Producing a good business case can help you influence decision-makers, drive organisational performance and gain funds for projects. However, writing convincing business cases can be a complex and time-consuming task for any busy professional.

Examine the various stages of writing a business case and the requirements of each of the sections, from the executive summary to options appraisal.

Learn how to translate policy and project documents for technical and non-technical readers; how to summarise pages of prose into persuasive points and how anecdotes, fact and opinion can work together to provide compelling cases.

About the trainer: Sue Calthorpe
Susan is an experienced communications professional who trains a number of high-profile organisations to enhance their communication, through writing in a more business-critical way to writing more effective reports. Susan works with a wide number of public and private sector organisations to help improve writing skills and wider communications, with a range of training including the production of communications strategies, face-to-face briefing, communicating complex information, presentation, media handling and key messaging and a variety of advanced writing and verbal presentation techniques.

Her recent clients include Aston Martin, Fujifilm, BP, LA Fitness, G4S, Hanover, Norfolk County Council, British Airways, Marks and Spencer, Devon County Council, Citizen’s Advice Bureau, The General Dental Council, the Wine Institute of California, Shelter and The Law Society.

09:15 - 09:45


09:45 - 10:00

Trainer's Welcome and Clarification of Learning Objectives

10:00 - 10:45

Planning a Business Case

  • Sorting your material: looking at information, analysis and recommendations
  • Defining what data to use in a business case
  • Importance of lateral thinking
  • How do people make decisions?
  • Writing great objectives
10:45 - 11:00

Morning Break

11:00 - 12:00

Making the Case for Change

  • Learn how to establish your case for change and suggest the best way forward
  • Understand the various audiences who read business cases
  • Identify what they want and need from the information
  • Delegates will look at best-practice real-life business cases
  • Develop effective persuasive writing techniques
  • Learn how to express SMART objectives within your business cases
12:00 - 12:45

Highlighting Benefits and Risk

  • Delegates will examine a range of real-life materials to establish good and best practice when discussing benefits and risks
12:45 - 13:45


13:45 - 14:45

Explaining Your Options Appraisal

  • Explore the evidence and language that can be used to create the essential middle section of an efficient business case
  • A practical session where participants will write their own options appraisal using a course case study

Participants will explore potential content for inclusion to make a compelling case

14:45 - 15:00

Afternoon Break

15:00 - 16:00

Writing Effective Summaries that Demand to Be Read

  • A good summary affects how the reader perceives your work from the outset
  • Avoid your business cases being read like an introduction or abstract
  • Learn quick techniques to draw out the essential information to draw your reader into your document.
  • Delegates will work through a practical exercise which will help them create a summary using the course case study
16:00 - 16:15

Feedback, Evaluation & Close

Sue Calthorpe

Media & Communications Specialist

Susan is an experienced communications professional who trains a number of high-profile organisations to enhance their communication, through writing in a more business critical way to writing more effective reports.

etc. Venues – Marble Arch, London

Garfield House
86 Edgware Road
W2 2EA

020 7793 4200

Download directions

Q: Can I make a provisional booking?

A: Unfortunately, we do not accept provisional bookings. Registrations are subject to our terms and conditions. View terms and conditions here

Q: Can I book without a purchase order number?

A: Yes. Simply email after you have booked the course, with your Purchase Order Number. Please quote your order number and the course you are booked onto.

Q: Is lunch included?

A: Yes, a two-course hot buffet is served at lunch. Tea and coffee are served throughout the day.

Q: I have special dietary requirements, how can I request this?

A: Special dietary requirements can be catered for, please ensure you include this in the further information box when registering your place. If you have forgotten to add this, you can also send your requirements to or call 0800 542 9440. Please let us know as soon as possible so we can ensure your needs are met.

Q: I have just registered for the course, when will I receive the joining instructions?

A: You will receive the joining instructions and reminders, 6 weeks, 2 weeks and 3 days before the course date. Please check your spam box to see whether the joining instructions were sent there, if not please call 0800 542 9440 so we can have these sent to you immediately.

Q: I can no longer attend the course, can a colleague attend in my place?

A: Substitutions may be made at any time but must be made no later than 48 hours prior to the event. Please call 0800 542 9440 or email with the replacement's details.

Q: What is your cancellation policy?

A: Cancellations must be received in writing 30 working days before the date of the event and will be subject to a £195+VAT administration fee. Cancellations received after this time will be subject to the full delegate fee.

Q: Why haven’t I received the speaker’s presentation?

A: Speakers presentations are sent a week after the event date. Please contact a member of the UMG team on 0800 542 9440 or if it has been more than a week.

Q: Will there be WI-FI?

A: Yes, all our venues have the latest technology, offer full audio visual support and WI-FI.

Q: Can’t find what you are looking for?

A: Why not contact a member of the UMG team on 0800 542 9440 or email