What is it?

The Product Opportunity Evaluation Matrix is a prioritization framework from Neal Cabage that helps you systematically compare and rank product ideas by plotting them on two axes, typically value (or market potential) versus feasibility (or effort).

Instead of gut calls, you assign each opportunity a score against a short list of criteria like revenue potential, user demand, technical complexity, and strategic fit. Then you map those scores into four quadrants, Quick Wins, Major Bets, Fill-Ins, and Kill Zones, to instantly see which ideas deserve your team's scarce resources. This approach solves the core problem of ‘shiny object syndrome' by forcing an apples-to-apples comparison across opportunities.

Because you control the criteria, you can tailor it to B2B SaaS, mobile apps, or enterprise platforms. That makes it a flexible, repeatable way to surface your next MVP features or high-stakes product bets.

Why it matters?

By forcing a data-driven dialog around value versus effort, the matrix shifts your focus onto high-ROI initiatives. That means fewer wasted engineering cycles, faster time-to-value, and a clear go-to-market path for your top ideas, directly boosting conversion and retention by delivering features that matter.

How it works

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

Define your scoring criteria

Pick 3–5 dimensions that matter most (e.g., market size, revenue impact, technical effort, strategic alignment). Keep it tight to avoid analysis paralysis.

List all opportunities

Gather every feature idea, customer request, or new market segment into a single spreadsheet. No idea is too offbeat at this stage.

Score each idea

Rate against each criterion on a consistent scale (1–5 or 1–10). Involve your cross-functional team to balance biases.

Plot onto the matrix

Sum the scores for ‘value' on the Y-axis and ‘effort' on the X-axis (or vice versa). Position each idea in one of the four quadrants.

Drive action by quadrant

Quick Wins (high value, low effort) go straight to sprint planning, Major Bets (high value, high effort) enter deeper discovery, Fill-Ins (low value, low effort) get backlog slots, and Kill Zones (low value, high effort) get cut.

Frequently asked questions

Growth co-pilot turns your toughest product questions into clear, data-backed recommendations you can act on immediately.

How do I choose the right criteria for my matrix?

Pick 3–5 factors that tie directly to your business goals, think revenue potential, user demand, technical complexity, and strategic fit. Too many criteria dilutes focus; too few risks missing critical angles.

How do I choose the right criteria for my matrix?

What's the ideal scoring scale?

Use a consistent scale (1–5 or 1–10) to keep it simple. A 1–5 range hits the sweet spot between granularity and speed, no one wants to overthink a 100-point system.

What's the ideal scoring scale?

Use a consistent scale (1–5 or 1–10) to keep it simple. A 1–5 range hits the sweet spot between granularity and speed, no one wants to overthink a 100-point system.

Can I customize the axes?

Absolutely. Swap ‘effort' for ‘risk,' ‘cost,' or ‘time to market' on the X-axis, and ‘value' for ‘strategic importance' or ‘customer impact' on the Y-axis. Make it speak your language.

Can I customize the axes?

Absolutely. Swap ‘effort' for ‘risk,' ‘cost,' or ‘time to market' on the X-axis, and ‘value' for ‘strategic importance' or ‘customer impact' on the Y-axis. Make it speak your language.

How often should I update the matrix?

Treat it as a living tool. Revisit every quarter or after major customer insights or market shifts. Regular updates keep your roadmap aligned with reality, not yesterday's assumptions.

How often should I update the matrix?

Treat it as a living tool. Revisit every quarter or after major customer insights or market shifts. Regular updates keep your roadmap aligned with reality, not yesterday's assumptions.

What if two ideas land in the same quadrant?

When ideas share a quadrant, dive deeper using a secondary lens, customer interviews, A/B tests, or a mini-prototype sprint. The matrix gets you in the right zone; these tactics pick the winner.

What if two ideas land in the same quadrant?

When ideas share a quadrant, dive deeper using a secondary lens, customer interviews, A/B tests, or a mini-prototype sprint. The matrix gets you in the right zone; these tactics pick the winner.

You've mapped your top product bets; now don't advance them blind, run your Quick Wins through the CrackGrowth Growth Audit to spot hidden friction and lock in momentum before you ship.

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