Build a business case

When you finish, you'll have a calculated, reviewed business case for one account, ready to export or share. The case walks you through eight steps, shown across the top: Company, Account, Case Profile, Drivers, Inputs, Calculate, Val Review, and Deliver.

Create the case#

Click "+ New business case" on the Business cases page or on an account's page. On Home, click New and pick Business case.

1. Choose the company you're selling from, then click "Continue to Account". If you only have one company, Serre picks it for you and opens on the Account step. Click "Change" next to "Building as" to pick another.
2. Pick an existing account, or click "Add a new account".
3. Click "Create business case".

If Serre hasn't researched the account yet, it asks "Enrich [account name] first?" Click "Run enrichment" (hover to see the cost), or "Continue without enrichment". If the account has no website yet, the first button reads "Add website and enrich".

From the page of an account that's tagged to one of your companies, Serre skips the first two steps and opens the new case on Case Profile. An untagged account opens the full wizard with the account already picked.

Serre names the case "Your Company × Their Company". You can rename it later from the Business cases list.

To switch the company or account later, open its tab and click "Change company…" or "Change account…". Serre shows what resets and what it keeps, then rebuilds the case from Case Profile.

Case Profile#

Give the case its context. Fill in what you know:

• Discovery scratchpad (optional) — paste call notes, buyer quotes, and open questions. Notes save to the case automatically.
• Buying committee — the roles this case needs to convince.
• Solutions in scope — the solutions you're proposing. Not sure? Click "Recommend solutions". You need at least one before you can generate the profile.
• Positioning & solution context — how you're framing your offer.
• Case goals (optional) — the primary goal, target decision date, and success metrics.

Click "Generate Case Profile". Hover the button to see its AI credit cost. Review the result, then click "Continue to Drivers". You can't move on until a current profile exists. If you change your inputs, regenerate it.

Drivers#

Choose what value the case will include. The solutions in scope show at the top; change them with "Change on Case Profile".

1. Under Explore claims, pick the value claims this case may use, then click "Save claim selection". Click "Add a claim" to write a new one. Claims are optional.
2. Open Choose value drivers and click "Browse library drivers" to add drivers from your library.
3. Need something else? In the same box, click "Suggest more drivers" for Val's suggestions, or describe your own driver under Don't see what you need?

Click "Continue to Inputs" once at least one driver is on the case.

Inputs#

Enter the account's numbers. Each driver card splits its inputs in two:

• "Discovery · confirm these" — the buyer's current state.
• "Improvement · our positioning" — the change you're proposing.

Every input says where its value came from — for example "From discovery", "Set by you", "Benchmark · review applicability", or "Model default · needs evidence". Click "Review" on any input to change it or see its source. Values that feed more than one driver appear once, under Shared inputs.

Missing numbers? Click "Suggest inputs" to review proposed values before applying them. To see the buyer context while you work, open Buyer brief in the side panel.

A case built on the buyer's own numbers is stronger than one built on defaults and benchmarks. Replace assumptions as you learn more.

Calculate#

Check the numbers and set the investment side.

• Under "What will the buyer invest?", enter the Deal term (months), Annual cost, and any implementation or other costs.
• The Live estimate updates as you go: annual benefit, ROI, payback, and NPV.
• Not sure about a number? Click "Ask Val about these numbers".

The first time through, click "Continue to Val review". Serre saves the calculation and runs Val Review. Hover the button to see what it uses. The case is now Generated.

On later visits, "Update the case" saves your changes and goes straight to Deliver, at no AI credit cost. To review again, choose "Run Val Review on the new numbers".

Want to understand the math? See How Serre calculates ROI.

Val Review#

Val checks the case before your buyer's finance team does. Findings are grouped as Red flags, Suggestions, and Passed checks.

Unresolved red flags keep the case out of Deliver. Fix the assumption and click "Update numbers", or have a Reviewer, Admin, or Owner click "Mark handled". Some flags can't be marked handled because the number itself is wrong; fix the formula or inputs instead.

Here you also pick the Presentation mode: Lead with ROI or Benefits only. Benefits only hides ROI and payback in every deliverable. Hover a mode to see which one Val suggests. Click "Continue to Deliver" when you're done.

Deliver#

Deliver has two views:

• Buyer recap — the executive summary, the saved model, and Exports & sharing: PDF, PPTX, and XLSX downloads plus a read-only Share link. Every paid plan includes all of them.
• Seller readiness — Before the meeting (talk track, questions they'll ask, and objections to pre-empt) and a Companion email. Click "Draft email" to write one.

A case that costs the buyer more than it returns can't be delivered. Raise the benefit or lower the investment first.

Details in Export and share a business case.

If your library changes later#

Each driver keeps the formula it had when you added it to the case. Improving a driver in your library doesn't change cases you've already built.

If you update a case that someone has already opened through its share link, Serre asks you to confirm first. The link shows the updated case the next time they open it.