Opportunity Assessment¶

The Opportunity Assessment follows Marty Cagan's SVPG 10-question framework for evaluating product opportunities before committing resources.

Overview¶

This canvas implements the framework from Assessing Product Opportunities by Marty Cagan of Silicon Valley Product Group (SVPG).

Unlike Jeff Patton's Opportunity Canvas which focuses on discovery and user value, Cagan's framework emphasizes business case rigor and go/no-go decision making.

The 10 Questions¶

Grid Layout¶

| 1. Value Proposition     | 2. Target Market         |
| 3. Market Size           | 4. Competitive Landscape |
| 5. Our Differentiator    | 6. Market Window         |
| 7. Go-to-Market Strategy | 8. Metrics/Revenue       |
| 9. Solution Requirements | 10. Recommendation       |

Go Types¶

type OpportunityAssessment struct {
    Metadata             Metadata
    ValueProposition     OAValueProposition     // Box 1
    TargetMarket         OATargetMarket         // Box 2
    MarketSize           OAMarketSize           // Box 3
    CompetitiveLandscape OACompetitiveLandscape // Box 4
    Differentiator       OADifferentiator       // Box 5
    MarketWindow         OAMarketWindow         // Box 6
    GoToMarket           OAGoToMarketStrategy   // Box 7
    MetricsRevenue       OAMetricsRevenue       // Box 8
    SolutionRequirements OASolutionRequirements // Box 9
    Recommendation       OARecommendation       // Box 10
    PRDRef               *PRDReference
}

Box Details¶

Box 1: Value Proposition¶

"Exactly what problem will this solve?"

Box 2: Target Market¶

"For whom do we solve that problem?"

Box 3: Market Size¶

"How big is the opportunity?"

Box 4: Competitive Landscape¶

"What alternatives are out there?"

Box 5: Our Differentiator¶

"Why are we best suited to pursue this?"

Box 6: Market Window¶

"Why now?"

Box 7: Go-to-Market Strategy¶

"How will we get this product to market?"

Box 8: Metrics/Revenue Strategy¶

"How will we measure success/make money?"

Box 9: Solution Requirements¶

"What factors are critical to success?"

Box 10: Recommendation¶

"Given the above, what's the recommendation?"

Usage Example¶

oa := canvas.NewOpportunityAssessment("oa-mobile", "Mobile App Assessment")

oa.ValueProposition = canvas.OAValueProposition{
    ProblemStatement: "Field teams cannot access critical data without WiFi",
    CustomerPains:    []string{"Delayed decisions", "Manual workarounds"},
    DesiredOutcomes:  []string{"Real-time access", "Offline capability"},
}

oa.TargetMarket = canvas.OATargetMarket{
    PrimarySegment: "Enterprise field service teams",
    CompanySize:    "Enterprise (1000+ employees)",
}

oa.MarketSize = canvas.OAMarketSize{
    TAM: "$5B",
    SAM: "$1.2B",
    SOM: "$150M",
}

oa.Recommendation = canvas.OARecommendation{
    Decision:   "go",
    Rationale:  "Strong market need, clear differentiation, aligned with strategy",
    Confidence: "high",
    NextSteps:  []string{"Form team", "Validate with 5 customers"},
}

// Check decision
if oa.IsGo() && oa.HasHighConfidence() {
    fmt.Println("Ready to proceed!")
}

Comparison with Opportunity Canvas¶

When to Use¶

Use the Opportunity Assessment when:

• Seeking investment approval for a new initiative
• Evaluating whether to enter a new market
• Making a go/no-go decision on a significant project
• Need to present a business case to executives

Use the Opportunity Canvas (Patton) when:

• Exploring and validating a problem space
• Running discovery with users
• Iterating on solution concepts
• Team alignment on opportunity understanding

See Also¶

• Opportunity Canvas - Jeff Patton's discovery-focused canvas
• OpportunitySpec - Merged Patton + Cagan framework
• SVPG Article - Original framework