chapter
18 Pages

Estimates and Models

WithDenault Jean-François

In a strengths—weaknesses—opportunities—threats (SWOT) model, the strengths and weaknesses refer to the organization itself, while opportunities and threats focus on the environment outside the organization. There are three objectives to building a SWOT model: defining the organization comparatively to its competitors, identifying the best opportunities for growth, and identifying the threats inhibiting potential growth. The four elements of a SWOT model are divided into two broad categories: internal elements and external elements. There are two simple approaches to developing a strategy using the information in our SWOT model: matching and converting. An alternative to the SWOT model is the SCORE model. To appraise market size, a TAM-SAM-SOM model is an interesting approach since it combines elements relating to both the top-down market sizing approach and bottom-up approach. The Kano model is a useful framework to classify customer perceptions, and enables readers to quickly identify which features will generate the higher returns.