3.3 Writing the business case
You have the data, the ROI model, and the strategic case for testing. Now comes the hardest part: convincing leadership to fund it. In this module, you'll learn how to structure a compelling business case using two proven frameworks. First, the Pyramid Principle helps you organise your thinking from bottom up (research) but present top down (clear argument). Then, SCQA takes you through Situation, Complication, Question, and Answer to create an executive summary that moves people to action. You'll walk through common pain points that teams without testing face, group them into three core arguments, and package it all into a proposal with clear success metrics. By the end, you'll have a template and roadmap ready to present to your leadership team, plus a concrete 90-day pilot plan that proves testing works before you scale