BCG Matrix

Find your star products with a Boston Matrix

The BCG Matrix, (also known as a Boston Matrix or Boston Consulting Group Matrix) is a tool used to identify the market share and growth of various product lines in an organisation. The Boston Matrix splits these products into four categories. These categories are Stars, Cash Cows, Question Marks and Dogs. This results in your team being able to easily identify which products need attention.

How to set up a Boston Matrix

Stars: These products are high market share and high growth. They bring in good profits and the opportunity to expand in a growing market exists.

Cash Cows: These products are high market share but low growth. They bring in good profits but there aren’t many opportunities to expand as the market is growing too slowly for investment to be worthwhile.

Question Marks: These products have the characteristics of low market share but have high growth. They are usually associated with emerging markets.

Dogs: These products often have low market share and low growth. The product generates minimal profit in a slow growing market. The aim is often to eliminate these products.

  • Step 1 – Select the Boston Matrix from the template customising it as needed, or design your own. Set the rules that reflect how you want to run your session, and then click on create map.
  • Step 2 – Invite participants to the map via password, link or email. Each person can now add ideas to the map, and position ideas along each axis on their own map. Note that this doesn’t change the idea’s position on other participants GroupMaps.
  • Step 3 – In this stage you as the facilitator can group similar ideas together, or depending on the map options chosen, let participants group ideas as they see fit.
  • Step 4 – In the results stage, GroupMap combines the Boston Matrix of all participants into one, averaging the position of each idea. Click on the idea to see where everyone has placed the idea on the map.
  • Step 5 – Use the reports stage as a summary of participants thoughts and a reference for any future decision making.

Need More? Use dot votes or sliders to discern which ideas the team feels are most important to guide group discussion.