The plan
What this analysis decided to write about, settled before it was written. 20 sections, 6 of which the run had to argue for.
Where the run departed from the brief
This case states dollars on five different bases — pilot fee, annual contract value, recurring revenue, value delivered to a client, and category size. The summary collides several of them within a few sentences
Every judgment about where Innovera should participate is read against this, and a reader assembling the chain from scattered mentions assembles a different one each time
The brief asks which actions most reduce execution risk; this section sequences them by what each one tells you per dollar
Declared now although a later pass writes it, so the outline does not gain sections after the reader was promised it
Replaces the verdict the brief declined. It states what would have to be true and stops
Every external quantitative claim carries a URL, and a reader checking one should not have to search the body for it
The structure, in the order it was planned
- 1Executive Summary
- 2Units, terms and how figures are statedadded
- 3The business as it stands today
- 4The market: what is addressable, and on what basis
- 5The value chain from a growth question to a committed initiativeadded
- 6Competition, and what each rival's incentives predict
- 7What investors are funding, and on what evidence
- 8The choice that decides the rest: software margins or advisory margins
- 9The options considered, and what survives
- 10Business model, pricing and packaging
- 11Getting to repeatable sales
- 12What one engagement costs to deliver
- 13The revenue trajectory, tested
- 14Deploying five to ten million dollars
- 15Avoidable mistakes and the risks that decide the outcome
- 16What a serious investor will ask, and the answers available today
- 17What to test first, and what each test costsadded
- 18Staging the capital against the testsadded
- 19The conditions each path depends onadded
- 20Sourcesadded