how to write a business case study paper

5 Steps for Writing a Case Study for Business (+Templates)

Get professional tips for writing a case study that drives business impact. Learn the best format and research method to use alongside examples & templates.

John McTale

7 minute read

SHORT ANSWER

What is a case study.

• Open with an introductory overview
• Explain the problem in question
• Detail the solutions that solved the problem
• Refer to key results
• Finish with recommendations and next steps

Why you need a case study

“I climbed Mount Everest and I did it all by myself.” “Yeah mate, pics or it didn’t happen.” The same logic applies to case studies. In business, it’s “case studies or it didn’t happen.” A well-written case study legitimizes your product or services. It proves the impact your actions have on the bottom line and is the single most important element of building trust amongst prospective clients. But… How do you write a *perfect* case study? One that engages readers and makes them care about your offering and excited to work with you?

In business, a case study , or customer success story, is a marketing tool that showcases how your product or service helped clients overcome business challenges. It uses statistics, quotes, and specific examples to convincingly highlight your ability to produce results.

What is the purpose of a case study?

The purpose of a case study, usually, is to provide your prospective clients with specific examples of how your products or services can help solve business problems they might be facing.

Case studies legitimize your business activities allowing you to go beyond explaining what you do and focus on how well you do it. (And, in case you were wondering just HOW important case studies are, here’s an item of data to ponder: according to a DemandGen report , 78% of B2B buyers want to review case studies before making a purchase decision. Another study by Uplift found that at the end of 2023, f or the third year in a row, marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media, paid ads and other tactics. )

There’s no magic behind it. Just a proven, simple formula I’m about to share with you. Spend the next 7 minutes reading this guide and you’ll learn how to write case studies better than any case study you’ve created in the past. Important caveat: this article explains how to write a case study for business purposes. If you’re interested in writing research case studies for academia, refer to this excellent guide by University of Southern California. If, in turn, you’re struggling with putting together a medical case study, here’s a fantastic 101 by the BMJ . I’m not going to pretend I know better than these guys do.

For your reference, here’s an example of our very own case study, showing how, at Storydoc, we helped the Spot company boost some of their key metrics: Learn How Spot by NetApp boosted their conversion rates 2x.

Spot's team used this deck to boost their conversion 2x

By drawing the bigger picture even deep-tech software products can be easily explained.

Browse interactive case study templates

No matter how great the contents of your case study might be, if you fail to present it in an eye-pleasing way, most likely, no one will really read it. The good news? I’ve put together a gallery of the most professional, attention-grabbing case study templates available online. You can find it here: Case Study Templates & Design Tips Or, take a shortcut to great case study design and use our presentation maker . Have a look below to see what your case study might look like.

And now, let’s get to the case study 101. (If you’re only interested in a specific section of a case study, simply click on a jump-to link in the table of contents below.

Here's how to write a case study:

1. Open with an introductory overview

The last thing you want is for someone to open your case study, give it a quick glance, and decide to skip. See— People don’t usually read case studies. At least not immediately. First, they skim the contents to see if the subject is relevant enough. How to make sure your case study sticks? At the beginning, place an introductory overview (also called an “executive summary”). Provide an overview of the whole case. It’s not supposed to be a catchy intro but a full synopsis, detailing the problem at hand, your assumptions, the solutions implemented, and the results achieved.

How to write a case study introduction?

Introduce the purpose of the case study—specify exactly what you were aiming to achieve.

Define the problem or the most significant challenge. For instance, low conversion rates, a technological issue or high costs. (It could also be a combination of such factors!)

Explain briefly what the solution to the problem was.

Share the most important results your actions produced. Don’t go into too much detail, a few key points will do. It’s best if you can quantify the results: numbers pop!

Keep it short. Usually, 2–4 paragraphs + a few bullet points with key results will do.

While, as its name implies, this section comes at the beginning of your case study, write it last. First, craft the rest of your document, then pick the most important bits and compile them into the introductory overview.

2. Explain the problem in question

“Adam caught a flat tire. In the middle of the desert. He had no spare, no signal, no food, and only enough water to keep him alive for 48 hours.” Oh dear, poor Adam! What could possibly be done to help him?! See, in your case study, make the client seem like Adam so that, later on, you can paint your company like the miraculous savior. Of course, I’m exaggerating, but only so much. The purpose of the “problem” section in a case study is to arouse emotions from the readers. Ideally, in such a way that they can picture themselves as Adam. Highlight a problem your product or services solve and present an example of when that problem was troubling a client really badly.

How to write a “problem” section in a case study?

In a single sentence, describe your customer’s business challenges and objectives.

Explain the problem your customer faced that prevented them from achieving those objectives prior to working with you.

If that was the case, mention other solutions your client experimented with that didn’t work out and explain why.

Make it clear how the issue or problem impacted the client’s business results so that it’s easy to understand why a solution was badly needed.

3. Detail the solutions implemented to solve the problem

Here comes the moment to toot your own horn a bit (and also that moment when you can get slightly technical). Present your solutions in reference to the issue your client was dealing with and make it obvious that those are easily replicable for all future cases. Of course, the exact formula for this section will depend on your industry and mode of operation. Sometimes a 2–3 paragraph summary will be enough, in other cases, you’ll need to include more detailed technical specs regarding the solution you implemented.

How to write a solutions section in a case study?

Focus on your customer’s experience in using your product or services.

Explain the process: say how long it took to get the solution up and running and what teams on your customer’s end were involved.

Highlight the features of your product or service that turned out to be the most beneficial to your customer.

If possible, attach or link to relevant assets that will work as real-life examples of your solution (unless, of course, the information is highly sensitive).

Always run your case study by your client’s marketing team before you go live. Even if you’re using direct quotes or verifiable results, it’s ultimately their decision whether or not to make certain information freely available.

4. Refer to key results

In business, nothing speaks louder than ROI and you know it. Prospective customers reading your case study won’t be bothered to take notice of your state-of-the-art technology or innovative approach. Neither will they care about your past customers’ happiness. What they want to know is this: Will that help me save or make money? When writing a case study, your job is to present results in a way that answers the above question with a resounding YES. You need to make it blatantly obvious that your solutions heavily impact the bottom line of the client in question and that such results are easily replicable.

Here’s how to write about results:

In a few bullet points, list numerical results your solution delivered to the client.

Ideally, you’ll want to include revenue-related data: increase in clients’ base, more demos booked, higher conversion rates, or optimized pricing.

If you can’t (or aren’t allowed to) share hard sales numbers, refer to softer KPIs: time saved, customer happiness scores, expanding the community, or enhancing brand visibility.

If possible, by all means include quotes from your client. Results should speak for themselves, obviously, but showing the real human whose problems you solved makes for a much more powerful narrative. Plus, it further adds credibility to the case study. Start by preparing a list of powerful case study questions to guide your client interviews.8

5. Finish with recommendations and next steps

Everyone enjoys a solid epilogue. To end on a high note, include a list of key findings from your case study. Even if a given reader won’t decide to get in touch with you, at least you’ll provide them with a valuable source of knowledge—sometimes that’s enough to keep your company top of mind in the future. Plus, if you’re planning to continue working with the subject of your case study, definitely mention that! It shows that your support is valuable enough to warrant long-term collaboration, not just a one-off endeavor. Now, not every case study requires a call to action (especially if your main purpose is to inform and educate rather than convert, which is okay, too), but for those more commercially-oriented ones, do add it. Make your CTA singular and clear —if the most desired action is to reach out to you, leave your contact details, if you’d rather direct prospects to a landing page or a welcome screen, add a button.

And that’s a wrap!

Here are the key points to keep in mind when writing a case study:

Put an introductory overview at the beginning.

Present the problem you were solving and your exact solutions to that problem.

Include numerical, verifiable results your product or services delivered for the client.

Explain what the next steps are, especially if you plan to continue working with the client.

Finish with a strong, clear CTA, making it easy for prospects to reach out to you.

Thanks for reading the guide. Keeping my fingers crossed for your case study and wishing many successful cases so that you’ll always have something to write about.

Hi, I'm John, Editor-in-chief at Storydoc. As a content marketer and digital writer specializing in B2B SaaS, my main goal is to provide you with up-to-date tips for effective business storytelling and equip you with all the right tools to enable your sales efforts.

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How to Write a Case Study: A Step-by-Step Guide (+ Examples)

by Todd Brehe

on Jan 3, 2024

If you want to learn how to write a case study that engages prospective clients, demonstrates that you can solve real business problems, and showcases the results you deliver, this guide will help.

We’ll give you a proven template to follow, show you how to conduct an engaging interview, and give you several examples and tips for best practices.

Let’s start with the basics.

What is a Case Study?

A business case study is simply a story about how you successfully delivered a solution to your client.

Case studies start with background information about the customer, describe problems they were facing, present the solutions you developed, and explain how those solutions positively impacted the customer’s business.

Do Marketing Case Studies Really Work?

Absolutely. A well-written case study puts prospective clients into the shoes of your paying clients, encouraging them to engage with you. Plus, they:

• Get shared “behind the lines” with decision makers you may not know;
• Leverage the power of “social proof” to encourage a prospective client to take a chance with your company;
• Build trust and foster likeability;
• Lessen the perceived risk of doing business with you and offer proof that your business can deliver results;
• Help prospects become aware of unrecognized problems;
• Show prospects experiencing similar problems that possible solutions are available (and you can provide said solutions);
• Make it easier for your target audience to find you when using Google and other search engines.

Case studies serve your clients too. For example, they can generate positive publicity and highlight the accomplishments of line staff to the management team. Your company might even throw in a new product/service discount, or a gift as an added bonus.

But don’t just take my word for it. Let’s look at a few statistics and success stories:

5 Winning Case Study Examples to Model

Before we get into the nuts and bolts of how to write a case study, let’s go over a few examples of what an excellent one looks like.

The five case studies listed below are well-written, well-designed, and incorporate a time-tested structure.

1. Lane Terralever and Pinnacle at Promontory

This case study example  from Lane Terralever  incorporates images to support the content and effectively uses subheadings to make the piece scannable.

2. WalkMe Mobile and Hulyo

This case study  from WalkMe Mobile  leads with an engaging headline and the three most important results the client was able to generate.

In the first paragraph, the writer expands the list of accomplishments encouraging readers to learn more.

3. CurationSuite Listening Engine

This is an example of a well-designed printable case study . The client, specific problem, and solution are called out in the left column and summarized succinctly.

4. Brain Traffic and ASAE

This long format case study (6 pages) from Brain Traffic  summarizes the challenges, solutions, and results prominently in the left column. It uses testimonials and headshots of the case study participants very effectively.

5. Adobe and Home Depot

This case study  from Adobe and Home Depot  is a great example of combining video, attention-getting graphics, and long form writing. It also uses testimonials and headshots well.

Now that we’ve gone over the basics and showed a few great case study examples you can use as inspiration, let’s roll up our sleeves and get to work.

A Case Study Structure That Pros Use

Let’s break down the structure of a compelling case study:

Choose Your Case Study Format

In this guide, we focus on written case studies. They’re affordable to create, and they have a proven track record. However, written case studies are just one of four case study formats to consider:

• Infographic

If you have the resources, video (like the Adobe and Home Depot example above) and podcast case studies can be very compelling. Hearing a client discuss in his or her own words how your company helped is an effective content marketing strategy

Infographic case studies are usually one-page images that summarize the challenge, proposed solution, and results. They tend to work well on social media.

Follow a Tried-and-True Case Study Template

The success story structure we’re using incorporates a “narrative” or “story arc” designed to suck readers in and captivate their interest.

Note:  I recommend creating a blog post or landing page on your website that includes the text from your case study, along with a downloadable PDF. Doing so helps people find your content when they perform Google and other web searches.

There are a few simple SEO strategies that you can apply to your blog post that will optimize your chances of being found. I’ll include those tips below.

Craft a Compelling Headline

The headline should capture your audience’s attention quickly. Include the most important result you achieved, the client’s name, and your company’s name. Create several examples, mull them over a bit, then pick the best one. And, yes, this means writing the headline is done at the very end.

SEO  Tip:  Let’s say your firm provided “video editing services” and you want to target this primary keyword. Include it, your company name, and your client’s name in the case study title.

Write the Executive Summary

This is a mini-narrative using an abbreviated version of the Challenge + Solution + Results model (3-4 short paragraphs). Write this after you complete the case study.

SEO  Tip:  Include your primary keyword in the first paragraph of the Executive Summary.

Provide the Client’s Background

Introduce your client to the reader and create context for the story.

List the Customer’s Challenges and Problems

Vividly describe the situation and problems the customer was dealing with, before working with you.

SEO  Tip:  To rank on page one of Google for our target keyword, review the questions listed in the “People also ask” section at the top of Google’s search results. If you can include some of these questions and their answers into your case study, do so. Just make sure they fit with the flow of your narrative.

Detail Your Solutions

Explain the product or service your company provided, and spell out how it alleviated the client’s problems. Recap how the solution was delivered and implemented. Describe any training needed and the customer’s work effort.

Show Your Results

Detail what you accomplished for the customer and the impact your product/service made. Objective, measurable results that resonate with your target audience are best.

List Future Plans

Share how your client might work with your company in the future.

Give a Call-to-Action

Clearly detail what you want the reader to do at the end of your case study.

Talk About You

Include a “press release-like” description of your client’s organization, with a link to their website. For your printable document, add an “About” section with your contact information.

And that’s it. That’s the basic structure of any good case study.

Now, let’s go over how to get the information you’ll use in your case study.

How to Conduct an Engaging Case Study Interview

One of the best parts of creating a case study is talking with your client about the experience. This is a fun and productive way to learn what your company did well, and what it can improve on, directly from your customer’s perspective.

Here are some suggestions for conducting great case study interviews:

When Choosing a Case Study Subject, Pick a Raving Fan

Your sales and marketing team should know which clients are vocal advocates willing to talk about their experiences. Your customer service and technical support teams should be able to contribute suggestions.

Clients who are experts with your product/service make solid case study candidates. If you sponsor an online community, look for product champions who post consistently and help others.

When selecting a candidate, think about customer stories that would appeal to your target audience. For example, let’s say your sales team is consistently bumping into prospects who are excited about your solution, but are slow to pull the trigger and do business with you.

In this instance, finding a client who felt the same way, but overcame their reluctance and contracted with you anyway, would be a compelling story to capture and share.

Prepping for the Interview

If you’ve ever seen an Oprah interview, you’ve seen a master who can get almost anyone to open up and talk. Part of the reason is that she and her team are disciplined about planning.

Before conducting a case study interview, talk to your own team about the following:

• What’s unique about the client (location, size, industry, etc.) that will resonate with our prospects?
• Why did the customer select us?
• How did we help the client?
• What’s unique about this customer’s experience?
• What problems did we solve?
• Were any measurable, objective results generated?
• What do we want readers to do after reading this case study analysis?

Pro Tip:  Tee up your client. Send them the questions in advance.

Providing questions to clients before the interview helps them prepare, gather input from other colleagues if needed, and feel more comfortable because they know what to expect.

In a moment, I’ll give you an exhaustive list of interview questions. But don’t send them all. Instead, pare the list down to one or two questions in each section and personalize them for your customer.

Nailing the Client Interview

Decide how you’ll conduct the interview. Will you call the client, use Skype or Facetime, or meet in person? Whatever mode you choose, plan the process in advance.

Make sure you record the conversation. It’s tough to lead an interview, listen to your contact’s responses, keep the conversation flowing, write notes, and capture all that the person is saying.

A recording will make it easier to write the client’s story later. It’s also useful for other departments in your company (management, sales, development, etc.) to hear real customer feedback.

Use open-ended questions that spur your contact to talk and share. Here are some real-life examples:

Introduction

• Recap the purpose of the call. Confirm how much time your contact has to talk (30-45 minutes is preferable).
• Confirm the company’s location, number of employees, years in business, industry, etc.
• What’s the contact’s background, title, time with the company, primary responsibilities, and so on?

Initial Challenges

• Describe the situation at your company before engaging with us?
• What were the initial problems you wanted to solve?
• What was the impact of those problems?
• When did you realize you had to take some action?
• What solutions did you try?
• What solutions did you implement?
• What process did you go through to make a purchase?
• How did the implementation go?
• How would you describe the work effort required of your team?
• If training was involved, how did that go?

Results, Improvements, Progress

• When did you start seeing improvements?
• What were the most valuable results?
• What did your team like best about working with us?
• Would you recommend our solution/company? Why?

Future Plans

• How do you see our companies working together in the future?

Honest Feedback

• Our company is very focused on continual improvement. What could we have done differently to make this an even better experience?
• What would you like us to add or change in our product/service?

During the interview, use your contact’s responses to guide the conversation.

Once the interview is complete, it’s time to write your case study.

How to Write a Case Study… Effortlessly

Case study writing is not nearly as difficult as many people make it out to be. And you don’t have to be Stephen King to do professional work. Here are a few tips:

• Use the case study structure that we outlined earlier, but write these sections first: company background, challenges, solutions, and results.
• Write the headline, executive summary, future plans, and call-to-action (CTA) last.
• In each section, include as much content from your interview as you can. Don’t worry about editing at this point
• Tell the story by discussing their trials and tribulations.
• Stay focused on the client and the results they achieved.
• Make their organization and employees shine.
• When including information about your company, frame your efforts in a supporting role.

Also, make sure to do the following:

Add Testimonials, Quotes, and Visuals

The more you can use your contact’s words to describe the engagement, the better. Weave direct quotes throughout your narrative.

Strive to be conversational when you’re writing case studies, as if you’re talking to a peer.

Include images in your case study that visually represent the content and break up the text. Photos of the company, your contact, and other employees are ideal.

If you need to incorporate stock photos, here are three resources:

• Deposit p hotos

And if you need more, check out Smart Blogger’s excellent resource: 17 Sites with High-Quality, Royalty-Free Stock Photos .

Proofread and Tighten Your Writing

Make sure there are no grammar, spelling, or punctuation errors. If you need help, consider using a grammar checker tool like Grammarly .

My high school English teacher’s mantra was “tighten your writing.” She taught that impactful writing is concise and free of weak, unnecessary words . This takes effort and discipline, but will make your writing stronger.

Also, keep in mind that we live in an attention-diverted society. Before your audience will dive in and read each paragraph, they’ll first scan your work.  Use subheadings  to summarize information, convey meaning quickly, and pull the reader in.

Be Sure to Use Best Practices

Consider applying the following best practices to your case study:

• Stay laser-focused on your client and the results they were able to achieve.
• Even if your audience is technical, minimize the use of industry jargon . If you use acronyms, explain them.
• Leave out the selling and advertising.
• Don’t write like a Shakespearean wannabe. Write how people speak. Write to be understood.
• Clear and concise writing is not only more understandable, it inspires trust. Don’t ramble.
• Weave your paragraphs together so that each sentence is dependent on the one before and after it.
• Include a specific case study call-to-action (CTA).
• A recommended case study length is 2-4 pages.
• Commit to building a library of case studies.

Get Client Approval

After you have a final draft, send it to the client for review and approval. Incorporate any edits they suggest.

Use or modify the following “Consent to Publish” form to get the client’s written sign-off:

Consent to Publish

Case Study  Title:

I hereby confirm that I have reviewed the case study listed above and on behalf of the [Company Name], I provide full permission for the work to be published, in whole or in part, for the life of the work, in all languages and all formats by [Company publishing the case study].

By signing this form, I affirm that I am authorized to grant full permission.

Company Name:

E-mail Address:

Common Case Study Questions (& Answers)

We’ll wrap things up with a quick Q&A. If you have a question I didn’t answer, be sure to leave it in a blog comment below.

Should I worry about print versions of my case studies?

Absolutely.

As we saw in the CurationSuite  and Brain Traffic  examples earlier, case studies get downloaded, printed, and shared. Prospects can and will judge your book by its cover.

So, make sure your printed case study is eye-catching and professionally designed. Hire a designer  if necessary.

Why are good case studies so effective?

Case studies work because people trust them.

They’re not ads, they’re not press releases, and they’re not about how stellar your company is.

Plus, everyone likes spellbinding stories with a hero [your client], a conflict [challenges], and a riveting resolution [best solution and results].

How do I promote my case study?

After you’ve written your case study and received the client’s approval to use it, you’ll want to get it in front of as many eyes as possible.

Try the following:

• Make sure your case studies can be easily found on your company’s homepage.
• Tweet and share the case study on your various social media accounts.
• Have your sales team use the case study as a reason to call on potential customers. For example: “Hi [prospect], we just published a case study on Company A. They were facing some of the same challenges I believe your firm is dealing with. I’m going to e-mail you a copy. Let me know what you think.”
• Distribute printed copies at trade shows, seminars, or during sales presentations.
• If you’re bidding on a job and have to submit a quote or a Request for Proposal (RFP), include relevant case studies as supporting documents.

Ready to Write a Case Study That Converts?

If you want to stand out and you want to win business, case studies should be an integral part of your sales and marketing efforts.

Hopefully, this guide answered some of your questions and laid out a path that will make it faster and easier for your team to create professional, sales-generating content.

Now it’s time to take action and get started. Gather your staff, select a client, and ask a contact to participate. Plan your interview and lead an engaging conversation. Write up your client’s story, make them shine, and then share it.

Get better at the case study process by doing it more frequently. Challenge yourself to write at least one case study every two months.

As you do, you’ll be building a valuable repository of meaningful, powerful content. These success stories will serve your business in countless ways, and for years to come.

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Written by Todd Brehe

6 thoughts on “how to write a case study: a step-by-step guide (+ examples)”.

Just the guide I needed for case studies! Great job with this one!

Hey Todd, great post here. I liked that you listed some prompting questions. Really demonstrates you know what you’re talking about. There are a bunch of Ultimate Guides out there who list the theories such as interview your customer, talk about results, etc. but really don’t help you much.

Thanks, Todd. I’ve planned a case study and this will really come in handy. Bookmarked.

Very good read. Thanks, Todd. Are there any differences between a case study and a use case, by the way?

Hi Todd, Very well-written article. This is the ultimate guide I have read till date. It has actionable points rather than some high-level gyan. Creating a new case study always works better when (1) you know the structure to follow and (2) you work in a group of 3-4 members rather than individually. Thanks for sharing this guide.

Hi Todd. Very useful guide. I learn step by step. Looking forward to continually learning from you and your team. Thanks

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How to Write a Case Study: Bookmarkable Guide & Template

Published: November 30, 2023

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.

Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

Case Study Definition

Case study templates, how to write a case study.

• How to Format a Case Study

Business Case Study Examples

A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

Download Free

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Click this link to access this resource at any time.

Why write a case study? 

I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies. 

1. Explain Complex Topics or Concepts

Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.  

2. Show Expertise

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with. 

3. Build Trust and Credibility

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.

4. Create Social Proof

Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see. 

All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be. 

How long should a case study be?

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words. 

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience. 

Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one. 

To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.

Tell us a little about yourself below to gain access today:

And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.

1. General Case Study Template

Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.

This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.

4. Bold Social Media Business Case Study Template

You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.

In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.

5. Lead Generation Business Case Study Template

It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.

If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.

Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.

• Get started with case study templates.
• Determine the case study's objective.
• Establish a case study medium.
• Find the right case study candidate.
• Contact your candidate for permission to write about them.
• Ensure you have all the resources you need to proceed once you get a response.
• Download a case study email template.
• Define the process you want to follow with the client.
• Ensure you're asking the right questions.
• Layout your case study format.
• Publish and promote your case study.

1. Get started with case study templates.

Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.

2. Determine the case study's objective.

All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?

The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

Your case study can focus on one of the following client objectives:

• Complying with government regulation
• Lowering business costs
• Becoming profitable
• Generating more leads
• Closing on more customers
• Generating more revenue
• Expanding into a new market
• Becoming more sustainable or energy-efficient

3. Establish a case study medium.

Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?

Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.

Here are some different case study mediums to consider:

Written Case Study

Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

Video Case Study

Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.

One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Brand Exposure

Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.

Backlinks and Website Traffic

Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

6. Ensure you have all the resources you need to proceed once you get a response.

So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

• A clear explanation of why you are creating this case study and how it will be used.
• A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
• An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
• A note about compensation.

Success Story Letter

As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.

7. Download a case study email template.

While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.

A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

8. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

9. Ensure you're asking the right questions.

Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

• What are your goals?
• What challenges were you experiencing before purchasing our product or service?
• What made our product or service stand out against our competitors?
• What did your decision-making process look like?
• How have you benefited from using our product or service? (Where applicable, always ask for data.)

Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.

If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."

In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

10. Lay out your case study format.

When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?

To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

Here are the sections we suggest, which we'll cover in more detail down below:

• Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas:

Lead Gen in a Blog Post

As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.

Format for a Case Study

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

Image Source

The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:

• State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
• State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
• Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.

The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.

2. Subtitle

Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.

The above example reads:

“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”

We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.

3. Executive Summary

The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.

The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.

In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.

4. About the Company

Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.

Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.

In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.

5. Challenges and Objectives

The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.

In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.

Take the above example from design consultancy IDEO:

“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”

We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.

6. How Product/Service Helped

This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.

Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.

In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.

The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.

We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.

8. Supporting Visuals or Quotes

Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.

Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.

In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.

9. Future Plans

This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.

Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.

10. Call to Action (CTA)

Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.

It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.

To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .

You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.

To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot

What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

2. "New England Journal of Medicine," by Corey McPherson Nash

When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.

3. "Designing the Future of Urban Farming," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."

Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard

Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

6. Small Desk Plant Business Ups Sales by 30% With Trello

This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.

It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

7. Facebook's Mercedes Benz Success Story

Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.

Showcasing Your Work

You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.

Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

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How to Write a Case Study with Examples By John Wood for AWAI

The 9-step formula detailed below will teach you how to write a winning business case study. And we’ll walk through the process using real case study examples. You'll find all the information you need to write a polished case study that will generate leads and help close sales.

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When you can write an effective case study, you’re creating a powerful sales tool for your business or client. That’s because a case study is a compelling, real-world, “before and after” story that shows how a customer solved a problem by using a company’s product or service.

The customer (not the company’s sales team) is the credible source telling a story that’s relevant and valuable to the prospect.

Businesses love case studies, because they’re a huge step beyond a simple testimonial. They help give a prospect an understanding of how a customer accomplished their goals by using their product.

In a competitive marketplace, case studies are an effective way for businesses to differentiate themselves from their competitors.

If you’re in business, starting a business, or writing for a business … knowing how to write a case study is a valuable skill that will help you generate a pipeline of leads and close sales. And if you’re a marketer, it’s another profitable skill to have in your marketing arsenal.

Let’s look at the specific steps for writing an effective case study, along with a few other tips that will help make your case study a success.

How to write a case study in 9 easy steps

Writing a case study is quite simple, as long as you know the proven formula business writers generally follow. The nine main components of writing a case study are …

A news-like headline — The most effective case study headlines focus on one idea that communicates relevant benefits to your target audience in a compelling way. You don’t need to be clever or adopt a sales tone with your headline. Your goal is to be objective and straightforward. For your headline to have the most impact, you should include tangible figures.

Here are a couple of examples:

The Wilson Group Increases Throughput by 312% Using Mason Douglas

Noble Corporation Helps ABC Medical Increase Production Output by 37% in Six Months

The above examples are focused on one idea only and state the main benefit or result received. You could also tack on how the result was achieved using a “cause and effect” headline format, like this:

The Wilson Group Increases Throughput by 312% by Streamlining Their Assembly Line with Mason Douglas

The cause is the streamlining of the assembly line; the effect is the 312% increase in throughput.

Headline Tips:

• Focus on one big idea.
• State it almost like a newspaper headline and make sure it will appeal to the prospect and what they’re trying to solve or achieve.

Customer background — In this section, you’ll describe the business customer in three to six sentences. This should total 50 to 100 words. Here is some of the customer-related information you may want to include:

• Where the customer’s business is headquartered
• What the company manufactures or sells or delivers
• What types of customers they target
• How long they’ve been around or when they were founded
• The number of employees
• Their number of locations
• Their main product lines or service offerings
• What makes the company and their products or services different

It may be difficult to include all seven of these points within the targeted word count. Your mission is to pick the most relevant information based on your target audience and the story you’re telling in your case study.

Two places to look for information about the customer’s company are in the “About Us” section of a recent press release and the “About Us” page of their website. You can also fill in any information missing from your research during the interview with the customer.

The challenges — Here you want to introduce and expand on the main challenges the customer was facing as related to the product or service featured in your case study.

The key here is to create a compelling story. Don’t just list the challenges; go a little deeper into the impact the challenges were having on their overall business.

Explain why it was important to solve them, why and how they were impacting the customer, and to what degree. Do this with two or three key challenges, as long as they tell a specific story related to the solution.

Your goal is to make your reader feel these challenges are too important and too meaningful to be ignored, and that a solution must be found to overcome them. Remember, the prospect is likely facing the same challenges as the customer in your case study, so the more descriptive you are, the better.

• The journey — In this section, document the journey to the solution and the results. You’ll talk about the research the customer did in search of a solution. You’ll outline the pros and cons of the options they considered and why they ultimately chose to go with the featured company’s product or service. This section adds depth and credibility to your story, as a prospect considering the same solution usually goes through a similar process.
• The solution — This is where you showcase the product or service as the answer to the customer’s challenges. Your goal here is to introduce the product or service in an educational, non-salesy way.

The implementation — Next, explain how the product or service was implemented. The key to this section is to paint an accurate picture.

It’s rare for an implementation to go 100% perfectly. So, to boost the authenticity of this section, document how the implementation went — warts and all — and then how the company overcame it. This will make your story more believable and compelling.

The results — This is where you detail how well the product or service solved the customer’s challenges. Focus on results metrics (tables, charts, increases in production, efficiency, revenue, etc.) that are both specific and relevant to the target audience. Tell them what was achieved and how.

Explain why the results are important to the customer and the impact they’ve had, both specific to the department the results were achieved in and the impact on the overall business.

Tip : BE SPECIFIC! Include facts, numbers, and charts. Use tangible and detailed figures. For instance, “increased sales by 17.5%” is much better than just “increased sales.”

• Sidebar with summary points — To help busy executives who want to get the gist of the story without reading the entire case study, include a sidebar with a summary of the story and its main points. Write these so compellingly they instantly grab your reader’s attention.
• Pull-out quotes — You’ll want to pick one or two strong, relatively short customer quotes about solving the problem to use as a pull-out or featured quote. These quotes will add visual interest to your case study and will grab the attention of people who are simply scanning the content.

If you’ve been wondering how to write a case study, you can’t go wrong with the above formula. It’s been proven to work and is an extremely safe bet.

Case study examples

Case study example #1 — avoxi integrated solutions.

The first case study example is a business-to-business (B2B) case study showcasing AVOXI Integrated Solutions and their client, Grace Bay Resorts

A News-like headline (#1)

Grace Bay Resorts Cuts Phone Costs by 75-85% while Enhancing Guest Services.

This headline tells the reader what potential benefits they’ll experience, a reduction in costs and an improved guest experience. The writer increases the headline’s impact by making it very specific (75-85% cost reduction).

The subhead, Resort Gains Flexibility, Reliability with AVOXI Integrated Solutions , adds two more benefits and then names the solution.

The Customer Background (#2)

The first paragraph (44 words) gives a quick overview of the company:

With a focus on handmade experiences, Grace Bay Resorts has earned hundreds of awards and accolades since opening in 1993. Their award-winning flagship property Grace Bay Club in Turks & Caicos offers beachfront destinations in three distinct settings: hotel, villas and beachfront villa homes.

It answers three more questions potential buyers have: When they opened, where they are located, and what they offer.

The Challenges (#3)

In the second paragraph, the writer transitions into challenges Grace Bay faced. He starts by stressing how vital effective communication services are to Grace Bay’s results. The challenge is finding a provider who offers the latest technology at an affordable cost:

Grace Bay aims to treat every guest and prospective guest as a VIP. To do so, it relies heavily on its communication solutions to field hundreds of calls every month, and to keep guests connected during their stays. The ability to operate seamlessly during customer calls is essential to the resort’s business model and hands-on reputation.

In the past, the company lacked a contact center solution with modern features such as automated greetings, call recording and call center metrics. And, it paid heavy long-distance costs with a local carrier.

The Journey (#4)

In this case study, the copy describing the journey is short and concise. The IT Manager was sold on the AVOXI solution instantly when he heard about it:

When Leo Lumacang heard about AVOXI cloud solutions, the business case was clear. “When I presented to management that we would save thousands and thousands of dollars by switching to AVOXI, it was an easy sell,” says Lumacang, IT Manager at Grace Bay. “We cut out costs by probably 75-85 percent immediately.”

The Solution (#5)

The majority of the 2 nd page of the case study focuses on the solution including this excerpt that lists the AVOXI solutions that were implemented.

Grace Bay deployed a set of integrated cloud solutions from AVOXI, including a cloud-based phone system, virtual contact center software, a VoIP gateway and international toll-free numbers—all solutions that enhance the guest experience, and reduce costs and management hassles for the resort.

They go on to describe the features of the virtual contact center software and how it was used by the reservation center to improve their service levels.

The Implementation (#6)

The implementation phase of the product or service is a section that is not always documented in case studies. The reason for this is simple. There is nothing notable that came out of the implementation. In this case study, the writer focuses more on what was implemented (the solution) than on how it was implemented.

The Results (#7)

The results are detailed in the last three sections. The AVOXI solution resulted in significant improvements in Grace Bay’s reservation center operations. It also helped improve the guest experience by allowing the resort to provide free international toll-free calls. And finally, they highlight the reliability of the system and the efficiency and effectiveness of AVOXI’s customer support.

A Sidebar with summary points (#8)

In the left column on the second page, the writer adds a brief summary of the case study, listing the four components that make up the solution and three bullet points of the results experienced.

Pull-out quote (#9)

Pull-out quotes are used on pages 1 and 3 and focus on the improvements in service levels, one of the biggest concerns for the customer.

Case Study Example #2 — AWAI

The second case study example is a business-to-consumer (B2C) case study showcasing American Writers & Artists (AWAI) and one of their customers, Candice Lazar.

Florida Attorney Finds Fulfillment — and Financial Gain — in Copywriting Career Shift.

The headline is straightforward and reads very much like a news headline. The message of a successful career change to copywriting is aimed at prospects who may have similar goals.

The Customer background (#2)

The first few paragraphs give information about the Candice’s background by talking about her experiences and attitude towards risk-taking.

Her main challenge is revealed under the sub-head “A Simple, Self-Starting Business.” She “felt something was missing” in her job as an attorney. According to a recent Gallup study, 51 percent of Americans aren’t engaged in their work and another 16 percent are “actively disengaged,” so it’s an issue many people relate to.

Her journey starts when a former boss tells her he needs copywriting help. She spots a banner from AWAI which gets her thinking that writing might be a good career for her as it’s something she’s always enjoyed.

Candice’s goal is to learn as much about copywriting as she can. The solution is a variety of AWAI products.

Candice first joins the Barefoot Writer Club, she consumes The Accelerated Program for Six-Figure Copywriting. She also takes How to Make Money as a Social Media Marketing Expert and takes part in Joshua Boswell’s How to Launch Your Writer’s Life in a Day .

Under the subhead “Candice’s Niche Switch” it talks about how Candice originally chose small hotels and hotel chains as her copywriting focus. She soon realized that they don’t require a lot of marketing material. Acknowledging a setback or addressing a challenge is important because it adds to the credibility of Candace’s story.

The third page of the case study talks about Candice’s copywriting successes including the growth of her business which has allowed her to cut back to part time hours on her less fulfilling legal work.

There is a sidebar that gives basic information about Candice and the AWAI products that helped her launch her writing career.

Pull-out quotes (#9)

The first page contains a pull-out quote from Candice that focuses on her results … a copywriting business that is more than just a source of income. It's enjoyable and rewarding work.

The “feature article” case study format

The main difference between the traditional case study format and the feature article format is how the case study starts. The traditional format starts out with some basic information about the customer. The feature article format starts out with an interesting, engaging lead that usually talks about the challenge the customer was facing.

Then it goes to the information about the customer, followed by more information about the customer’s challenge.

After that, it follows the same format as outlined above for a traditional case study.

The other difference is that a feature article uses more descriptive subheads to draw the reader in, versus the traditional format’s somewhat straightforward subheads (Customer Background, The Challenges, etc.).

The feature article format works well when you want to make the story engaging right from the start. Plus, it tends to be better suited for people who want to understand the gist of the case study quickly by merely skimming the pages.

Case study success tips

Use this as a handy checklist when writing your next case study.

• Don’t make the results seem better than they are. Obviously, you want the results to be good, but they also have to be typical. If you have an anomaly, where a customer received much better than average results, they might not be the best subject for your case study. Your goal should be to make sure whatever results are achieved by the customer you feature are also achievable by the prospect reading your case study.
• Report all the results. Don’t just highlight the best results. Focus on any average results the customer experienced, too. This makes your case study more credible and believable.
• Use the best quotes directly from the customer. You can edit them for clarity or for grammar, but words directly from the customer’s mouth are better than making up a quote and asking them to sign off on it.
• Solve a problem your target audience will, more likely than not, experience. Focus on a problem you know will be relevant to your target audience.
• Include all the products and services that were required for the solution. Be thorough with your description of the solution. You don’t want new customers to be surprised with additional costs or labor fees, once they start using the product or service.
• Use “before and after” metrics. It’s important to have a statistical snapshot of the customer’s situation before they started using the featured product or service, and then contrast it to the results achieved after using it. This will make the results more tangible.
• Show them real numbers. Don’t just say, “Production was increased 48%.” Make it more relatable. Say, “The production line went from producing 210 units an hour to 310 units per hour.”
• Be specific. Look for areas that could benefit from more specific details. Don’t just say, “Adjustments made to their website saw their subscriber list go from 5,234 to 11,345 in less than two months.” Tell them what adjustments you made. You positioned the subscriber box higher up on the page, offered a bonus more of interest to the target audience, and so on.
• Provide proof for every claim. This is standard copywriting stuff, but make sure every claim you make is backed up with solid proof.
• Update your case study down the road. To drive home the long-term benefits and continuing impact on the featured customer, update the case study at an appropriate time down the road.
• Use the “Power of One.” One of the most powerful copywriting principles is the “Power of One,” which is to focus on one story in the case study — one challenge, one solution, one “big wow” impact on how it made a difference.

Ed Gandia , author of Writing Case Studies , says it’s important to keep the “Power of One” top of mind when writing your case study …

Ed Gandia “The plot of a good success story often has multiple themes or ideas. When writing a case study, it’s very tempting to highlight all of them in order to dramatize the story. Doing so, however, can confuse the reader and rob the story of its one key theme. So, stick to one theme — one big idea. Your draft will be much stronger as a result.”

Read Mark Ford’s article, “The Power of One — One Big Idea” for more information about this important copywriting principle.

BONUS: How to promote your case study

A great case study can be the foundation for additional content-marketing opportunities. Try the following clever ways to promote your case study and generate loads of leads for your business:

• Newsletter — Write a story that covers the key details of the case study and include it in your newsletter with a link to access it.
• Webinar — Present a webinar that focuses only on the case study or features it as proof of the claims made about a product or service.
• White paper — Present a case study in a sidebar of a white paper or feature it as part of the narrative within the body copy.
• Sales presentation — Feature a case study in a sales presentation to add credibility to the benefits promised.
• Article or blog post — The problem/solution story that’s at the heart of your case study makes an interesting and informative article topic or blog post.
• Event handout — A case study is an ideal handout at an industry event or a speaking engagement.
• Email signature — Add a sentence or two to your email signature, such as, “Click here to see how company ABC improved their profits by X% in less than six months.”
• Press release — Announce to the world that one of your customers or clients has solved a problem or is operating more efficiently, thanks to one of your products or services.
• LinkedIn — Promote your case study on LinkedIn by posting an article and linking it to a blog post or article. Plus, join groups made up of your target audience and subtly promote your case study within the group.
• Video — Some prospects prefer watching a video over reading two to four pages of copy. If it’s in the budget, create a video based on your case study.
• Social media — Tweet about it, post pictures related to it on Pinterest, or post a video/webinar on YouTube.
• Dedicated case study page — Provide a summary of the case study (Customer’s Company Name, Headline, Problem, Solution, Results) and a link for readers to download the complete case study as a PDF.
• Your homepage — If the case study is hot off the press, a great way to attract attention to it is to mention it on your homepage.
• Product or service sales page — A real-life customer experience just might be the push a prospect needs to become a customer.
• SlideShare presentation — Turn your case study into a detailed presentation, post it on LinkedIn’s SlideShare website, and take advantage of their 60-million-strong audience.

Tip: Several of the above marketing options also give a business an opportunity to capture a prospect’s email address in exchange for giving them access to the case study.

Want to dive deeper into learning how to write case studies?

If you enjoy writing stories, prefer shorter projects over longer assignments, and love the challenge of taking a straightforward story and finding the “hook” or “angle” that will make it more compelling to bring in business leads and sales … writing case studies might be of interest to you.

Ed’s program, Writing Case Studies , may be the fastest, easiest way to get started writing case studies that will “wow” your clients. Here’s what you’ll discover…

• An overview of case studies — What they are, what they’re used for, who reads them, and why they’re effective.
• How to write an effective case study — What elements to include and what purpose each element serves. You’ll know the exact formula to follow to write an effective and compelling case study.
• The planning of your case study — From the initial discovery call to obtaining a personal commitment from the customer (the interviewee), you’ll know the necessary steps to take to ensure your case study project goes smoothly.
• How to conduct a tightly focused interview — If done right, you should be able to get all the information you need in about 30 minutes. Ed details how to get the information you need to write the most powerful story possible.
• How to write your case study draft — The actual step-by-step process you should use to get your draft down in a document and what you can do to make the flow of copy as effective and persuasive as possible.
• Everything you need to know about how to market yourself as a case study writer — What questions to ask before you provide a quote … how to price your projects profitably … and how to increase your chances of landing the work.
• And, much more …

To find out more information about how to become an expert case study writer, click here.

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13 Responses to “How to Write a Case Study with Examples - AWAI’s 9-Step Process”

This is just So Great... I love AWAI. Thank you. But If I submmit a Written Case study today, how long will it take me to get a feedback from AWAI? Thank You.

Guest (Abraham) – over a year ago

This was great! All the information was well presented. I'm sure to use this in the field.

Corance – over a year ago

I want to practice, so I will do one on Barefoot, and others. Can I turn these in for comments?

Musick – over a year ago

Excellent article and how to, what to include and what to expect on writing Case Studies. This is one of my niches and I have several companies in the town I live in that I can approach on the successful implementation of their products to solve problems. Thanks.

Guest (Scott T) – over a year ago

Very well written post. It will be useful to anybody who uses it, as well as myself. Keep doing what you are doing – looking forward to more posts.

Guest (Kunal Vaghasiya) – over a year ago

Thanks a lot! I have read out a number of website but could not get complete information only and only this website is complete how to write a proper blog post.

Guest (Willie Rodger) – over a year ago

I want to learn how to do case studies.

Ola – over a year ago

I greatly appreciated this article on Case Studies. I had to write my first one today. I wasn’t going to tell the client I hadn’t written one before, because I knew exactly where I could go to find out everything I would need to know (AWAI archives and resources!). After reading it I felt confident in producing the project. Thank you for the thorough explanation and examples, as well as the “extras” that will definitely put my piece a cut above in the client’s eyes. So grateful for AWAI. Thank you for your wealth of information and education. It’s all useful and relevant!

Kelli B – over a year ago

The Case Study I have found to develop sharp decision making skills - My former roles as a BRAND MANAGER - WITH UNILEVER all the team members - were MBA's from the best Universities of the U.S. our curiculas of Case Studies - was the building block and Common Denominator to build profitable brands from every division.

AAALLWOOD - 32216 – over a year ago

Great post! I feel like I have a solid foundation to at least get started with writing case studies now. Thank you!

Guest (Jason K) – over a year ago

Awesome post, great information, hoping to do case studies on legal documents. Great start to my career as a copywriter. Can't wait to get started. Thank you!

Writing for A Purpose – over a year ago

John Wood's article is very informative and Ed Gandia's video provided a great example that he deftly broke down for a beginner. I got what I was looking for out of them both!

AWAI always provides the answers to my questions and shows me the way to build my writing skills! Thanks!

the writers block – over a year ago

Not only did the article whet my appetite for writing case studies, it was packed with information to help me understand how case studies are written. So that my now diamond in the rough knowledge of case studies is further polished and shiny, I'll take the course. Thanks for the very informative article!

Guest (Erika) – over a year ago

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How to write a solid business case (with examples and template).

Table of contents

What is a business case, business case vs. business plan, how to structure your business case, how to write a business case.

• Business Case PowerPoint template

ROI calculator template

• Key elements of a strong Business Case 

Frequently asked questions

Nearly every new project requires approval—whether it's getting the green light from your team or securing support from executive stakeholders. While an informal email might suffice for smaller initiatives, significant business investments often require a well-crafted business case.  This guide, written by former consultants from BCG, McKinsey, and Bain, will help you write a compelling business case. It provides the steps and best practices to secure the necessary support and resources for a successful project. 

A business case is a written document (often a PowerPoint presentation) that articulates the value of a specific business project or investment. It presents the rationale for the project, including the benefits, costs, risks, and impact. The main objective is to persuade internal stakeholders to endorse the project.

A business case answers the questions:

• Why should we do this?
• What is the best solution?
• What will happen if we proceed with this investment decision?  

Business cases can serve many purposes, but here are a few common reasons for developing one:

• Implementation of a new IT system
• Launching a new product line
• Construction of a new manufacturing plant or data center
• Opening new retail locations or expanding into international markets
• Implementation of new compliance and risk management systems
• Acquiring a competitor or a complementary business
• Investing in building a new capability 
• Obtaining additional resources for an ongoing initiative
• Deciding whether to outsource a function

Simply put, a business case justifies a specific project or initiative, while a business plan outlines an entire business's overall strategy, goals, and detailed planning.

Investors use a business plan to make informed decisions about investing. It details the financial, strategic, and operational aspects of a business, helping investors assess the potential return on investment. In contrast, a business case is narrowly focused on a particular project or initiative. It helps stakeholders evaluate the potential impact of that specific project on the business. Both documents require thorough research, careful writing, and effective presentation.  Here's an overview of their differences:

Before writing your business case

The fate of your project or initiative will usually lie with a small group of decision makers. The best way to increase your chances of getting a green light is to engage with stakeholders, gather their insights, and build support before writing the business case. Use their input to construct a rough draft and present this draft back to key stakeholders for feedback and approval. Only once you have understood their priorities and concerns should you proceed with writing the final business case.

To get buy-in from your stakeholders, you must tell your "story" so that it is easy to understand the need, the solution you're proposing, and the benefits to the company. Generally, decision-makers will care most about ROI and how your project aligns with the organization's strategic goals – so keep those issues front and center.

In our experience, the business case structure below is the most logical and effective, but you should generally use whatever format or template your company uses. If no templates exist, use the structure below and find a solid template (you'll find a link to a template later in this post).

Whatever structure or template you apply, remember that your story needs to be clear above all else.

Let's go through each of the 10 sections one-by-one:  

1. Executive Summary

A one-page summary providing a concise overview of the business case.

Highlight the key points, including the problem or opportunity, proposed solution, and expected benefits.

We recommend structuring your summary using the Situation-Complication-Solution framework (See   How to Write an Effective Executive Summary ) . The executive summary should be the final thing you write.  

2. Background and context

Start with the why. Outline the situation and the business problem or opportunity your business case addresses. Clearly describe the problem's impact on the organization.

This section may include an overview of the macro environment and dynamics, key trends driving change, and potential threats or opportunities. Share data that conveys urgency . For example: Is customer satisfaction dropping because of a lack of product features? Is an outdated IT system causing delays in the sales process? Are you seeing growing competition from digital-first players in the market? Are you seeing an opportunity as a result of changing customer needs?

3. What is the problem?

This is a key part of your business case. Your business case is built from your analysis of the problem. If your stakeholders don't understand and agree with your articulation of the problem, they'll take issue with everything else in your business case.

Describe the underlying issues and their solutions using data. You might include customer data, input from end users, or other information from those most affected by the problem.

4. High-level solution and vision

Start with a high-level description of the solution. Clarify the specific, measurable objectives that the project aims to achieve. Ensure these objectives align with the organization's strategic goals.

5. Option analysis

You have now answered the question: Why should we do this project? - and you have outlined a compelling solution.

In this section, you identify and evaluate different options for addressing the problem. Include a "do nothing" option as a baseline for comparison. Assess the pros and cons of each option, considering factors like cost, feasibility, risk, and potential benefits.

Slide summarizing various options for a new IT system. Example from Slideworks Business Case Template Slide

6. Recommended Solution

Solution Details Propose the preferred solution based on the options analysis. Describe the solution in detail, including scope, deliverables, and key components. Justify why this solution is the best choice.  

Benefits Describe the benefits (e.g., cost savings, increased revenue, improved efficiency, competitive advantage). Include both tangible and intangible benefits, but focus on benefits you can quantify. Your stakeholders will want to know the financial impact.

Be very clear about where your numbers come from. Did you get them from colleagues in Marketing, Finance, HR, or Engineering? Stakeholders care about the sources for these assumptions and are more likely to trust your numbers if they come from (or are validated by) people they trust.

Cost Analysis In this section, you provide a detailed breakdown of the costs associated with the proposed solution. Include initial investment, ongoing operational costs, and any potential financial risks.

Compare the costs against the expected benefits to demonstrate return on investment (ROI).

7. Implementation plan

Outline a high-level plan for implementing the proposed solution . Include key milestones, timelines, and dependencies. Describe the resources required, including personnel, technology, and funding.

Roadmap example - New digital venture. Slideworks Business Case Template

8. Risks & mitigations

In this section, you highlight potential risks and uncertainties associated with the project. Try to focus on the most important risks (you don't need to account for every potential scenario). These typically include those affecting cost, benefits, and schedule, but they can also include risks to the team, technology, scope, and performance.

Be realistic when you write this section. Transparency will gain the confidence of stakeholders and will demonstrate your foresight and capability.

Consider ranking your identified risk areas according to "likelihood of risk" and "impact of risk" (as shown in the example below). Then, propose mitigation strategies to manage and minimize risks.

Example of Risks Slide - Slideworks Business Case Template

Risks and mitigation slide - Slideworks Business Case Template

9. Governance and monitoring

Establishing a clear governance structure ensures that there is a defined hierarchy of authority, responsibilities, and accountability. A definition of the following  groups and roles are often included:

• Steering Committee : A group of senior executives or stakeholders who provide overall strategic direction, make high-level decisions, and ensure that the project aligns with organizational goals.
• Project Sponsor : An individual or group with the authority to provide resources, make critical decisions, and support the project at the highest level. The sponsor is often a senior executive.
• Project Manager : The person responsible for day-to-day management of the project, ensuring that the project stays on track, within budget, and meets its objectives. The project manager reports to the steering committee and project sponsor.
• Project Team : A group of individuals with various skills and expertise necessary to carry out project tasks. The team may include internal staff and external consultants.

You might also define what monitoring and reporting mechanisms that will be used to track the project's progress, identify issues early, and ensure accountability. These mechanisms often include specific Project Management Tools, ongoing status reports, and meetings.

10. Recommendations and next steps

In this last section, you summarize the key points of the business case and make a final recommendation to the decision-makers . Remember to Include your ROI number(s) again and repeat how your project aligns with the organization's strategic goals.

Consider ending your business case with a final slide outlining the immediate actions required to move forward with the recommended solution.

Business Case PowerPoint template

An effective business case requires both the right content and structure. A strong template and a few best practice examples can ensure the right structure and speed up the process of designing individual slides.

The Slideworks  Business Case Template for PowerPoint follows the methodology presented in this post and includes 300 PowerPoint slides, 3 Excel models, and three full-length, real-life case examples created by ex-McKinsey & BCG consultants.  

Often, companies have a preferred method of calculating a project's ROI. If this is not the case, you should use the one most appropriate to your project—break-even analysis, payback period, NPV, or IRR.

This free " Business Case ROI Template for Excel " can help you calculate ROI and decide which method to use.

Key elements of a strong Business Case  

Involve subject-matter experts To develop a comprehensive business case, draw on insights from experts who understand the problem's intricacies and potential solutions. Involve colleagues from relevant departments such as R&D, sales, marketing, and finance to ensure all perspectives are considered.

Involve key stakeholders Get input from all relevant team members, including HR, finance, sales, and IT. This collaborative approach ensures the business case is built on verified expert knowledge. Encouraging teamwork and buy-in from internal stakeholders helps build a strong foundation of support.

Understand audience objectives Align your business case with the company’s strategic objectives and future plans. Clearly demonstrate how the project supports long-term company success. Consider the competition for resources and justify the investment by showing its relevance and importance.

Set a clear vision Communicate the purpose, goals, methods, and people involved in the initiative clearly. Detail what the project aims to solve or achieve and its impact on the organization. This clarity helps stakeholders understand the overall vision and direction of the project.

Be on point Be concise and provide only the necessary information needed for informed decision-making. Base your details on facts collected from team members and experts, avoiding assumptions. This precision ensures your business case is credible and actionable.

What is the difference between a project business case and a project charter?

A project charter and a business case are distinct but complementary documents. The business case is created first and serves to justify the project's initiation by detailing its benefits, costs, risks, and alignment with organizational goals. It is used by decision-makers to approve or reject the project.

Once the project is approved, a project charter is often developed to formally authorize the project, outlining its objectives, scope, key stakeholders, and the project manager's authority. A summary of the business case is often included in the project charter.  

How long should a business case be?

A comprehensive business case doesn't have a specific page count but should be detailed enough to clearly communicate the project's benefits, costs, risks, and alignment with organizational goals. For small projects, it may be a few pages; for larger or complex projects, it typically ranges from 10-20 word pages (30-50 slides), excluding appendices. Sources: Harvard Business Press - Developing a Business Case 

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16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

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People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

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This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

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My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

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Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

5. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Ironclad and OpenAI

In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

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Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

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The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

13. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Spotify and Salesforce

Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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How to Write a Case Study - All You Wanted to Know

What do you study in your college? If you are a psychology, sociology, or anthropology student, we bet you might be familiar with what a case study is. This research method is used to study a certain person, group, or situation. In this guide from our dissertation writing service , you will learn how to write a case study professionally, from researching to citing sources properly. Also, we will explore different types of case studies and show you examples — so that you won’t have any other questions left.

What Is a Case Study?

A case study is a subcategory of research design which investigates problems and offers solutions. Case studies can range from academic research studies to corporate promotional tools trying to sell an idea—their scope is quite vast.

What Is the Difference Between a Research Paper and a Case Study?

While research papers turn the reader’s attention to a certain problem, case studies go even further. Case study guidelines require students to pay attention to details, examining issues closely and in-depth using different research methods. For example, case studies may be used to examine court cases if you study Law, or a patient's health history if you study Medicine. Case studies are also used in Marketing, which are thorough, empirically supported analysis of a good or service's performance. Well-designed case studies can be valuable for prospective customers as they can identify and solve the potential customers pain point.

Case studies involve a lot of storytelling – they usually examine particular cases for a person or a group of people. This method of research is very helpful, as it is very practical and can give a lot of hands-on information. Most commonly, the length of the case study is about 500-900 words, which is much less than the length of an average research paper.

The structure of a case study is very similar to storytelling. It has a protagonist or main character, which in your case is actually a problem you are trying to solve. You can use the system of 3 Acts to make it a compelling story. It should have an introduction, rising action, a climax where transformation occurs, falling action, and a solution.

Here is a rough formula for you to use in your case study:

Problem (Act I): > Solution (Act II) > Result (Act III) > Conclusion.

Types of Case Studies

The purpose of a case study is to provide detailed reports on an event, an institution, a place, future customers, or pretty much anything. There are a few common types of case study, but the type depends on the topic. The following are the most common domains where case studies are needed:

• Historical case studies are great to learn from. Historical events have a multitude of source info offering different perspectives. There are always modern parallels where these perspectives can be applied, compared, and thoroughly analyzed.
• Problem-oriented case studies are usually used for solving problems. These are often assigned as theoretical situations where you need to immerse yourself in the situation to examine it. Imagine you’re working for a startup and you’ve just noticed a significant flaw in your product’s design. Before taking it to the senior manager, you want to do a comprehensive study on the issue and provide solutions. On a greater scale, problem-oriented case studies are a vital part of relevant socio-economic discussions.
• Cumulative case studies collect information and offer comparisons. In business, case studies are often used to tell people about the value of a product.
• Critical case studies explore the causes and effects of a certain case.
• Illustrative case studies describe certain events, investigating outcomes and lessons learned.

Need a compelling case study? EssayPro has got you covered. Our experts are ready to provide you with detailed, insightful case studies that capture the essence of real-world scenarios. Elevate your academic work with our professional assistance.

Case Study Format

The case study format is typically made up of eight parts:

• Executive Summary. Explain what you will examine in the case study. Write an overview of the field you’re researching. Make a thesis statement and sum up the results of your observation in a maximum of 2 sentences.
• Background. Provide background information and the most relevant facts. Isolate the issues.
• Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why something is working or is not working.
• Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve its current condition. Explain why these solutions work by offering testable evidence.
• Conclusion. Summarize the main points from the case evaluations and proposed solutions. 6. Recommendations. Talk about the strategy that you should choose. Explain why this choice is the most appropriate.
• Implementation. Explain how to put the specific strategies into action.
• References. Provide all the citations.

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

When writing a case study, remember that research should always come first. Reading many different sources and analyzing other points of view will help you come up with more creative solutions. You can also conduct an actual interview to thoroughly investigate the customer story that you'll need for your case study. Including all of the necessary research, writing a case study may take some time. The research process involves doing the following:

• Define your objective. Explain the reason why you’re presenting your subject. Figure out where you will feature your case study; whether it is written, on video, shown as an infographic, streamed as a podcast, etc.
• Determine who will be the right candidate for your case study. Get permission, quotes, and other features that will make your case study effective. Get in touch with your candidate to see if they approve of being part of your work. Study that candidate’s situation and note down what caused it.
• Identify which various consequences could result from the situation. Follow these guidelines on how to start a case study: surf the net to find some general information you might find useful.
• Make a list of credible sources and examine them. Seek out important facts and highlight problems. Always write down your ideas and make sure to brainstorm.
• Focus on several key issues – why they exist, and how they impact your research subject. Think of several unique solutions. Draw from class discussions, readings, and personal experience. When writing a case study, focus on the best solution and explore it in depth. After having all your research in place, writing a case study will be easy. You may first want to check the rubric and criteria of your assignment for the correct case study structure.

Read Also: ' WHAT IS A CREDIBLE SOURCES ?'

Although your instructor might be looking at slightly different criteria, every case study rubric essentially has the same standards. Your professor will want you to exhibit 8 different outcomes:

• Correctly identify the concepts, theories, and practices in the discipline.
• Identify the relevant theories and principles associated with the particular study.
• Evaluate legal and ethical principles and apply them to your decision-making.
• Recognize the global importance and contribution of your case.
• Construct a coherent summary and explanation of the study.
• Demonstrate analytical and critical-thinking skills.
• Explain the interrelationships between the environment and nature.
• Integrate theory and practice of the discipline within the analysis.

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Case Study Outline

Let's look at the structure of an outline based on the issue of the alcoholic addiction of 30 people.

Introduction

• Statement of the issue: Alcoholism is a disease rather than a weakness of character.
• Presentation of the problem: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there.
• Explanation of the terms: In the past, alcoholism was commonly referred to as alcohol dependence or alcohol addiction. Alcoholism is now the more severe stage of this addiction in the disorder spectrum.
• Hypotheses: Drinking in excess can lead to the use of other drugs.
• Importance of your story: How the information you present can help people with their addictions.
• Background of the story: Include an explanation of why you chose this topic.
• Presentation of analysis and data: Describe the criteria for choosing 30 candidates, the structure of the interview, and the outcomes.
• Strong argument 1: ex. X% of candidates dealing with anxiety and depression...
• Strong argument 2: ex. X amount of people started drinking by their mid-teens.
• Strong argument 3: ex. X% of respondents’ parents had issues with alcohol.
• Concluding statement: I have researched if alcoholism is a disease and found out that…
• Recommendations: Ways and actions for preventing alcohol use.

Writing a Case Study Draft

After you’ve done your case study research and written the outline, it’s time to focus on the draft. In a draft, you have to develop and write your case study by using: the data which you collected throughout the research, interviews, and the analysis processes that were undertaken. Follow these rules for the draft:

Use Data to Illustrate Key Points in Your Case Study

Even though your case study is a story, it should be based on evidence. Use as much data as possible to illustrate your point. Without the right data, your case study may appear weak and the readers may not be able to relate to your issue as much as they should. Let's see the examples from essay writing service :

‍ With data: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there. Without data: A lot of people suffer from alcoholism in the United States.

Try to include as many credible sources as possible. You may have terms or sources that could be hard for other cultures to understand. If this is the case, you should include them in the appendix or Notes for the Instructor or Professor.

Finalizing the Draft: Checklist

After you finish drafting your case study, polish it up by answering these ‘ask yourself’ questions and think about how to end your case study:

• Check that you follow the correct case study format, also in regards to text formatting.
• Check that your work is consistent with its referencing and citation style.
• Micro-editing — check for grammar and spelling issues.
• Macro-editing — does ‘the big picture’ come across to the reader? Is there enough raw data, such as real-life examples or personal experiences? Have you made your data collection process completely transparent? Does your analysis provide a clear conclusion, allowing for further research and practice?

Problems to avoid:

• Overgeneralization – Do not go into further research that deviates from the main problem.
• Failure to Document Limitations – Just as you have to clearly state the limitations of a general research study, you must describe the specific limitations inherent in the subject of analysis.
• Failure to Extrapolate All Possible Implications – Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings.

How to Create a Title Page and Cite a Case Study

Let's see how to create an awesome title page.

Your title page depends on the prescribed citation format. The title page should include:

• A title that attracts some attention and describes your study
• The title should have the words “case study” in it
• The title should range between 5-9 words in length
• Your name and contact information
• Your finished paper should be only 500 to 1,500 words in length.With this type of assignment, write effectively and avoid fluff

Here is a template for the APA and MLA format title page:

There are some cases when you need to cite someone else's study in your own one – therefore, you need to master how to cite a case study. A case study is like a research paper when it comes to citations. You can cite it like you cite a book, depending on what style you need.

Citation Example in MLA ‍ Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies. Boston: Harvard Business Publishing, 2008. Print.

Citation Example in APA ‍ Hill, L., Khanna, T., & Stecker, E. A. (2008). HCL Technologies. Boston: Harvard Business Publishing.

Citation Example in Chicago Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies.

Case Study Examples

To give you an idea of a professional case study example, we gathered and linked some below.

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

To conclude, a case study is one of the best methods of getting an overview of what happened to a person, a group, or a situation in practice. It allows you to have an in-depth glance at the real-life problems that businesses, healthcare industry, criminal justice, etc. may face. This insight helps us look at such situations in a different light. This is because we see scenarios that we otherwise would not, without necessarily being there. If you need custom essays , try our research paper writing services .

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Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. If you’re having trouble with your case study, help with essay request - we'll help. EssayPro writers have read and written countless case studies and are experts in endless disciplines. Request essay writing, editing, or proofreading assistance from our custom case study writing service , and all of your worries will be gone.

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What Is A Case Study?

How to cite a case study in apa, how to write a case study.

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is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

Related Articles

How to Write a Case Study Paper: 15 Easy Steps

Learning how to write a case study paper is invaluable in both business and academic settings. This writing guide will help.

A case study is a particular type of paper that involves researching a problem, often using an experiment or survey, and providing potential solutions from that research. It is an in-depth look at one particular research problem, looking at it from different angles and aspects.

Case studies are appropriate in several settings. These include:

• Business analytics
• Educational settings
• Clinical settings
• Social research

In a case study , you will use quantitative data and qualitative research methods to conclude a particular problem. You will describe , compare, evaluate and understand the problem, then present your findings to the reader. Above all, you will study and research a real-world subject or problem.

Materials Needed

Step 1: choose your case, step 2: know the format, step 3: set up your research, step 4: write the introduction, step 5: state the background, step 6: perform case study analysis, step 7: present your arguments, step 8: conclude the case study, step 9: include headings, step 10: cite your references, step 11: draft a title page and abstract, step 12: check for serious problems, step 13: look at case study examples, step 14: include graphs, appendices, and additional information, step 15: edit your case study, what is a case study paper, what is the difference between a case study and a research paper, what are the different types of case studies.

• A problem to research
• Research material
• Survey participants
• Pencil or Pen

Before writing a case study , you must choose a case to study. You will want to choose a problem with several features. First, you want something to which you can contribute new or unexpected insights. If a topic or case has been researched extensively, it may not be a good candidate. There may not be anything new you can bring to the discussion. You can also select a case that you can challenge the long-standing view.

For example, if society has accepted that something is normal and healthy, but you have new research that indicates it may not be, then you can use that for your case study . Finally, a good case study candidate is a topic that could potentially open new lines of research in the future. By contributing new information, you can be part of that research. Above all, choose a topic that has a problem that can be resolved through your research.

A typical case study paper is made up of eight parts. These are:

• Executive summary or introduction
• Case evaluation
• Proposed solutions
• Implementation

Each of these must be included for the case study to be complete.

You must first do research when writing a case study paper. You will need to read sources and analyze data on the case you are writing about. This can take a lot of time. Therefore, be sure to follow the correct research process, which involves:

• Know your objective: This is the reason why you are studying this particular case.
• Choose candidates: If your case involves people or interviewing people, choose your candidates and get their permission.
• Gather credible sources: Get a list of credible sources, whether they are printed resources or people you can interview. You will want to tap into these as you start the writing process.
• Choose some key issues: You may find that your case has more than one potential problem. Focus on a few key issues that you can study in your case study paper.
• Research those issues: This will take the majority of your time. Case study papers require a lot of background information to write well. Therefore, it would be best if you devoted much time to research.

As you research, take meticulous notes. These will be invaluable when the time comes to write.

Now that you have done some preliminary research, you are ready to write your introduction. This has a specific case study format to follow:

• State the issue: Social media has a directly negative effect on young teenagers.
• Present the problem: Using social media more than three times a day predicts poor mental health and well-being in teenagers between 13 and 16, increasing the risk of depression and anxiety.
• Explain your terms: Social media involves social websites, including Facebook, TikTok, YouTube, Twitter, Snapchat, and many others.
• State your hypothesis or thesis statement: Decreasing social media use can help teens reduce their mental health concerns.
• Reiterate the importance: In this case study, we will look at social media use data and how reducing it improves teen mental health.

The introduction sets the pace for the case study report. It can include a quote from an interview or a particularly startling statistic. You will also indicate the aim of your case study in this section of the paper. Sometimes an introduction is called an executive summary. This does not change the information it contains. It just changes the name.

Now you are ready to start the body of the paper. The first body paragraph will include background information. Why did you choose to do a case study on this topic? What is its impact on the reader? For example, for a study of social media and teens, the background information section could discuss both the benefits and drawbacks of social media use. Then, tap into real-life examples and statistics showing how social media can positively and negatively impact.

For example, discuss increasing rates of depression in teens and how they mirror increasing social media use statistics. Along with your background information, you will want to tell the reader why you chose to do the case study . For example, what is the problem you hope to solve or the information you hope to glean from your work? You might also be interested in learning how to check similarity between two texts .

A significant part of the body of your case study is the analysis of your research and the survey or other experimentation you did. Some things to include in this section may be:

• Selection criteria for survey or group of people who serve as participants
• Research criteria if you are researching a historical event
• Structure of any interviews or tests performed
• Outcomes or results
• Your analysis of those outcomes and results

In this section, carefully describe your research process. The reader needs to know how you found the data you are presenting. If there are real-world implications to the problem you are researching, then you need to discuss this.

Now you are ready to present your argument based on the background information and the data you have given. You need three strong arguments. These must be backed by statistical proof or proof from your survey and research.

In the example of the social media and teens question, you would look at your survey results. Your key points and arguments may be:

• Teens that spent three hours or more a day on social media were 3x as likely to report depression symptoms.
• Teens that had limited social media had minimal incidents of anxiety.
• Teens with a balanced approach to social media or no social media access only reported depression and anxiety symptoms 20% of the time.

These points must b backed by data. If you do not use data, they will be weak. For example:

• Teens that spent three hours or more a day on social media were 3x as likely to report depression symptoms (with data)
• Teens that spend a lot of time on social media daily suffer from depression. (without data)

The more sources , either from research or your work, to back up your points, the stronger your overall case study paper will be. If there is a similar case study already out there, weave it into your body paragraphs. Show similar research findings that help support your conclusion. You might also find our explainer on how to write a hypothesis useful.

The conclusion is an essential part of the case study as well. You will need to make a concluding statement that wraps up the study. It might read like this:

• I have researched social media use in young teenagers and found that too much social media, especially three or more hours a day, increases the risk of depression and anxiety.

Then you will need to list some recommendations people can take with this information. For example:

• Parents and teachers must encourage teenagers to find other ways to spend their time. Open discussions about social media and its effect on mental health are also important. Parents can help their teens by modeling balanced social media use for themselves.

Make the conclusion practical, and show why your case study helps land on possible solutions to the problem. For example, if your research and work came up with one best-case scenario, present it as the best solution.

A case study often includes headings to break up the data and help the reader find the necessary information. In the social media and teens case study , you may have headings that read:

• Benefits of Social Media
• Drawbacks of Social Media
• Survey and Research Methods
• Survey Analysis

If you feel there is future research that your case study would warrant, then include a section on Directions for Future Research. If you felt there were any specific limitations on your research and a section on Limitations.

References are essential in any case study template. Here, you will need to cite them according to the style guide assigned to the paper. Whether you use MLA, Chicago style, or APA format, structure your references accordingly. Reference any research that you did not perform yourself. Use in-text citations and a references page at the end to give proper credit to past researchers and avoid any risk of plagiarism.

Most of the time, a case study paper will have a title page. It may also have an abstract. The title page will share the title of the case study and list the names of all researchers involved. The title should have the words “ case study ” and be five to nine words long. Include your contact information on this page. You may also include submission or publication dates. Follow the style guide for your writing assignment. The abstract will identify the purpose of the case study , summarize the research methods , and provide a summary of the results and the conclusions drawn. Think of it as a preview of the paper.

There are specific problems that can come up in a case study . If you are going to publish your case study , make sure you did not fall victim to any of these:

• Overgeneralization: Do not make generalized assumptions about the problem that do not tie directly to your research. Stick to the facts and the problem defined in your thesis statement.
• Ignoring limitations: All research has limitations. In case study writing, you must include these.
• Not looking at all implications: While you don’t want to overgeneralize, you also don’t want to ignore important case study findings to your audience. Carefully analyze your case study research and pull out all possible implications. 
• Writing the wrong length: Most case studies will be between 500 and 1,500 words long.

The best way to ensure you are writing a good case study is to look at some examples . Here are some published case studies you can compare yours to:

• Business case study: AdEspresso GlobeIn Case Study  
• Business case study: CoSchedule UofSC Alumni Highlight
• Historical Case Study: Methods of Analysis from University of British Columbia

Study these examples and learn how the researchers present information in the case study format.

Finally, consider if your case study needs any additional information. For example, would a graph or infographic of your data help the reader? Would an appendix that outlines your research in more detail add value? You can add these features to your case study to help make your main points stick with the reader. Then, weave them in where appropriate to the writing.

Before publishing your case study , take some time to edit it. But, first, go through this checklist for a thorough edit:

• Check the format: Make sure you follow the format for a case study with the four main parts.
• Check for consistency: Is your work consistent in wording, referencing, and citation? Does it follow the assigned style guide?
• Grammar and spelling: Check the grammar and spelling for your case study. You want it to be free from these errors.
• Editing the big picture: When you finish reading the case study, does your intended message ring true? Does the reader understand the research and your analysis of it? Is anything left as a question you do not cover in the conclusion or limitations sections?

Consider asking someone else to review and proofread your case study on your behalf. Ask them if the report was clear and if you need to re-address any areas. This will give you confidence that you are ready for publication.

FAQs About How to Write a Case Study Paper

A case study paper involves a detailed study of one specific subject. This subject might be an event, group, place, organization, company, phenomenon, or person. Typically, case studies investigate a problem involving that subject and find solutions.

A case study works to provide an in-depth analysis of a particular situation or event, usually over a long period of time. It could also analyze a person, company, or product. However, the focus remains on the company or person, not other companies or people in similar situations.

Case studies use a lot of stories and real-world data to come to conclusions. A research paper involves research on a subject but allows the writer to develop their ideas and opinions. It delves into research already done rather than analyzing the subject or case. In this type of paper, the focus can be more general and delve into other companies, industries, or people.

Case studies can be a few different types. These include:

1. Problem-oriented case studies: These focus on solving a particular problem. The problems may be theoretical, but they require you to examine them and find a solution. 2. Cumulative case studies: These case studies gather information and comparisons. Businesses use these to tell people how a product or service may benefit them. 3. Historical case studies: These look at historical events from different perspectives, applying modern ideas to something that happened in the past. 4. Critical case studies: These look at the cause and effect of a particular case. 5. Illustrative case studies: These describe events and investigate the event’s outcome and any particular lessons learned from it.

When editing for grammar, we also recommend taking the time to improve the readability score of a piece of writing before publishing or submitting

How to Write a Business Case: Examples, Templates, and Checklists

By Joe Weller | April 24, 2019 (updated February 26, 2023)

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This article presents expert tips on how to write a business case. We also provide a checklist to prepare for, write, and present a business case, along with free, easy-to-use Word and PowerPoint business case templates.

Included on this page, you'll find details on how to write a business case , sections to include in your business case , a business case checklist , and business case presentation examples .

What Is a Business Case?

A business case is a formal, structured document; an informal, short document; or a verbal exchange that defines the benefits of an initiative or project.

In addition, a business case forecasts the costs, benefits, and risks of an initiative, so decision makers — and even the project initiators — can decide whether a project is worthwhile and why to choose one approach over similar strategies.

Jim Maholic has over 20 years of experience with IT strategy and business case development, including two stints as a CIO, two management positions with the Big Four consulting firms, and leadership positions at several technology companies.

He describes a business case in this way: “A business case is the full story that explains the ROI for a capital project. It begins with a statement of a business problem, then explores how we can solve it or what the value of solving it is. For example, ‘Our revenues aren’t rising as fast as they should,’ or ‘Inventory isn't turning over as fast as it should,’ or ‘Costs are too high.’ That's where the business case starts.

“Then, we find out how big this problem is. We talk to people in the company and find out what they think the value of solving the problem is. All this information is packaged into a story that says, ‘Here's the problem. Here's the value of solving the problem. Here's what it costs in hardware, software, or whatever. Here are the benefits. And here’s the whole story.’”

Business Cases Explain Why You Should Invest

A business case explains why stakeholders should invest in a project. The purpose of a business case contrasts with that of a project proposal , which provides a high-level outline of what you want to initiate and its benefits to the company, or that of a project plan , which explains how you execute a project. You should create your business case during the earliest stages of project planning .

A business case can also become a key document for a project manager when planning, creating milestones, and evaluating progress.

Other names and uses for business cases are financial justification, cost-benefit analysis (CBA) , total cost of ownership (TCO) analysis , and return on investment (ROI) analysis . Nonprofits and government entities sometimes refer to business cases as case statements .

What Is Business Case Analysis (BCA)?

A business case analysis (BCA) looks not only at lowest costs, but also at technical value and other nonquantitative factors in what is known as a best-value analysis . The BCA addresses the triple constraints of time, money, and scope, and it can include measures such as performance, reliability, viability, and supportability.

Although business case analysis is used interchangeably with business case , some experts consider the analysis to be part of the business case as a whole.

What Is a Business Case Used For?

A business case helps a company or an organization prepare for new ventures or changes. This document is a crucial building block of project success and underpins the foundations of  senior-level involvement and strong planning. Business cases summarize the benefits of an endeavor, clarifying a project’s business value to help stakeholders make decisions.

A good business case should focus less on the technology, domain knowledge, or specific deliverables and more on the users of a product and the goals of a project. In the same vein, a project manager should focus not only on creating output, but also on delivering value. An initiative can offer many types of value, including contributing to strategic aims, increasing efficiency, and supporting compliance. Insufficient attention to the details of a business case and the accompanying research can lead to poor project results.

Business cases usually describe these items:

• A business problem or opportunity
• Possible solutions and their benefits and disadvantages (sometimes known as disbenefits )
• Risks associated with the main solution
• Implementation timeline
• Consequences for implementing a solution and for retaining the status quo
• Resources required for the initiative or project

Advantages of a Business Case

A business case may seem like just another document destined for the shelf or the shredder, but it can offer real advantages:

• All stakeholders have similar expectations concerning the value and benefits of an initiative to an organization.
• You can convert a business case into a project plan with milestones. You increase the chances of a project’s success with planning.
• A business case becomes a gauge for determining whether an endeavor continues to offer value during execution and after a team produces a deliverable.
• Project planners can more easily establish objectives and goals.
• You can more easily discern success.
• Teams apply the right resources more efficiently.

Who Prepares a Business Case?

You might think that business cases are the purview of financial officers and accountants. In fact, people who have direct knowledge of processes and teams should be responsible for creating these documents.

Some pundits say that the individual who advocates change must enact the change, so anyone in any role could assume the responsibilities for producing a business case. This includes consultants, line managers, or IT managers. In some organizations, the project sponsor or project manager may guide the preparation of the business case and include input from relevant departments and SMEs.

When Do You Need a Business Case?

It’s no longer enough to complete a project and present a deliverable. In an economy that often seems as unstable as it was in 2008, stakeholders want to see that a deliverable creates value and benefits for an organization. This is particularly true for complex projects or those that  require justification for enlisting external resources. Public sector projects frequently need business cases.

What's in a Business Case?

A business case outlines for a decision maker the benefits and business value of a proposed initiative. The term business case frequently refers to a written document that is submitted for review or presented at a meeting, but can also apply to an informal, spoken proposal.

What Should Be in a Business Case?

A well-written business case flows logically from presenting a problem or opportunity through the advantages and disadvantages of solutions to describing the recommended solution. When you require great detail, you can chunk text into sub-sections so that the content is easier to scan, as well as faster and less overwhelming to read. Following are the common sections of a business case in sequential order:

• Executive summary
• Problem statement
• Analysis and financial details
• Recommendation

Many organizations have pre-established templates for writing business cases. If your organization doesn’t, search online for free, easy-to-use business case templates for construction business cases, one-page business cases, and more. Depending on the narrative needs of the business case, it can contain many possible sections:

• Preface: A preface may indicate the intended audience and any related documents.
• Table of Contents: If your document is delivered as a PDF file, consider hyperlinking your table of contents to the appropriate sections.
• What is the problem?
• What do you believe is the value of solving the problem?
• How much are you asking for?
• When will we start seeing benefits?

     “I’ve had some presentations that don't get beyond that first page,” Maholic muses.

• Description of the Product or Service: When proposing a new object or concept, detail what the deliverable is and how it works.
• A Problem Statement or Mission Statement: By describing the problem or the mission of the organization, you can contextualize the proposed initiative.
• Business Drivers for the Initiative: Indicate what benefits will contribute to the strategic aims of the organization.
• Finance Section: Explain how much the project will cost and whether it is affordable. Detail the cash flow. Describe the expenses to execute (or not execute) the project in a cost comparison against forecasted benefits. Conduct a sensitivity analysis , a technique for determining how the different values of an independent variable affect a dependent variable.
• Financial and nonfinancial benefits
• Quality improvements
• Cost savings through efficiencies
• Added revenue
• Competitiveness
• Improved customer services
• Options: What are the possible solutions to the problem? Usually, you narrow this list to 3 to 5 viable choices. Frequently, you include a “do nothing” option and a benchmark option. Some organizations require the do-nothing option; others require it only if the do-nothing option is a legitimate possibility. Quantify the benefits of each potential solution. Also, outline the risks, issues, and interdependencies for each solution.
• What is required?
• How is it done?
• Who does what?
• When will things happen?
• Assessments or Analysis: Your analysis should list assumptions and consider cash flow and costs. Describe the risks of the project and the plans to deal with them. Also, discuss how you will leverage opportunities. Describe the context of your undertaking using PESTLE (political, economic, sociological, technological, legal, and environmental) analysis.
• Project Approach: Detail the organization of the project, including governance and accountability, roles and responsibilities, and the schedule of progress reporting. Describe the purchasing strategy for completing the endeavor. Will you lease equipment? Rent office space? Hire contractors or employees?
• Recommendation and Next Steps: Note the recommended solution and immediate required action.
• Appendix: Add supporting documentation here, such as spreadsheets, charts, or drawings.

Considerations for Executive Presentations

The sections that comprise a business case may vary depending on your house style and the type of initiative. Jim Maholic says, “I package my business cases this way: I set up a one-hour meeting, so I have maybe 20 slides, but 10 to 15 slides are plenty. In reality, I might have 100 slides, but I add those in an appendix.” You may have credible supporting information, but you don’t want to bore your audience of decision makers by slogging through each slide.

“They might allocate an hour, but honestly, you're going to get their attention for 10 to 15 minutes, and then they'll start checking email and stuff,” Maholic adds. “You really have to be crisp in how you do this and know where you're going.

“Start with, ‘We have this problem,’ followed by, ‘Here are the people that we talked to who validated that this is a problem. They offered ideas about solving this problem, so we could see this substantial benefit,’” he notes.

“What matters in an executive meeting is that I answer the main questions: What is the problem? What is the cost of not solving it? What are the benefits of solving it? And when do we see the benefits? You may address additional questions later in the meeting or after the meeting, on an individual, offline basis,” Maholic says.

Business Case Templates

Using templates, you can more easily create business cases because you can focus on your research and fill in the blanks. The following free, downloadable templates are customizable for your organization’s needs.

Business Case Presentation Template

You can lengthen this short PowerPoint presentation template to accommodate more detail. The business case presentation template includes spaces for describing the following elements: the project name, the executive summary, the project description, the financials, the recommended solution, the assumptions and dependencies, the options, and the benefits.

‌ Download Business Case Presentation Template - PowerPoint

Simple Business Case Template

A simple business case template serves a small project or a small organization. It can cover extensive details if necessary. It includes spaces for describing the following elements of the case: the title, the executive summary, the business objective, the target users, the financials and costs, the assumptions and dependencies, the implementation strategy, the required resources, and the project governance and reporting.

Download Simple Business Case Template

Word | PDF  | Smartsheet

Healthcare Business Case Template

A healthcare business case template helps you explain the current setup and how the proposed solution can create improvements. It provides space for a one-page executive summary, context for the problem or opportunity, a description of the current situation, an explanation of the proposed changes, and details of how the changes can affect your organization and any other entities.

Download Healthcare Business Case Template

Word | Google Docs

New Product Business Case Template

A new product business case template explores the business landscape for a new product or service. In addition to the meta information, such as the title, the author, and the executive summary, the template includes space to describe the current mission statement, the proposed product or service, the marketing strategy, an analysis of competitors, SWOT analysis , an overview of the implementation plan, and financial details.

Download New Product Business Case Template

Preparing to Write the Business Case

You can expedite your business process by understanding business case structure and using a template. In addition, having the correct perspective and following best practices can contribute to your success.

Why Are You Doing the Project?

Before you start researching and writing, understand why you want to initiate a project. The goal of a project is to solve problems. What is a problem? A problem prevents your organization from achieving its full potential. To begin, determine what problem the project is trying to solve.

Projects have deliverables, whether tangible or intangible. Think of an outcome as the result created by the deliverables. Benefits represent quantifiable improvements derived from an outcome. When a customer or team member can leverage these benefits, they become advantages.

Do Your Business Case Research

To start, review the mission statement(s) for the organization or the project. Identify the sources of data for your business case. One way to encourage the acceptance of your proposal is to discuss your rough estimates of the costs and resources with a project sponsor or customer before you embark on the business case. This helps you and the sponsor understand each other’s expectations and lessens the chance of sticker shock during the executive presentation. Then interview the people who conduct the day-to-day work and get their perspective on problems and possible solutions.

Do the Business Case Math

You must consider whether the returns justify the request. “If we're asking for $3 million, we've got to show that the project benefits far exceed that amount,” asserts Maholic. “With returns of $10, $15, or $20 million, you're going to get their attention. If you say the benefits are $300 million, they're going to think you've fallen off the truck somewhere, because that's not realistic. On the other hand, if you show benefits of $3.5 million for a cost of $3 million, that's probably not going to beat the projected return of any other project that comes across their desk.”

Consider Who the Business Case Is For

Whether the business case comes in document form or as a presentation, the project sponsor and key stakeholders will study it. Consider the key audience for each section of your document and write with that audience in mind.

The most convincing arguments for projects are those that your team can initiate and wrap up within six months, as well as produce considerable quantifiable results. Especially when big money is on the table, your proposal will compete with others from different departments. “No company has all the money it wants to invest in everything — it has to prioritize. The business case helps evaluate what the return will be for each of the projects that comes across the board's desk for approval,” explains Maholic.

Furthermore, a business case presents estimates. A business case should be built on sound research, but no one has a lock on certitude. “I think first-time business case writers in particular get caught up in building some great story. But seasoned executives get requests all the time, and they're not buffaloed by clever-sounding words or fancy spreadsheets,” Maholic cautions.

“Your ideas have to be rooted in something sensible, not just, ‘I bet we can raise revenues by 15 percent,’” he explains. Grand plans may be possible, but the key, according to Maholic, is to help decision makers understand how it is possible.

How Do You Write a Business Case?

When you have the main questions in mind and a sense of the required sections and format, you can begin to write. Consider limiting the number of authors to ensure an effective writing effort that’s consistent in style and voice. Then follow these tips:

• Concisely cover the core content with enough detail, so stakeholders can make an informed decision.
• Compare options, so decision makers understand the landscape.
• Be clear, concise, and captivating.
• Avoid jargon as much as possible.
• Demonstrate the value of the project to the business by creating a credible and accurate argument.
• Clearly describe the landscape for the initiative, including its dependencies. Enumerating these dependencies is crucial because contextual changes can alter the project parameters or eliminate the need for the project altogether.
• Focus on the business and the business value rather than the knowledge domain covered by the intended project deliverable.

How Do You Know You Have Enough Detail?

You determine the length of your business cases according to the scope and complexity of your proposed endeavour. A complex project means a long business case; a small, short project means a short business case.

However, Maholic cautions against adding too much detail — conciseness can be a challenge. “You may take 4 to 6 weeks to create a business. You might talk to 50 or 100 people. There's this gnawing urge in some people to show everything they've collected in the executive presentation. Look how hard we worked. Look how smart I am . That's just awful.

“You have enough data and slides when you can answer those 4 or 5 basic questions. There may be 100 other slides, but those are supporting detail,” he says.

Common Mistakes in Writing Business Cases

You can strengthen your business case by avoiding common mistakes:

• Forget What Your White Papers Say: Maholic finds that when salespeople create cases for customers, they frequently rely on the benefits outlined in a product’s white papers. He notes, “Saying your product cuts costs by Y percent is a great place to start, but it has to be balanced by what's in front of you regarding a particular customer.” He continues, “As a salesperson, you may say that your product can increase revenue by 5 percent. That may be true for past customers, but this particular customer may have three straight years of declining revenues. It's silly to say that a product is going to both arrest a decline and bump up revenue by 5 percent. You have to think things through. That’s the analysis part. You can't just mouth off.”
• Spreadsheets Are not the Main Show: "Too often, I think, people hear business case , and they jump right to building a spreadsheet,” Maholic says. “They're eager to build the mother of all spreadsheets and show how smart they are by demonstrating the mother of all spreadsheets. While certainly spreadsheets are necessary to show the math, the spreadsheet is only a small part of the solution. Spreadsheets don't really articulate the problem or indicate who you talked to or what you analyzed to get to that solution,” he adds.
• Arguments Do not Equal More Money: Sometimes, people believe that a strong case justifies a more generous price tag. Not so, says Maholic: “As a decision maker, having a better business case doesn't mean I'm going to roll over and say, ‘Sure, you can charge me an extra million dollars.’ A good business case means the project has the value to go forward. Now, we're going to start negotiating and I'm still going to work to get the best price I can. People who've done business cases before know that. But people who are new to them don't completely understand that.”
• Remember That It’s About Value, Not About Toys: For startups, the coolness factor of the technology or product may carry some weight, but for most organizations, a business case must focus on the business value without getting lost in the domain knowledge and technical details. Maholic explains: “Nobody at the executive level cares what the throughput ratio is of this process or that stack. What they want to know is, ‘Do I get revenue more quickly? Do I cut costs more deeply? Tell me what the value of doing X is, and then you can go off and buy whatever toys you want to in order to do X.’”

Steps to Produce a Business Case

Your organization may have a tribal understanding of the best process for creating a business case. Some employees may advocate for following the Ds , which refer to the steps to produce a business case. The Ds can include as many as six steps, but generally focus on these four:

• Discover your problem or opportunity.
• Design your solutions and alternatives.
• Develop the details that describe the pros and cons of each potential solution.
• Deploy the business case.

Some advocates add the Define step to the beginning of the process and the Deliver step to the end. For best results, create your business case in the following order:

• Determine your problem or opportunity.
• Research the context for your proposal as appropriate: When developing a new product, your research may focus on the market; when acquiring new training or software, you may review current internal processes; and when making a new purchase, you may interview dozens of team members who use current tools and procedures.
• Compare alternative approaches and recommend the most appropriate strategy.
• Gather supporting data and evidence for the recommended approach.
• Write the business case.
• Write the executive summary.
• Edit your business case draft.
• Present your business case to either the final authority or the personnel who will be instrumental in implementing the case plan.

‌ Download Business Case Process Checklist  

The Business Case in Project Development

Contrary to what you might imagine, the business case can be a living document. Starting with the review process, stakeholders may reject, cancel, postpone, accept, or adjust the business case. To some extent, the business case becomes the guidebook for your initiative. Stakeholders and the project manager should refer to the business case throughout the lifecycle of the project to ensure that efforts (and intentions) remain on track.

What Are the Features of a Project Business Case?

A well-considered business case offers the following characteristics: an easy-to-understand description of the business value of the initiative and the immediate benefits of the project, including details of the positive impact on organizational strategy.

How Do You Analyze a Business Case?

In university-level business schools, business case studies (or case studies) function as teaching tools to help students use their analytic skills. Case studies describe a company and how it employs a solution. Following is the suggested approach for students analyzing a case:

• Review the case in detail. Identify the key issues.
• Determine 2 to 5 essential problems.
• Look for solutions to those problems.
• Describe your recommended solution.

What Is a Full Business Case?

A business case is a structured, detailed document that presents the justification for the commitment of financial and other resources to an endeavor. Business cases help you gain the support of management and other stakeholders, as well as approval for projects and programs.

What Is a Business Case in Project Management?

An approved business case can have a long life. Although the project sponsor ultimately owns the business case, it is the project manager who uses the business case as the guidebook for expectations and dependencies. In addition, the business case becomes an important document in an organization’s project portfolio management process. During this process, a company balances its resources with its strategic objectives to determine the livelihood of all the projects it undertakes.

History and Origins of Business Cases

The formal business case has its roots in 19th-century Europe, particularly with the work of French-Italian engineer-economist Jules Dupuit. His contribution included statistical tools to identify, measure, and value the benefits beyond merely determining the lowest bidder. Specifically, Dupuit is credited with inventing what he called the benefit-cost analysis . Today, professionals recognize the value of business cases outside of public works and government. Both nonprofit and for-profit organizations regularly use business cases.

Resources and Examples for Creating Your Business Case

If you’re new to business cases, you don’t have to start empty-handed. We offer resources to help you begin writing. Please see the following examples and templates:

• Here’s an example of a business case in a classic document format . This particular business case argues against a capital investment.
• This example presents three business cases for one higher education department . The  presentation comes in a slide format.
• In this article, Jim Maholic offers a template for creating your business case .

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Crafting Compelling Narratives: How to Write a Business Case Study

June 13th, 2024 by JWU

Working in the business world, there is a lot that you need to know. It is not just about the technical aspects of running a business and handling finances, but marketing and beyond. One of the most versatile and useful skills you can develop as a business professional is that of being able to write a simple business case study. These can be powerful marketing tools that can help you build your brand’s reputation, increase customer loyalty, and demonstrate your brand’s unique value proposition.

So, what is a case study in business and why does it matter? We are covering all of this, as well as tips on how to write a business case study, below.

What Is a Business Case Study?

Specifically, a  business case study  refers to a publication that covers how a company or brand responded to a specific problem or situation in a successful way. For example, a case study might explain how a company’s services helped a client solve a problem or achieve a desired outcome. These case studies can then be published on business websites, blogs, and even shared on social media as a form of effective marketing.

In many ways, a business case study is a cohesive combination of brand information and customer testimonials that can help promote a company’s products/services in a positive light.

Why Are Business Case Studies Important?

Business case studies are important for businesses of all sizes. When they are well written, these publications can help showcase a brand’s unique expertise while building trust with clients. Likewise, these case studies can demonstrate the potential real-world results that clients can expect when they work with your business. This is often more persuasive than making simple claims alone.

Common Elements:

The exact elements of a business case study can vary based on the exact scenario and products/services being covered. However, most successful business case studies will include most or all these components:

• A compelling storyline
• Client testimonials or interviews
• A clear call to action
• Visuals or other presentations of data

Why Writing Business Case Studies Is Important for Your Organization

There are several reasons as to why business professionals should be able to write compelling case studies as part of their everyday jobs. Let’s dive into why writing is so crucial here:

Showcase Your Value Proposition

First, business case studies can be extremely effective when it comes to showcasing your brand’s unique value proposition. Case studies can help demonstrate how your brand has successfully addressed specific pain points with examples and tangible results.

Build Credibility

Meanwhile, business case studies can also be an excellent way to build credibility for your brand in a way that is more compelling and persuasive than more “traditional” marketing strategies. This is because with a business case study, you can use real-world examples to show potential clients first-hand what your company’s products/services can do for them.

Differentiate Yourself

Writing and publishing business case studies can also help your company set itself apart from its competitors in any space. This is because a professionally written business case study will showcase the real value of your brand, proving that you are not just another company making promises. Instead, a case study provides real-world examples and applications that demonstrate your brand’s history of success.

Multiple Use Cases

When it comes to marketing tools, a business case study is also one of the most versatile options out there. Even once a business case study is written and published, it can be repurposed for any number of applications and content types. From a single case study, for example, you might be able to reuse the content for your company’s website, social media page, sales presentations, and much more.

Steps for Writing an Effective Business Case Study

Now that you have a better understanding of what a business case study entails and why these are such crucial tools for your business, you may be wondering where to start when it comes to writing one. Writing effective business case studies is something that will take some time and practice on your part. Still, there are some tips and best practices you can follow to write better case studies today.

Client Selection

First, understand the importance of selecting the right client to highlight for your case study. You will want to make sure that you choose a case with a clear problem, a compelling solution you offered, and quantifiable results. From there, you will need to reach out to the client personally and make sure they are willing to participate in any interviews or write a testimonial as needed.

Get Client Buy-In

Of course, it is not enough to get a client to agree to participate. Ideally, you will want a client enthusiastic about being part of the case study. This will ensure that you get the best content possible when it comes to quotes, data approval, and the like. Not sure where to begin with client buy-in? Refer to some of your happiest clients, including those who have left your company positive reviews online, and go from there.

The Storytelling Approach

Another critical component of an effective business study is storytelling. With great storytelling, your finished case study will be more of a narrative and not just a list of facts. As you craft the storyline for your narrative, try to include the following components:

• The Challenge – What pain point did the client face?
• The Solution – How did your company’s product or service address it? This section should be as specific and in-depth as possible.
• The Results – What was the outcome of your company working with the client? This section should contain quantifiable metrics and the impact your involvement had on the client’s business.
• Testimonials – Being able to incorporate direct client quotes can add a lot of authenticity to your case study.

Keep It Focused

When writing a business case study, it is also essential to keep your document as focused as possible. At the same time, be careful not to overpromise or include absolutes that could mislead potential clients.

Visual Appeal

A business case study is not compelling if nobody is reading it. This is why it is key to break up larger blocks of text with plenty of eye-catching visuals. This adds visual interest and is more likely to keep readers engaged. Whenever possible, be sure to incorporate relevant images, infographics, and other visuals to break up chunks of text.

Have a Strong Call to Action

Finally, do not forget the clear call to action. Do not assume that readers will be able to read your mind and take the next step on their own. Instead, clearly guide readers on what you want them to do after reading your case study, whether it is reaching out to you, requesting a quote, or signing up for an email list.

Beyond the Basics: Tips for Excellence

In addition to the above best practices for crafting a compelling business case study, there are a few additional tips you can follow to take your writing to the next level.

Tailor to Your Target Audience

Whenever possible, try to write in a way that targets the most specific audience in your case study. Of course, this requires you to have a solid understanding of who your target audience is and what their specific pain points are. From there, you can speak their language and address their most pressing concerns to yield results.

Search Engine Optimization (SEO)

Business case studies can also be an excellent opportunity to improve your company’s  SEO . As you write your case study, try to naturally incorporate target keywords as much as possible. This way, when it comes time to publish your case study on your website or blog, you will also have the potential to improve your search engine rankings and drive more organic traffic to your site.

Promote Your Case Studies

Finally, understand that even once your case study is published, your work is not done. Take time to promote and share your case studies as much as possible, even going as far as to repurpose them into different content mediums from time to time. By including business case studies in your toolkit and sharing them actively, you can get as much mileage as possible out of them.

Sharpen Your Business Acumen at JWU

Now you know what is a case study in business. So, when carefully crafted and thoughtfully executed, a business case study can work wonders when it comes to increasing customer loyalty and building a positive reputation for your brand among stakeholders and potential clients. Of course, writing a business case study can be easier said than done. This is why it is so important to gain practice in business writing.

A formal education in business can help you gain the practical skills you need to write compelling cast studies and take your career to the next level. At Johnson & Wales University, we’re proud to offer both an  online bachelor’s in Business Administration  and an  online MBA program  to help you take your education in the right direction. For more information about completing your degree online, complete the  Request Info form , call 855-JWU-1881 , or email  [email protected] .

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How to Write a Case Study | Examples & Methods

What is a case study?

A case study is a research approach that provides an in-depth examination of a particular phenomenon, event, organization, or individual. It involves analyzing and interpreting data to provide a comprehensive understanding of the subject under investigation. 

Case studies can be used in various disciplines, including business, social sciences, medicine ( clinical case report ), engineering, and education. The aim of a case study is to provide an in-depth exploration of a specific subject, often with the goal of generating new insights into the phenomena being studied.

When to write a case study

Case studies are often written to present the findings of an empirical investigation or to illustrate a particular point or theory. They are useful when researchers want to gain an in-depth understanding of a specific phenomenon or when they are interested in exploring new areas of inquiry. 

Case studies are also useful when the subject of the research is rare or when the research question is complex and requires an in-depth examination. A case study can be a good fit for a thesis or dissertation as well.

Case study examples

Below are some examples of case studies with their research questions:

These examples demonstrate the diversity of research questions and case studies that can be explored. From studying small businesses in Ghana to the ethical issues in supply chains, case studies can be used to explore a wide range of phenomena.

Outlying cases vs. representative cases

An outlying case stud y refers to a case that is unusual or deviates significantly from the norm. An example of an outlying case study could be a small, family-run bed and breakfast that was able to survive and even thrive during the COVID-19 pandemic, while other larger hotels struggled to stay afloat.

On the other hand, a representative case study refers to a case that is typical of the phenomenon being studied. An example of a representative case study could be a hotel chain that operates in multiple locations that faced significant challenges during the COVID-19 pandemic, such as reduced demand for hotel rooms, increased safety and health protocols, and supply chain disruptions. The hotel chain case could be representative of the broader hospitality industry during the pandemic, and thus provides an insight into the typical challenges that businesses in the industry faced.

Steps for Writing a Case Study

As with any academic paper, writing a case study requires careful preparation and research before a single word of the document is ever written. Follow these basic steps to ensure that you don’t miss any crucial details when composing your case study.

Step 1: Select a case to analyze

After you have developed your statement of the problem and research question , the first step in writing a case study is to select a case that is representative of the phenomenon being investigated or that provides an outlier. For example, if a researcher wants to explore the impact of COVID-19 on the hospitality industry, they could select a representative case, such as a hotel chain that operates in multiple locations, or an outlying case, such as a small bed and breakfast that was able to pivot their business model to survive during the pandemic. Selecting the appropriate case is critical in ensuring the research question is adequately explored.

Step 2: Create a theoretical framework

Theoretical frameworks are used to guide the analysis and interpretation of data in a case study. The framework should provide a clear explanation of the key concepts, variables, and relationships that are relevant to the research question. The theoretical framework can be drawn from existing literature, or the researcher can develop their own framework based on the data collected. The theoretical framework should be developed early in the research process to guide the data collection and analysis.

To give your case analysis a strong theoretical grounding, be sure to include a literature review of references and sources relating to your topic and develop a clear theoretical framework. Your case study does not simply stand on its own but interacts with other studies related to your topic. Your case study can do one of the following: 

• Demonstrate a theory by showing how it explains the case being investigated
• Broaden a theory by identifying additional concepts and ideas that can be incorporated to strengthen it
• Confront a theory via an outlier case that does not conform to established conclusions or assumptions

Step 3: Collect data for your case study

Data collection can involve a variety of research methods , including interviews, surveys, observations, and document analyses, and it can include both primary and secondary sources . It is essential to ensure that the data collected is relevant to the research question and that it is collected in a systematic and ethical manner. Data collection methods should be chosen based on the research question and the availability of data. It is essential to plan data collection carefully to ensure that the data collected is of high quality

Step 4: Describe the case and analyze the details

The final step is to describe the case in detail and analyze the data collected. This involves identifying patterns and themes that emerge from the data and drawing conclusions that are relevant to the research question. It is essential to ensure that the analysis is supported by the data and that any limitations or alternative explanations are acknowledged.

The manner in which you report your findings depends on the type of research you are doing. Some case studies are structured like a standard academic paper, with separate sections or chapters for the methods section , results section , and discussion section , while others are structured more like a standalone literature review.

Regardless of the topic you choose to pursue, writing a case study requires a systematic and rigorous approach to data collection and analysis. By following the steps outlined above and using examples from existing literature, researchers can create a comprehensive and insightful case study that contributes to the understanding of a particular phenomenon.

Preparing Your Case Study for Publication

After completing the draft of your case study, be sure to revise and edit your work for any mistakes, including grammatical errors , punctuation errors , spelling mistakes, and awkward sentence structure . Ensure that your case study is well-structured and that your arguments are well-supported with language that follows the conventions of academic writing .  To ensure your work is polished for style and free of errors, get English editing services from Wordvice, including our paper editing services and manuscript editing services . Let our academic subject experts enhance the style and flow of your academic work so you can submit your case study with confidence.

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How to Write a Business Case (Template Included)

Table of Contents

What is a business case, how to write a business case, business case template, watch our business case training video, key elements of a business case, how projectmanager helps with your business case.

A business case is a project management document that explains how the benefits of a project overweigh its costs and why it should be executed. Business cases are prepared during the project initiation phase and their purpose is to include all the project’s objectives, costs and benefits to convince stakeholders of its value.

A business case is an important project document to prove to your client, customer or stakeholder that the project proposal you’re pitching is a sound investment. Below, we illustrate the steps to writing one that will sway them.

The need for a business case is that it collects the financial appraisal, proposal, strategy and marketing plan in one document and offers a full look at how the project will benefit the organization. Once your business case is approved by the project stakeholders, you can begin the project planning phase.

Projects fail without having a solid business case to rest on, as this project document is the base for the project charter and project plan. But if a project business case is not anchored to reality, and doesn’t address a need that aligns with the larger business objectives of the organization, then it is irrelevant.

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Use this free Business Case Template for Word to manage your projects better.

The research you’ll need to create a strong business case is the why, what, how and who of your project. This must be clearly communicated. The elements of your business case will address the why but in greater detail. Think of the business case as a document that is created during the project initiation phase but will be used as a reference throughout the project life cycle.

Whether you’re starting a new project or mid-way through one, take time to write up a business case to justify the project expenditure by identifying the business benefits your project will deliver and that your stakeholders are most interested in reaping from the work. The following four steps will show you how to write a business case.

Step 1: Identify the Business Problem

Projects aren’t created for projects’ sake. They should always be aligned with business goals . Usually, they’re initiated to solve a specific business problem or create a business opportunity.

You should “Lead with the need.” Your first job is to figure out what that problem or opportunity is, describe it, find out where it comes from and then address the time frame needed to deal with it.

This can be a simple statement but is best articulated with some research into the economic climate and the competitive landscape to justify the timing of the project.

Step 2: Identify the Alternative Solutions

How do you know whether the project you’re undertaking is the best possible solution to the problem defined above? Naturally, prioritizing projects is hard, and the path to success is not paved with unfounded assumptions.

One way to narrow down the focus to make the right solution clear is to follow these six steps (after the relevant research, of course):

• Note the alternative solutions.
• For each solution, quantify its benefits.
• Also, forecast the costs involved in each solution.
• Then figure out its feasibility .
• Discern the risks and issues associated with each solution.
• Finally, document all this in your business case.

Step 3: Recommend a Preferred Solution

You’ll next need to rank the solutions, but before doing that it’s best to set up criteria, maybe have a scoring mechanism such as a decision matrix to help you prioritize the solutions to best choose the right one.

Some methodologies you can apply include:

• Depending on the solution’s cost and benefit , give it a score of 1-10.
• Base your score on what’s important to you.
• Add more complexity to your ranking to cover all bases.

Regardless of your approach, once you’ve added up your numbers, the best solution to your problem will become evident. Again, you’ll want to have this process also documented in your business case.

Step 4: Describe the Implementation Approach

So, you’ve identified your business problem or opportunity and how to reach it, now you have to convince your stakeholders that you’re right and have the best way to implement a process to achieve your goals. That’s why documentation is so important; it offers a practical path to solve the core problem you identified.

Now, it’s not just an exercise to appease senior leadership. Who knows what you might uncover in the research you put into exploring the underlying problem and determining alternative solutions? You might save the organization millions with an alternate solution than the one initially proposed. When you put in the work on a strong business case, you’re able to get your sponsors or organizational leadership on board with you and have a clear vision as to how to ensure the delivery of the business benefits they expect.

Our business case template for Word is the perfect tool to start writing a business case. It has 9 key business case areas you can customize as needed. Download the template for free and follow the steps below to create a great business case for all your projects.

One of the key steps to starting a business case is to have a business case checklist. The following is a detailed outline to follow when developing your business case. You can choose which of these elements are the most relevant to your project stakeholders and add them to our business case template. Then once your business case is approved, start managing your projects with a robust project management software such as ProjectManager.

1. Executive Summary

The executive summary is a short version of each section of your business case. It’s used to give stakeholders a quick overview of your project.

2. Project Definition

This section is meant to provide general information about your projects, such as the business objectives that will be achieved and the project plan outline.

3. Vision, Goals and Objectives

First, you have to figure out what you’re trying to do and what is the problem you want to solve. You’ll need to define your project vision, goals and objectives. This will help you shape your project scope and identify project deliverables.

4. Project Scope

The project scope determines all the tasks and deliverables that will be executed in your project to reach your business objectives.

5. Background Information

Here you can provide a context for your project, explaining the problem that it’s meant to solve, and how it aligns with your organization’s vision and strategic plan.

6. Success Criteria and Stakeholder Requirements

Depending on what kind of project you’re working on, the quality requirements will differ, but they are critical to the project’s success. Collect all of them, figure out what determines if you’ve successfully met them and report on the results .

7. Project Plan

It’s time to create the project plan. Figure out the tasks you’ll have to take to get the project done. You can use a work breakdown structure template  to make sure you are through. Once you have all the tasks collected, estimate how long it will take to complete each one.

Project management software makes creating a project plan significantly easier. ProjectManager can upload your work breakdown structure template and all your tasks are populated in our tool. You can organize them according to your production cycle with our kanban board view, or use our Gantt chart view to create a project schedule.

8. Project Budget

Your budget is an estimate of everything in your project plan and what it will cost to complete the project over the scheduled time allotted.

9. Project Schedule

Make a timeline for the project by estimating how long it will take to get each task completed. For a more impactful project schedule , use a tool to make a Gantt chart, and print it out. This will provide that extra flourish of data visualization and skill that Excel sheets lack.

10. Project Governance

Project governance refers to all the project management rules and procedures that apply to your project. For example, it defines the roles and responsibilities of the project team members and the framework for decision-making.

11. Communication Plan

Have milestones for check-ins and status updates, as well as determine how stakeholders will stay aware of the progress over the project life cycle.

12. Progress Reports

Have a plan in place to monitor and track your progress during the project to compare planned to actual progress. There are project tracking tools that can help you monitor progress and performance.

Again, using a project management tool improves your ability to see what’s happening in your project. ProjectManager has tracking tools like dashboards and status reports that give you a high-level view and more detail, respectively. Unlike light-weight apps that make you set up a dashboard, ours is embedded in the tool. Better still, our cloud-based software gives you real-time data for more insightful decision-making. Also, get reports on more than just status updates, but timesheets, workload, portfolio status and much more, all with just one click. Then filter the reports and share them with stakeholders to keep them updated.

13. Financial Appraisal

This is a very important section of your business case because this is where you explain how the financial benefits outweigh the project costs . Compare the financial costs and benefits of your project. You can do this by doing a sensitivity analysis and a cost-benefit analysis.

14. Market Assessment

Research your market, competitors and industry, to find opportunities and threats

15. Competitor Analysis

Identify direct and indirect competitors and do an assessment of their products, strengths, competitive advantages and their business strategy.

16. SWOT Analysis

A SWOT analysis helps you identify your organization’s strengths, weaknesses, opportunities and threats. The strengths and weaknesses are internal, while the opportunities and threats are external.

17. Marketing Strategy

Describe your product, distribution channels, pricing, target customers among other aspects of your marketing plan or strategy.

18. Risk Assessment

There are many risk categories that can impact your project. The first step to mitigating them is to identify and analyze the risks associated with your project activities.

ProjectManager , an award-winning project management software, can collect and assemble all the various data you’ll be collecting, and then easily share it both with your team and project sponsors.

Once you have a spreadsheet with all your tasks listed, you can import it into our software. Then it’s instantly populated into a Gantt chart . Simply set the duration for each of the tasks, add any dependencies, and your project is now spread across a timeline. You can set milestones, but there is so much more you can do.

You have a project plan now, and from the online Gantt chart, you can assign team members to tasks. Then they can comment directly on the tasks they’re working on, adding as many documents and images as needed, fostering a collaborative environment. You can track their progress and change task durations as needed by dragging and dropping the start and end dates.

But that’s only a taste of what ProjectManager offers. We have kanban boards that visualize your workflow and a real-time dashboard that tracks six project metrics for the most accurate view of your project possible.

Try ProjectManager and see for yourself with this 30-day free trial .

If you want more business case advice, take a moment to watch Jennifer Bridges, PMP, in this short training video. She explains the steps you have to take in order to write a good business case.

Here’s a screenshot for your reference.

Transcription:

Today we’re talking about how to write a business case. Well, over the past few years, we’ve seen the market, or maybe organizations, companies or even projects, move away from doing business cases. But, these days, companies, organizations, and those same projects are scrutinizing the investments and they’re really seeking a rate of return.

So now, think of the business case as your opportunity to package your project, your idea, your opportunity, and show what it means and what the benefits are and how other people can benefit.

We want to take a look today to see what’s in the business case and how to write one. I want to be clear that when you look for information on a business case, it’s not a briefcase.

Someone called the other day and they were confused because they were looking for something, and they kept pulling up briefcases. That’s not what we’re talking about today. What we’re talking about are business cases, and they include information about your strategies, about your goals. It is your business proposal. It has your business outline, your business strategy, and even your marketing plan.

Why Do You Need a Business Case?

And so, why is that so important today? Again, companies are seeking not only their project managers but their team members to have a better understanding of business and more of an idea business acumen. So this business case provides the justification for the proposed business change or plan. It outlines the allocation of capital that you may be seeking and the resources required to implement it. Then, it can be an action plan . It may just serve as a unified vision. And then it also provides the decision-makers with different options.

So let’s look more at the steps required to put these business cases together. There are four main steps. One, you want to research your market. Really look at what’s out there, where are the needs, where are the gaps that you can serve? Look at your competition. How are they approaching this, and how can you maybe provide some other alternatives?

You want to compare and finalize different approaches that you can use to go to market. Then you compile that data and you present strategies, your goals and other options to be considered.

And then you literally document it.

So what does the document look like? Well, there are templates out there today. The components vary, but these are the common ones. And then these are what I consider essential. So there’s the executive summary. This is just a summary of your company, what your management team may look like, a summary of your product and service and your market.

The business description gives a little bit more history about your company and the mission statement and really what your company is about and how this product or service fits in.

Then, you outline the details of the product or service that you’re looking to either expand or roll out or implement. You may even include in their patents may be that you have pending or other trademarks.

Then, you want to identify and lay out your marketing strategy. Like, how are you gonna take this to your customers? Are you going to have a brick-and-mortar store? Are you gonna do this online? And, what are your plans to take it to market?

You also want to include detailed information about your competitor analysis. How are they doing things? And, how are you planning on, I guess, beating your competition?

You also want to look at and identify your SWOT. And the SWOT is your strength. What are the strengths that you have in going to market? And where are the weaknesses? Maybe some of your gaps. And further, where are your opportunities and maybe threats that you need to plan for? Then the overview of the operation includes operational information like your production, even human resources, information about the day-to-day operations of your company.

And then, your financial plan includes your profit statement, your profit and loss, any of your financials, any collateral that you may have, and any kind of investments that you may be seeking.

So these are the components of your business case. This is why it’s so important. And if you need a tool that can help you manage and track this process, then sign up for our software now at ProjectManager .

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How to Write a Case Study: Definition, Outline, Steps & Examples

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A case study is a research method that involves an in-depth examination of a particular subject, often a person, group, event, or organization. It's used to explore complex issues in real-world contexts. A case study can provide insights that might not be achieved with other research methods.

Are you struggling with writing a case study and don't know where to begin? You are not alone. Most students involved in the Psychology or Sociology field often find this task challenging. Especially if they are new to this research method. However, with the right structure and preparation, creating a case study paper will be a piece of cake. 

After reading this article, you will be armed with all essential details including:

• Definition 
• Case study types
• Basic structure
• Steps on how to write a case study
• Examples that worked.

Let’s dive right in!

What Is a Case Study: Definition

A case study is a research method that involves examining a specific instance to let researchers learn more about an individual, event, organization or concept. It is like a magnifying glass for studying real-life situations. By looking at a single example, we can learn more about complex issues and understand patterns. 

Case studies are used in the fields like Psychology, Business, Statistics or Nursing. As a rule, students apply this research method when writing a dissertation or thesis . 

Depending on the research question and the data needed to address a problem, case studies can involve various research methods.

Research Methods Applied in Case Studies

Case Study Example

Let's recap the main points. 

What Is the Purpose of a Case Study?

The primary purpose of a case study is to gain insight into the real-world situations through the investigation and analysis of a single instance. This research design is often applied to meet such goals: 

• Develop a better understanding of complex issues or phenomena 
• Identify patterns and relationships
• Test hypotheses and theories in natural settings
• Provide practical solutions
• Illustrate best practices or successful strategies.

Every case study writer can customize their work to fit the needs of a specific discipline, as shown below.

Use of Case Studies 

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Types of Case Studies

There are different types of case studies that scholars or students can bring into play. Each approach has its own focus and is chosen based on research objectives. 

• Descriptive case studies This approach involves a detailed examination of a particular situation or phenomenon to understand it better. Here, researchers see the context, events, and processes that led to a particular outcome, and get a comprehensive picture of the situation.
• Explanatory case studies Explanatory method allows us to understand the "why" and “how” behind a particular event or phenomenon. As the name suggests, this type of case study seeks to test and explain the causal relationship between independent and dependent variables . 
• Exploratory case studies Imagine being a detective and investigating a mystery or problem in its early stages. This is the main idea of an exploratory investigation. It helps to recognize key questions, potential patterns, and areas for further research. It's like peeling back the layers of an onion, revealing new insights and uncovering possible solutions. 
• Intrinsic case studies  Unlike other case study methods, an intrinsic approach is used to explore a unique instance. Here, researchers focus on a particular scenario in its own right, rather than trying to apply the outcomes to a broader population.  
• Instrumental case studies This type of study examines one instance to shed light on a larger group or phenomenon. Instrumental technique is a good choice if you want to develop theoretical frameworks and obtain generalizable findings.
• Cumulative case studies  While conducting cumulative research, students compile and synthesize information from multiple similar instances. Here, you combine the results of multiple studies to draw more generalized conclusions.
• Collective case reports Think of several individual instances being studied together to provide a broader understanding of a specific phenomenon. These instances are often connected by a common theme. This enables researchers to compare and contrast cases and uncover tendencies. 
• Critical case studies Researchers use this method to explore exceptional instances that are particularly interesting or thought-provoking. Critical approach helps to analyze why a specific situation occurred and what could have been done differently.

Case Study Structure: Main Parts

When investigating any phenomenon, it’s important to organize your sections in a logical manner. A structure of a case study usually includes such components:

• Introduction This section is a place to present a case. Provide a brief overview of your instance, introduce your key research objectives and prepare the readers for further analysis.
• Problem identification By laying out a problem, you will be able to show the scope and significance of your topic. Identify the main issue that will be examined and build a clear statement of the problem.
• Background A properly established context sets the stage for research and lays a foundation for case evaluation. Offer relevant background information on the instance. This can be a historical, geographical or cultural context.
• Methodology Describe your  methodology in research  – approach, data collection methods and analysis techniques used in your investigation.
• Solution  Now is the time to determine potential solutions to address the problem, and evaluate the pros and cons of each resolution. Make sure solutions are realistic.
• Results  Once a case study is conducted, you should share your key findings. Mention any data or evidence that was collected and analyzed.
• Discussion This part of a case study is a perfect opportunity for analysis. Discuss the implications of your outcomes and draw conclusions
• Conclusion Summarize your main points, restate a problem and solutions, and offer final recommendations or next steps.

Case Study Outline

Before you create a case study, it’s a good idea to prepare an outline. It serves as a skeleton of your project. A well-structured outline of a case study helps organize your thoughts in a logical manner.

Below you can see an example of a basic template. Feel free to use it for inspiration. 

General Outline  

• Brief subject introduction
• Research purpose and objectives
• Necessary context
• Problem/issue
• Problem significance
• Subject/idea history
• Setting or environment description
• Key challenges, opportunities, or turning points
• Research methods used to gather information
• Data analysis methods
• Possible strategies
• Assessment of solutions
• Recommended solvents
• Major discoveries from the data analysis
• Implications
• Limitations/challenges
• Summary of key points
• Restatement of the problem and solution
• Final suggestions or next steps

Based on the sample template shown above, arrange your key ideas and highlight critical information. You may change the blocks to meet your assignment’s unique requirements.

Before You Start Writing a Case Study

Preparation  is the key to success. To make your case study flawless, you need to establish your goal and plan. This will lay the foundation of the whole process before you begin writing.

Ensure you follow these 3 crucial steps before moving further. 

1. Carefully Read the Instructions 

Your professor may provide you with special requirements, case study rubric or exemplary works. The instructions may include details on preferred format, structure, word count, writing style or analysis techniques. Read given material attentively and make sure you fully understand the guidelines. 

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2. Conduct Research

Researching is the most time-consuming part of writing a case study. Review relevant studies on the research topic to gain a deeper understanding of your subject. You may want to go through different sources and identify their strengths and limitations. Strive to build a bridge between your case study report and existing gaps. 

Make sure to jot down all your ideas, opinions, notes or questions related to your research. This approach will help you build an outline and write a case study accordingly.  

3. Gather Data

Now you are all set for the data collection process. Identify the most relevant type of information pertinent to your research question.

Consider using primary sources such as interviews, surveys or questionnaires. Secondary resources may include books, articles, case studies and public documents. 

Your data must be accurate and reliable so double-check your research results before integrating them into your project.

How to Write a Case Study in 7 Steps?

Now that you are familiar with the preparation stages, it's time to dive into the writing process. Writing case studies can be challenging. But by following a structured approach, you can produce a clear and engaging work. 

To create a strong project, it's important to carefully plan and execute each step of your flow, from identifying the research question to presenting your conclusions. Below we have prepared detailed guidelines on how to write a case study paper. 

1. Introduce a Case Study

Start your case study introduction by presenting your subject and providing a brief overview of the research objectives. It's important to highlight the significance of your case and explain why it warrants examination. One way to do this is to focus on innovative aspects, such as a novel approach to a problem or a new technology. You can also emphasize the broader implications. 

You should also preview a structure. This will give readers an idea of what to expect. Briefly describe your main points or provide a rough outline. 

Case Study Introduction Example

2. Describe a Problem

Before you get to the problem, provide context that explains the issue at hand. Identify the scope and impact of this problem. One efficient strategy of creating case studies that trigger attention is integrating examples or statistics. This helps to understand how severe this situation is. 

Additionally, you may want to highlight any challenges or obstacles that have prevented a problem from being solved. 

Example of Problem Description in a Case Study

>> Read more: How to Write a Problem Statement

3. Discuss Research Methods 

Research methods you apply will define how to make a case study. There are multiple ways to collect data. So your primary task here is to figure out what kind of information you want to obtain. 

Your research strategy should align with your objectives. For instance, interviews can help capture detailed information from a small sample of people. On the other hand, surveys involve large groups of individuals. If you are using interviews or surveys, provide a list of questions participants were asked. 

You can also do experiments to test out different theories or conduct document analysis to identify trends. 

>> Learn more: What Is Experimental Design  

Example of How to Describe Research Methods 

4. Offer Solutions to the Problem 

The next stage involves coming up with potential solutions. Explain what strategies could be used to address the problem.

For example, if you write a case study on a business-related problem, solutions may involve implementing procedures to improve efficiency. Alternatively, in a healthcare niche, you will offer a new medication or therapy.

Be sure to provide evidence from your research or expert opinions to support your suggestions.

Here’s how to do a case study solutions section. 

Example of Solution

5. Present Your Key Results

Most scholars judge case study reports by research outcomes. You need to show that your solution works. Analyze collected data and share your most significant findings in your results section . This can be an increase in profits or a patient's health improvement. 

When you write your case study outcomes, it is important to organize the information in a clear and concise manner. Use tables, graphs and charts to illustrate your data visually. 

Provide a short summary of your results and their implications. But don’t just tell. You need to back up your research with evidence. If you used interviews, be sure to include any statistical analysis done for those results. 

Example of Case Study Research Results

6. Conclude with Recommendations

A conclusion of a case study is where you wrap everything up and provide recommendations for further research. Sum up your key points and explain how they could be used to solve similar problems. You can also highlight any unexpected findings or insights that emerged during the study. Don’t forget to discuss any ethical considerations or limitations. 

You need to create a lasting impression. For this, end a case study with a thought-provoking statement or call to action. 

Case Study Conclusion Example

7. Proofread Your Case Study

Once you are done with writing a case study, you need to carefully review it. Keep an eye on these things when checking your work: 

• Grammar mistakes Proofread your writing for typos and grammar errors. Feel free to use our  Grammar Checker  to make sure you got everything right.
• Clarity Check whether your work is readable and concise. Avoid long sentences and complex structures.
• Sources accuracy Make sure to check all sources for accuracy. It is also important to ensure that all reported data is up-to-date.
• Citations Ascertain whether all sources are properly cited and the same style is used consistently throughout your paper.

Case Study Format

Besides the content, it is also important to stick to a specific case study paper format. The layout of your paper should follow guidelines of the chosen citation style.

There are different ways to format a case study. Commonly used styles include APA, MLA, Chicago and Harvard. Each format  presents specific requirements for formatting your text and references. 

Check out our detailed guides listed below to learn more about each style. 

>>  How to Write a Paper in APA Format?

>>  How to Do MLA Format?  

>>  How to Write a Chicago Style Paper?

Case Study Examples

Getting actual examples of case studies can be a great way to learn and understand how to write one. To help you out, we have collected several sample case study paper examples for different disciplines. Feel free to use these samples as inspiration when writing your own paper.

Case Study Writing Tips

With the right approach, your effort will reward you with an A+. In this section, we will list some actionable tips on how to write a good case study: 

• Planning your work ahead Planning your work ahead Make sure to create an outline before you start writing and stick to it throughout the entire process.
• Arranging your data logically Break down complex information into chunks and use visual elements (tables, graphs, diagrams) to present it.
• Structuring your writing Use headings and subheadings to organize your content and make key points easy to access.
• Keeping your text simple Write your case study in an easy-to-read language and refrain from complex sentence structures.
• Remaining impartial Be objective in your analysis and avoid personal biases.

Mistakes to Avoid When Writing a Case Study

Even a small mistake can undermine your whole work. Here are some common pitfalls students fail to account for in their case studies:

• Focusing too much on the background Provide enough space for analysis of your problem and solution.
• Stuffing with direct quotes Quotes can be used as evidence in your paper. But relying on them too much will make it sound overly repetitive.
• Not referring to all sources Always cite your sources correctly and use only reliable data in your paper.
• Being vague Avoid general statements and be more specific while discussing your results and solutions.
• Failing to mention possible gaps Always consider ethical considerations or limitations.

Advantages and Disadvantages of Case Study

Using a case study approach as your research method has its own pros and cons. On one hand, it is an effective way to explore a particular issue in detail. On the other, there are certain limitations that come with this approach. Below we will cover both strengths and limitations of case studies.

Benefits of Case Study

A case study is like a seed that can grow into a fruitful tree, providing resolutions to intricate problems. Here are the biggest case study benefits you can use to your advantage:

• In-depth analysis Researchers can gather a lot of information on a specific topic or issue.
• Insights into elaborate issues Allows researchers to examine complex issues in a controlled manner.
• Real-life situations You are able to test theories or hypotheses in real-world settings.
• Comprehensive approach Researchers can collect both quantitative and qualitative data.
• Unique revelations This method can enlight on previously unexplored or understudied areas.

Limitations of Case Study

As with any research method, case studies have their fair share of drawbacks. Let's take a closer look at some of the most prevalent issues that can arise when using this approach.

• Limited generalizability Due to the small sample size and unique nature of each case, it can be difficult to generalize findings to a larger population.
• Observer bias Researchers may bring their own biases and perspectives, which can influence their results and interpretations.
• Time-consuming and expensive This approach requires significant time and resources to conduct, making it less feasible for some research questions.
• Lack of control In contrast to experimental research, case studies lack control over extraneous variables. This can make it difficult to establish cause-and-effect relationships.
• Subjectivity Collected data is often subjective and open to interpretation, which can introduce potential errors.

Case Study Paper Writing Checklist

Before you write a case study assignment, make sure to recap all the information you have learnt today. Refer to this checklist to ensure you are on the right track. 

Bottom Line on How to Write a Case Study

Writing a case study can be an incredibly challenging task for any student. However, with the right approach and tips, you can easily turn this daunting task into a pleasant experience. 

We hope this article helped you understand how to write a case study. Remember to focus on the practical part and avoid overgeneralizing or cherry-picking data.

Our paper writing service is your best choice. We have helped thousands of students with their projects and would be glad to assist you, too. Our team of skilled writers is ready to help you complete your work upon ‘ write my case study ’ request.

Frequently Asked Questions

1. what is a case study in research.

A case study is a research method that involves an in-depth analysis of a particular subject. This approach most often focuses on a single event, person or group. It provides insight into the context of a problem and can be used to explore solutions to intricate issues.

2. What is the difference between a case study and a research paper?

The main difference between a case study and a research paper is in their scope. A case study explores a limited number of subjects, while research papers investigate multiple variables and/or draw conclusions from larger data sets. While both works contain evidence-based information, the focus and approach taken are quite different. Research papers are more general in nature, while case studies focus on narrow problems.

3. How long should a case study be?

The length of a case study varies depending on the type of assignment. Case studies intended for scholarly articles range from 3,000 to 4,0000 words or more. Meanwhile, if it’s a separate chapter in your MA or PhD dissertation, you will need to keep it between 8,000-15,000 words. Follow specific guidelines provided by your professor or institution. 

4. Why is a case study important?

Case studies are an important research tool, as they provide detailed information on a particular issue. By exploring a single instance from multiple angles, researchers can uncover solutions to complicated problems that may not be immediately apparent. Using this method, scientists also test hypotheses and generate new theories.

5. What makes a good case study?

A good case study should be organized, well-researched, and contain evidence. Some characteristics of a case study include:

• Precise subject overview
• Thorough analysis that goes beyond surface-level information
• Examination of a single scenario from various perspectives
• Fact-based arguments
• Validated findings.

6. How to start a case study?

To start a case study, begin by carefully reading requirements and identifying the main problem to be addressed. Don't jump to conclusions or make assumptions – take it one step at a time. Once you have a clear understanding of your goal, gather relevant data. This includes doing research, interviewing people, and analyzing relevant documents.

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• checkbox I thoroughly researched my topic and gathered relevant information.
• checkbox A problem/issue is clearly defined. 
• checkbox My case study structure is well-organized. 
• checkbox I used appropriate research methods to gather data.
• checkbox My findings are well-supported by analysis and evidence. 
• checkbox I discussed possible limitations and ethical considerations. 
• checkbox The work offers recommendations for further research.
• checkbox My paper adheres to formatting guidelines required by my instructor.

A researcher is interested in studying the effects of a newly implemented teaching method on student performance. To find out, they observe a class of 30 students over one semester. The researcher compares the test scores from before and after the method was used, documenting its effectiveness.  The study results showed that academic performance had improved by 11.5% since the new teaching method was implemented. The researcher concluded that this approach works well and can be generalized to a broader population.

Post-traumatic stress disorder (PTSD) is a debilitating condition that can arise in individuals who have experienced a traumatic event. In this case study, we examine the experiences of a patient who was diagnosed with PTSD following a car accident. Our analysis focuses on the patient's symptoms, including intrusive thoughts, hyperarousal, and avoidance behaviors. We also explore the treatments employed to manage these symptoms. By analyzing this case, we aim to provide insights into the challenges of treating PTSD and offer recommendations for improving therapeutic interventions for individuals suffering from this condition.

John is a 28-year-old man who was involved in a serious car accident three months ago. Since then, he has been experiencing PTSD symptoms, including recurring nightmares, flashbacks, and feelings of anxiety. These symptoms have affected his work performance and relationships with family and friends. Despite seeking help from his primary care physician and attending therapy sessions, John has not experienced significant improvement. The challenge is to identify effective treatments that can help John manage his PTSD and improve his quality of life.

In this research, both quantitative and qualitative data were utilized. 10 semi-structured interviews were conducted with participants who had experienced PTSD symptoms following a traumatic event. Additionally, data was collected from a survey of 253 individuals who had not been diagnosed with PTSD. We inquired about their experiences with trauma and the types of coping strategies they used to manage stress. Medical records from John's primary care physician were analyzed to track his progress over time. The combination of quantitative and qualitative data allowed for a comprehensive understanding of John's unique experiences with PTSD.

One potential solution for addressing John's PTSD symptoms is cognitive-behavioral therapy (CBT). According to a study by Bisson and colleagues (2013), CBT has been found to be effective in reducing symptoms of PTSD in individuals who have experienced traumatic events. The therapist can work with John to identify and challenge negative thought patterns related to his traumatic experience and teach him coping skills to manage his anxiety and stress.

Our analysis showed that participants who received cognitive-behavioral therapy (CBT) reported a significant decrease in symptoms of post-traumatic stress disorder (PTSD), as compared to those who received no therapy. Specifically, the group who received CBT experienced a 35% reduction in symptoms. Meanwhile, the control group experienced no significant change. These findings suggest that CBT may be an effective treatment option for individuals with PTSD.

Our research highlighted the significant impact of PTSD on individuals who have experienced a traumatic event. The results suggested that cognitive-behavioral therapy and reprocessing therapy are effective treatments for PTSD. However, more research is needed to determine the long-term effects of these treatments. Additionally, the stigma surrounding mental health and seeking treatment remains a significant barrier to access to care. It is crucial for healthcare professionals and policymakers to address this issue and increase access to mental health services.

How to Write a Case Study Analysis

Step-By-Step Instructions

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When writing a business case study analysis , you must first have a good understanding of the case study . Before you begin the steps below, read the business case carefully, taking notes all the while. It may be necessary to read the case several times to get all of the details and fully grasp the issues facing the group, company, or industry.

As you are reading, do your best to identify key issues, key players, and the most pertinent facts. After you are comfortable with the information, use the following step-by-step instructions (geared toward a single-company analysis) to write your report. To write about an industry, just adapt the steps listed here to discuss the segment as a whole.

Step 1: Investigate the Company’s History and Growth

A company’s past can greatly affect the present and future state of the organization. To begin, investigate the company’s founding, critical incidents, structure, and growth. Create a timeline of events, issues, and achievements. This timeline will come in handy for the next step. 

Step 2: Identify Strengths and Weaknesses

Using the information you gathered in step one, continue by examining and making a list of the value creation functions of the company. For example, the company may be weak in product development but strong in marketing. Make a list of problems that have occurred and note the effects they have had on the company. You should also list areas where the company has excelled. Note the effects of these incidents as well.

You're essentially conducting a partial SWOT analysis to get a better understanding of the company's strengths and weaknesses. A SWOT analysis involves documenting things like internal strengths (S) and weaknesses (W) and external opportunities (O) and threats (T). 

Step 3: Examine the External Environment

The third step involves identifying opportunities and threats within the company’s external environment. This is where the second part of the SWOT analysis (the O and the T) comes into play. Special items to note include competition within the industry, bargaining powers, and the threat of substitute products. Some examples of opportunities include expansion into new markets or new technology. Some examples of threats include increasing competition and higher interest rates.

Step 4: Analyze Your Findings

Using the information in steps 2 and 3, create an evaluation for this portion of your case study analysis. Compare the strengths and weaknesses within the company to the external threats and opportunities. Determine if the company is in a strong competitive position, and decide if it can continue at its current pace successfully.

Step 5: Identify Corporate-Level Strategy

To identify a company’s corporate-level strategy, identify and evaluate the company’s mission , goals, and actions toward those goals. Analyze the company’s line of business and its subsidiaries and acquisitions. You also want to debate the pros and cons of the company strategy to determine whether or not a change might benefit the company in the short or long term.​

Step 6: Identify Business-Level Strategy

Thus far, your case study analysis has identified the company’s corporate-level strategy. To perform a complete analysis, you will need to identify the company’s business-level strategy. (Note: If it is a single business, without multiple companies under one umbrella, and not an industry-wide review, the corporate strategy and the business-level strategy are the same.) For this part, you should identify and analyze each company’s competitive strategy, marketing strategy, costs, and general focus.

Step 7: Analyze Implementations

This portion requires that you identify and analyze the structure and control systems that the company is using to implement its business strategies. Evaluate organizational change, levels of hierarchy, employee rewards, conflicts, and other issues that are important to the company you are analyzing.

Step 8: Make Recommendations

The final part of your case study analysis should include your recommendations for the company. Every recommendation you make should be based on and supported by the context of your analysis. Never share hunches or make a baseless recommendation.

You also want to make sure that your suggested solutions are actually realistic. If the solutions cannot be implemented due to some sort of restraint, they are not realistic enough to make the final cut.

Finally, consider some of the alternative solutions that you considered and rejected. Write down the reasons why these solutions were rejected. 

Step 9: Review

Look over your analysis when you have finished writing. Critique your work to make sure every step has been covered. Look for grammatical errors , poor sentence structure, or other things that can be improved. It should be clear, accurate, and professional.

Business Case Study Analysis Tips

Keep these strategic tips in mind:

• Know the case study ​backward and forward before you begin your case study analysis.
• Give yourself enough time to write the case study analysis. You don't want to rush through it.
• Be honest in your evaluations. Don't let personal issues and opinions cloud your judgment.
• Be analytical, not descriptive.
• Proofread your work, and even let a test reader give it a once-over for dropped words or typos that you no longer can see.
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What is a Case Study: A Complete Guide of Case Study Basics

What is a case study? A case study is an in-depth analysis of a real-life situation or project in business. Case studies are not just theoretical exercises; they are practical tools that can empower marketers and entrepreneurs. They showcase successes, offer insights into practical strategies, and help attract and convert potential clients. 

What is a Case Study

• Definition: In-depth analysis of a real-life business situation or project, providing insights and showcasing successes.
• Purpose of a Case Study: Demonstrate effective strategies and attract potential clients by highlighting real-world applications and results.
• Components: Background, executive summary, challenges, solutions, conclusion, and call-to-action.

Let’s delve into the transformative potential of case studies in different business contexts. With the right case study templates, we can decode the perplexing concept of case studies and understand their importance, from their definition to their advantages. This understanding can inspire new strategies and approaches in your business. 

Table of Contents

Specific case studies for different industries, why are case studies important.

• Benefits and Limitations of Case Studies 

Case Study vs Use Case

Case study vs. white paper.

• Case Study vs Survey 

Case Study vs. Research Study

• Case Study vs Report 

What Does a Case Study Look Like

What is a case study method, is case study qualitative or quantitative, types of case studies.

Let’s explore how to define a case study and what it means for business success.

A case study is more than just a report; it’s a window into real-world business challenges and triumphs. As per the case study definition, it’s like a roadmap, guiding marketing associates, small business owners, and company leaders through identifying challenges and showing strategic solutions for success. 

Through information gathering, client interviews, and deep analysis, case studies shed light on the past hurdles and the strategies that conquered them. These are not just for showcasing achievements; these are invaluable tools for training new team members and impressing potential clients. But to make them truly impactful, they need structure and finesse.

Here’s a staggering fact that underscores the importance of case studies. About 29% of prospects rely on case studies to make informed purchasing decisions. This highlights the significant role case studies play in shaping business outcomes.

We understand your business goals and solutions are particular, and you need a case study design that suits your purpose. Let’s explore different case studies and how to align them with your business. 

What is a Case Study in Accounting

A brilliant case study in accounting illuminates the practical application of accounting principles in a real-world scenario. It should be informative and engaging, demonstrating the impact of sound accounting practices.

If you need to create an accounting case study, always focus on clean, clutter-free design formats that leave enough room to discuss real-life scenarios, like the following case study template. 

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Curious about what to include in a case study for accounting firms?

As shown in the example of the case study in accounting, there are relatable accounting issues, such as improving profitability, optimizing cash flow, or navigating a new tax regulation. Stay ahead by showcasing the specific accounting methods or strategies to address the client’s challenge. You can demonstrate your expertise by highlighting implemented accounting principles to achieve a positive outcome in your case study.

What are Management Consulting Case Studies 

A consulting case study puts you in the shoes of a consultant tasked with analyzing the situation and recommending solutions. It’s a chance to showcase your problem-solving skills and strategic thinking under pressure.

Here’s a consulting case study example template. 

Use a structured approach to describe the issue, showcasing your adeptness in critical thinking and solution prioritization in the case study for consulting. Additionally, utilize case study templates of various consulting disciplines such as management, strategy, and leadership consulting. These templates display your proficiency in breaking down the problem systematically, addressing a tangible challenge encountered by a particular company or industry.

Here’s an example of an HR consulting case study that’s easily customizable. 

What is a Design Case Study

Think of a design case study as a visual narrative. It tells the story of a design project, from the initial challenge to the final, successful solution. Moreover, it showcases your design process, decision-making, and work’s impact on the client’s goals. 

Therefore, your design case study should align with the services you can offer for your client’s problem. DocHipo provides case studies on UI design, motion design, illustration design, brand identity and advertising design, and many other design-related templates. 

Check out the web design case study template that starts with a clear and relatable design problem.

After showcasing relevant user research data and insights to demonstrate a data-driven solution, you must add a strong call to action and brief information about your company to convert your leads into customers. 

What is a Case Study for IT Company

Case studies for IT companies are success stories that showcase expertise in solving B2B real-world problems through technology. They are a way to demonstrate your capabilities, build trust with potential clients, and position yourself as a trusted advisor. 

But what makes a great IT case study?

Use relevant data and metrics to depict the client’s initial situation. This could include IT costs, system downtime, or user productivity levels. You can create case studies for mobile app development, web development, and cyber security services to set your company apart in IT and management solutions. 

Let’s explore the example of a case study for project management tailored to the needs of project managers and marketing executives. 

This customizable template allows you to display the IT solutions you implemented and explain how you addressed the client’s needs.

What is a Case Study in Marketing

Curious about marketing case studies? These powerful tools reveal how your offerings drive success for clients. Whether external client victories or internal wins, a marketing case study paints a vivid picture of achievement. 

From company backstory to concrete results, it covers all bases: background, challenges, solutions, actions, and outcomes. Plus, it’s not just about words—incorporating visuals and client testimonials boosts credibility. 

Check out the marketing case study example templates that pave the path to success in your business endeavors.

This marketing case study template immediately grabs your attention with its clean and modern design, ensuring every detail is easy to follow and understand.

Writing a compelling marketing case study starts with the customer. The above advertising case study template tells the story of a real client facing a relatable challenge. As we said before, a marketing case study is your sweet spot for engaging your leads who want to overcome the same challenging situations. Let it lead the way for your inventive solutions, ensuring credibility and a top spot in the B2B market.

Turn heads and win hearts with DocHipo’s marketing case study templates . From digital marketing to mobile marketing, search engine optimization, email marketing, and beyond, these templates help you tell your success stories in a way that connects with real people. 

What are Case Studies in Sofware

Imagine a compelling story that brings your software to life. A software case study delves into a real-world scenario where your software tackled a specific challenge for a client. It demonstrates your software’s problem-solving capabilities and the positive outcomes it delivered.

DocHipo software case studies are useful for niche-based services, from HR to AI assistant software. 

Introduce the client’s struggles and showcase how your software provided the solution. Demonstrate the positive impact your software had on the client’s business goals. This could be increased efficiency, cost savings, or improved user engagement.

What are Case Studies in Business

A business case study is like a detailed story about a company. It shows how they solved a problem, succeeded, or faced challenges. Companies use these stories to share how well their ideas and strategies worked.

Here is a business case study example from Trello . 

What is the purpose of a case study? Case studies thoroughly evaluate specific situations. They reveal which strategies worked, which didn’t, and what could be improved. This insight is invaluable for future planning.

Furthermore, case studies help identify potential solutions to problems. Examining similar past situations allows you to discover effective strategies and avoid common pitfalls.

Finally, use case studies to target your audience and showcase your expertise. Publishing successful case studies demonstrates your ability to solve problems, boost your credibility, and attract more business. Essentially, case studies serve as the original form of social proof, highlighting your problem-solving skills and success stories.

Benefits and Limitations of Case Studies 

Before creating this SEO-centric lead magnet, you should consider the advantages and disadvantages of case studies. 

We’ve listed the difference between a use case and a case study.

Often, marketers get misled by the similarities between a case study and a white paper. Though both are time-consuming and heavily research-oriented, everything about the two types of content is distinguishable, from the content format to the goals. 

Case Study vs Survey 

Though case studies and surveys can both use quantitative and qualitative methods, often known as mixed methodology, some distinguishable factors draw a prominent line between the two types of marketing and research content. 

The research study aims to address a specific issue promptly. In contrast, case studies are conducted over a longer period. They focus on observing and analyzing an ongoing phenomenon. Here are the key differences that will help you better understand the format and purpose of a case study and research paper. 

Case Study vs Report 

Even though case studies and case reports have been used interchangeably, the format of a case study is distinctively different from that of a case report.

A basic, insightful case study has six aspects to focus on in its design; take a look at the case study template. 

• Background: Provide essential context about the client or situation.
• Executive Summary: Capture attention with a brief introduction to the subject, the company’s products, services, challenges, and the reason for partnering with you.
• Challenges: Analyze and explain the specifics of the challenges faced by the client.
• Proposed Solutions: Present and justify the recommended solutions clearly.
• Conclusion: Summarize key takeaways, highlighting the client’s success with data and quotes.
• Call-to-Action: Include contact channels and a strong CTA like “Call Us” or “Visit Us.”

The methods used in case study writing are varied and adaptable, tailored to the specific needs of each case. Here are some common case study methods:

1. Interviews

Interviews involve engaging with individuals directly related to the case to gather first-hand information and insights.

Key points:

• One-on-one or group settings
• In-depth and personal perspectives
• Allows follow-up questions for clarity

When is this method useful: 

Ideal for cases requiring detailed personal experiences, such as understanding customer satisfaction or employee feedback.

2. Observation

Observation entails directly watching the subject or situation to collect data on behaviors and interactions.

• Real-time data collection
• Provides contextual details
• Minimally intrusive if done discretely

Best for studies needing direct insights into processes, like workflow efficiency or consumer behavior.

3. Document Analysis

Document analysis examines existing documents and records relevant to the case.

Key Points:

• Uses existing written materials
• Provides historical context
• Can validate other data sources

Suitable for cases involving historical research or policy analysis.

4. Surveys and Questionnaires

Surveys and questionnaires are used to collect quantitative data from relevant stakeholders.

• Structured and standardized method
• Efficient for large sample sizes
• Quantifiable data for statistical analysis

Ideal for cases needing broad quantitative insights, like market research or employee satisfaction studies.

5. Participant Observation

Participant observation combines direct observation with active involvement in the activities related to the case.

• Insider’s perspective
• Rich, detailed data
• Balances observation with participation

Useful for ethnographic studies or understanding cultural practices within an organization.

6. Triangulation

Triangulation involves using multiple methods to cross-verify and validate findings.

• Enhances reliability
• Cross-verifies data
• Integrates diverse perspectives

Ideal for comprehensive studies requiring robust validation, like multi-faceted business issues.

7. Ethnography

Ethnography immerses the researcher in the subject’s environment over an extended period to understand cultural contexts.

• Long-term immersion
• Focus on social dynamics
• In-depth cultural insights

Best for understanding complex social interactions and cultural phenomena.

A case study can actually be both. Ideally, it should blend objective measurements with subjective insights to give a full picture of what’s happening and why. The right mix of qualitative and quantitative data depends on the specific field and situation, but both types are incredibly valuable.

Think of it this way: qualitative data adds depth and context, while quantitative data provides hard facts and figures. Together, they offer a more detailed and nuanced understanding, moving beyond simple averages and generalizations. 

There are six types of case study formats: Descriptive, Explanatory, Exploratory, Collective, Intrinsic, and Instrumental. 

Knowing “What is a case study” should be the first step in creating a case study. Sometimes, marketers get stuck on how to make a case study easily. Try DocHipo case study templates with customizable designs in accounting, consulting, design, technical or IT services, marketing, and software. Sign up for free and save time with suitable pre-designed industry-specific challenges and benefits that align with your business solutions. 

What are the limitations of a case study?

There are two main disadvantages: limited generalizability and applicability to broader contexts and the potential for researcher bias due to subjective data interpretation.

When should you do a case study?

A case study is ideal when you want to gain in-depth insights into a specific real-life situation or phenomenon. Also, you can use case studies to create a strong authority for your brand presence.

What is the difference between a case study and an essay?

A case study focuses on a specific real-life situation or problem and its solutions, while an essay is more general and can cover a wide range of topics. Also, the format and length of these two content are very different.

What is the difference between a case study and action research?

A case study is an in-depth analysis of a specific instance, while action research focuses on making specific changes to address a problem and involves reflection and inquiry.

How do you describe a case study?

A case study focuses on a real-life situation or problem. It provides a detailed analysis of the issue and discusses the solutions and their outcomes.

What are the most important parts of a case study?

A case study has six important parts: background, executive summary, challenges, solutions, conclusion, and CTA for conversion. 

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