Serves as a visual starting place for ongoing dialogue about mix of projects at their fit with strategy and risk tolerance. x: intended market; same as present, adjacent to present, new to the company y: product / technology: same as current, adjacent to current, new to the company bubble: estimated revenue, or development cost, or whatever
| Customer's behavior and decision making process will | 1 Be the same as our present market |
3 Partially overlap with present market |
5 be entirely different from present market, or is unknown |
|---|---|---|---|
| Our distribution and sales activities will | 1 Be the same as our present market |
3 Partially overlap with present market |
5 be entirely different from present market, or is unknown |
| The competitive set (incumbents or new entrants) will | 1 Be the same as our present market |
3 Partially overlap with present market |
5 be entirely different from present market, or is unknown |
| our brand promise is... | 1 highly relevant |
3 somewhat relevant |
5 not at all relevant |
|---|---|---|---|
| our current customer relationships are... | 1 highly relevant |
3 somewhat relevant |
5 not at all relevant |
| our knowledge of competitors behavior and intentions is... | 1 highly relevant |
3 somewhat relevant |
5 not at all relevant |
| our current development capability is | 1 is fully applicable |
3 will require significant adaptation |
5 is not applicable |
|---|---|---|---|
| our technology competency is | 1 is fully applicable |
3 will require significant adaptation |
5 is not applicable |
| ur intellectual property protections is | 1 is fully applicable |
3 will require significant adaptation |
5 is not applicable |
| our manufacturing and service delivery system is | 1 is fully applicable |
3 will require significant adaptation |
5 is not applicable |
| the required knowledge and science bases | 1 are identical to those of current offerings, |
3 overlay somewhat with current offerings, |
5 are completely different from current offerings |
|---|---|---|---|
| the necessary product and service functions | 1 are identical to those of current offerings, |
3 overlay somewhat with current offerings, |
5 are completely different from current offerings |
| the expected quality standards | 1 are identical to those of current offerings, |
3 overlay somewhat with current offerings, |
5 are completely different from current offerings |
Day, G. Is it Real? Can we Win? Is it Worth Doing? Harvard Business Review.