? What techniques and narratives did they use to keep the two sides talking and resolve the political impasse? And, if business leadership played an important role in the events in South Africa, could they take a similar role elsewhere?
#9 - Shake Shack IPO
Faculty Supervision: Jake Thomas and Geert Rouwenhorst
From an art project in a New York City park, Shake Shack developed a devoted fan base that greeted new Shake Shack locations with cheers and long lines. When Shake Shack went public on January 30, 2015, investors displayed a similar enthusiasm. Opening day investors bid up the $21 per share offering price by 118% to reach $45.90 at closing bell. By the end of May, investors were paying $92.86 per share. Students are asked if this price represented a realistic valuation of the enterprise and if not, what was Shake Shack truly worth? The case provides extensive information on Shake Shack’s marketing, competitors, operations and financials, allowing instructors to weave a wide variety of factors into a valuation of the company.
#10 - Searching for a Search Fund Structure
Faculty Supervision: AJ Wasserstein
This case considers how young entrepreneurs structure search funds to find businesses to take over. The case describes an MBA student who meets with a number of successful search fund entrepreneurs who have taken alternative routes to raising funds. The case considers the issues of partnering, soliciting funds vs. self-funding a search, and joining an incubator. The case provides a platform from which to discuss the pros and cons of various search fund structures.
40 Most Popular Case Studies of 2017
Click on the case title to learn more about the dilemma. A selection of our most popular cases are available for purchase via our online store .
6 Brilliant Case Study Examples for Small Businesses
Sujan Thapaliya
Feb 4, 2023
11 Mins Read
Every business starts small.
The success of a business lies in its strategy to overcome any challenge during its journey.
If you are trying to take your business to new heights, start identifying challenges and create solutions.
The best way is to learn from sundry success stories.
There are several case studies of different businesses that can teach you which strategy to take for selling your product and attracting the target audience.
In this article, we will discuss some of the top case study examples that can assist in upscaling small businesses.
Let’s begin.
Interesting read: 9 Small Budget Marketing Ideas to Grow Your Business
Challenges Faced by Small Businesses
As far as businesses go, there are always hurdles that need to be defeated. Starting a business is itself a big achievement for entrepreneurs, but the main challenge is maintaining one.
There are three common challenges businesses need to overcome. These include managing the expenses, hiring people, and following new trends to develop a customer base.
1. Increased Expenses
Every business revolves around money. There are different areas where businesses have to spend their money. But the issue is handling the financial hurdles. With an unplanned budget and financial advice, businesses will be spending more than they need to.
Keeping an eye on expenses is important because the expenses determine the profit the business will make.
However, it is not easy to reduce the expense. It’s affected by demand and supply. If businesses need to keep up with the market’s demands, then the chance of increasing expenses is 100%.
2. More and Skilled Manpower Required
Businesses don’t run themselves. They need manpower with skills to handle different departments. Generally, the number of employees in a small business ranges from 1 to 500 people. Getting this manpower is easy but getting a skilled one is difficult and time-consuming.
Whenever looking for manpower, businesses need to decide what skills they want in their candidate. The problem is candidates can’t always fulfill all the requirements. Besides, hiring manpower also increases the expenses.
3. Keeping Up With the Latest Trends
The market is fluid. It changes and introduces new trends. Small businesses need to keep up with the changing trends to keep their business growing. But this is where many businesses start to fall apart.
The thing about new trends is that businesses need to sell their products at the right time. It means they have to keep on studying the market to speculate their next products. If a small business fails to deliver during the peak of the trend, then it will suffer a heavy loss.
Solutions to Grow a Small Business
The best thing about businesses is that there is an attempt to find a solution for every challenge. It brings out the competition in the market, which is huge for surfacing different kinds of solutions a business can adopt.
1. Reduce the Expenses
When it comes to expenses, businesses are focused on spending huge sums on communication because communication is the key element of increasing customers and revenue. It’s not a big problem for big companies, but it is expensive for small businesses.
Fortunately, the cloud telephony system has removed the dilemma while making business budgets because cloud phone services are cheaper than plain old telephone services.
It reduces the initial cost of new businesses up to 90%. Recent surveys suggest that over 74% of businesses prioritize cloud phone systems as their urgent investment.
The same goes for marketing which is necessary to attract potential customers. Small businesses don’t have enough budget to advertise their products.
The best solution for this is using social media platforms like Instagram, Twitter, Facebook, etc. to promote and sell their products .
Case Study: Coffman Engineers
Coffman Engineers clearly states that although the cost of using a virtual phone number adhered to cloud phone is 50% more per employee, it still provides overall 25% more savings than plain old telephone service (POTS).
Coffman Engineers have been relying on cloud phones ever since their one office location faced a disaster. Now they have a disaster recovery feature built into their cloud phone system. It helped them to be ready for any disasters without losing communication with employees.
Not just that, they found all the necessary features bundled into one subscription package in a VoIP phone system. Such a facility enabled them to handle all their business communication using only one platform.
Key Takeaways
- Small businesses must invest in cloud telephony for business communication.
- Extensive use of social media to promote and sell your products/service.
2. Improve Employee Productivity
As we have already discussed earlier, manpower is a big challenge for small businesses. Hiring more employees doesn’t mean higher productivity. Businesses need to hire the right candidates to keep their expenses in check and improve productivity.
There are different tools available that can monitor what the employees are doing. Time tracking tools and workforce management tools are key components every business needs.
Especially in remote working scenarios, these tools are crucial to getting the full effort for the employees. Companies have seen a 35%-40% rise in productivity in employees working remotely with the use of tracking tools.
Case study: On The Map Marketing
On The Map Marketing , a digital marketing agency, used time tracking tools that showed that remote working employees tend to work more hours since they can work at flexible hours.
On The Map Marketing first started using the time tracking tool when they were opening their office in Riga, Latvia. The CTO of the company wanted the time spent on different tasks on his computer as well as managing the remote working employees.
Using a time tracking tool , they were able to track their productivity with a detailed report of their daily activities during office hours. It helped them calculate salary bonuses. They also found the productivity level of each employee to determine their value for the company.
- Small businesses should use a time tracking tool to make sure employees focus on their office work.
- Small businesses can track the performance of each employee at office locations or remote working locations.
3. Reward Your Customers
A business becomes successful when it can keep its customers happy. In efforts to upscale a small business quickly, the marketplace has seen a decline in the quality of products and services. It is a primary reason for customer dissatisfaction.
About 45% of business professionals rate customer experience as their top priority for growing a business.
Survey says more than 85% of buyers are willing to spend more for a better customer experience. Therefore, small businesses need to focus on improving their quality of products and services, which is a powerful indicator of customer experience.
Case study: Starbucks
Starbucks introduced a Reward Loyalty Program in which customers collect stars to get exciting rewards. This program drives 40% of Starbucks total sales .
By adapting the gamification method, Starbucks added a reward loyalty program to their already established app. This move drastically increased sales and digital traffic. They brought mobile payment, customer loyalty, and content partnership in one powerful app.
Customers started registering for My Reward via their app. They are given stars(points) in exchange for their interaction in the app or purchase made. The higher the number of stars a customer gets, the better rewards they get.
- Small businesses can give different forms of rewards for more customer engagement.
- Improvement in customer service can drive more sales and attract more customers.
4. Build Your Brand
Small businesses should learn to build their brand image . While marketing any product or service, the brand image is a key factor for understanding how people view your business.
A brand image must first include mission, vision, and values. It also requires a brand positioning statement that can set your business apart from the competitors.
It’s important to create a unique brand personality. For this, businesses need to design a good logo because customers are most likely to recognize a business looking at a logo. They will have to identify their target audience to craft a good brand image.
According to a study, around 89% of users stay loyal to a business with a good brand image .
Case study: Apple
Apple logo is a well-recognized design that reflects the brand value. Over the years, the Apple logo has gone through several design changes.
The most important rebranding of the company came when Steve Jobs changed the logo which impacted the overall personality of the company. Now, this logo is the most recognized logo in the world.
Looking at the Apple logo, customers can feel a sense of trust, reliability, and innovation . It is the main reason for the huge sales of all the Apple products across the globe.
- Branding helps a business build strong relationships with prospects and attract them to be loyal customers.
- Small businesses need to create a strong brand image to sell their products efficiently.
5. Prioritize on Partnerships
Partnerships and collaboration can lift the businesses to maximize their cost savings. It allows businesses to strengthen their programs using available resources and tools.
This has a direct effect on improving the efficiency of their operations. It improves the credibility of the business in the marketplace.
Case study: RENAULT & NISSAN
Renault and Nissan have a strong partnership in automobiles. Their partnership made a remarkable achievement of making up 10% of new car sales worldwide .
Renault and Nissan chose to make an alliance rather than a merger because an alliance has many stronger benefits than a merger would give.
With an alliance, they can access more geographical areas where foreign investments are restricted. These companies got better chances to enter each other’s territory where they were already established companies because of the alliance.
Although they faced numerous challenges including fluctuation in price share, they managed to resolve issues and succeed.
- Small businesses can collaborate with other businesses to increase their chances of higher product sales and profit for everyone.
- Partnership with other businesses allows all parties to take benefits from each other’s strong areas.
6. The Right Marketing Strategy
Every business requires to sell its product and services to the market. Without marketing, a business cannot compete in the marketplace. The first thing about marketing is knowing your target audience and competitors.
When small businesses know who they are competing against, it will help them to see how the competitors are executing their business and attracting their customers.
One such way is to grow your website traffic which can bring you more leads and eventually customers. And how do you increase your website traffic? SEO. If done right, Search Engine Optimization can drive huge traffic to your website to reach your marketing goals.
Case study: Zapier
Zapier used an SEO strategy revolving around long-tail keywords for generating organic traffic to their website. They created 25,000 unique landing pages for unique keywords.
Zapier had a structure and layout for each page including well-optimized human written content. They outsourced SEO content and focused on a playbook for the onboarding process and launched new apps so that they can get partners to write content for them.
On top of that, they also outsourced link building to their partners. These partners wrote valuable guest post content of Zapier on their site and gave a backlink to Zapier. It helped Zapier to get new users as well as drive their website traffic.
- Small Businesses should improve their website traffic by adding more landing pages with relevant content.
- Backlinks through guest posts on other websites can drive more website traffic and attract more prospects.
Now that you have a fair idea of the business challenges and solutions, there is a good chance of delivering a good strategy for growing your small business.
On top of that, the case study examples above will help you view how other businesses overcome their situation to take their business to new heights.
The most important aspect of upscaling a small business is understanding the customer’s needs. Therefore, you should design a persuasive marketing strategy to attract customers and compete with other businesses in the market.
And a good marketing strategy for any business must include social media. And to make the most of your social media marketing efforts try SocialPilot for free today.
Frequently Asked Questions
🌟 how do you upscale a small business.
Upscaling a small business is a very challenging process. Whether it's making a budget or hiring employees, you have to focus on things that are best for your business. Planning, targeting prospects, marketing strategy, etc. are crucial steps for upscaling businesses and competing with big companies.
🌟 What is a small scale business?
Small scale businesses or Small scale industries (SSI) provide products and services on a small level. Normally in the US, a small business consists of less than 250 employees. Also, it has small capital investments and less office space.
🌟 Why do entrepreneurs find it difficult to scale up?
New entrepreneurs find difficulty in scaling up their businesses because they don’t know what to do. Even if they know, they have to face many challenges like market research, finding loans, allocating space, etc. Also, legal matters are always a major concern for making changes.
🌟 Why is scalability important in business?
Scalability is important because it directly impacts business competition, profitability, brand image, and product quality. Since small businesses have huge growth potential and high return on investment (ROI), they have to properly focus on scalability.
🌟 When should you scale a business?
A small business should look for upscaling its business if it has achieved a minimum annual growth of 20% over 2-3 years with only 10 or more active employees.
About the Author
Sujan Thapaliya is the CEO and Co-founder of KrispCall . He has a wealth of computer, communications, and security experience. Through KrispCall, he aspires to make business communication safer, reliable, and more affordable.
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Business case example: the 10 best free examples in 2022 (mckinsey, bain, bcg, deloitte etc.).
The Consulting Offer within our Premium membership is, by far, the best way to prepare for case interviews. However, you may be just starting your case interview preparation and not ready yet to commit the resources, time, the effort that is required for serious preparation. So you may be looking online for a business case example to practice with and dip your toe, so to speak, to see if pursuing consulting is even of interest to you.
Or it may be the case that you, just like a large number of FIRMSconsulting members, are an executive or a manager outside of consulting, interested in developing problem-solving skills. If so, you may be searching for a business case example/business case analysis example to start honing your skills. If so, this article will also be helpful to you.
Before we dive into business case examples, we would like to share with you 2 free resources we prepared for you as a gift, based on FIRMSconsulting book on brain teasers and another FIRMSconsulting book on solving business cases and overall consulting case interview preparation. These downloads include 20 brain teasers including explanations on how to approach solving each of those brain teasers. It also includes a comprehensive estimation cases guide. Estimation cases are very often used in consulting, either as a separate case or as part of a larger case. As part of your preparation for consulting case interviews, you will certainly come across various estimation cases. It is crucial for you to learn how to solve them. You can get links to download copies of both resources below. It is completely free. Get it now and thank us later. Enjoy!
FREE GIFT #1 BONUS TUTORIAL DOWNLOAD – 20 Brain Teasers With Answers And Explanations: CLICK HERE
Free gift #2 bonus tutorial download – a comprehensive estimation cases guide: click here, do all consulting firms use the same case interview style.
Before we dive into any particular business case example, you may be asking yourself do all consulting firms use similar interview style?
Well, yes… but…
McKinsey, BCG, Bain, Deloitte, Roland Berger etc. use similar but not exactly the same case interview styles. Even within the same firm, and even within the same office, styles may differ. A lot depends on the person interviewing you, e.g. how many years were they with the firm. For example, did a partner interviewing you “grow up” at McKinsey or did she join recently as hire from a competing firm?
So what are some differences you may anticipate between consulting firms when it comes to the way they conduct case interviews?
- Cases can be interviewer-led or interviewee-led/candidate-led.
- Cases can be answer-first or not answer first.
- Cases can have the objective function to solve or lack an objective function.
- Cases may require a framework or not require a framework.
- Different firms or interviewers can pull cases together with different components above since these are all mutually exclusive.
WHAT ARE FOUR MAIN WAYS IN WHICH A CASE INTERVIEW IS CONDUCTED?
There are four main ways in which consulting firms conduct case interviews.
Interviewer-Led: In this scenario, the case is usually structured into a few sections. The first section usually includes the interviewer describing the case and asking an interviewee such questions as “What are the important questions?” or “How would you structure your analysis?” At this stage, they will be looking to see a candidate develop a structure/framework to solve the case but not to go deep into solving the case. If the interviewer is happy with your initial structure/framework they will likely point you in the direction they want you to analyze the case. Once you master interviewee-led cases, interviewer-led cases become much easier to manage.
Interviewee-Led/Candidate-Led case interview: In this type of scenario the interviewer presents a short problem, often a business problem, and then expects an interviewee to lead the case to get to an answer, sparingly giving up any additional information. An example of a business problem can be, “Our client is a multinational electronics manufacturer. They have seen a decrease in profits of 10% over the last year and the CEO wants to know how to proceed.” Interviewee-led cases are generally much harder than interviewer-led cases because the interviewer is offering far fewer prompts.
Group Interview: You probably heard that some consulting firms conduct a group case interview . The way it usually works is a few candidates are selected from the first round and moved to the final or next round which includes a combination of interviews, including a group case interview.
Before I took my corporate banking job during my MBA, I went through a case interview process with Monitor (that was before they became Monitor Deloitte). Once I passed the first round all final-round candidates had a combination of interviews in the firm’s offices in Toronto, which included a group case interview, a one-on-one interview with an associate, and a partner interview. Interestingly, after going through the process through the grapevine we found out they have not hired anyone during that recruitment period, probably because the acquisition was in the cards already.
But, anyway, the most important thing you need to remember about group case interviews is that small groups of candidates are given a case. They must solve the case together while the interviewer silently observes.
Written/Presentation Interview: In this scenario, you are given all the data upfront. The challenging part is to work through the unimportant data and get to the core of the issue. You usually have very little time to analyze the problem and develop a recommendation. At the end of the written / presentation interview you are expected to present your analyses and recommendation.
Remember to always expect variations of the above.
IS THERE A FREELY ACCESSIBLE BUSINESS CASE EXAMPLE I COULD USE TO PRACTICE?
Yes, there are a few good business case examples you can use. Here is a summary list:
- GOLDMAN SACKS GOLDMINE IN MONGOLIA ACQUISITION CASE
- COMPREHENSIVE MARKET ENTRY CASE
- PEPSI’S LOS ANGELES BOTTLING PLANT
- A+ AIRLINES CASE
- AUTO MANUFACTURER PROFITABILITY DECREASE
- CANADIAN WILDLIFE FEDERATION SWIFT FOX POPULATION DECREASE
- PROFITABILITY CASE IN PHARMA
- METRO CITY WASTE MANAGEMENT CASE
- PLAY WORKS MARKET ENTRY
- GREEN CO. MARIJUANA MARKET ENTRY
Now let’s dive deeper.
INTERVIEWEE-LED / CANDIDATE-LED BUSINESS CASE EXAMPLES
Business case example #1: mckinsey, bain, bcg acquisition case.
This case is a McKinsey style case, of medium-level difficulty. It should take you 15-20 minutes to solve this case.
The question is given upfront, at 2:02. The part in black is the part the interviewer would share with you and a part in grey is the part interviewer may share as the case progresses. The interviewer wants to see if the interviewee understands the case and asks the right questions.
The case question is quite explicit but even so we will show you how you can adjust the case and make the case more explicit.
Everything rests on the key question. If anything is not part of the key question, ignore it. Even though lots of information is provided, take time to understand and set up the case.
Always show why information is needed, and show progress so the interviewer is they are willing to provide more information. It is a barter. And always use the case information provided and the appropriate language to push the case forward.
BUSINESS CASE EXAMPLE #2: COMPREHENSIVE MARKET ENTRY CASE
We did this recording a few months after we completed the training with Rafik (TCO I). This is one of the most complex market entry cases we had to put together. It has elements of operations, elements of pricing, elements of costing and, obviously, elements of market entry. And it is probably the most difficult market entry case we can do because most market entry cases that most interviewers focus on have a strong market attractiveness element, market profitability element. But very few people actually look at the operational issues of entering the market. And it does not matter who you are interviewing with: Bain, BCG or McKinsey. The bulk of the focus usually goes towards analyzing the market worthiness but not a lot on the operational issues. So we decided, in this case, to flip it around and give this case a strong operational theme.
BUSINESS CASE EXAMPLE #3: PEPSI’S LOS ANGELES BOTTLING PLANT
Operations cases can be tackled in two ways: strategy and operations and within operations from productivity and the supply chain side. This case uses the supply chain side.
This case is candidate-led. As we mentioned above, candidate-led cases are much harder than interviewer-led cases. That is why we at FIRMSconsutling place so much more emphasis on teaching you how to lead cases vs. relying on the interviewer to lead. This will be considered an operations case. Pay attention to a very insightful brainstorming at 14:50 which includes at least one idea you most likely would not come up with if you were solving this case before watching this video.
BUSINESS CASE EXAMPLE #4: A+ AIRLINES CASE
Here is a good video from the Yale SOM Consulting Club. This case is realistic in terms of the difficulty you will see in real case interviews with McKinsey, BCG and Bain.
BUSINESS CASE EXAMPLE #5: AUTO MANUFACTURER PROFITABILITY DECREASE
This is an average difficulty profitability case which the author mentioned is basically taken from his final interview with Bain.
BUSINESS CASE EXAMPLE #6: SWIFT FOX POPULATION DECREASE
The difficulty level is quite high and it is a great opportunity to practice with public sector cases. A big downside of this case is that the exhibit shown at 8:40 is not shared, which makes it impossible to fully practice this case. This is a candidate-led case.
https://youtu.be/V3INhqNWuQE
INTERVIEWER-LED BUSINESS CASE EXAMPLES
Business case example #7: profitability case in pharma.
In this complex case we examine declining profits at a Pharma company and explain the importance of portfolios and R&D probability calculations. It is a complex case to master.
BUSINESS CASE EXAMPLE #8: METRO CITY WASTE MANAGEMENT
Here is a public sector interviewer-led case. The difficulty level is quite advanced.
BUSINESS CASE EXAMPLE #9: PLAY WORKS MARKET ENTRY
This is another good case from the Yale SOM consulting club. A market entry case which is good for beginners. It is an interviewer-led case.
This is an easy case to start with. You can find the exhibit here , go to page 9.
BUSINESS CASE EXAMPLE #10: RECREATIONAL MARIJUANA MARKET ENTRY
This question is most useful because it is an easy question to practice. Think of it as a possible first-round case. The candidate’s performance could be a little better. But it is a good question to practice with on your own.
We hope you found at least one business case example above that helped you strengthen your problem-solving skills. If you know of any other “best business case examples” that should be included in this list let us know in the comments.
WHAT IS NEXT? If you have any questions about our membership training programs (StrategyTV.com/Apps & StrategyTraining.com/Apps) do not hesitate to reach out to us at [email protected] You can also get access to selected episodes when you sign-up for our newsletter above. Continue developing your strategy skills .
Cheers, Kris
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28 Case Study Examples Every Marketer Should See
Published: December 27, 2022
Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.
In this post, we’ll go over the definition of a case study and the best examples to inspire you.
What is a case study?
A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.
A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.
There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.
Fill out the form below to access the free case study templates.
Case Study Kit + Templates
Fill out this form to access free case study templates..
There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.
Marketing Case Study Examples
To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.
These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.
These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.
You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.
1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot
What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.
Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.
Key Learnings from the HubSpot Case Study Example
- Give the case study a personal touch by focusing on the CEO rather than the company itself.
- Use multimedia to engage website visitors as they read the case study.
2. " The Whole Package ," by IDEO
Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.
Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.
Key Learnings from the IDEO Case Study Example
- Split up the takeaways of your case studies into bite-sized sections.
- Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.
3. " Rozum Robotics intensifies its PR game with Awario ," by Awario
In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."
The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.
Key Learnings from the Awario Robotics Case Study Example
- Create a table of contents to make your case study easier to navigate.
- Include a bulleted list of the results you achieved for your client.
4. " Chevrolet DTU ," by Carol H. Williams
If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.
They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.
Key Learnings from the Carol H. Williams Case Study Example
- If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
- Use a mixture of headings and subheadings to guide users through the case study.
5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl
Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.
Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.
Key Learnings from the Fractl Case Study Example
- Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
- Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.
6. " The Met ," by Fantasy
What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.
Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.
If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.
Key Learnings from the Fantasy Case Study Example
- You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
- Include a CTA at the bottom inviting visitors to contact you.
7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie
If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.
Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.
Key Learnings from the App Annie Case Study Example
- Feature quotes from your client at the beginning and end of the case study.
- Include a mention of the product right at the beginning and prompt users to learn more about the product.
8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google
Google takes a different approach to text-focused case studies by choosing three different companies to highlight.
The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.
Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.
Key Learnings from the Think with Google Case Study Example
- A case study doesn’t need to be long or complex to be powerful.
- Clear data points are a quick and effective way to prove value.
9. " In-Depth Performance Marketing Case Study ," by Switch
Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.
The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.
The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.
Key Learnings from the Switch Case Study Example
- If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
- Close with a CTA page in your case study PDF and include contact information for prospective clients.
10. " Gila River ," by OH Partners
Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.
And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.
Key Learnings from the OH Partners Case Study Example
- Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
- Always close out with your achievements and how they impacted your client.
11. " Facing a Hater ," by Digitas
Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.
Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.
Key Learnings from the Digitas Case Study Example
- If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
- Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.
12. " Better Experiences for All ," by HermanMiller
HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.
What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.
HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.
Key Learnings from the HermanMiller Case Study Example
- Close out with a list of products that users can buy after reading the case study.
- Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.
13. " Capital One on AWS ," by Amazon
Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.
This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.
Key Learnings from the Amazon AWS Case Study Example
- Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
- Consider including external articles as well that emphasize your client’s success in their industry.
14. " HackReactor teaches the world to code #withAsana ," by Asana
While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.
For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."
Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:
"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."
Key Learnings from the Asana Example
- Include quotes from your client throughout the case study.
- Provide extensive detail on how your client worked with you or used your product.
15. " Rips Sewed, Brand Love Reaped ," by Amp Agency
Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.
Key Learnings from the Amp Agency Example
- Open up with a summary that communicates who your client is and why they reached out to you.
- Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.
16. " NetApp ," by Evisort
Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.
This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.
Key Learnings from the Evisort Example
- Place the focus immediately on your client by including a snapshot of their company.
- Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.
17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight
Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.
Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.
The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.
Key Learnings from the Cloudflight Case Study Example
- Don’t be afraid to get technical in your explanation of what you did for your client.
- Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.
18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel
If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.
Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.
Key Learnings from the Textel Case Study Example
- Include your client’s ROI right in the title of the case study.
- Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.
19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo
In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.
Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.
Key Learnings from the Happeo Case Study Example
- Consider writing the entirety of the case study from the perspective of the customer.
- Include a list of the features that convinced your client to go with you.
20. " Red Sox Season Campaign ," by CTP Boston
What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.
At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.
Key Learnings from the CTP Case Study Example
- Include a video in the heading of the case study.
- Close with a call-to-action that makes leads want to turn into prospects.
21. " Acoustic ," by Genuine
Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.
The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.
- You don’t need to write a lot to create a great case study. Keep it simple.
- Always include quantifiable data to illustrate the results you achieved for your client.
22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio
Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.
Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.
The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.
Key Learnings from the Apptio Case Study Example
- Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
- Include the takeaways from the case study right at the beginning so prospects quickly get what they need.
23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk
Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."
The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.
Key Learnings from the Zendesk Case Study Example
- Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
- Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.
24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot
Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.
This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .
Key Learnings from the Biobot Case Study Example
- Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
- Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.
25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner
You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."
Key Learnings from the Gartner Case Study Example
- Feel free to keep the case study short.
- Include a call-to-action at the bottom that takes the reader to a page that most relates to them.
26. " Bringing an Operator to the Game ," by Redapt
This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.
The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.
Key Learnings from the Redapt Case Study Example
- Highlight the turning point for both you and your client during the solution-seeking process.
- Use the same structure (including the same headings) for your case studies to make them easy to scan and read.
27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso
Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.
Key Learnings from the Convoso Case Study Example
- List the results of your work right at the beginning of the case study.
- Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.
28. " Ensuring quality of service during a pandemic ," by Ericsson
Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.
For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.
Key Learnings from the Ericsson Case Study Example
- Link to product pages throughout the case study so that readers can learn more about the solution you offer.
- Use multimedia to engage users as they read the case study.
Start creating your case study.
Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.
A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.
Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.
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Showcase your company's success using these free case study templates.
How To Write the Perfect Business Case
Why do too many projects fail to deliver their objectives even though project management best practices appear to be used? Project management is naturally complicated, but it can be disastrous if you don’t have sufficient buy-in from the right parties. Writing a strong and complete business case can make all the difference.
In this how-to guide you will discover,
- What is a business case?
Why you need a business case
- Is the project worth doing?
When to use a business case
How to write a business case, the business case template, a business case example, 1. the executive summary, 2. the finance section, 3. the project definition, 4. project organization, managing the business case, making the case, frequently asked questions, what is a business case.
A business case is developed during the early stages of a project and outlines the why, what, how, and who necessary to decide if it is worthwhile continuing a project. One of the first things you need to know when starting a new project are the benefits of the proposed business change and how to communicate those benefits to the business.
While the project proposal focuses on why you want a project, it will only contain an outline of the project:
- business vision
- business need
- expected benefits
- strategic fit
- products produced
- broad estimates of time and cost
- and impact on the organization
In contrast, the business case, which is first developed during the project initiation phase , contains much more detail. It should be reviewed by the project sponsor and key stakeholders before being accepted, rejected, canceled, deferred, or revised.
Depending on the scale of the business change, the business case may need further development as part of a detailed investigation. Therefore, it should be developed incrementally so that time and resources aren’t unnecessarily wasted on the impractical.
Preparing the business case involves an assessment of:
- Business problem or opportunity
- Costs including investment appraisal
- Technical solutions
- Impact on operations
- Organizational capability to deliver the project outcomes
These project issues are an important part of the business case. They express the problems with the current situation and demonstrate the benefits of the new business vision.
The business case brings together the benefits, disadvantages, costs , and risks of the current situation and future vision so that executive management can decide if the project should go ahead.
Many projects start life as a walk in the fog, which is fine in itself, but never see the light of day or stumble along aimlessly for too long because the clarity of scope , time-scale, cost, and benefits are not defined adequately during the first stages of the project.
Is the project worth doing
Why are you starting a project? Chances are you’re doing it because you need to solve a problem.
Usually, the problem is something that gets in the way of achieving your goals . So, it seems a project is about achieving goals and your goals won’t be realized unless you deal with the problem (or opportunity or circumstance.)
If a project is worth doing you need to answer 4 simple questions:
- What is your goal?
- What’s stopping you from reaching the goal?
- How much change is needed to overcome the problem?
- Are you certain this will solve the problem?
Can you answer these questions quickly? Do you have evidence to support or refute your assumptions?
If not, it may not be worth starting a project.
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The business case is needed when resources or expenditure on a project has to be justified. Approval is usually sought from the project sponsor and other interested parties. For instance, the finance function may authorize funds and the IT department provide resources.
The purpose of the business case is communication. Therefore, each section should be written in the parlance of the intended audience.
Moreover, it should only contain enough information to help decision making. When writing a business case keep the following in mind:
- Be brief and convey only the essentials.
- Make it interesting, clear, and concise.
- Eliminate conjecture and minimize jargon.
- Describe your vision of the future.
- Demonstrate the value and benefits the project brings to the business.
- Ensure consistent style and readability.
The project sponsor is responsible for preparing the business case. However, all appropriate team members should contribute to its development. Likewise, subject matter experts from other functions ― finance, HR, IT, service delivery, and so on ― can provide specialist information.
Those writing the business case should have a thorough understanding of the project’s aims and be able to merge the varied and potentially complex plans into one document using the following business case template.
What follows are the four steps to writing a business case template for your project. It includes the following four sections:
- Executive Summary
- Project Definition
- Project Organization
This example of a business case is a simplified version for a small company with few staff. The bigger the project, the bigger the risk, which means the more detail you will need to provide for your investors and stakeholders.
EXECUTIVE SUMMARY
In 2021, retail e-Commerce revenue reached 768 billion US dollars. People are expecting more digital experiences and want to interact and purchase what they need online.
Our current website is just a static page with no interaction available to possible customers. With a website upgrade to incorporate an e-Commerce store, we can entice users to purchase all their training online, in return increasing productivity and efficiency within the office. An estimated $25,000 could be saved a year through this upgrade.
1.1 Financial Appraisal
The expected cost of the new website is $15,000 with a $500 annual maintenance fee.
The training costs of the staff is estimated at $2,000, but the reduction of administration and manual handling of orders is estimated to save $25,000 annually.
1.2 Sensitivity Analysis
The alternatives include:
- Maintaining the current system, which costs $25,000 annually to maintain and run.
- Upgrading the website, but not including an e-Commerce store. This would cost $6,000, but the cost of processing the orders is still $25,000.
- Outsourcing the training purchases to a third-party site, which would cost between $49.99 - $100 per month. In the long run this would cost more and offer less development scope.
2. PROJECT DEFINITION
2.1 Background information
The World is digitizing and we, as a business, must keep up with consumer demand if we are to remain one of the most sought-after training providers.
Since 2020 and the outbreak of Covid-19, many more people have been working remotely and wish to access their training requirements online. We need to update our systems to provide our customers with a purely online system that can provide them with their required training courses in a virtual environment, from purchase through to attendance. This new e-Commerce website is the first step in this process.
2.2 Business Objective
The goal is to provide an online platform where customers can purchase their training requirements.
The solution is to build an e-Commerce website.
This syncs with the business strategy, as it will increase efficiency and profits.
2.3 Benefits and Limitations
The benefits of this project far out-weigh the negatives. They include:
- Improvement in the quality of customer service and user journey
- Increased conversion rate through streamlined processes
- Cost savings through efficiencies
- Reduced working capital
- Increase in revenue generated
- Remain competitive in a digital world.
The limitations of this project remain with staffing, as we do not have a web designer or developer within our company, meaning this will still have to be outsourced if anything arises at a future date.
2.4 Option Identification & Selection
Options for the e-Commerce site include the following:
- WordPress website with WooCommerce store
- All-in-one website hosted on e-Commerce platform such as Shopify
- Use of third-party payment system, such as Stripe, PayPal, or Worldpay
- Ability to take payments directly through the website and acting as controller and processor of user’s sensitive data
- Inclusion of a blog
- Integration of CRM platform.
2.5 Scope, Impact, and interdependencies
The website will be built independently from the current site, so will not affect any current processes or user experience.
2.6 Outline Plan
The website will be built by an external agency and will take around 6 months to complete and push live.
One month before going live the staff will undertake essential training.
2.7 Market Assessment
Since retail e-Commerce has risen to $768 billion US Dollars, it’s time we also made the move to online sales.
2.8 Risk Assessment
The project will be completed out of house.
2.9 Project Approach
The project will be managed out of house.
2.10 Purchasing Strategy
We will enter a contractual agreement with the creative agency. Attached is a copy of the proposed contract.
3. PROJECT ORGANIZATION
3.1 Project Governance
Project will be managed by the agency and in-house by the Centre Executive.
3.2 Progress Reporting
The agency will report to the Centre Executive.
Depending on the length of the business case you may want to include a high-level summary of the project.
The executive summary is the first section of the business case and the last written. It is a short summary of the entire business case. It succinctly conveys vital information about the project and communicates the entire story to the reader.
First impressions are important. Get this right!
The finance section of an effective business case is primarily for those who approve funding. The finance function will be interested in this plus the first half of the project definition.
Financial appraisal.
When you prepare the financial appraisal seek advice on content and presentation from the finance function. In the case of capital developments, consult subject matter experts.
The purpose of a financial appraisal is to:
- Identify the financial implications for the project
- Compare project costs against the forecast benefits
- Ensure the project is affordable
- Assess value for money
- Predict cash flow.
Sensitivity analysis.
Sensitivity analysis concerns project risk and looks at alternative futures by measuring the impact on project outcomes or assumptions of changing values in which there is uncertainty.
In effect, sensitivity analysis lets the project accountant experiment with possible scenarios.
This is the largest part of the business case and is for the project sponsor, stakeholders, and project team. It answers most of the why, what, and how questions about your project.
Background information.
The purpose of this section is to give a clear introduction to the business case and project. It should contain a brief overview of the reasons why the project or business change has come about: the problem, opportunity, or change of circumstances.
If necessary, refer to related programs, projects, studies, or business plans.
Business objective.
This part describes why you are doing the project. The business objective answers the following questions:
- What is needed to overcome the problem?
- How will the project support the business strategy?
Benefits and limitations.
The benefits and limitations section describes the financial and non-financial benefits in turn. The purpose is to explain why you need a project.
For instance, to:
- Improve quality
- Save costs through efficiencies
- Reduce working capital
- Generate revenue
- Remain competitive
- Improve customer service
- Align to corporate strategy
The business case should also include any limitations since these present potential risk to the project.
Option identification and selection.
Identify the potential solutions to the problem and describe them in enough detail for the reader to understand.
For instance, if the business case and proposed solution makes use of technology, make sure to explain how the technology is used and define the terms used in a glossary. Since most problems have multiple solutions an option appraisal is often needed. This will explore the potential solutions and recommend the best option.
When writing the initial business case, the option appraisal is likely to contain a long list of options and will cover many possibilities. As the project continues a few options will be rejected. The final business case may contain three to five options ― the short list ― that includes a do nothing or benchmark option.
Scope, impact, and interdependencies.
This section of the business case template describes the work needed to deliver the business objective and identifies those business functions affected by the project.
Moreover, the project scope, impact, and interdependencies section should state the project’s scope and boundaries. It describes what is included and what is excluded plus the key interdependencies with other projects. It is important for the business case to consider the failure of other interrelated projects and show how such dependencies make impact benefits.
Outline plan.
The outline plan provides a summary of the main activities and overall timescale ― project schedule ― for the project.
A project should be divided into stages with the decisions to make preceding each stage. Use this section to answer the following questions:
- What is required?
- How is it done?
- Who does what?
- When will things happen?
This outline plan lists the major deliverables and includes a brief project description plus accountabilities for each activity.
Market assessment.
It is important that the business case provides its readers with a thorough assessment of the business context ― the market assessment. In other words, make the underlying business interests explicit.
Therefore, the market assessment should show a complete understanding of the marketplace in which your business operates.
A good starting point is the inclusions of a PESTLE ― political, economic, sociological, technological, legal, and environmental ― analysis.
Risk assessment.
The risk assessment summarizes the significant project risks and opportunities and how they are managed. Include any risks that could arise from your project, as well as the organization’s ability to deliver change.
This section answers the following questions:
- What risks are involved?
- What are the consequences of a risk happening?
- What opportunities may emerge?
- What plans are in place to deal with the risks?
- Every project should include a risk log
When writing a business case, make sure this is included as it explains how risk and opportunity are managed.
Project approach.
The project approach describes how the project is tackled. That is, the way in which work is done to deliver the project.
For instance, a project with much of the work contracted out is likely to take a different approach to a project that develops an in-house solution.
Purchasing strategy.
This section describes how a project is to be financed and whether a decision to buy, lease, or outsource should be taken by the organization before purchasing.
Moreover, the purchasing strategy should describe the purchasing process used. A formal procurement process may save time and money and reduce project risk.
The last section of the business case template is of most interest to the project manager, project team, and managers responsible for delivering work to the project. This project organization section describes how the project is set up.
Project governance.
This section of the business case template shows the reader how the project is structured and the different levels of decision-making. Usually, a business will already have implemented a project governance framework that will support the project through each stage.
If your organization does not use a structured project management process framework use this section to include:
- Roles and responsibilities (RACI Chart)
- Project tolerances
- Project standards
- Review points
- How decisions are made.
Progress reporting.
Finally, the business case should define how project progress is recorded and the project board updated on project performance. Usually, the project manager does this by preparing a concise progress report or highlight report at regular intervals.
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The completed business case provides structure for the project and project organization throughout the project lifecycle . Therefore, it should be used routinely for reference and not consigned to the shelf.
Accordingly, the project sponsor and project board should review and update the business case at key stages to check that the project remains viable and the reasons for doing it are still valid. Ideally, the review should take place before starting a new stage to avoid unnecessary investment in time and money.
In this article we showed you how to write a business case. We covered a lot of ground and may give the impression that the resulting business case is a large and unwieldy document.
This is not the case.
A business case should be concise and to the point. For small projects it may run to a few pages. For larger projects and complex business change endeavors the document will be large.
Therefore, be sure to keep the intended audience in mind when preparing each section and include supporting information in an appendix.
For instance, the option appraisal section may summarize each option with the details contained elsewhere for reference.
To conclude, the purpose of a business case is to outline the business rationale for undertaking a project and to provide a means to continually assess and evaluate project progress.
What is the difference between a business case and a business plan?
The focus of the business case is an action, which is usually the purchase of capital equipment or a service. In comparison, the focus of the business plan is to outline the future of a business proposal, it’s margins, revenue growth over several years and what the business goals and strategies will encompass.
What should be included in a business case?
Writing a business case can seem like a daunting task, which is why we have provided you with a business case template and example to help you make a start.
The four sections include:
What is a business case template?
A business case template provides you with a structure and format to present your case to relevant stakeholders and investors. It’s essential that this document communicate the essence of your project’s goals and benefits, while aligning with the company’s strategies and objectives.
How to Write a Business Case (with Examples & Template to Help)
You have a great idea. Now, you want to gather an expert team and show stakeholders that your project is viable.
But how exactly do you do that?
Before your idea is approved, you need to cover how you will finance and sustain your project. That’s where a business case comes in.
A business case shows key stakeholders exactly how you will execute your idea. It’s important because research shows that ineffective business cases can cause projects to fail .
In this post, we’ll break down everything you need to build a business case that will impress your stakeholders and help your project succeed. We’ll even provide a few examples and give you a template to help.
What is a Business Case?
Business cases often accompany or follow a project proposal and help show why your project is worth the company’s or client’s time, money, and resources.
When writing a business case, always define the scope and include an executive summary, detailed info about finances, and an overview of the project’s structure. Each member of the project team should contribute to the business case.
Overall, the business case should be concise and only include relevant information. It should cover the benefits, costs, potential risks, and an assessment of how the team will handle any setbacks.
The Most Important Components of a Business Case
A business case should convince key stakeholders of the importance and viability of your project. Be sure to include these things to create an effective business case:
An executive summary, which is a concise overview of your project’s definition and goals. Use this section to briefly explain the problem and how you’ll solve it.
The problem statement. Although you already addressed it in the executive summary, take some time to dive deeper into the problem. Share any relevant research that helps frame the problem as a story, and make sure you draw a strong connection to the company’s goals or mission.
Share any relevant research that helps frame the problem as a story, and make sure you draw a strong connection to the company’s goals or mission
An analysis supported by research and data to show the project is necessary. This is also a good place to include information about the team members involved in the project.
A projection of financial needs. Explain how much money you need and exactly how it will be used. This is one of the most important parts of the business case.
A strong recommendation. Explain the project you’ve chosen to pursue and why you think this is the best solution. You should also address the risks for this recommendation.
Discussion of other possible options. Offer multiple solutions to the problem. The key stakeholders will review your data and business case to help decide the best course of action.
Business Case Examples
Before you write your own business case, let’s look at a few examples.
This example from Expert Program Management is a concise and effective business case. It includes an executive summary, financial information, analysis, and risks. It could be used for a business case in any industry. This quick overview is a great option to send to key stakeholders before meeting to discuss the project further.
In some cases, you need a longer document to present your business case. This sustainability business case from the National Environmental Education Foundation offers an in-depth look at the project. It includes detailed research and examples from other sustainability projects.
Making an Effective Business Case
A business case is an important part of a successful project. By creating a business case, you show key stakeholders exactly how you plan to solve a problem.
Download the template above as a guide for a business case for your next project. As you work on your business case, focus on explaining your solutions and how you will work toward the goal throughout the entire project.
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Blog Graphic Design
15+ Professional Case Study Examples [Design Tips + Templates]
By Alice Corner , Jan 12, 2023
Let me ask you a question: Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?
If the answer is no — or at least, rarely — you get my point.
For businesses selling consumer goods, having raving reviews is a good way to get more customers. The same thing applies to B2B and/or SaaS businesses — but for this type of business, besides regular, short reviews, having a detailed case study can help tremendously.
Case studies are an incredibly effective form of marketing that you can use to help promote your product and plan your marketing strategy effectively. You can also use it as a form of customer analysis or as a sales tool to inspire potential customers.
So what does a case study look like and how can you create one? In this article, I’m going to list over 15 marketing case study examples, case study tips, and case study templates to help you create a case study that converts.
Click to jump ahead:
- What is a Case Study?
- Marketing Case Study Examples
Sales Case Study Examples
Simple case study examples, business case study examples.
- Case Study FAQs
What is a case study?
A case study is a research method to gain a better understanding of a subject or process. Case studies involve in-depth research into a given subject, in order to understand its functionality and successes.
In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.
As well as being valuable marketing tools, case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.
It’s also a good way to interview your customers about why they work with you.
Related: What is a Case Study? [+6 Types of Case Studies]
What is a marketing case study?
A marketing case study is a type of marketing where you use your existing customers as an example of what your product or services can achieve. You can also create case studies of internal, successful marketing projects.
Here’s an example of a marketing case study template:
Return to Table of Contents
Marketing case study examples
Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.
In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.
Show off impressive results with a bold marketing case study
Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.
In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.
Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.
Use a simple but clear layout in your case study
Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.
Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.
Making the information clear helps draw attention to the important results, and it helps improve the accessibility of the design .
Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.
Use visuals and icons to create an engaging and branded business case study
Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.
Using icons, graphics, photos, or patterns helps create a much more engaging design.
With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.
Use a monochromatic color palette to create a professional and clean case study
Let your research shine by using a monochromatic and minimalistic color palette.
By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.
In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.
The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.
Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:
Add long term goals in your case study
When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.
Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.
Check out this modern pattern design example of a case study below:
In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.
Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.
This strategy can also be handy when creating a consulting case study.
Use data to make concrete points about your sales and successes
When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).
Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.
In sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.
They can clearly comprehend the information and it shows that the case study has been well researched.
Use emotive, persuasive, or action based language in your marketing case study
Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.
In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.
Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.
Keep your potential customers in mind when creating a customer case study for marketing
82% of marketers use case studies in their marketing because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.
Why are case studies such an important tool in content marketing?
By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.
Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.
In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.
Related: 10+ Case Study Infographic Templates That Convert
Case studies are particularly effective as a sales technique.
A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.
Make impactful statistics pop in your sales case study
Writing a case study doesn’t mean using text as the only medium for sharing results.
You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:
Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.
In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.
Use high contrast shapes and colors to draw attention to key information in your sales case study
Help the key information stand out within your case study by using high contrast shapes and colors.
Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.
This design has used dark blue rectangles to help separate the information and make it easier to read.
Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.
Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.
These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.
Use colors and fonts to create a professional-looking case study
Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.
This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.
In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.
Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.
Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.
Conduct a B2B case study by researching the company holistically
When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.
Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.
In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.
By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.
This case study report example could also be used within an annual or end-of-year report.
Highlight the key takeaway from your marketing case study
To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.
This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately.
You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.
Learn how to choose fonts effectively with our Venngage guide and once you’ve done that.
Upload your fonts and brand colors to Venngage using the My Brand Kit tool and see them automatically applied to your designs.
The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.
In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.
If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.
Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.
Use charts to visualize data in your business case studies
Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.
Making charts is even easier with Venngage.
In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.
Adding a chart here helps break up the information and add visual value to the case study.
Using charts in your case study can also be useful if you’re creating a project management case study.
You could use a Gantt chart or a project timeline to show how you have managed the project successfully.
Use direct quotes to build trust in your marketing case study
To add an extra layer of authenticity you can include a direct quote from your customer within your case study.
According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.
So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.
You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.
This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.
This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.
Case Study Examples Summary
Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.
You should update your business case study examples often if you are sharing them on your website.
It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.
Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.
Case Study FAQ
Why should you write a case study.
Case studies are an effective marketing technique to engage potential customers and help build trust.
By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.
In addition to being a good way to gather positive testimonials from existing customers, business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.
How should you write a case study?
To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.
You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.
You can learn more about writing a case study from our extensive guide.
Some good questions you could ask would be:
- Why do you use our tool or service?
- How often do you use our tool or service?
- What does the process of using our product look like to you?
- If our product didn’t exist, what would you be doing instead?
- What is the number one benefit you’ve found from using our tool?
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How to write a business case study: your complete guide
If you think testimonials are powerful – and they are, wait until you present a great case study to current and prospective customers.
They’re the proof in the pudding: engaging stories describing exactly how a client used your product, service, or process to beat a challenge or gain success. In fact, according to a B2B Marketing survey of 112 marketers, 66% said case studies were “very effective” for securing leads and sales while 32% called them “quite effective” .
So in this article, we’ll guide you through the essentials of how to write a business case study – with best practices, case study templates, real-world examples, and all.
What is a business case study?
Oxford Languages defines a case study as “a particular instance of something used or analyzed in order to illustrate a thesis or principle”.
Meanwhile, Macmillan Dictionary defines it as both “a set of events that is a good example of a particular idea or situation” and “a piece of research that records details of how a situation develops over a period of time” .
In more simple terms, a business case study is a real-life business scenario describing how your customers have used your products or services to achieve certain goals.
They’re based on interviews with actual customers to highlight the effectiveness of a specific feature, explain a certain use case, or emphasize benefits or results of note.
You might also hear case studies referred to as customer success stories or success stories .
You can talk about your benefits and features until the sun goes down, but remember: stories sell .
So transform your features and benefits into the kind of real-world examples that will immerse your readers into what you’ve been trying to tell them all along.
They’re memorable, personal, effective, and real. Getting actual people to sing your praises for you… could there be a more compelling way to make the sale?
“Stories create community, enable us to see through the eyes of other people, and open us to the claims of others.” Peter Forbes, photographer and author
9 reasons why case studies are great for business
For potential customers:
- Attract new business
- Provide powerful tools for your sales team’s arsenal
- Introduce new products or services
- Provide proof of results
- Increase brand awareness
- Highlight your expertise
For current customers:
- Retain business/thwart the competition
- Create upsell opportunities
Case studies also come with a unique set of benefits for your marketing strategy:
- As long as the featured products/services are still relevant, they can be marketed for months (evergreen case studies, though less common, can be marketed for years).
- They’re inexpensive to produce compared to other forms of marketing, such as white papers.
- They remind happy customers how much they’ve benefited from your products or services .
- Featured customer challenges can help other prospects and customers find solutions to the same or similar problems.
- They prove the effectiveness of your products or services.
- They represent your products and services through customers’ eyes.
- They can inspire new ways to use your products or services, presenting more opportunities to improve relationships with your existing customer base and attract new customers.
- They validate your credibility.
- They’re like supercharged testimonials but with in-depth stories, richer details, and an emphasis on results.
Planning and prep
First, develop your team. Business case studies will usually fall under the domain of your marketers, but now it’s time to get specific.
- Who will be the stakeholders and decision makers?
- Who will review and approve the study?
- Who will be responsible for project management?
- Who will do the actual writing? Will it be you, someone else on your team or an experienced freelance writer?
- If a freelancer will write your study, who will be their point of contact?
Next, start scheduling your timeline. Work backwards from the date you’d like to publish, then build in dates for reviews and edits. Also create a flexible internal deadline for securing a client interview.
Since you’ll need to align your schedule with that of your interviewee, pinpointing an actual interview date can take some time.
Next, consider your goals:
- Why are you writing this case study?
- Is there a specific win or customer feedback you’d like to highlight?
- Do you have any great yet lesser-known products, features or services?
- Do you have any new products, services or updates you’d like to share with the world?
- Do you have a new positioning strategy?
Common objectives include increasing revenue, generating more leads, growing business with existing customers, entering a new market, increasing market share, and improving customer lifetime value (CLV).
After you’ve defined your objectives, it’s time to start considering who you might want to interview. Make your list specific. Include the company name , any relevant notes and the name of the intended stakeholder to be interviewed (one interviewee per case study is ideal).
No matter who you decide to interview, make sure they understand your offerings well and that they’ve experienced substantial or notable results. If they were disappointed by one of your competitors then came to you…that’s even better. And, when possible, the biggest and most impressive names work best.
The interview process
It’s a privilege to secure case study interviews. Sure, it might give your customers more exposure for their own businesses, but they’re probably very busy with other aspects of marketing and sales.
So make the interview process as easy, streamlined, and stress-free as possible – and always thank them for their time.
The first time you get in touch about the interview, mention the details below:
- The purpose of the case study – and the benefits they stand to gain
- A brief overview of the interview process
- A general idea of the kinds of questions they may be asked
- Explain scenarios for how and where the case study may be used (you’ll need their permission to share it with your audiences)
- Thank them for their time
How case studies help your clients
Always ask yourself, WIIFM, or “What’s In It For Me?” whenever you communicate with clients. Why should your clients take time out of their busy schedules to record their experiences and chat for your case study?
Here are some common ways clients win:
- Increased exposure
- Increased traffic online
- Demonstrated expertise/thought leadership
- Free publicity promoting their success
- Special incentives – such as a discount
For more tips on reaching out to interviewees, check out our case study proposal template .
Brainstorming questions
Have they accepted? Great! Send the interviewee a questionnaire before the interview. It will help you get insights into anything requiring research, like key metrics and tangible ROI. It will also serve as a guide for brainstorming your interview questions.
Sample questionnaire :
- How many team members use our product/service? Which departments?
- What were your challenges before using our product/service/process?
- What made you leave our competitor to come to us?
- How do you use our product/service/process? Please share a high-level overview in your own words.
- What features or tools have been the most helpful for your business?
- If you asked us for help, how did we provide you with what you need? We’d like to understand this from your perspective.
- How have you benefited from our offering–and what have been your greatest results to date? Please provide specific metrics, if possible.
- What surprised you most about using our product/service/process?
- How have your customers or clients benefited from your use of our products or services?
- Is there anything else you would like us to know?
And here are a few tips to shape the actual interview:
- Review your client’s questionnaire responses, your objectives and your pre-planning strategy to come up with questions that might help you meet your goals.
- Ask open-ended questions that set the stage for sharing notable experiences.
- The better your questions are, the easier the case study writing process will be.
But don’t stick to the script during the actual interview. You’ll need to listen actively and engage in some real-time decision-making to ask additional questions based on the answers you receive. That’s another reason why it’s important to interview a key decision maker from your customer’s company.
“Stories constitute the single most powerful weapon in a leader’s arsenal.” Dr. Howard Gardner, Harvard University professor and author
For example, let’s say you have a software-as-a-service (SaaS) product. You ask your interviewee how many people use the solution and discover some surprising departments have been putting it to use.
It would be a perfect opportunity to dig deeper to find out how and why they use it and the extent of their results.
Writing your business case study
Like most forms of writing, the best solution is to use an outline to save time and keep goals clear .
Of course the best business case study format depends on your strategy, but here’s an example of a common format.
Sample case study outline
- Introduction: Brief description of the case study’s contents (bullet point key metrics and successes).
- Overview of the subject’s company: Brief description of the featured company (what they do, who their customers are, where they’re based (if relevant)). Include brief background/context as to how they use your product, service or process.
- Problem/challenge/opportunity: Describe their business problem or opportunity/explain why they started using your product, service, or process. Include a strong quote or two.
- Solution: Explain how they used your product to solve their problem, share benefits and features, include a strong quote or two.
- Results: This is the conclusion – summarize how the subject’s company used your product, service, or process to solve their problem. Briefly recap their wins, alluding to benefits and features. Include a strong quote here, if available and appropriate.
- Boiler and CTA: Share a brief boiler (About your company, Who you serve and how, Summary of products/services/expertise, Contact information: phone number and email address).
- Include a call-to-action (CTA) .
When it’s time to start writing, gather your list of goals, your case study strategy, the customer’s interview and questionnaire responses, and every relevant link, white paper, and one-pager to make sure you have access to the full scope of information related to the products and services mentioned in your case study.
You won’t be bombarding readers by including it all– but they can help you fill in the blanks while explaining how your customer got things done.
Since your clients know you understand your product or service, they’re likely to answer your questions in broader terms. This is a possible solution to provide your readers with the crucial details they need.
Also remember who your audience is to write in a way that makes the most sense for those individuals. So if your business has buyer personas or ideal customer profiles (ICP), it’s a great idea to keep those on hand.
It’s also important to reserve enough writing time to get creative. Thoughtfully work your way through your materials to come up with the type of angle that will make your case study worthwhile.
Best practices
- Start with an attention-grabbing yet relevant headline .
- Opt for shorter, more succinct sections. And, while it can be tempting, avoid launching with a lengthy intro unless you’re working on a more complex case study. If you’re writing a business case study that’s complicated because of the subject matter or necessary background information, kick off the content with an executive summary. A well-written executive summary also makes it more likely that someone will read your entire case study, despite the complexity, because it offers a subject matter overview while serving as a guide of sorts.
- Only include a table of contents for lengthier case studies.
- Write in the third person.
- Avoid alienating your readers by assuming they’ll understand. Skip the jargon and explain every acronym to hold their attention the entire way.
- A good business case study is a story. Make sure it reads like one. And a conversational tone often works best .
- Keep it focused. Don’t highlight a million wins for a single case study. Pick one or two combinations of challenges and solutions instead. If you include more, you might dilute your message or bore your readers.
- A case study is a story. Make sure it has a beginning, a middle,and an end .
- And always include direct quotes for an added dose of personality, energy, and human connection.
- Include stats or metrics whenever possible, such as increased revenue, the number of new customers gained, or a measurable boost in traffic.
- Graphics and pull quotes can make it easier to digest the content of your case study. But if you’re in a very visual industry like graphic design, advertising, fashion, or interior design, it’s a great idea to include on-brand, relevant images. For example, you might feature your customer’s brand images or visuals from a relevant campaign.
- There’s no rule re: length, but business case studies are often 2-3 pages long .
And make sure your client is the star.
In this piece of content, it’s all about them. Write about your client’s company, challenges, and results .
A case study can’t be as effective if it’s all about you because it’s designed to help clients and prospects relate to the people featured in your story. It can also feel a lot more compelling – and credible – when you let customer experiences do the talking.
Give it a final review
- Double-check that all facts and figures are correct.
- Try to read it with a fresh set of eyes or pass it to your colleagues. It should be interesting and exciting to read while inspiring trust.
- Make sure all claims are backed up with supporting evidence.
- Provide enough details for readers to be able to emulate the actions of your clients on their own if equipped with the same products and services.
Ask your client for the OK
Send a copy of the case study draft to your client. They should know exactly what you plan to share and have enough time to share it with key stakeholders from their marketing and/or legal department.
Make any necessary changes, then share the revised version for one more round of approval. Finally, ask them to sign a publishing release.
Marketing your case study
When you have the finished product, it’s time to start marketing!
Think about using these channels:
- A dedicated landing page
- The resources section of your website
- Your company blog
- One or a series of marketing emails
- Social media
- Custom infographic
Salespeople love case studies.
Your sales team will get a lot of use out of your case studies. They can feature them as links in their email signatures and include them in sales emails and proposals for new clients and potential customers. To get started, you can use our case study presentation template .
Good case study examples (and why they work)
Start reading well-executed case studies to learn more about what makes them work. Here’s a selection of three very different yet successful case studies.
The first is one of our case studies; it highlights the success of one of our HR clients, TPD. The second case study is from Trello – it tells the story of UNICEF’s disaster-relief success.
The third example describes how SimplePractice won big with Stripe’s automatic payments offering.
PandaDoc case study
Intro: Before diving into the body of the case study, we briefly introduced the company, TPD, and highlighted three major metrics for a promising start.
The problem: We quickly engaged readers with our conversational tone. We also invited them to walk in TPD’s shoes through empathetic language and relatable context (such as the line: “anyone who’s ever been hired, or has hired others, knows that there are multiple forms and contracts to fill out” ).
Challenges, solutions, and results: We took readers on a storytelling journey to help our case study flow. We gave them enough information to understand the “why” , but never bogged them down with unnecessary details. We were also sure to include supporting quotes and specific, measurable results in these critical sections.
Pull quote: We reserved the very best quote as the only pull quote, ensuring it would receive the attention it deserves.
Format: Finally, every time we mentioned a new company, we gave it a hyperlink to help readers save time.
Trello case study
“unicef + trello: helping others when they need it most”.
Facts and figures: Trello opens the case study with great at-a-glance information, sharing insights into UNICEF as an organization and their relationship with Trello products.
Challenges, solutions, and results: This case study takes readers through a detailed narrative, providing statistics and metrics whenever possible. Readers are immersed into the story of exactly how UNICEF used Trello to help thousands of people during a natural disaster – offering enough detail to spark use case inspiration for other Trello users.
Photos: Trello included photos of actual UNICEF employees working remotely around the globe. The pictures gave the case study a personal feel, which could help readers better identify with the story.
Readers are reminded of the unique challenges of working together-apart to start considering how Trello might be able to help them find the solutions they need. Remember, the best case studies are relatable to all of your prospects!
Format: Its structure makes this longer case study easy to read. Sections of text are kept short while bullet points and pull quotes provide visual breaks.
Finally, hyperlinks to organizations’ websites open in separate tabs to help prevent losing case study readers along the way.
Stripe case study
“simplepractice launches automatic payments offering for clinicians with stripe”.
Intro: In just two sentences, Stripe successfully manages to explain what SimplePractice is, what they offer, who they serve, how they serve them, and the benefits those clients gain.
And while it’s not necessary to be this brief, readers will be more likely to read your entire intro if it’s on the shorter side.
Sidebar: The sidebar draws eyes to keep reading with two impressive metrics and a brightly-hued CTA button to “contact sales” .
Challenge and solution: These sections read like a story, with each sentence enticing the reader to continue to the next. It’s also great that a quote from SimplePractice’s COO is used to add context, emphasizing the gravity of their challenge.
Results: Stripe gives a lot of detail here for a strong close to the case study. After explaining how their offering brought ease to SimplePractice’s business, they went on to share detailed specifics on what made things easier and in what ways.
They also explained how their offering improved the businesses of SimplePractice’s clients. It’s highly persuasive for readers to understand they have the opportunity to not only benefit their own companies but also those of their clients.
Pull quote: The case study ends with a strong pull quote in a can’t-miss-it color.
Format: Stripe has a great case study format.
Consider using it as a guide to create a case study template of your own:
- Brief intro
- Sidebar with CTA and bullet points of key metrics and wins
Wrapping up
Most clients and prospects would rather hear from the people who use your products over a salesperson, any day. So use the power of trust to help you close the sale with a great business case study highlighting your results.
You and your customers already have the stories – now it’s time to share them with the world.
Wondering if you should reference buyer personas or if ideal customer profiles would work better? Get answers on the PandaDoc blog!
Frequently asked questions
What is the best business case study format.
The best business case study format depends on the nature of the results and whatever it is you’re trying to achieve. You can figure that out by carefully reviewing your customer success stories and interviews.
- What stands out the most?
- What are you trying to achieve?
- How can you use your layout to guide readers through your story?
- What is your industry or what is the industry of your featured client?
Pro tip: Some interviews are more quotable than others. If you have too many great quotes to include them in your featured sections, consider adding a few pull quotes to your layout.
How do I create a business case study outline?
To create a business case study outline, list all of your featured sections and use bullet points to note subsections and what should be covered. Most case studies feature the following sections: Introduction, Brief Description of Customer’s Business, Problem/Challenge/Opportunity, Solution, Results/Conclusion, Boiler, and Call-to-Action (CTA). But outlines aren’t just for traditional case studies. Use outlines to guide your infographic and video versions too.
What are some case study best practices?
Case study best practices include planning objectives and goals before selecting your featured client, sending pre-interview questionnaires, and finding an angle that will make the piece compelling to all of your readers. Also be sure to get the approval of your client and their marketing team after you’ve had time to review your first draft and fact-check all information.
Best practices for writing case studies include crafting short, easy-to-digest sections, weaving in a narrative for engaging storytelling, and getting attention from the start with an engaging headline. It’s also a great idea to write in layman’s terms, explain any necessary acronyms, include any supporting metrics or statistics, and use direct quotes to bring your customer’s story to life. Check out the featured case study examples in this article for inspiration.
Where can I find a good case study design template?
You can find a good case study design template on PandaDoc. Our company’s expertise is spot-on and the case study templates are free. Also, don’t be afraid to branch out. Let’s say you have a big following on YouTube or Spotify. You might want to create a video or podcast version of your case study for readers who prefer audiovisual information. Or, you may want to add multimedia content to your case study, such as a video insert or or audio clip.
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Business Case Study Examples
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How to Write a Business Case (Template Included)
Table of Contents
What is a business case, how to write a business case, business case template, watch our business case training video, key elements of a business case, how projectmanager helps with your business case.
A business case is a project management document that explains how the benefits of a project overweigh its costs and why it should be executed. Business cases are prepared during the project initiation phase and their purpose is to include all the project’s objectives, costs and benefits to convince stakeholders of its value.
A business case is an important project document to prove to your client, customer or stakeholder that the project you’re pitching is a sound investment. Below, we illustrate the steps to writing one that will sway them.
The need for a business case is that it collects the financial appraisal, proposal, strategy and marketing plan in one document and offers a full look at how the project will benefit the organization. Once your business case is approved by the project stakeholders, you can begin the project planning phase.
Projects fail without having a solid business case to rest on, as this document is necessary to start the project and it’s the base for the project charter and project plan. But if a project business case is not anchored to reality, and doesn’t address a need that aligns with the larger business objectives of the organization, then it is irrelevant.
Get your free
Use this free Business Case Template for Word to manage your projects better.
The research you’ll need to create a strong business case is the why, what, how and who of your project. This must be clearly communicated. The elements of your business case will address the why but in greater detail. Think of the business case as a document that is created during the project initiation phase but will be used as a reference throughout the project life cycle.
Whether you’re starting a new project or mid-way through one, take time to write up a business case to justify the project expenditure by identifying the business benefits your project will deliver and that your stakeholders are most interested in reaping from the work. The following four steps will show you how to write a business case.
Step 1: Identify the Business Problem
Projects aren’t created for projects’ sake. They have a goal. Usually, they’re initiated to solve a specific business problem or create a business opportunity.
You should “Lead with the need.” Your first job is to figure out what that problem or opportunity is, describe it, find out where it comes from and then address the time frame needed to deal with it.
This can be a simple statement but is best articulated with some research into the economic climate and the competitive landscape to justify the timing of the project.
Step 2: Identify the Alternative Solutions
How do you know whether the project you’re undertaking is the best possible solution to the problem defined above? Naturally, choosing the right solution is hard, and the path to success is not paved with unfounded assumptions.
One way to narrow down the focus to make the right solution clear is to follow these six steps (after the relevant research, of course):
- Note the alternative solutions.
- For each solution, quantify its benefits.
- Also, forecast the costs involved in each solution.
- Then figure out its feasibility .
- Discern the risks and issues associated with each solution.
- Finally, document all this in your business case.
Step 3: Recommend a Preferred Solution
You’ll next need to rank the solutions, but before doing that it’s best to set up criteria, maybe have a scoring mechanism to help you prioritize the solutions to best choose the right one.
Some methodologies you can apply include:
- Depending on the solution’s cost and benefit, give it a score of 1-10.
- Base your score on what’s important to you.
- Add more complexity to your ranking to cover all bases.
Regardless of your approach, once you’ve added up your numbers, the best solution to your problem will become evident. Again, you’ll want to have this process also documented in your business case.
Step 4: Describe the Implementation Approach
So, you’ve identified your business problem or opportunity and how to reach it, now you have to convince your stakeholders that you’re right and have the best way to implement a process to achieve your goals. That’s why documentation is so important; it offers a practical path to solve the core problem you identified.
Now, it’s not just an exercise to appease senior leadership. Who knows what you might uncover in the research you put into exploring the underlying problem and determining alternative solutions? You might save the organization millions with an alternate solution than the one initially proposed. When you put in the work on a strong business case, you’re able to get your sponsors or organizational leadership on board with you and have a clear vision as to how to ensure the delivery of the business benefits they expect.
Our business case template for Word is the perfect tool to start writing a business case. It has 9 key business case areas you can customize as needed. Download the template for free and follow the steps below to create a great business case for all your projects.
One of the key steps to starting a business case is to have a business case checklist. The following is a detailed outline to follow when developing your business case. You can choose which of these elements are the most relevant to your project stakeholders and add them to our business case template. Then once your business case is approved, start managing your projects with a robust project management software such as ProjectManager.
1. Executive Summary
The executive summary is a short version of each section of your business case. It’s used to give stakeholders a quick overview of your project.
2. Project Definition
This section is meant to provide general information about your projects, such as the business objectives that will be achieved and the project plan outline.
3. Vision, Goals and Objectives
First, you have to figure out what you’re trying to do and what is the problem you want to solve. You’ll need to define your project vision, goals and objectives. This will help you shape your project scope and identify project deliverables.
4. Project Scope
The project scope determines all the tasks and deliverables that will be executed in your project to reach your business objectives.
5. Background Information
Here you can provide a context for your project, explaining the problem that it’s meant to solve, and how it aligns with your organization’s vision and strategic plan.
6. Success Criteria and Stakeholder Requirements
Depending on what kind of project you’re working on, the quality requirements will differ, but they are critical to the project’s success. Collect all of them, figure out what determines if you’ve successfully met them and report on the results.
7. Project Plan
It’s time to create the project plan. Figure out the tasks you’ll have to take to get the project done. You can use a work breakdown structure template to make sure you are through. Once you have all the tasks collected, estimate how long it will take to complete each one.
Project management software makes creating a project plan significantly easier. ProjectManager can upload your work breakdown structure template and all your tasks are populated in our tool. You can organize them according to your production cycle with our kanban board view, or use our Gantt chart view to create a project schedule.
8. Project Budget
Your budget is an estimate of everything in your project plan and what it will cost to complete the project over the scheduled time allotted.
9. Project Schedule
Make a timeline for the project by estimating how long it will take to get each task completed. For a more impactful project schedule, use a tool to make a Gantt chart , and print it out. This will provide that extra flourish of data visualization and skill that Excel sheets lack.
10. Project Governance
Project governance refers to all the project management rules and procedures that apply to your project. For example, it defines the roles and responsibilities of the project team members and the framework for decision-making.
11. Communication Plan
Have milestones for check-ins and status updates, as well as determine how stakeholders will stay aware of the progress over the project life cycle.
12. Progress Reports
Have a plan in place to monitor and track your progress during the project to compare planned to actual progress. There are task tracking tools that can help you monitor progress and performance.
Again, using a project management tool improves your ability to see what’s happening in your project. ProjectManager has tracking tools like dashboards and status reports that give you a high-level view and more detail, respectively. Unlike light-weight apps that make you set up a dashboard, ours is embedded in the tool. Better still, our cloud-based software gives you real-time data for more insightful decision-making. Also, get reports on more than just status updates, but timesheets, workload, portfolio status and much more, all with just one click. Then filter the reports and share them with stakeholders to keep them updated.
13. Financial Appraisal
This is a very important section of your business case because this is where you explain how the financial benefits outweigh the costs. Compare the financial costs and benefits of your project. You can do this by doing a sensitivity analysis and a cost-benefit analysis.
14. Market Assessment
Research your market, competitors and industry, to find opportunities and threats
15. Competitor Analysis
Identify direct and indirect competitors and do an assessment of their products, strengths, competitive advantages and their business strategy.
16. SWOT Analysis
A SWOT analysis helps you identify your organization’s strengths, weaknesses, opportunities and threats. The strengths and weaknesses are internal, while the opportunities and threats are external.
17. Marketing Strategy
Describe your product, distribution channels, pricing, target customers among other aspects of your marketing plan or strategy.
18. Risk Assessment
There are many risk categories that can impact your project. The first step to mitigating them is to identify and assess the risks associated with your project activities.
ProjectManager , an award-winning project management software, can collect and assemble all the various data you’ll be collecting, and then easily share it both with your team and project sponsors.
Once you have a spreadsheet with all your tasks listed, you can import it into our software. Then it’s instantly populated into a Gantt chart . Simply set the duration for each of the tasks, add any dependencies, and your project is now spread across a timeline. You can set milestones, but there is so much more you can do.
You have a project plan now, and from the online Gantt chart, you can assign team members to tasks. Then they can comment directly on the tasks they’re working on, adding as many documents and images as needed, fostering a collaborative environment. You can track their progress and change task durations as needed by dragging and dropping the start and end dates.
But that’s only a taste of what ProjectManager offers. We have kanban boards that visualize your workflow and a real-time dashboard that tracks six project metrics for the most accurate view of your project possible.
Try ProjectManager and see for yourself with this 30-day free trial .
If you want more business case advice, take a moment to watch Jennifer Bridges, PMP, in this short training video. She explains the steps you have to take in order to write a good business case.
Here’s a screenshot for your reference.
Transcription:
Today we’re talking about how to write a business case. Well, over the past few years, we’ve seen the market, or maybe organizations, companies or even projects, move away from doing business cases. But, these days, companies, organizations, and those same projects are scrutinizing the investments and they’re really seeking a rate of return.
So now, think of the business case as your opportunity to package your project, your idea, your opportunity, and show what it means and what the benefits are and how other people can benefit.
We want to take a look today to see what’s in the business case and how to write one. I want to be clear that when you look for information on a business case, it’s not a briefcase.
Someone called the other day and they were confused because they were looking for something, and they kept pulling up briefcases. That’s not what we’re talking about today. What we’re talking about are business cases, and they include information about your strategies, about your goals. It is your business proposal. It has your business outline, your business strategy, and even your marketing plan.
Why Do You Need a Business Case?
And so, why is that so important today? Again, companies are seeking not only their project managers but their team members to have a better understanding of business and more of an idea business acumen. So this business case provides the justification for the proposed business change or plan. It outlines the allocation of capital that you may be seeking and the resources required to implement it. Then, it can be an action plan. It may just serve as a unified vision. And then it also provides the decision-makers with different options.
So let’s look more at the steps required to put these business cases together. There are four main steps. One, you want to research your market. Really look at what’s out there, where are the needs, where are the gaps that you can serve? Look at your competition. How are they approaching this, and how can you maybe provide some other alternatives?
You want to compare and finalize different approaches that you can use to go to market. Then you compile that data and you present strategies, your goals and other options to be considered.
And then you literally document it.
So what does the document look like? Well, there are templates out there today. The components vary, but these are the common ones. And then these are what I consider essential. So there’s the executive summary. This is just a summary of your company, what your management team may look like, a summary of your product and service and your market.
The business description gives a little bit more history about your company and the mission statement and really what your company is about and how this product or service fits in.
Then, you outline the details of the product or service that you’re looking to either expand or roll out or implement. You may even include in their patents may be that you have pending or other trademarks.
Then, you want to identify and lay out your marketing strategy. Like, how are you gonna take this to your customers? Are you going to have a brick-and-mortar store? Are you gonna do this online? And, what are your plans to take it to market?
You also want to include detailed information about your competitor analysis. How are they doing things? And, how are you planning on, I guess, beating your competition?
You also want to look at and identify your SWOT. And the SWOT is your strength. What are the strengths that you have in going to market? And where are the weaknesses? Maybe some of your gaps. And further, where are your opportunities and maybe threats that you need to plan for? Then the overview of the operation includes operational information like your production, even human resources, information about the day-to-day operations of your company.
And then, your financial plan includes your profit statement, your profit and loss, any of your financials, any collateral that you may have, and any kind of investments that you may be seeking.
So these are the components of your business case. This is why it’s so important. And if you need a tool that can help you manage and track this process, then sign up for our software now at ProjectManager .
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5 great case studies in business management.
Success is a choice. Or rather, a good choice can lead to great success. If you want to understand how this is possible, just look at some of the great business management decisions of the last 20 years. From company name changes to product diversification, these smart choices have led to exceptional gains. Whether you’re a business manager or thinking about earning a business degree (or both), the following case studies can add to your business knowledge and help you understand how successful businesses got that way.
Apple’s Name Change
At first glance, Apple’s 2008 name change may not seem like a big deal. After all, the company simply went from Apple Computer to Apple. But the choice to drop “Computer” from their name has helped Apple change its brand identity from a company that made desktops and laptops to a company that’s a pioneer in interactive technology. Now, Apple is known for everything from the iPhone to its lucrative online music store, iTunes. The company’s business model has followed suit. From 2007 to 2013, computers went from 42% of Apple’s revenues to just 13%, even as overall profits grew. *
USA Today’s Strategic Overhaul
As more and more people have logged onto the Internet, demand for traditional newspapers has plummeted. In fact, between 2010 and 2015, the amount of time the average American spent with a newspaper declined 31%, which was more than the decline seen in any other traditional media (conversely, time on the Internet increased 105% during the same time frame). † USA Today, however, saw the future in time to devise a plan. As other newspapers struggled to hold onto their traditional business model, USA Today quickly moved to pour resources into the company’s website, strike new circulation deals, and share content across platforms to ensure wider exposure. As a result, the paper remains an important part of American media.
Southwest Airlines’ Branding Initiative
In its early days, Southwest Airlines embraced a quirky, personable brand image that contrasted with the corporate stodginess of bigger airlines. But when the company grew into one of the nation’s largest domestic carriers, it had to make a choice: either “join the club” and become more traditionally corporate in its image or find a way to maintain the company’s personable feel despite its significantly increased size. Southwest chose the latter, putting into motion a branding initiative that relied heavily on social media to distribute branded messaging and, more importantly, to connect directly with passengers. The move has preserved Southwest’s personality and personable feel. As of 2016, the airline possesses the industry’s best buzz score. ‡
Coca-Cola’s Diversification
You may be familiar with the story of New Coke. To recap, in the mid-1980s, Coca-Cola reformulated its flagship soft drink in an attempt to better compete with Pepsi. The new drink, named New Coke, failed miserably. But Coca-Cola saved its business by rereleasing the original formulation of Coke under the name Coca-Cola Classic. That, in and of itself, is an excellent case study in business management. However, the more contemporary story is how Coca-Cola has changed its business plan so that no one drink—not even Coke—can heavily influence the company’s success and failure. After years of diversification and acquisition, Coca-Cola currently offers more than 500 brands ranging from soft drinks to fruit juices to water. Additionally, it sells its products in over 200 nations.
Nokia’s Market Shift
Not so long ago, Nokia was one of the leading makers of cell phones. But technological innovations like the iPhone left Nokia struggling to compete. The solution? Get out of the business of cell phones. In a bold move, Nokia sold its cell phone division to Microsoft and shifted its focus to its other technological endeavors. This helped stabilize the company and prevent greater losses. In an interesting twist, Microsoft recently announced that it’s selling the cell phone business it acquired from Nokia to Foxconn Technology. Foxconn has, in turn, struck a deal with Nokia to use the Nokia name on future cell phones. § Nokia will earn revenue by licensing its name to a product the company was smart enough to stop making.
How Can You Learn More About Successful Businesses?
Case studies are a great place to start when learning about the ways businesses build success. However, if you’re interested in a career in business management, you may want to consider earning a business degree, specifically a bachelor’s in business administration. A BS in Business Administration can give you the foundation of knowledge you need to succeed in business.
Thanks to online learning, you don’t even have to give up your current job to earn your business administration degree. Through an online bachelor’s in business administration program, you can learn from home on a flexible schedule that makes it possible for you to work full time while earning your degree. At Walden University, you can earn your BS in Business Administration in one of two learning formats. Choose from the traditional course-based learning format or the newer competency-based format. With competency-based learning there are no set weekly deadlines and you demonstrate mastery of specific competencies to earn credit. Regardless of which format you choose, with an online Bachelor of Science in Business Administration , you can gain the skills you need to one day make the kinds of great decisions that end up in a case study.
Walden University is an accredited institution offering an online BS in Business Administration degree program . Expand your career options and earn your degree in a convenient, flexible format that fits your busy life.
*C. Fairchild, The Worst (and Best) Company Name Changes, Fortune, on the Internet at www.fortune.com/2013/12/06/the-worst-and-best-company-name-changes .
†M. Ingram, Print Readership Is Still Plummeting, and Paywalls Aren't Really Helping, Fortune, on the Internet at www.fortune.com/2015/06/01/print-readership-paywalls .
‡Statista, Leading Airlines in the United States in 2016, by Buzz Score, on the Internet at www.statista.com/statistics/507556/airlines-buzz-score-usa .
§A. Kharpal, Nokia Phones Are Back After Microsoft Sells Mobile Assets for $350M to Foxconn, HMD, CNBC, on the Internet at www.cnbc.com/2016/05/18/nokia-phones-are-back-after-microsoft-sells-mobile-assets-for-350-million-to-foxconn-hmd.html .
Walden University is accredited by The Higher Learning Commission, www.hlcommission.org .
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The 20 Best Case Study Examples That Boost Sales (+ Templates and Tips)
Baylor Cherry | September 17, 2019 | Case Studies | 18 min read
Quick Links
- 1. What Is It?
- 2. Why They're Important
- 3. Case Study Length
- 4. Where Do I Put Them?
- 5. Case Study Format
- 6. How to Write One
- 7. Examples
- a. PDF
- b. Online
The Best Case Study Examples
- 1. Adobe: Royal Bank of Scotland
- 2. BrightEdge: Stanley
- 3. LeadGnome: Host Analytics
- 4. Bitly: Vissla
- 5. Taboola: The Line
- 6. OutBrain: Lane Bryant
- 7. Google Analytics: Optimizely
- 8. LinkedIn: HubSpot
- 9. LevelEleven: Staples
- 10. Life Size: Rackspace
- 11. Five9: Weed Man
- 12. LogMeIn: Extent Technologies
- 13. Red Hat: North Carolina State Websites
- 14. VMWare: CenturyLink
- 15. HPE: Mendix
- 16. Gravitate: Global Expeditions Group
- 17. IDEO: INFARM
- 18. Forge and Smith: Happy Planet
- 19. CoSchedule: English Heritage
- 20. Bluleadz: BandGrip
Building an effective content marketing strategy that can take your prospects through every stage of the buyer's journey means creating a variety of content.
From relevant, informative blog content to engaging webpages, landing pages, whitepapers, and emails, a comprehensive content marketing strategy should run deep.
One powerful, but often underused, piece of content is the case study .
What Is a Case Study?
A case study acts a narrative, featuring real-world situations where certain products or services are used in a way that demonstrates thier value. They are a special type of thought leadership content that brands can use in marketing and sales to guide their target audience to the decision stage of their buyer's journey . Engaging case studies walk prospects through how a real life customer identified a specific pain point , started using your product or service, and overcame that pain point while reaping additional benefits.
A case study is a special type of thought leadership content that tells a story.
Case studies are narratives that feature real world situations or uses of products or services to demonstrate their value. A well written case study will follow a customer as they define a problem, determine a solution, implement it, and reap the benefits.
Case studies offer readers the ability to see a situation from the customer's perspective from beginning to end.
Why Case Studies Are Important
A marketing case study is one of the most compelling content items in your sales funnel .
It’s the perfect way to guide people into and through the decision phase, when they have the best options laid out on the table and they’re ready to puzzle through that final selection.
Because of this, case studies are uniquely useful as bottom of the funnel content .
By the time prospects are ready to read case studies, they have a nuanced grasp of the problem in front of them. They also have a good selection of potential solutions and vendors to choose from.
There may be more than one option that’s suitable for a given situation. In fact, there usually is. But there’s just one option that fits the prospect best. The challenge is figuring out which one.
Since B2B decision makers aren’t mind readers, they need content to bridge the gap between “what they know about your solution” and “what they know about their own business.” The case study does that by showing how a similar customer succeeded.
The more similar the prospect is to the customer in the case study, the more striking it will be.
For that reason, you might want to have a case study for every buyer persona you serve. And naturally, case studies pertain to specific products or services, not your whole brand.
So, you could find yourself with multiple case studies for each buyer type.
However, the effort is worth it, since case studies have a direct impact on sales figures.
How Long Should a Case Study Be?
Honestly, the more to-the-point you can be in a case study, the better.
Great case studies should pack a lot of meaning into a small space. In the best examples, your reader can grasp the single main idea of each page in a short paragraph or two.
Each detail should build on the next, so they’ll keep moving forward until the end without getting distracted.
Sure, it’s no Dan Brown novel, but if you do it right, it’ll still be a real page-turner.
Note: Some businesses will have a brief case study in PDF form to use as sales collateral then a longer form, more in-depth version of the same case study on their website. In this case, it can be normal to write a lengthier case study.
Where Should I Put My Case Studies?
Anywhere you want, really!
Ideally, you should upload case studies somewhere on your website so new leads coming to your site have the opportunity to see just how kickass your business is at driving revenue and results for your current customers.
Whether it's an online case study or a PDF version, making your successes available to the public can prove just how valuable your efforts are.
Plus, make sure every member of your sales team has access to your case studies so they can use them as sales collateral to send to prospects and opportunities! A quick PDF attachment to a sales email can be very convincing.
The Best Case Study Format
- Introduction: Provide context for the story.
- Challenge: Describe the primary issue being faced.
- Solution: Identify the product or service being used.
- Benefit: Emphasize the most impactful advantages.
- Result: Detail the specific outcomes the customer earned.
Like press releases, case studies often fall into a certain specific format.
While it’s not required that you have all of the possible topics in a particular order, picking a consistent format will help you accelerate production down the road. It also makes your content easier to read.
Many B2B businesses use the following approach:
- Introduction: sets the stage by providing context for the situation.
- Challenge: discusses the key problem that the customer was facing.
- Solution: a basic overview of the product or service the customer used.
- Benefit: recaps the solution’s top advantages – why it was the right choice.
- Result: the positive business outcome arising from the solution and benefits.
This formula gives you enough flexibility to highlight what’s most important about your enterprise, solution, and the customer you’re showcasing.
At the same time, it ensures that your team will know exactly what information they need to compile to design case studies in the future.
It also serves as an intuitive trail of breadcrumbs for your intended reader.
How to Write a Case Study
1. Ask Your Client/Customer for Approval.
This first step is crucial because it sets the layout for your entire case study.
If your client or customer gives the ok to use their name and information, then you can add as much detail as you want to highlight who they are, what you helped them do, and the results it had.
But, if they would rather remain anonymous or want you to leave out any specific details, you’ll have to find a way to keep your information more generalized while still explaining the impact of your efforts.
2. Gather Your Information.
Like any good story, a marketing case study has a beginning, middle, and end. Or, you could think of it as “before, during, and after.”
Before: The Problem
Your case study will always open by presenting a problem suffered by one of your clients.
This part of the study establishes what’s at stake and introduces the characters – your company, the client company, and whichever individual decision makers speak for each side.
During: The Solution
Once you define the problem, the next step presents your offering, which serves as the answer to the dilemma.
Your product or service is, in a very real sense, the hero of the story. It catalyzes the change, which you describe in terms of your features, advantages, and other differentiators.
After: The Result
In the final step, you discuss the “happy ending” brought about by your solution.
Returning to the “stakes” you established at the very start, you expand on how much better things are thanks to your intervention. You want prospects to imagine themselves enjoying that level of success.
3. Get a Quote.
Of course, a study about two corporations isn’t very interesting on its own. The best case studies personify the protagonists, including the vendor and the client company, by having plenty of quotes peppered throughout the entire story.
Naturally, the business problem to be solved is the big, bad villain here, so you want the client (and preferably, your own team as well) to weigh in on that problem: How complex it is, what solving it would mean, and what not solving it would cost.
Then, as the situation turns around, testimonials become essential.
Naturally, the longest, most emphatic testimonial should come from the top decision maker. But you should aim to include a glowing quote from many different stakeholders – representing the full cast of “characters” who might be making consensus buying decisions around your solution.
Note: Don’t use a testimonial or quote if your case study is anonymous.
4. Find Some Compelling Graphics.
A case study isn’t a whitepaper: You shouldn’t be trudging through page after page of text.
In fact, some of the most powerful case studies establish their own vivid, graphics-heavy style – looking a lot more like an infographic, or even a magazine, than traditional B2B marketing collateral.
Color blocks , strong contrasts, skyscraper photography, and hero shots are all on the table when it comes to case studies. The more data you have to convey, the more creative you should be in presenting it so it can be understood at a glance.
15 Great Examples of Offline Case Studies
1. adobe: royal bank of scotland.
This study focuses on the solutions Adobe provided for the Royal Bank of Scotland. Their top challenges included fostering a culture of data driven decision making, eliminating disjointed systems, and delivering digital experiences that are relevant and easy to use.
Adobe's approach resulted in a 20 percent increase in conversion, as well as improved internal communications, faster optimization, and a reduction of their content management footprint.
2. BrightEdge: Stanley
In 2015, Stanley consolidated two separate brand web properties into one site. The process needed to mitigate traffic disruption, improve traffic, and increase organic search results.
The results? Almost 40 percent of keywords Stanley ranked for were on the first page of organic results, and the company generated a 100 percent lift in revenue, thanks to support from the BrightEdge platform.
3. LeadGnome: Host Analytics
Host Analytics moved to an account based marketing strategy in 2015. They noticed that the marketing efforts were limited by a large number of low quality needs.
Their problem was solved when they used an automated email marketing approach from LeadGnome to nurture and qualify leads via email marketing.
4. Bitly: Vissla
Vissla is an online ecommerce company with a need to understand big data across multiple marketing platforms.
Bitly provided a a way to consolidate data and literally link channels together to display all information on a single dashboard.
5. Taboola: The Line
The Line is an online boutique that offers shoppers a unique experience and showcases products that can be found at their brick and mortar store in NYC's Soho neighborhood. Their goal was to increase first time visitors to their site.
Taboola offers a product that drives first time users. The result? Over 72 million impressions within three months, and email subscriber growth of 12 percent.
6. OutBrain: Lane Bryant
Lane Bryant, the leading retailer for women sized 14 – 28, launched a campaign designed to celebrate all women and redefine the traditional notion of sexy with a simple message – ALL women are sexy.
The goal was to amplify the campaign and drive traffic and engagement.
The result? OutBrain used media amplification to take the campaign viral, resulting in over 48,500,000 impressions in just two weeks!
7. Google Analytics: Optimizely
Optimizely is a leading online A/B testing and user experience optimization platform that offers innovative data-driven marketing solutions to maximize user experience and keep them coming back for more.
The challenge they faced was better identifying page views to determine where customers are in the buying cycle.
The solution was provided by using data from Google Analytics Premium to successfully move leads through the sales funnel.
8. LinkedIn Marketing Solutions: HubSpot
HubSpot, in search of quality leads, turned to LinkedIn Marketing Solutions to engage with marketing professionals in small to medium sized businesses, targeting them with ebooks, webinars, and how-to guides. Sponsored organic content appeared in members' LinkedIn feeds.
The result: 400 percent more leads within their target audience than efforts on other platforms.
9. LevelEleven: Staples
LevelEleven helped Staples focus their teams on the critical sales activities that matter.
The end result? Their team developed a better understanding of the KPIs that matter and experienced a 182 percent increase in key selling activities.
10. Life Size: Rackspace
Rackspace is a world leader in hybrid cloud computing with offices throughout the world. The challenge was collaborating and communicating across offices.
The approach? LifeSize created a video solution to build stronger relationships across international offices.
11. Five9: Weed Man
Five years ago, the lawn care company Weed Man had an idea -- If their phone-based reps could connect with more prospects, more decisions would result, without adding sales reps.
The solution? Five9 assisted Weed Man with migrating their data to the cloud. This case study shows why SMBs like Weed Man should store business data on the cloud for CRM.
12. LogMeIn: Extent Technologies
One of the better, more concise case study examples, this one page synopsis clearly defines the challenges and goals of Extent.
It explores how LogMeIn provided effective solutions and produced stellar results, including a boost in staff productivity, an increase in first contact resolution rate, and an improvement in overall service.
13. Red Hat: North Carolina State Websites
Under mandate from the governor, the North Carolina Department of Information Technology needed to update state websites to overcome complex processes and limited technical resources.
The resulting solutions from Red Hat reduced maintenance times and lowered staffing costs.
14. VMWare: CenturyLink
This study addresses the complexities of cloud hosted infrastructure. One element of all case study examples is to educate perspective clients about the services and products offered.
This study takes a complex subject and makes it easy to understand, while clearly outlining the solutions VMWare can provide.
15. Hewlett Packard Enterprise: Mendix
This study breaks down another complex subject: rapid hosted cloud app development.
HPE links to additional content so readers can gain even more knowledge about the subject and the solutions HPE offers.
5 of the Best Online Case Studies
1. gravitate: global expeditions group.
This case study is a great example of how to break up a detailed case study for an easier read.
Gravitate starts off by introducing their client, Global Expeditions Group (GXG), to give visitors a little background into what they do. They then dive straight into what their role was in helping GXG with a robust content marketing strategy.
What catches your eye at the beginning of this case study is the results. Rather than forcing readers to find out the impact of their efforts at the very end, they call out some major statistics and improvements that they helped GXG achieve. It's a great way to entice readers to keep them wanting to learn just how they did it.
Gravitate did a great job breaking up their rather long case study. Since it focuses on an entire content marketing strategy, they put various parts of their case study into separate sections, from their rebranding efforts to their website design and copywriting.
2. IDEO: INFARM
What we like so much about IDEO's case study about INFARM is that it reads just like a simple blog post – there's no sections and no busy graphics. While this doesn't work for everyone, it really matches the vibe of IDEO's brand.
This case study is short, sweet, and to the point, with the largest elements on the page being the images and a quote. At the very top, they outline the entire case study in two small sections – the challenge and the outcome.
What we like about this particular case study is how IDEO talks about what's next for INFARM. Beyond the typical problem-solution-result structure, they took it one step further to talk about the future and what INFARM plans on doing next.
3. Forge and Smith: Happy Planet
Forge and Smith effectively uses real mockups and examples from the work they did for Happy Planet to showcase their work in action.
This case study is perfectly designed into multiple modules to break up chunks of text into three phases. They start off with the objectives they set in place for their website design and development work for Happy Planet, which is pretty unique for a case study.
What's great about this case study is the opportunity to view the finished website. A hyperlink isn't just hidden within the text forcing you to dig around looking for it; it's called out right then and there to let you view their finished work on the Happy Planet website.
Another great feature is the option to view a previous case study or all the case studies if you're interested. No need to locate the main page, you have direct access!
4. CoSchedule: English Heritage
CoSchedule treats their case studies as customer stories, highlighting who their customers are and how their platform was able to help them. Their case study on English Heritage is simple to view and comprehend.
On the left, there is a customer spotlight on English Heritage, complete with a company logo, brief description, industry, company size, size of the marketing team, and more. These little details help give you a better idea of who the company is.
Then, on the right side of the screen, is a blog-like case study.
Rather than breaking up their message into the standard format, CoSchedule calls out the results that English Heritage has seen since switching to CoSchedule. Within each result, they touch on the challenge they had before CoSchedule then the lasting impact it created.
Throughout the case study, CoSchedule includes relevant screenshots and impactful quotes from English Heritage employees. This helps readers visualize what they are talking about.
5. Bluleadz: BandGrip
We couldn't not pat our own backs for recently publishing a case studies page on our website.
Bluleadz often uses case study PDFs as sales collateral to send to qualified prospects. While we used these PDF designs internally, we wanted to make sure our client success stories were available to everyone coming to our site.
Thus, our case study page was born.
Our BandGrip case study really sticks out to us. We start off by introducing who BandGrip is, who they serve, and what they do.
Then, we highlight the struggles they were having with getting demo sign-ups on their page. We included relevant quotes from the CEO to show their need for a solution.
We then begin to outline all the pre-show and post-show tactics that we implemented to help them tackle their challenge and earn them more demo sign ups. Landing page screenshots and other various graphics help readers visualize what we were able to do.
Toward the end of the case study, we highlight the impact of our efforts, calling out some of the major statistics.
Highlight Your Past Successes to Attract Future Business
Each of these case study examples does an excellent job of outlining the challenges, solutions, and results provided. If you are building a portfolio of case studies, use these excellent examples for inspiration and format.
Once you master the art of the case study, you’ll find it’s packed with marketing power, giving you a huge ROI for the time you put into creating it.
If your leads have been falling off in the decision phase, a marketing case study may be just what you need.
Case studies are a powerful tool in your content marketing arsenal, so why not create one today? Click below to create your very own case study!
General FAQ
What is a case study.
Case studies are narratives that feature real-world situations or uses of products or services to demonstrate their value. A well-written case study will follow a customer as they define a problem, determine a solution, implement it, and reap the benefits.
The more to-the-point you can be in a case study, the better. Case Studies typically range from 500 words to 1,500 words depending on what's getting highlighted.
What Format Should My Case Study Be In?
Typically, a case study contains an introduction, a challenge, a solution, a benefit, and a result.
Why are Case Studies Important?
Case studies allow businesses to showcase how their product or service has been implemented successfully by their customers. It allows businesses to show how their product/service is actually used and the impact that it can have.
Baylor Cherry
Baylor is an inbound specialist for Bluleadz. As a native Floridian, she enjoys soaking up the Florida sun, buying clothes she can’t afford, and dreaming about one day owning a dachshund.
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- What Is a Case Study? | Definition, Examples & Methods
What Is a Case Study? | Definition, Examples & Methods
Published on May 8, 2019 by Shona McCombes . Revised on January 30, 2023.
A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.
A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .
Table of contents
When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case.
A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.
Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.
You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.
Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:
- Provide new or unexpected insights into the subject
- Challenge or complicate existing assumptions and theories
- Propose practical courses of action to resolve a problem
- Open up new directions for future research
Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.
However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.
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While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:
- Exemplify a theory by showing how it explains the case under investigation
- Expand on a theory by uncovering new concepts and ideas that need to be incorporated
- Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions
To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.
There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.
The aim is to gain as thorough an understanding as possible of the case and its context.
In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.
How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .
Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).
In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.
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How to Write Business Case Studies – Examples and Format
Business case studies can help you sell your services to prospects. Here’s how to write a case study that you can share with others so they can see how you have helped others. Plus, use this business case study format to create your own.
Table of Contents
What is a Business Case Study?
A business case study is a story about one of your clients and how you solved a problem for them. It allows your prospects to see how your solutions address their needs.
Think of it as painting a picture for a prospect to illustrate what a solution to their problem could look like. Business case studies allow a potential customer to understand how your company can help someone like them. When you pick a client to highlight in your business case study, your prospects can see another company who is similar in size, focus, industry, or other characteristics.
The purpose of a business case study is to make your prospects feel more comfortable with working with you. The fact that you solved a related issue for a customer very much like them will provide comfort and offer ideas.
It also serves as a customer testimonial from an existing client, which is a solid stamp of endorsement about your capabilities. Your business case studies can also include benefits such as return on investment, cost savings or other metrics that prospects want to see.
Here are some steps on how to choose your subject, format the study, and display the final product on your site.
Find the Right Client for Your Business Case Study
You’ve just completed a project with a client. All the issues are resolved and everything is running smoothly. They’re pleased with the results and so are you. So what should you do now?
Take advantage of your customer success story by documenting the situation and solution in a business case study, and placing it on your website. In doing so, you’ve just equipped yourself with a highly effective marketing document.
If your client has experienced outstanding results from using your services, particularly if their issues were more complicated than most, see if they would allow you to develop their story into business case studies.
Once they grant permission, discuss what details they are comfortable with using such as their company name and location. You’ll also need to provide a Case Study Release Form to ensure you have documented legal permission to use your client’s information.
How to Write Case Studies
Use the following business case study example and format to create your own. Make sure you have your facts about the case study straight by asking your client some detailed questions and then carefully documenting the answers:
The Initial Problem
- Can you describe the problem that prompted you to seek our services?
- What were the areas where you were facing some problems, such as inefficient processes, inaccurate results, expensive or slow solutions?
- Did you already have a department or company that was not able to find a solution to your dilemma?
The Quest for a Solution
- How did you go about searching for a solution?
- Did you have a specific solution in mind when you were looking for help?
- Why did you choose us over our competitors?
The Results and Outcome
- What benefits have you received from using our company?
- How have our services saved you time and money?
Create a Colorful and Visual Case Study Template
Decide on a case study template and use it consistently for all future business case studies so they are easy to read and look consistent. This is important in order to keep your branding consistent. Choose a good-sized, easy-to-read font, and color to offset your subheads. The goal is to make the study skimmable . That way people can read it quickly without having to go over every word. Charts, infographics, and videos can also enhance the message.
Here’s a list of subheads you might want to include in your business case study template:
- Client Information
- Support Needs
- Situation (Problem)
- Success Factors
TEK Systems has an interesting approach to its case studies. When you click on a subhead, a paragraph at a time is displayed. In order to view the entire case study, you need to download a PDF where greater detail is available. You might want to consider this if you want to use the downloadable PDF to generate new leads .
Tell Your Customer Success Story Carefully
Once you have gathered your detail and settled on a template, try to write the content of the case study as if writing a customer story, because it is! You’re retelling the story of your company’s professional victory.
Using 1st and 2nd person keeps the case study more personal and relatable. Detail, including specific numbers, and information on hardware and software systems, helps reinforce the valuable support your managed services company has provided.
Make Business Case Studies Easy to Find
Now that the case studies are developed, decide the best place to locate them on your website menu. You should provide a clear path so the case studies are accessible.
You can also categorize your business case studies to make them easier to locate. Possible categorizations could include industry, company size, or technology. If you hope to find more clients within the same industry, providing a case study of a similar company is a great way to build a niche market . You’ll have written proof that your company is well equipped to meet the particular needs of their profession.
A business case study is more than a list of the client, problem, and solution; it’s a powerful illustration of your company’s powerhouse of problem-solving arsenal. If used effectively, you will be armed with another strong marketing tool to build your business.
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Free Business Case Templates for IT, Project Management, and More
Smartsheet Contributor Kate Eby
June 25, 2018
A business case helps stakeholders understand what you want to do, how your plan will benefit the organization, and if that plan is possible. A business case template provides a structure for researching and presenting a clear and comprehensive document.
In this article, you’ll learn what to include when you create your own business case , and find the ready-made, downloadable business case templates in Word and PowerPoint formats, like a one-page business case template , a construction business case template , and more.
One-Page Business Case Template
Download Template in Word
Try Smartsheet Template
If you have a straightforward but costly proposal, use this short business case template to make a concise list of what you want to do, why you want to do it, how you want to do it, who benefits from the project, and anything that could hinder the project’s success. This template can also help form the basis of your project charter .
Project Business Case Template
Sometimes, it’s not easy to quantify benefits and disadvantages of a project. This project business case template includes a weighting scheme to create a score for each proposed option, and allows you to score risks.
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Construction Business Case Template
Download Construction Business Case Template - Word
This construction business case template includes sections for the many types of information and analysis a large construction project may require. It lists the types of documents needed to prepare for construction and includes detailed information on stakeholders and their interests. It also includes tables to help visually compare analyses. The project delivery or implementation details can form the basis for your project plan.
Simple Business Case Template
Download Simple Business Case Template
This simple business case template in Word addresses all the essential areas needed in a business case. Add as much information to each section as is necessary, or include other sections to reflect your own organization’s requirements.
PowerPoint Business Case Presentation Template
Download Business Case Presentation Template - PowerPoint
A simple Word document may provide a good way to document the reasons for, requirements of, and costs included in your business case. But visual representations can communicate vital facts quickly and may be necessary if you present your business case in a meeting. Use this template to visually communicate information.
IT Business Case Template
Download IT Business Case Template
For enterprise-level changes, a business case may be necessary to justify costs, resources, and effort. This IT business case template provides space to discuss why you require the change, how you will source the new solution, and how you will manage the migration and implementation.
Life Sciences Business Case Template
Download Life Sciences Business Case Template - Word
In addition to the usual content sections in a business case, this life sciences business case template includes blocks for version control and revision tracking.
What Is a Business Case?
A business case (also known as a business need ) defines a problem or opportunity, measures the effect of a project that solves a problem or exploits an opportunity, and clarifies the costs and benefits of a proposed plan.
You need a business case when you have to justify a resource or expenditure on a project. Through a well-considered business plan, stakeholders and investors can determine whether the enterprise should invest resources in the project. A business plan also provides a structure for presenting findings and recommendations. Moreover, it offers a way to determine if the project aligns with an organization’s strategic objectives.
Although preparing a business case may seem like yet another document in a long chain of project management tasks, this front-loaded preparation is essential to the eventual success of any undertaking. When started before a project begins, a business case shows stakeholders — and even you — if the project is worth starting. It can reveal problems that could potentially waste time and other resources without yielding benefits. Without business cases, you have no way to prioritize projects. If you don’t clearly articulate the desired results before the project begins, investors and stakeholders can easily be dissatisfied or frustrated with the outcome. And, as the project progresses and ultimately concludes, you have no reference point for measuring achievement.
Inputs for a business case include such things as regulatory and legal requirements, changes in the market, and customer demand.
You can use a business case template as a guide so you remember to include all the necessary content. A template also offers formatting, so you don’t have to worry about layout and design.
The Business Case and Business Case Template Writing Process
Poor preparation and a lack of senior management involvement often contribute to eventual project failure. A good case study can help you avoid these pitfalls.
Start by consulting key people, such as the finance department, to get accurate estimates and details of the current situation and an idea of what improvements would look like. In addition, remember to follow any pertinent company policies and procedures while preparing the business case and elaborating on the proposed project.
When writing the business case, consider these pointers for success:
- Write in the voice of your readers and stakeholders, but avoid jargon as much as possible.
- Communicate concisely regarding the essential content.
- Be interesting, even entertaining.
- Be clear about your goals and how they can benefit the organization.
- Limit the number of authors to keep the voice and style consistent.
The Main Elements of a Business Case Template
Your business case is intended to provide sponsors, stakeholders, and investors with a clear picture of the outcomes and benefits of your project. In general, a business case contains the following particulars about a project:
- A high-level summary
- Financial information about the costs and benefits
- Details of the scope
- Benefits and risks
- Information about how the project will be managed
- Measurements for success
A sample business case template is available here for the management certification guidelines used in the UK, Australia, and other countries. The number of sections and detail of your business case will vary with the complexity and scope of your intended project. Typical elements include most or all of the following:
- An Executive Summary: Particularly in government or formal business situations, the executive summary may be the only part of the document that stakeholders, investors, the media, and other interested parties read. An executive summary must convey what will be done, who will do it, how much it will cost, and how and who it will benefit — in one page or less. Another gauge for length is that it should take no longer than five minutes to read.
- Purpose: The purpose of the project describes the background of the business problem or opportunity. It details how the change envisioned (by completing the project) will improve the situation.
- Alternatives: Researching and describing viable alternative options to the recommended project will help provide a more vivid context for the recommended solution. Presenting alternatives will also demonstrate to stakeholders that you’ve given your project healthy consideration and that it was not chosen arbitrarily.
- Strategic Alignment: Explaining how your plan fits into and advances the overall strategic direction of the organization is crucial. Stating project goals and objectives in this context can strengthen your case.
- Organizational Impact: Discuss how the proposed project will change the organization. Consider any relevant departments, equipment, processes, or roles. Stakeholder analysis (i.e., understanding the current situation and the requirements of each stakeholder) can contribute to this picture.
- Assumptions and Constraints: Be clear about any anticipated resources or limitations. For example, if funding from one agency is certain, note that. If success depends upon implementing a new platform, note that. The list of assumptions may grow and change as the project progresses. You may also consider any interdependencies that might affect the plan.
- Benefits: Articulate the anticipated outcomes to show how the entire organization gains and improves from your project. Examples of benefits are more customers served, less eye strain for service reps at workstations, or a roof patch ahead of storm season.
- Schedule and Costs: Outline the plan with a brief timeline for project development and completion, including major milestones. For technology projects, provide an overview of the migration plan, if required. On the timeline, add a cost benefit analysis and budget, possibly even with ongoing maintenance costs.
- Risks and Opportunities: Risks describe what could happen to delay or prevent the completion of the project or raise the costs of the project. Depending on the scope of your project, complete your business case analysis by studying PESTLE factors (political, economic, social, technological, legal, and environmental). For each risk you identify, include a mitigation plan.
- Recommendation and Justification: State the preferred option and summarize its risks and costs as well as the justifying factors that recommend it.
- Governance and Progress Tracking: Describe who is responsible for managing the project and who is accountable for supporting it. Indicate how progress will be measured and reported.
You may also want to include signature blocks for approvers, a table with the sponsor name, the names of anyone providing support or expertise to the document, a table of contents hyperlinked to first- and second-level headings, an appendix for attached worksheets and other supporting documents, and a glossary of terms. To title the document, follow the naming conventions of your organization and provide a version number, especially if the project is complicated and the business case is likely to go through revisions.
Who Is Involved in a Business Case?
The project sponsor prepares the business case in cooperation with team members and subject matter experts from the applicable areas, such as IT or finance.
Some companies may have dedicated project management offices. In that case, the project management office prepares the business case. If an outside organization requests support, that entity prepares the business case. The project sponsor and interested parties review the business case. Based on the business case, the project may be approved, rejected, altered, or postponed.
Tips for Creating a Compelling Business Case and Business Case Template
A business case may seem to require a lot of information, but you can keep it simple if you keep a few things in mind:
- Define the strategic role and goals of the project early in the case study.
- Create context for the project by discussing its history and background.
- Show similarities between the proposed project and previous successful projects. Also, discuss important differences.
- Don’t just show fixes to problems. Find opportunities where possible and highlight them in your case study.
- State the benefits that will occur once the project is completed.
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9+ Business Case Analysis Examples – PDF
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Business Case Analysis Guidelines Example
Simple Business Case Analysis Example
What Is a Business Case Analysis?
- A business case analysis is one of the references used by stakeholders to come up with a decision on whether to invest in a project or not. This is the reason why project managers ensure that they will create an impressive and appealing business case analysis so that they can get the attention and approval of stakeholders.
- A business case analysis presents updates and development reports as the project or program progresses. This is very important as these changes must be documented accordingly so there will be references for the project team should they be immersed in a similar or related project in the future.
- A business case analysis is used as a decision-making guide, not only for the stakeholders but also to the project managers and their project team. Using a business case analysis can help them select different approaches or alternatives on how the flow of the project or program will go. With this, all resources can be allocated accordingly and certain adjustments can be done in the earliest time possible if it will be deemed necessary.
- A business case analysis is a document that can help stakeholders identify the difference between budget accounts. More so, this document can reflect how given amounts for budgeting purposes can impact or affect the results of the program or the project at hand.
- A business case analysis can be a great help when it comes to validating the efficiency of any change proposal for a project once the implementation of plans of action is already in the works. This document can discuss all the specifications of the project scope and change impact including the budget needed by the project team as well as the schedule baselines that can measure the timeliness and appropriateness of all project activities.
- A business case analysis can validate the successes of the project team and their ability to deliver the expected results of the stakeholders. By using this document, there will be a clear representation on how the planned benefits for particular entities are realized one the project has already been completed or a program has already been implemented.
Business Case Analysis Template Example
Business Case Evaluation Example
Importance of Having a Detailed Business Case Analysis
- Developing a business case analysis allows businesses to come up with a useful tool that they can present whenever required by stakeholders and other project decision makers. This document is very efficient whenever there is a need to determine what is the project strategy that can provide the best value to all entities involved in the transaction.
- Using a business case analysis helps stakeholders understand the reasons on why particular decisions are made. This will allow them to approve the selections that can positively affect the results of the project. Having a business case analysis at hand can be one of the ways on how the project team can communicate accordingly with the other project stakeholders.
- Making a business case analysis can establish trust between the project manager and the stakeholders of the project. It will be easier and more transparent to explain particular suggestions if there is a material that can present the specifications of option analysis within a variety of business cases.
Business Case Analysis Example
Initial Business Case Analysis Example
What Is in a Business Case Analysis?
- The presentation of the subject of the business case analysis
- The reason or the purpose on why the business case analysis is essential to be developed
- The objectives and goals that the business case analysis would like to achieve
- The introduction of the factors and elements that are needed to be considered within the business case analysis
- The methods of analysis that have been used to gather the details of the business case presentation
- The assumptions and rationale of the project team and/or the other stakeholders of the project
- The limitations and boundaries of the analysis depending on the business case at hand
- The scope or range of the business case analysis processes
- The call to actions that should be implemented in a timely manner as well as the strategies and tactics that must be incorporated in each plan of action
- The obligations and responsibilities of all the entities involved in the transaction where the analysis will be used
- The financial and operational impact of the business case analysis results
- The discussion of the results of the business case analysis
- The time frames in which analysis of business cases have been done or executed
- The conclusions, insights, and recommendations of the entity who developed the business case analysis
- The desired result that should be achieved by the project team based on the analysis specifications
Information Technology Business Case Development and Analysis Example
Business Case Analysis of Opportunities and Challenges Example
Why Is a Business Case Analysis Considered an Essential Business Document?
- An analysis of a particular business case can help identify the best option at hand. Aside from the cost that will be used for the project, a business case analysis also deals with different factors and elements as long as these can affect the project and its development.
- With the usage of a business case analysis, the project team’s performance can be observed. This will enable stakeholders to know how the productivity and efficiency of the workforce can affect the levels and phases of project growth. Hence, it will be easier to measure or gauge the reliability of the project team if they can maintain and be at par with the specifications approved by the stakeholders as mentioned in a business case analysis.
- If you will have a business case analysis, you can separate the listing of the items that can impact the decision of stakeholders with regards their investments and project involvement. This will allow you to have an easier time identifying all the quantifiable and non-quantifiable elements that you should consider in every project decision.
Small Business Case Study and Analysis Example
Business School Case Analysis Example
Tips and Guidelines When Making a Business Case Analysis
- Make sure to come up with a business case analysis that is formatted accordingly. Having an organized discussion and a well-thought-of layout can make it easier for you to update the document when needed during the life cycle of the project or the program where you will incorporate the document’s usage.
- Base the content of your business case analysis with the nature of the alternatives that you would like to present. You also have to consider the technology, systems, and other key elements that are necessary in the processes of the document’s development.
- It will be better if you can come up with a list of alternatives that have different cost ranges, requirements, and value for expected benefits. You can also present different scheduling methods and performance specifications so that there will be a wider scope of options for your stakeholders.
- Ensure that you will review the business case analysis before you present it to your target audience. You have to make sure that the document is free from grammatical and formatting errors so you can develop a presentable discussion that will work best to your advantage. If possible, ask for the insights and recommendations of professionals or experts.
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7 Favorite Business Case Studies to Teach—and Why Seasoned Educators Explain Their Top Case Picks December 18, 2019 FEATURED CASE STUDIES The Army Crew Team. Emily Michelle David of CEIBS ATH Technologies. Devin Shanthikumar of Paul Merage School of Business Fabritek 1992. Rob Austin of Ivey Business School
How to Write a Great Business Case HBS Pro Tips: Build Relationships, Plan the Discussion, Think Layers, and Avoid Curveballs featuring James L. Heskett, Benson P. Shapiro, and Carin-Isabel Knoop February 26, 2020 C ase studies are powerful teaching tools.
A case study is a document that focuses on a business problem and provides a clear solution. Marketers use case studies to tell a story about a customer's journey or how a product or service solves a specific issue. Case studies can be used in all levels of business and in many industries.
Business Case Studies: Corporate social responsibility (CSR) Corporations often undertake practices and policies for the betterment of society along with profit maximization. Common examples of CSR include green initiatives, donating to charities, or organizing fundraisers.
5) Bain: Market Study - Market Growth - Case Study Sample (with Diagrams) CASE NAME: Candy Company CASE TYPE: Market Study FIRM STYLE: Bain CANDIDATE PERFORMANCE: 4/4 Breaking Down the Candidate's Performance The client in the Bain case study sample is a candy company that is looking to double revenues - while maintaining margins - in 4 years.
A selection of the top 40 cases are available for purchase through our online store . #1 - Coffee 2016 Faculty Supervision: Todd Cort Coffee 2016 asks students to consider the coffee supply chain and generate ideas for what can be done to equalize returns across various stakeholders. The case draws a parallel between coffee and wine.
Identify the key problems and issues in the case study. Formulate and include a thesis statement, summarizing the outcome of your analysis in 1-2 sentences. Background. Set the scene: background information, relevant facts, and the most important issues. Demonstrate that you have researched the problems in this case study. Evaluation of the Case
To help you in making a case study, here are 10+ business case study examples you can look into. 1. SaaS Business Case Study Template Example Details File Format MS Word Google Docs Size: 100 KB Download 2. Business Case Study Template Example Details File Format MS Word Google Docs Size: 76 KB Download 3. Free Business Case Study Template Details
Case study: Zapier Zapier used an SEO strategy revolving around long-tail keywords for generating organic traffic to their website. They created 25,000 unique landing pages for unique keywords. Zapier had a structure and layout for each page including well-optimized human written content.
BUSINESS CASE EXAMPLE #8: METRO CITY WASTE MANAGEMENT Here is a public sector interviewer-led case. The difficulty level is quite advanced. BUSINESS CASE EXAMPLE #9: PLAY WORKS MARKET ENTRY This is another good case from the Yale SOM consulting club. A market entry case which is good for beginners. It is an interviewer-led case.
28 Case Study Examples Every Marketer Should See Download Now: 3 Free Case Study Templates Caroline Forsey Published: December 27, 2022 Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers.
A business case example 1. The Executive Summary 2. The Finance Section 3. The Project Definition 4. Project Organization Managing the business case Making the case Frequently asked questions What is a business case
When writing a business case, always define the scope and include an executive summary, detailed info about finances, and an overview of the project's structure. Each member of the project team should contribute to the business case. Overall, the business case should be concise and only include relevant information.
In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons. By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.
9 reasons why case studies are great for business For potential customers: Attract new business Provide powerful tools for your sales team's arsenal Introduce new products or services Provide proof of results Increase brand awareness Highlight your expertise For current customers: Retain business/thwart the competition Create upsell opportunities
concern of any case analysis. Phase 1: The environment. The first phase in analyzing a management problem or case is to. consider the environment in which the firm is operating. The economic environment can have a decided. effect on an industry, firm, and management program. For example, a depresses economy with high.
Our business case template for Word is the perfect tool to start writing a business case. It has 9 key business case areas you can customize as needed. Download the template for free and follow the steps below to create a great business case for all your projects. ProjectManager's free business case template.
The company's business model has followed suit. From 2007 to 2013, computers went from 42% of Apple's revenues to just 13%, even as overall profits grew. * USA Today's Strategic Overhaul As more and more people have logged onto the Internet, demand for traditional newspapers has plummeted.
A case analysis in business is a study of a business problem. Anyone conducting a case analysis can use evidence to propose viable solutions to business problems, then provide recommendations on the best way to implement these solutions to produce the desired results. Related: Analytical Skills: Definitions and Examples
This case study shows why SMBs like Weed Man should store business data on the cloud for CRM. 12. LogMeIn: Extent Technologies. One of the better, more concise case study examples, this one page synopsis clearly defines the challenges and goals of Extent.
Step 1: Select a case Step 2: Build a theoretical framework Step 3: Collect your data Step 4: Describe and analyze the case When to do a case study A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject.
A business case study is a story about one of your clients and how you solved a problem for them. It allows your prospects to see how your solutions address their needs. Think of it as painting a picture for a prospect to illustrate what a solution to their problem could look like.
A business case (also known as a business need) defines a problem or opportunity, measures the effect of a project that solves a problem or exploits an opportunity, and clarifies the costs and benefits of a proposed plan. You need a business case when you have to justify a resource or expenditure on a project. Through a well-considered business plan, stakeholders and investors can determine ...
Small Business Case Study and Analysis Example fema.gov Details File Format PDF Size: 110 KB Download Business School Case Analysis Example business.unsw.edu.au Details File Format PDF Size: 61 KB Download Tips and Guidelines When Making a Business Case Analysis Is it your first time to create a business case analysis?