# Opportunity assessment · [Opportunity] · [Date] **Owner:** [PM] **Decision needed by:** [Date] **Decision maker:** [Name] 1. **Exactly what problem will this solve?** (value proposition) 2. **For whom do we solve that problem?** (target personas and segments) 3. **How big is the opportunity?** (market size and how it was estimated) 4. **What alternatives are out there?** (competitors, substitutes, build-it-yourself, do nothing) 5. **Why are we best suited to pursue this?** (our differentiator) 6. **Why now?** (market window) 7. **How will we get this product to market?** (go-to-market approach) 8. **How will we measure success and make money?** (metrics and revenue model) 9. **What factors are critical to success?** (solution requirements and riskiest assumptions) 10. **Recommendation:** go, no-go or investigate further, with the next decision point. Adapted from Marty Cagan's ten opportunity-assessment questions.