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Why Your Business Case Sucks
Jeff [email protected]
How To Be A Good Product Manager – www.goodproductmanager.com
Twitter – twitter.com/jefflash
ProductCamp St. Louis: April 21, 2012
Why Your Business Case Sucks Jeff Lash ProductCamp St. Louis: April 21, 2012
Why is a business plan/case important?
► Outlines the market problem, the extent of the problem, how you’re going to solve it, and how you’re going to be successful doing it
► Provides evidence to back up your ideas
► Provides a vision and focus
► Shows that you’ve thought about all of the right details
► Makes the case for investment and support
Why Your Business Case Sucks Jeff Lash ProductCamp St. Louis: April 21, 2012
Why your business case sucks► Unclear what problem you’re solving► Lack of research / evidence► “Macro” without the “micro”► Diving into Red Ocean instead of looking for
Blue► “Swiss cheese” planning► Unrealistic assessment of competitive
landscape► Vague goals and unclear success metrics► “SWOT” analysis instead of SWOT analysis► Conservatism where aggressiveness is
necessary, and vice versa
Why Your Business Case Sucks Jeff Lash ProductCamp St. Louis: April 21, 2012
Why your business case really sucks
► Hubris
