New Customers: Business Case Template for Product Management to Prove Product Value Early
Every great product investment starts with clear ROI justification. The New Customer Snippet helps product managers validate whether a feature will bring in new paying customers before committing valuable resources.
📊 Example:
"We invest 6 weeks of work from 5 developers, and we’re confident this feature will help us sell licenses to 10 new clients."
With this business case template, you can quickly quantify the potential customer impact of your product ideas.
Challenge
🚧 Unclear ROI: Stakeholders often ask, “How many new customers will this actually bring?” Without data, it’s tough to answer.
🚧 Competing Priorities: Engineering resources are limited, and leadership needs confidence that a feature will drive real business impact.
🚧 Risk of Wasted Effort: Without validating customer demand first, teams may invest in features that don’t convert new users.
The New Customer Snippet eliminates these roadblocks by providing a structured way to estimate and prove customer growth before development starts.
Solution
Our New Customer Business Case Template makes it easy to:
✅ Define Your Investment: Estimate time and resources needed (e.g., 6 weeks, 5 developers).
✅ Set a New Customer Target: Forecast how many customers will convert with this feature.
✅ Calculate ROI: Show leadership the revenue impact of acquiring these new customers.
📊 Example:
If each new customer brings $10,000 in annual revenue, and this feature generates 10 new customers, that’s $100,000 in new revenue from this investment.
With this template, product leaders can make data-driven decisions, secure stakeholder buy-in, and prioritize high-impact features.
Results
Since adopting ProductHub, Fourthline's team has experienced significant improvements in several key areas:
Improved visibility and alignment: ProductHub makes Fourthline’s strategy visible to all teams, all the time. It also facilitates collaboration between product teams and commercial counterparts from the start, preventing wasted efforts and misalignment.
Accurate initiative estimations: ProductHub helps improve initiative estimations by factoring in risks, uncertainties, and capacity constraints. This increases the accuracy of forecasts, allowing the teams to make smarter decisions and set more realistic expectations on timelines.
Increased predictability: Predictability has drastically improved, something that’s crucial in Fourthline’s compliance-driven environment. ProductHub provides weekly, if not daily, updates on progress, uncertainties, and changes, ensuring the teams adapt as needed without sacrificing long-term goals.
