Opportunity Scoring

Identify opportunity white space by scoring customer importance, current satisfaction, and market size.

Context

You are evaluating opportunities across a market. If you have customer research, satisfaction data, and market sizing, use it. Your goal is a heat map of opportunities.

Domain Context

• Importance × (1 - Satisfaction) × Market Size: Opportunity formula
• Importance: How much does customer care about this?
• Satisfaction: How well are existing solutions serving this?
• Market size: How many customers care?

Instructions

1. List customer needs/pain points
2. Score Importance (1-5): How much do customers care?
3. Score Satisfaction (1-5): How happy are they with current solutions?
4. Estimate Market Size: How many customers have this need?
5. Calculate score: Importance × (5 - Satisfaction) × Market Size
6. Plot heat map: Find whitespace (high score)

Output Artifact

Opportunity scoring matrix:

• Needs/pain points scored
• Heat map of opportunities
• Top opportunities highlighted
• Competitive context for each

Anti-Patterns

• Not validating importance: Assuming importance without customer data
• Ignoring satisfaction: Missing that customers are already satisfied
• Overestimating market size: TAM ≠ SAM
• Not competing on key attributes: Ignoring where competitors already lead

Further Reading

• Inspired (Marty Cagan) — opportunity assessment
• The Lean Product Playbook (Dan Olsen) — customer validation