The ‘Opportunity Matrix’ is one of 30 techniques included in our PLAYBOOK, the free toolkit for creative thinkers.

WHAT IS THE OPPORTUNITY MATRIX?

The Opportunity Matrix evaluates ideas on two axes: their potential and the difficulty of delivering them.

There are many alternative 2X2 grids you could use, or you could even define your own criteria and grid.

HOW TO USE IT?

The matrix plots ideas on a grid to enable you to rank them in order of opportunity: questionable, quick win, gold mine and moon shot.

Select a number of potential ideas to evaluate, then take each through the following process to evaluate their potential and their challenges. Use a four-level rating scale: Low, Medium, High and Super High.

You can download the worksheet below.

1. Rate the potential

First rate the idea’s potential, looking at:

Desirability

• Unmet needs
• Better than alternatives

Market size

• Existing volumes
• Expected growth

Viability

• Economically sustainable
• Technically feasible

2. Rate the challenge

Then rate the difficulty in bringing the idea to life:

Obstacles

• Development difficulties
• Funding challenges

Time to revenue

• Market readiness
• Length of sale cycle

Risks & threats

• Competitors & partners
• External dependencies

3. Plot on matrix

Finally, using the potential and challenge ratings, plot each idea onto the matrix.

This will filter ideas into four categories of opportunity:

• Questionable
• Quick wins
• Gold mine
• Moon shot

DOWNLOAD WORKSHEETS

The worksheet is included in our free PLAYBOOK, a collection of 30 of our favourite tools and techniques. Download them all now in the PLAYBOOK.