Worksheet: Score each segment on attractiveness and ability to win

A business that believes it can win everywhere spreads itself thin. This sheet scores every segment on two axes and names the weak corner. It builds the Competent step of the check:

Attractiveness and ability-to-win are scored honestly by segment, and the weak quadrants are named.

Step 1. Agree the criteria

Score each criterion 1 (poor) to 5 (strong). Agree the weights before anyone scores a segment.

Attractiveness criterion	Weight	Ability-to-win criterion	Weight
Size		Our share and its trend
Growth		Our cost against the leader's
Typical margin in the segment		How customers rate us on what they buy on
Intensity of rivalry (5 = mild)		Capabilities we already have for it
Buyer power (5 = weak)		Relationships and access we hold
Barriers to new entrants

Score ability to win from evidence such as share trend, win rate or unit cost. A score nobody can support is marked down to 2.

Step 2. Score the segments

Segment	Attractiveness (1 to 5)	Ability to win (1 to 5)	Quadrant	Our revenue	Action
e.g. Regional hospitals	2	2	Weak on both	$14m	Exit shortlist

Actions: invest, hold, fix, or put on the exit shortlist.

Step 3. Name the weak quadrant

List the segments that scored low on both axes. This list is your exit shortlist. Write it down and date it.

Segment	Revenue	Profit after allocated cost	Decision and date

Done when: every segment is scored on both axes from evidence, and the segments in the weak quadrants are named in writing.

Adapted from our own strategy reference (PSP, 2010).