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Hello Reader 👋

Every now and then, you may have to present a project and get the approval.

Of your manager, the management committee or the ExCo...

But it's hard to convince people only by rationale.

Just like when you them to take action after presenting the monthly results (or even more), you'll need a good story.

That's what we're seeing this week.

So take a coffee, sit down and read FP&A Stories just like 22k other readers

This week in FP&A Stories

💪 Take the lead to convince executives to approve a business case

Whether you're pitching a new project, seeking approval for a strategic initiative, or presenting your analysis of a business case made by your business partners, telling a clear and persuasive story can make the difference between a “yes” and a “no.”

Here’s the thing: a business case is just there to prove your project makes sense from a financial point of view.

But as we have seen all along, nobody makes decisions only based on data.

That's why you must guide the decision-makers with a narrative clearly stating why this initiative must be approved.

What Does Storytelling in a Business Case Look Like?

In simple terms, storytelling in a business case is about structuring your proposal in a way that flows logically, touches your audience's feelings, and leads to a clear decision.

Here’s how it breaks down:

1. Setting the Scene (The Beginning): Start with the context and the problem. Why does this project matter? Why now? Give your audience a reason to care from the start.
2. Building the Case (The Middle): This is where you present your project first and your data and analysis then. But don’t overwhelm your audience: focus on the logical flow from the problem to your solution. Show how the pieces fit together.
3. The Call to Action (The End): Wrap it up with a clear ask. What decision are you pushing for? By presenting a business case, you must do your homework and bring a recommendation.

Why Storytelling Matters in Business Cases

Why is storytelling so powerful when it comes to business cases?

It's simply because it's one of the presentations in which you need to be more convincing.

Contrarily to your monthly/quarterly results, you don't present something that took place.

You're placing your audience before assumptions that haven't yet been realised.

If it's already hard for people to believe in facts. Imagine how it is for future hypothesis.

How to Structure Your Business Case Story

Here’s a simple framework to build a narrative to present a business case and the analysis that goes along:

1. The Pain Point: Start by defining the problem the proposal solves. Make it real with data or examples (if you have customer testimonials, that's even better).
2. The Solution: Present the solution and how it addresses the issue. Keep the focus on how this initiative solves the pain point, using data to back it up.
3. The Benefits: Highlight the financial and strategic benefits. How does your solution create value for the business?
4. The Risks: Address any potential risks upfront. This builds trust and shows you’ve considered all angles.
5. The Financials: Start with the numbers that everyone wants to see in a business case (see below). And then use visuals like charts and graphs to present key financial metrics. This is also where you show the different scenarios and sensitivities, to give comfort about the decision to make.
   • NPV
   • IRR
   • Payback Period
   • TCO (or CAPEX if only linked to an investment)
6. The Call to Action: Finish strong with a clear, confident ask. Whether it’s for funding, resources, or project approval, make it obvious what you want your audience to do.

Why Storytelling is Your Business Case Presentation Secret Weapon

At the end of the day, remember people want to make decisions based on logic and data, but they're human after all.

They need to feel that their decision is the good one and they can only do that when they're touched by the story proposed.

Last point, but not the least: align and prepare your presentation with your business partner at the origin of your business case.

The initiative rarely comes from us, finance people. But if you separate the "business presentation" and the "finance presentation", you lose that emotional bond with a more business-oriented audience.

Ready to take your business case presentations to the next level? Our Financial Storytelling Program will help you create stories from your financial analysis in 4 simple steps.
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📺 My appearance in FP&A Tomorrow

Is Storytelling Art or something anyone can learn?
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I used to suck at it and I told it to my friend Paul Barnhurst in his podcast FP&A Tomorrow.

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And if you think storytelling is not for you, I want you to know that I was way worse than you
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But whenever you work, you want to produce something

Worth repeating: "Your analysis is NOT your product"
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Discover our conversation by clicking on the video below:​
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That's a wrap for this week

See you next week!​