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The Fast Path to Corporate GrowthLeveraging Knowledge and Technologies to New Market Applications$
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Marc H. Meyer

Print publication date: 2007

Print ISBN-13: 9780195180862

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195180862.001.0001

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Making the Business Case

Making the Business Case

(p.239) Chapter Eleven Making the Business Case
The Fast Path to Corporate Growth

Marc H. Meyer

Oxford University Press

A business model explains the mechanisms for making money. A business plan goes a step further, explaining the strategies and actions that will put the model to work. Effective business plans gain senior management's respect and stimulate discussion. Sloppy plans hurt a team's effort as much as a poorly conceived design concept. If a team lacks business planning and financial modeling expertise, it must get that expertise on board during the early phase of the project. “Making the business case” is a parallel activity with user-centered design within the framework for new market applications development—and it is of equal importance. This involves creating a prototype of their business plan, just as they created sketches of product or service concepts. This chapter calls this business plan storyboarding. The major categories of the storyboard template contain the key sections of a solid business plan: market, technology and products, channel, supply, financial projections, and organization.

Keywords:   business model, business case, user-centered design, new market applications, business plan, storyboarding, market, technology, products

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