A business case is the result of the market, technical, and financial analyses conducted during the product development process. It is ideally defined just prior to the "go to development" decision (gate), and it defines the product and project, including the project justification and action or business plan. The business case is used to determine whether or not a project is feasible and worth pursuing. If the case is strong, it can provide a roadmap for development and help ensure that the project stays on track. A well-crafted business case can be the difference between a successful product launch and a costly failure.