Tips for writing business cases

Madrigal Communications will write a business case that will convince and persuade your audience. The better the quality of your proposal the more likely you will succeed in convincing your audience to buy, invest or participate. Madrigal writes convincing pitches that help you win.

A business case or business proposal plays a crucial role in getting your business noticed by the right parties. Writing a proposal for the first time can seem like a daunting task. We’re happy to share our extensive expertise. Here are a few things to keep in mind when drafting a business plan:

  • Compelling intro—an introduction gives readers a brief insight into your proposal and gets their interest
  • Establish clear structure—a logical structure is necessary to ensure your proposal is easy to understand
  • Keep it succinct—while there is no limit to how long or short a business plan can be, it’s best to stick to relevant details and draft a short document.

Getting agreement for your business plan

 Madrigal Communications can help you put together a clear and convincing proposal or business case in a logical, structured and attractive way. We help you gain support and agreement from your customers, clients or management for your proposal.

We have a successful track record of helping entrepreneurs, suppliers and managers draft business plans tailored to their specific niche. Our professional team of copywriters have worked with organisations of all sizes and in most industries. We are dedicated to delivering efficient and fool-proof documents that support your vision.

Structuring your business case

Many organisations misunderstand the purpose of a business case Rather than just highlighting your capabilities and achievements, a business case should be focused on your prospect’s requirements.

You might need to persuade new customers to invest or to purchase goods or services, or you might be attempting to persuade your senior managers to fund a project or implement a program.

The proposal must be structured to answer the key questions:

WHAT are you proposing—the outline of the proposal?

WHY are you proposing it—what are the major benefits (and the disadvantages)?

HOW are you going to deliver the benefits?

WHEN (and WHERE) will you deliver it? … and …

HOW MUCH is it going to cost?

Madrigal specialises in presenting well-researched, structured and persuasive documents. We go above and beyond to ensure the content suits your specifications. Since writing business proposals can be a time-consuming process, it’s best left to copywriting experts.

Sections required in your business plan

For ease of understanding, we have divided the business proposal writing process into five sections.

1. Business Description – What Are You Going To Do

We need to provide a short and clear description of your business. Include what the business is, the products or service you will provide and who are your target market. This allows us to establish clear objectives and accordingly draft a suitable business plan.

2. Competition Analysis – What Is The Market

The goal of defining your competition is to show your ‘due diligence’ in researching your market. Who are the most successful players in your market? Why are they successful? How will you compete with them (be realistic).

This analysis also makes it possible to learn your competitor’s strengths and weaknesses. Using this information, we can identify the gap in the market and leverage that in your business plan.

3. Your Financial Plan – How Much To Setup And Manage Cash Flows

Words aren’t enough to compel your prospect. That’s why it’s necessary to back your claims with numbers.

Your business plan needs to include a balance sheet and your current profit and loss statement. Your financials should also include your income sources and costs (such as wages, rent, and other costs).

If you’re a start-up, your business plan should include start-up costs and at least the first year’s financial forecasts and cash flows. Demonstrate that you know what you need and how it will be spent.

4. Your Marketing Plan – How Are You Going To Sell Your Product

We need to develop a ‘positioning statement’. This defines the benefit of your product or service to your target market and states how you’re different from your competitors.

The next thing you need to do is work out what you need to say, in what channel. This is first getting your messaging and then working out what medium to use—this could be social media, adwords, content marketing using your website or more traditional things like radio or TV.

5. Your People – Who Is Going To Deliver The Plan

Giving your prospect a peek into your organisation’s structure fosters trust and credibility.

Do you currently have a team of people? What do they do and how will they help you? What people do you need for each role? It is also useful to create an organisational chart that shows how people fit into the management structure of your business.

Here is an example of a business plan for a social enterprise in the Philippines 

Business proposal for Ethical Harvest

Providing all types of proposals

Madrigal will help you with all types of proposals including:


Business cases

Award submissions

Competition entries

Expressions of interest

Funding applications

Grant applications

Assisting clients to win

We will help you put together the complete business case package including structure, content and presentation:

Manage the proposal writing and production

Identify requirements and components

Research and collate information

Create a document template

Select images or engage a photographer

Write and edit content

Design and create illustrations and infographics

Review final content

Presentation and submission

Printing and distribution

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