Alternatives

This area outlines the different alternative solutions for addressing the need for developing the product.
For each of the alternatives, enough information to present estimates such as costs, benefits, timelines and risks to make comparisons are included.

Desired Business Goals & Objectives

This area provides a description of :
the way things are now (as is)
the way they should be (to be)
what is needed to fill the gap between the two (gap analysis).

This section makes a linkage between the proposal and how it links to the mission
and/or objectives and strategic plan.

This linkage provides a sense of priority, credibility and a sense of immediacy to the business case.

Introduction & Background

In this are, the current state of the business is described and any related history relating to the development of the product.
Example for the development of a new product are:
Competition
The changing needs of the target markets
Escalating cost
Not Meeting the service level expectations

Executive Summary

What is the product?
What are the risk?
What are the barriers? (funding etc)
What is the proposed selling price?
How much will it cost & what is the funding source?
How does the product meet the needs of the market?

Moving to point B

Company has to have a vision and set a direction for others to follow. The vision can be inspirational and giving clarity through well defined objectives. The next is the mission of the company that needs to be educational and its relationship with the internal customers as well as the external customers. Moving forward would be identifying the goals as in what is to be achieved for the organization. This bring us closer to understand the tactics that need to be implemented though the strategies the organization adopts. Once the strategy is chosen the next is lay the task down and put into place an action plan. What you can measure you can manage through your performance.Overall moving from point A to point B would be attainable and measurable.