This chapter illustrates a part of the case writing process. The author explains the Case Roundel which is a tool to help case writers conceptualise and plan their case studies. The Case Roundel helps case writers describe the angle of their case, what the case will be used for, who will use it, how it will be used, where it will be used, what is needed to produce it, what form it will take and how long it will take to develop it. The author also includes two important but often neglected aspects in developing a case concept, which are knowing your target reader and engaging your stakeholders. Both these aspects are included in this chapter. The author rounds up the chapter with a concrete example of an actual case concept plan for case writers to model and develop their own.