What is an Opportunity Scoring Model?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

The Opportunity Scoring Model is a valuable tool used in product management to evaluate and prioritize potential opportunities for a product or service. It provides a systematic approach to assess and compare various opportunities based on predefined criteria. By assigning scores to different factors, this model helps product managers make informed decisions and allocate resources effectively.

Importance of Opportunity Scoring Model

The Opportunity Scoring Model is crucial for product managers as it enables them to objectively evaluate and compare different opportunities. It helps in identifying the most promising opportunities that align with the product's goals and target market. By using this model, product managers can prioritize their efforts, focus on opportunities with the highest potential, and maximize the return on investment.

How to use the Opportunity Scoring Model

  1. Identify the criteria: Begin by determining the criteria that are important for evaluating opportunities. These criteria can vary depending on the product, industry, and market conditions. Common criteria include market size, growth potential, competitive landscape, customer demand, technical feasibility, and financial viability.

  2. Assign weightage: Assign weightage to each criterion based on its relative importance. The weightage should reflect the product manager's priorities and the overall strategy of the organization. For example, if customer demand is a key focus, it can be assigned a higher weightage than other criteria.

  3. Score opportunities: Evaluate each opportunity against the predefined criteria and assign scores accordingly. The scoring can be done on a numerical scale, such as 1 to 10, or in relative terms like low, medium, and high. The scores should be based on thorough research, market analysis, and expert insights.

  4. Calculate total scores: Multiply the scores of each criterion by their assigned weightage and calculate the total score for each opportunity. This step helps in aggregating the data and providing a comprehensive view of the opportunities.

  5. Compare and prioritize: Compare the total scores of different opportunities to determine their relative attractiveness. Higher scores indicate greater potential and should be given higher priority. Product managers can then create a prioritized list of opportunities based on their scores.

Examples of Opportunity Scoring Model

  1. Opportunity A: Market Size - 8, Growth Potential - 7, Competitive Landscape - 6, Customer Demand - 9, Technical Feasibility - 7, Financial Viability - 8. Total Score: 45.
  2. Opportunity B: Market Size - 7, Growth Potential - 9, Competitive Landscape - 8, Customer Demand - 6, Technical Feasibility - 7, Financial Viability - 6. Total Score: 43.
  3. Opportunity C: Market Size - 6, Growth Potential - 8, Competitive Landscape - 7, Customer Demand - 7, Technical Feasibility - 9, Financial Viability - 7. Total Score: 44.

In this example, Opportunity A has the highest total score and should be prioritized over Opportunity B and C.

Useful Tips for Opportunity Scoring Model

  • Regularly review and update the criteria and weightage to ensure they align with the evolving market conditions and business goals.
  • Involve key stakeholders and subject matter experts in the scoring process to gain diverse perspectives and insights.
  • Consider conducting a risk analysis for each opportunity to evaluate potential challenges and uncertainties.


An Opportunity Scoring Model is a framework used by product managers to evaluate and prioritize potential business opportunities.
An Opportunity Scoring Model helps product managers objectively assess the potential value and feasibility of different opportunities, enabling them to make informed decisions.
An Opportunity Scoring Model assigns scores to various criteria such as market size, customer needs, competition, and technical feasibility. These scores are then used to rank and compare opportunities.
Common criteria include market size, customer demand, competitive landscape, revenue potential, cost implications, technical feasibility, and strategic fit.
Product managers are typically responsible for developing and maintaining an Opportunity Scoring Model, in collaboration with cross-functional teams.
Opportunity Scoring Models should be regularly reviewed and updated to reflect changes in market conditions, customer needs, competitive landscape, and company strategy.
Using an Opportunity Scoring Model helps product managers prioritize opportunities, align stakeholders, minimize bias, and increase the likelihood of success for new product initiatives.
Yes, an Opportunity Scoring Model is based on assumptions and subjective judgment, so it may not guarantee accurate predictions. It should be used as a tool to guide decision-making rather than a definitive answer.
Yes, an Opportunity Scoring Model can be tailored to suit the specific needs and characteristics of different industries, companies, or product portfolios.
In addition to an Opportunity Scoring Model, product managers should consider factors such as customer feedback, market research, competitive analysis, and business objectives.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Importance of Opportunity Scoring Model
  2. How to use the Opportunity Scoring Model
  3. Examples of Opportunity Scoring Model
  4. Useful Tips for Opportunity Scoring Model
  5. Related terms

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Ruben Buijs

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