At the start of the product development the fundamental questions the PM must answer are who wants it, how much will they buy it for, how much will it cost me to build, evolve, and maintain it, and will I make any money from the item over its lifetime. The answers to these are all encapsulated in the business case – the five to ten year model of the costs and revenue that determines if the product will be profitable or not and when it will emerge above the breakeven point. This workshop will show you how to quickly build your business case and how to refine it as you take the product through the development, test, and commercialization process. We will also discuss the role of sensitive analysis, expected value, NPV and IRR in evaluating whether the business should be started or not. People are encouraged to bring their laptops so they can build a model as we go along.