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PART I: Financial Thinking
Financial analysis doesn't win competitions. Financial insight does. Video: Financial Analysis in Cases: Situation Review, Modelling, and Sensitivity Case competitors sometimes approach finance as a separate part of the case: analyse the strategy first, then...
Building the Financial Story - Turning Numbers Into Insights, Implications, and Decisions
"The numbers don't make the argument. The story you build from the numbers does." Learning Objectives By the end of this chapter, you should be able to: distinguish between numbers, observations, insights, implications, and actions identify which f...
About the Author
Cam Welsh is an award-winning educator and coach who has been honoured with the title of emeritus professor by the Haskayne School of Business. He is also an executive coach and one of Canada's and the world's most experienced and successful case competition c...
Introduction: Going Beyond the Traditional Business Answer
The first four Discover Your Mad Skills manuals build the core capabilities of a strong case competitor: solving the case, communicating the solution, selecting and applying analytical tools, and using financial analysis to support better decisions. This fifth...
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Emeritus Professor | Coach & Mentor to Aspiring Professionals | Helping the Next Generation Discover Their “MAD Skills” © 2026 Discover Your MAD Skills Toolkit
Beyond Profit Sustainability and ESG - Understanding the Triple Bottom Line
"A sustainable strategy doesn't sacrifice profit. It understands how profit, people, and the planet are connected." Video: Social Responsibility & ESG: Measuring Performance Beyond Financials Learning Objectives By the end of this chapter, you should be abl...
Recognising When the Case Goes Beyond the Numbers
"Go beyond the numbers when the case requires it, not because the framework exists." A case may initially look like a straightforward business decision. Should the organisation expand? Launch the product? Enter the market? Close the facility? Automate...
Defending the Numbers - Financial Q&A, Assumptions, and Credibility Under Pressure
"You don't need to know every number. You need to know why your numbers make sense." Learning Objectives By the end of this chapter, you should be able to: anticipate the financial questions judges are likely to ask defend important assumptions wit...
From Excel to the Deck - Turning Financial Analysis Into Judge-Friendly Evidence
"Excel is where you prove it. The presentation is where you communicate it." Video: Excel Formatting for Case Presentations: Make Large Numbers Simple, Clean & Professional Video: ROI, NPV & IRR in Excel: How to Calculate and Present Them Correctly in Cases ...
Decision Making Under Uncertainty - Making Strong Decisions When the Future Cannot Be Predicted With Confidence
Learning Objectives By the end of this chapter, you should be able to: distinguish risk from uncertainty recognise different types of uncertainty in a case identify the genuinely unknown variables use expected value to evaluate uncertain o...
PART III: Financial Planning and Opportunity Assessment
"Great recommendations are not built on optimistic guesses. They are built on realistic assumptions supported by credible financial analysis." Understanding an organisation's current financial position is only the beginning. Business leaders rarely ask consul...
Sensitivity and Scenario Analysis - How Robust Is the Decision When Assumptions Change?
Learning Objectives By the end of this chapter, you should be able to: explain why sensitivity analysis matters in case-solving identify the assumptions that drive a financial recommendation distinguish sensitivity analysis from scenario analys...
Comparing Investment Alternatives - Which Investment Creates the Greatest Value?
Learning Objectives By the end of this chapter, you should be able to: compare multiple investment alternatives using financial metrics distinguish between return, value, and risk use ROI, NPV, and IRR together understand why the highest I...
IRR - What Rate of Return Does the Investment Generate?
Learning Objectives By the end of this chapter, you should be able to: explain what Internal Rate of Return (IRR) measures understand the relationship between IRR and NPV calculate IRR using Excel interpret an IRR result understand wh...
NPV - Understanding the Value of an Investment Today
Learning Objectives By the end of this chapter, you should be able to: explain the purpose of Net Present Value (NPV) understand the time value of money identify the role of the discount rate calculate a simple NPV interpret positive ...
ROI - Simple Investment Decisions
Learning Objectives By the end of this chapter, you should be able to: explain what ROI measures calculate ROI for a simple investment identify situations where ROI is useful distinguish between annual and cumulative ROI compare inves...
About the Author
Cam Welsh is an award-winning educator and coach who has been honoured with the title of emeritus professor by the Haskayne School of Business. He is also an executive coach and one of Canada's and the world's most experienced and successful case competition c...
Cover
Emeritus Professor | Coach & Mentor to Aspiring Professionals | Helping the Next Generation Discover Their “MAD Skills” © 2026 Discover Your MAD Skills Toolkit
PART V: From Numbers To Insights - Turning Financial Analysis into a Winning Case Recommendation
"The purpose of financial analysis is not to prove that your numbers are right. It is to help you make a better decision." From Financial Analysis to Financial Storytelling Throughout this manual, we have progressively built the financial skills required to ...
Introduction
Numbers are everywhere in business cases. Revenue. Costs. Margins. Growth. Market size. Return on investment. Cash flow. Valuation. Forecasts. Scenarios. Sensitivity analysis. For many case competitors, financial analysis is where the case begins to feel more ...