Chapter 11: Writing the Business Case

1. Chapter 11: Writing the Business Case Schematic Report

2. Agenda • Create a schematic report used in business communications. • Make a business case to have investors or a bank provide development funds for your iPhone app. • Integrate deliverables produced earlier in the course to help make the business case. • Choose an appropriate template for a schematic report. • Modify the master page to change the look and feel of the report. • Choose an appropriate layout for each page of the report.

3. Provide evidence to support your point Claim  Because  Expert Proof A B C

4. Use PowerPoint to create presentations (decks)

5. PowerPoint Pros and Cons • Pros • Easily Integrates text and graphics • Themes provide unified look through repetition • Easy to reorder presentation • Cons • Text does not automatically flow from one slide to the next. Encourages oversimplification of ideas • Text size adjusts automatically, creating disparity between slides (lack of repetition) • Leads to ‘pitching out’ or ‘selling’ ideas instead of discussing them. Limited space for “because” or expert proof.

10. Write clearly—avoid jargon

11. Prepare separate decks for papers and presentations

12. Put key facts, issues and conclusions in an executive summary

13. Unfortunately, most themes are designed for onscreen presentations Median Flow Hardcover Median

14. The text for onscreen themes is too large for a report

15. Pitchbook template uses appropriately sized text Template = Colors + Fonts + Layouts All elements of the template may be further customized on the slide master.

16. Location of the Pitchbook template

17. Choose a layout appropriate to each slide’s content

18. Content • Title Page with name and date • Executive Summary • Table of Contents—with page numbers identifying section and second level headings only. Do this last as PowerPoint does not automatically generate or update a table of contents. Avoid the Pitchbook TOC layout. • Introduction • Body: that includes the analysis and recommendations (most of your report). To provide continuity the evidence should point back to the main argument. Interweave your images and financials • Conclusion • References • Appendices • Letter of transmittal—what the report is, why reader should care, invite reader to take action

19. Title Page

20. Table of Contents

21. Use images from your Mockapp or Google Site

22. Financial Projections

23. Summary/Conclusion • Businesses use PowerPoint decks both for projected presentations and for written reports. Another term for the written report is schematic report. • Advantages of PowerPoint include the ability to fit a page on one screen, easy integration of text and graphics, unified themes, and easy reorganization of the presentation. • Disadvantages include oversimplification of ideas, inconsistent font sizes, and a tendency to pitch rather than discuss ideas. • You should prepare both a written report and a PowerPoint presentation rather than projecting the written report. • Templates, themes, layouts, and slide masters facilitate the graphic design of a PowerPoint deck.