MySystem2.com

Screening with RWW

Is it Real?

Is the market real?
- Is there a need or desire for the product?
- Can the customer buy it?
- Is the size of the potential market adequate?
- Will the customer buy the product?

Is the product real?
- Is there a clear concept?
- Can the product be made?
- Will the final product satisfy the market?

Can we Win?

Can the product be competitive?
- Does it have a competitive advantage?
- Can the advantage be sustained?
- How will competitors respond?

Can our company be competitive?
- Do we have superior resources?
- Do we have appropriate management?
- Can we understand and respond to the market?

Is it worth doing?

Will the product be profitable at an acceptable risk?
- Are forecasted returns greater than cost?
- Are the risks acceptable?

Does launching the product make strategic sense?
- Does it fit our overall growth strategy?
- Will top management support it?

Interpretation

A definitive no to any Tier 2 argues strongly for cancellation.
A no on a Tier 3 argues against continuing.
Convert No's to Yes's.

Connections

Portfolio Risk Scoring is a companion framework that appeared in the original article from Harvard Business Review.
The Business Model Canvas Scorecard gets at similar issues.
RWW is a good Inversion thinking checklist. What are all the business dimensions that, if absent, could kill us? Also part of de-risking.