b'Raising income through commercial trading Specific matters that need to be considered A robust business case is required 1.12 A trading proposition needs to be supported by a robust business case, and that is a statutory requirement. The business case needs to show how the business will operate and provide a persuasive case for its creation. Typical business case topics include: executive summary; business opportunity; alternatives; benefits; costs; financial analysis; assumptions; constraints; market analysis; organisational considerations; sensitivity analysis; project description; implementation plan; and recommendations. The executive summary highlights the key points in the business case. These include important clarity on benefits and how they equate to return on investment. The business opportunity describes the motivation for the project that the business case proposes. The business opportunity includes a definition, a statement of scope, and a discussion of objectives that the project will help the council achieve. A business case analyses the alternatives to a proposed project. For example, an online learning business case might compare the benefits and costs of classroom learning. All business cases involve at least two alternatives as a minimum: doing or not doing a project. 19'