Attractiveness Map

Strategy Toolkit

Temps suggéré

90 minutes à 3 semaines

Niveau de Difficulté

Matériels Nécessaires

  • 1 poster Attractiveness Map imprimé en grand format
  • Marqueurs
  • Post-it


  • Equipe Design, CODIR, stratégie, projet
  • 3-5 personnes

Attractiveness Map


What is it?

Because market opportunities can vastly differ in their attractiveness, you need to understand their characteristics. The Attractiveness Map allows you to visually depict the evaluation of your market opportunities, so you can better grasp their upsides and downsides, and compare them with each other.


Why is it important?

This visualization helps you in determining your most attractive options, at a given point in time, so that you can make an informed decision about your primary market opportunity– one that relies less on intuition or suffers from the biases that we all have.


How is it done?

The attractiveness of each market opportunity is based on the potential it bears and on the challenge in pursuing it. The rating of each option on both dimensions results in its location on the map.

Source :

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