In a survey we carried out in early 2009, we found that very few documentation managers were clear on the benefits of what they were producing, and very few measured the benefits of their outputs in any meaningful way. For example, they found it hard to say how many users they have and how much content they produce. They struggled to measure how users regard the documentation they produce, yet, they all felt confident they were producing what users needed.

Ellis Pratt, "A Different Perspective on Measuring the Value of Technical Communication," Intercom, July/August 2009, page 15. The survey was conducted by Cherryleaf Limited, a technical communication company in the United Kingdom.

Many companies view technical publications as expenses to be reduced whenever possible. As the quote by Ellis Pratt makes clear, the people responsible for producing technical publications are often to blame for this perception problem. They must communicate to management that technical publications are opportunities to cut costs and build sales. One of the best ways to do this is to make a business case for a technical publication project.

A business case is a justification for a business project. A business case compares the costs and benefits of the project and shows that the benefits outweigh the costs. In many instances, it includes a financial analysis. Companies prepare business cases for expensive projects to ensure that the return on investment justifies the cost. Preparing a business case is often a good idea even when a company does not ask for one. The business case communicates the value of a project to senior management in the financial terms they prefer.

Preparing a business case for a technical publication project is a great way to help team members focus on the project's value to the company rather than on their own interests.

For an excellent introduction to business cases, see Jack Molisani's article How to Build a Business Case.

For information about the business case development process, see our Business Case Primer.

When a company knows that its technical publications are improving profitability, those publications evolve from unwanted expense to valued investment.

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