Opportunity Mapping
Opportunity Solution Tree (OST)
Connects desired outcomes to opportunities to solution ideas:
Desired Outcome | +-- Opportunity 1 (score) | +-- Solution Idea A | +-- Solution Idea B | +-- Opportunity 2 (score) | +-- Solution Idea C | +-- Opportunity 3 (score) +-- Solution Idea D +-- Solution Idea E
Building the OST
- Define desired outcome from customer research
- Map opportunities from interview insights (min 5 distinct)
- Score each using Opportunity Algorithm
- Generate solution ideas for top 2-3
- Seek real diversity in solutions (avoid variations of same idea)
Opportunity Scoring Algorithm
Formula: Score = Importance + Max(0, Importance - Satisfaction) Importance: 1-10 | Satisfaction: 1-10 | Max score: 20
| Score | Meaning | Action |
|---|---|---|
| >8 | High importance, satisfaction gap -- underserved | Pursue |
| 5-8 | Moderate importance or partially served | Evaluate |
| <5 | Low importance or well-served | Deprioritize |
Process: gather importance + satisfaction from 5+ interviews, calculate per opportunity, rank, select top 2-3.
Job Mapping (JTBD)
Universal Job Map Steps
| Step | Goal | Outcome Format |
|---|---|---|
| Define | Determine what needs doing | Minimize time to identify [object] |
| Locate | Find inputs/information | Minimize time to gather [resources] |
| Prepare | Ready inputs for use | Minimize likelihood of missing [requirements] |
| Confirm | Verify readiness | Minimize likelihood of incorrect [categorization] |
| Execute | Perform core task | Minimize time from [start] to [completion] |
| Monitor | Track progress | Minimize uncertainty about [status] |
| Modify | Adjust if needed | Minimize effort to correct [issues] |
| Conclude | Complete the job | Minimize time from [completion] to [result] |
Outcome statement format: [Direction] + [Metric] + [Object] + [Clarifier] Example: "Minimize the time it takes to identify which project budget a new expense should be allocated to"
Lean Canvas
One-page business model for Phase 4 viability validation.
- Problem: Top 3 problems (Phase 1 validated) | 2. Customer Segments: by JTBD
- UVP: single clear message | 4. Solution: top 3 features for top problems
- Channels: path to customers (Phase 4 validated) | 6. Revenue Streams: monetization
- Cost Structure: key costs | 8. Key Metrics: activity metrics
- Unfair Advantage: not easily copied
4 Big Risks
| Risk | Question | Validation |
|---|---|---|
| Value | Will customers want this? | Interviews, fake doors |
| Usability | Can customers use this? | Prototype testing, task completion |
| Feasibility | Can we build this? | Spikes, expert review |
| Viability | Business model works? | Lean Canvas, stakeholder review |
Technique Selection Guide
| Goal | Techniques |
|---|---|
| Validate problem | Mom Test, Job Mapping |
| Understand needs | Outcome Statements, Opportunity Mapping |
| Prioritize opportunities | OST, Opportunity Algorithm |
| Generate solutions | Ideation with OST constraints |
| Validate solution value | Hypothesis Testing, Prototypes |
| Test usability | Prototype testing, Task completion |
| Assess feasibility | 4 Risks, Spikes |
| Structure business model | Lean Canvas |
| Continuous learning | Weekly customer touchpoints |
