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Business Case Guru was founded by Stefan Sanchez and Fiona Waters, who bring more than 55 years of combined experience in investment appraisal, business-case development and review, and accredited training.
Our experience
The BCG team has delivered successful, high-impact business cases across the UK and internationally, and equipped organisations with expert business-case training.
Breadth of experience
Trusted by clients and peers
Independent testimony to the expertise behind Business Case Guru.
I have worked closely with Stefan for over fifteen years, including developing the accredited Five Case Model training programme together, and his knowledge and understanding of the 5CM is genuinely second to none.
He is an outstanding trainer and practitioner who makes complex business case concepts accessible at every level.
Fiona brings a rare combination of rigour and pragmatism to business case development. She translated complex, uncertain R&D impacts into a clear and defensible economic case — particularly where benefits were difficult to monetise.
She was collaborative, responsive, and able to move teams forward at pace.
Shaping the standards we work by
Business Case Guru’s Co-Founder and Chief Executive Stefan Sanchez contributed to the development of the Better Business Cases guidance as a UK civil servant, working closely with Dr Joe Flanagan. His focus was on translating HM Treasury Green Book principles into practical, usable guidance that could be applied consistently across government.
He also supported the design and rollout of the original accredited Better Business Cases training programme, helping to embed the framework across departments and build consistent, evidence-based business-case capability.
Our people
Stefan and Fiona founded BCG and lead its strategy, product, commercial delivery and client work. Their combined experience is supported by a wider team of specialists and advisers.
Co-Founder & Chief Executive
Stefan leads the company’s strategy, partnerships and product vision, combining deep expertise in investment appraisal with an understanding of how digital tools can transform public-sector decision-making. His focus is on simplifying business-case development so clients can concentrate on strategic choices, evidence and stakeholder engagement rather than the mechanics of documentation.
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Co-Founder, Finance & Operations
Fiona leads commercial strategy, financial governance and operational delivery, translating decades of applied economic-appraisal practice into scalable digital products. She ensures that option appraisal, cost-benefit analysis, value for money, place and sustainability assessment are embedded in the platform without compromising analytical rigour or transparency.
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Communications, governance, digital transformation, AI, training and Five Case Model expertise support the founders as BCG grows.
PR & Communications Lead
Ciara leads Business Case Guru’s communications and media presence. She manages media strategy across social media, events and website development, strengthening BCG’s visibility and engagement with public-sector, institutional and professional audiences.
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AI Marketing & Media Adviser
Masatake advises the Board on AI marketing and media, bringing strategic consultancy experience, digital innovation and AI-led commercial insight. Drawing on senior experience including KPMG, he helps translate advanced AI capability into practical brand strategy, audience engagement and scalable growth.
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Advisory Board Member
James brings expertise in digital transformation, cloud strategy and commercial growth. As Director of Mobilise Cloud Ltd, he combines technical depth with strategic business insight, supporting BCG’s growth, partnerships and technology-enabled vision.
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Business Case Adviser
Lewis brings more than 29 years of public-sector expertise, practitioner training and business-case quality assurance. An APMG International-registered Better Business Cases Practitioner and approved trainer, he led the initial development of Better Business Cases guidance in New Zealand and has trained more than 3,000 practitioners globally.
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Non-Executive Director
Chris brings expertise in operational leadership, financial management and strategic business transformation. With senior experience across multinational organisations and SMEs, he provides commercial discipline, governance oversight and independent challenge as BCG scales.
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Special Adviser to the Board
Joe brings exceptional authority in public-sector investment appraisal and business-case development. As the principal architect of the Five Case Model, his expertise reinforces BCG’s methodological rigour, strategic credibility and alignment with HM Treasury Green Book standards.
Experience includes assignments undertaken by BCG team members through Value People Ltd and as individuals within other organisations before Business Case Guru was established.
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