A great place to start is, what are we trying to achieve? And what do we need to do to get there? Keeping in mind measurement & analytics to help show the progress. If you can present your business case, with a prediction on how well it will perform, using historical or other data, this will greatly support the business case. It is often best to present some ranges, going, we believe this will deliver between X and Y. With these variables (which you identify) as being the reason for success lying at either end of that spectrum.
What you are trying to achieve, is a solid understanding for stakeholders, of the new case and why it should be supported. As you are competing against other uses of the companies capital & resources. How is this better spent on this case and not others.
So in your document include:
- What you’re trying to achieve.
- Any references you can point to or early experiments you have done
- What needs to be done to get there, resources, partnerships, capital.
- The expected results of achieving it
- Key milestones and a timeline
Where possible getting this onto a single page is best, with extra detail shared in subsequent pages. But you absolutely want to get that one page summary. A few slides might help too. You want it so if it is passed to someone where you cannot give it the voice over can get a good understanding of the business case.