C O N C E P T U A L I S A T I O N
Concept Prioritisation

1. Before starting, have a list of all the concepts that you want to prioritise ready

Before this exercise, make sure you’ve got some concepts, e.g. brainstorming, Crazy 8’s, value proposition etc.

2. Map the desirability against the feasibility

Take each concept one at a time and start by mapping it against desirability and feasibility.

2. • Desirability How valuable is this to the customer? What’s the unique value proposition? Do people want this product or service? Does the value proposition make sense for them?

   • Feasibility How much effort will it take from the organisation to make this happen? Does this concept work? Is it functionally possible soon?

3. Map viability against allowability

Repeat the exercise but now map each concept against viability and allowability.

3. • Viability Can we build a sustainable business? What has to be true for this business to work? What are the costs? How will you pay for it?

   • Allowability Is this concept allowable in the regulatory landscape? Do you know the regulatory landscape in the geography where you are rolling out your product/service? Is your idea limited by any of the local rules and guidance? If so, does it remove any of the feasible, desirable or viable features of the business?

4. Discuss the two charts and negotiate placement

Once everything is on the charts, discuss it as a group. Does everyone agree with the placements of each of the concepts?

5. Agree on next steps

If a concept appears in the ‘YES’ quadrant for both charts, it’s probably an excellent concept to prototype and test with customers.