In the context of product ownership analysis, business cases provide value and benefits that are realized continuously over a long period, as opposed to a project context which is a one-time event. Although the business cases are prepared by the product management function, the POA Practitioner provides significant input in the preparation of a business case regarding:

• The roadmap,
• The sequence of features, and
• The customer perspective.

A business case often takes the form of a product plan that is more comprehensive and may include:

• Product vision,
• Product strategies:
  • Strategy assessment of needs,
  • Target market,
  • Competitive assessments, and
  • Industry analysis.
• Business value and benefits (e.g., value propositions),
• Financial assessments (e.g., ROI mapped to product lifecycle),
• Key strategy and product metrics,
• Product roadmap,
• Business model,
• Go-to market strategies, and
• Risk, constraints, and assumptions, etc.

POA Domain	Business Cases
Applying Foundational Concepts	Created upfront and iteratively developed into a fully developed product plan. Without the right foundational thinking that explores strategic product alignment, team capabilities, and the organization’s resources, it will be difficult to position product build activities for success.
Cultivate Customer Intimacy	Created from the enterprise viewpoint. Most organizations recognize that customer value is a critical driver for business success. The business case for a product must be created with a customer lens.
Engage the Whole Team	Requires contribution from many cross-functional teams, including: Product management, Product Ownership, Marketing, and Technology functions. It requires significant collaboration and engagement skills for a POA Practitioner to synchronize with different teams to create a business case.
Make an Impact	It is the first step towards creating a significant impact within internal stakeholders of an organization. Without the right articulation of value, a business case is likely to fail, especially when a product is not available for demonstration to decision-makers.
Deliver Often	A product plan that evolved from a business case is a live artefact that drives product development. It is kept current to reflect the prevailing product and market situations.
Learn Fast	A tool for: Securing investment, Learning about market conditions, and Assessing whether the value and the timing of product build activities are justified. The analysis required to create a comprehensive business case unlocks multiple areas of learning and feedback that is used to evolve the product offering.
Obsess About Value	The team must be aware of the organization’s value to create an effective business case. The business case for products is no longer unidirectional justification for revenue, cost, or schedule. It encompasses different value metrics. For example: A product strategy may involve rapid onboarding of users, which sacrifices funds for getting better customer lifetime value.