Download this free list of 100+ Business Model Patterns that you can use for faster ideation.
|Time||± 15 minutes|
|Difficulty||1 / 5|
|People||3 - 5|
|Author||Erik van der Pluijm|
|License||CC BY SA 4.0|
Once you have made an affinity map and clustered your ideas, it is time to start filtering them down. There are many ways to do this, some work best for a small list of ideas, others work well for a large list.
The SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a traditional, but very effective tool to zoom in on one idea and really find out its strengths and weaknesses. It can be made to work well with the design criteria scorecard in that respect.
Many of you will know how to do a SWOT analysis, but here I will give a brief overview. To effectively do a SWOT analysis you need a short list (3-5) ideas to compare. For each entry, going through the analysis will take a bit of time.
Go over your idea and come up with at least 5 strengths and 5 weaknesses. To make this easier, go over the different aspects of the idea you previously mapped to a cluster, and refer back to your earlier customer research.
Tip! To combine multiple ideas in one canvas, use different color postits per idea.
Go over the opportunities and threats that face your idea. What are opportunities or threats coming from the market, economy, competition, new technology, demographics, and changing customer preferences? What are the big uncertainties you face?
Compare the different ideas. Try to see if ideas have strengths that cancel out weaknesses, and that they have strengths that fit well to make use of opportunities.
A good way to do it is to give points. Strengths get +2, weaknesses -2, opportunities +1, and threats -1 point. Compare the scores of different ideas and see if (and how) they make sense.
Come back to your SWOT and compare the score with the next iteration of your idea. Did you manage to improve it? Did you cancel out negative points?
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