Productization Assessment Framework

A systematic framework for evaluating and prioritizing productization opportunities

📊 Interactive Assessment Tool

Transform your services into scalable products with this data-driven framework. Score opportunities across 5 key dimensions to identify your highest-value productization targets.

🎯 Interactive Assessment Wizard

How This Assessment Works

Before You Start: Have the following information ready: - Service description and current pricing model - Annual revenue from this service - Number of times you’ve delivered this service in the past year - Team members involved and time requirements - Understanding of your target market size

How to Complete Your Assessment

Understanding the Scoring Scale

Score	Rating	Description	Performance Level
1	Very Poor	Bottom 20% of opportunities	🔴 Critical weaknesses
2	Below Average	Needs significant improvement	🟠 Major gaps to address
3	Average	Acceptable baseline	🟡 Meet minimum requirements
4	Above Average	Strong competitive position	🟢 Clear advantages
5	Excellent	Top 20% of opportunities	🟢 Exceptional strength

Important: Rate based on TODAY’S reality, not future potential. Overestimating scores leads to poor investment decisions.

Complete Your Assessment Below

Start Here

Welcome to Your Productization Assessment

This interactive wizard will guide you through evaluating your service for productization potential.

What you’ll do:

1. Document your service details
2. Score across 5 key dimensions
3. Assess strategic fit
4. Get your priority classification

Time required: 15-20 minutes

Navigate through each tab to complete your assessment.

Detailed Scoring Guide

📈 Market Demand - How to Score

Frequency Score:

• Count actual client requests in the past 12 months
• Include both won and lost opportunities
• Score 1 if under 2, Score 5 if over 20

Market Size Score:

• Research your total addressable market (TAM)
• Use industry reports, LinkedIn searches, directories
• Consider geographic and industry constraints

Urgency Score:

• Evaluate how quickly clients need solutions
• Look at typical sales cycle length
• Consider consequence of not having solution

Example: A web design agency evaluating their “Website Performance Audit” service:

• Frequency: 15 requests last year = Score 4
• Market Size: 5,000 potential clients = Score 3
• Urgency: Clients need it for conversions = Score 4
• Average: 3.67

🎯 Differentiation - How to Score

Uniqueness Score:

• Compare your methodology to competitors
• Identify proprietary processes or tools
• Consider your unique insights or data

Competition Score:

• Search for similar services online
• Check competitor websites and offerings
• Review industry directories and marketplaces

IP Protection Score:

• Evaluate what can be trademarked or patented
• Consider trade secrets and proprietary methods
• Assess difficulty for others to copy

Example: Same agency’s performance audit:

• Uniqueness: Proprietary testing framework = Score 4
• Competition: Few offer same depth = Score 4
• IP Protection: Can protect methodology = Score 3
• Average: 3.67

🚀 Scalability - How to Score

Automation Score:

• List all tasks in your current process
• Identify which can be automated with tools
• Calculate percentage of time saved

Standardization Score:

• Document process variations across clients
• Identify common vs. custom elements
• Assess ability to use templates

Resource Requirements Score:

• Calculate ongoing costs per delivery
• Consider support and maintenance needs
• Evaluate infrastructure requirements

Example: Performance audit service:

• Automation: 70% can be automated = Score 4
• Standardization: Same process for all = Score 5
• Resources: Minimal ongoing needs = Score 4
• Average: 4.33

⚙️ Technical Feasibility - How to Score

Complexity Score:

• Break down technical requirements
• Identify unknown or risky elements
• Compare to past projects

Team Capabilities Score:

• Audit current team skills
• Identify skill gaps
• Consider training or hiring needs

Time to Market Score:

• Create realistic development timeline
• Factor in testing and iteration
• Consider MVP vs. full product

Example: Building the audit tool:

• Complexity: Moderate technical challenge = Score 3
• Capabilities: Team has most skills = Score 4
• Time to Market: 2 months to MVP = Score 4
• Average: 3.67

💰 Revenue Potential - How to Score

Pricing Power Score:

• Research competitor pricing
• Test price points with clients
• Calculate value delivered vs. cost

Revenue Model Score:

• Evaluate subscription potential
• Consider upsell opportunities
• Assess customer lifetime value

Expansion Score:

• Size new market segments
• Evaluate geographic expansion
• Consider adjacent offerings

Example: Audit tool pricing:

• Pricing Power: Can charge premium = Score 4
• Revenue Model: Monthly subscription = Score 5
• Expansion: Large untapped market = Score 4
• Average: 4.33

🎯 Strategic Fit - How to Score

Rate each factor 1-5 based on alignment:

Vision Alignment:

• Does this move you toward your 5-year vision?
• Is it consistent with company values?
• Will it position you where you want to be?

Team Expertise:

• Is your team passionate about this area?
• Do you have deep domain knowledge?
• Can you become the best at this?

Client Impact:

• Will this transform client businesses?
• Does it solve a critical pain point?
• Will clients champion your solution?

Brand Fit:

• Does this strengthen your positioning?
• Is it consistent with your reputation?
• Will it attract your ideal clients?

Example: Strategic fit for audit tool:

• Vision: Becoming performance experts = Score 5
• Expertise: Team loves optimization = Score 4
• Impact: Drives real client results = Score 5
• Brand: Reinforces technical prowess = Score 4
• Average: 4.50

Calculating Your Final Score

Example Calculation

Using our web agency example:

Dimension	Average	Weight	Weighted Score
Market Demand	3.67	25%	0.92
Differentiation	3.67	20%	0.73
Scalability	4.33	25%	1.08
Technical	3.67	15%	0.55
Revenue	4.33	15%	0.65
TOTAL		100%	3.93

Strategic Fit: 4.50

Result: Composite Score (3.93) + Strategic Fit (4.50) = Priority 1: Build Now! 🟢

Action Plans by Priority

🟢 Priority 1

Build Now Action Plan

Week 1:

• Validate with 10 target customers
• Create detailed project specification
• Assign dedicated team members
• Set up project tracking

Week 2-4:

• Build MVP/prototype
• Get early user feedback
• Iterate based on learning
• Begin pre-selling

Week 5-8:

• Launch beta version
• Onboard first customers
• Gather testimonials
• Refine pricing

Success Metrics:

• 5+ paying customers in 60 days
• 50% time reduction vs. manual
• NPS score above 8

Common Mistakes to Avoid

Top 5 Assessment Pitfalls:

1. Optimism Bias - Rating potential instead of reality
2. Ignoring Competition - Underestimating existing solutions
3. Skipping Validation - Not testing with real customers
4. Poor Strategic Fit - Chasing shiny objects outside your zone
5. Resource Dilution - Trying to build everything at once

Overview

This assessment framework helps agencies systematically evaluate their services to identify the best productization opportunities. Use this framework to make data-driven decisions about where to invest your product development resources.

Inventory

Document all your services

Score

Rate across 5 dimensions

Prioritize

Focus on top opportunities

Assessment Process

📝 Phase 1: Service Inventory

Service Inventory

Step 1: Complete Service List

Create a comprehensive list of all services your agency provides:

• Core service offerings
• Add-on services
• Internal processes that clients value
• Consulting methodologies
• Tools and templates you’ve developed

Step 2: Service Documentation

For each service, document:

• Detailed process steps
• Time investment required
• Resources needed
• Typical client outcomes
• Pricing model
• Frequency of delivery

Step 3: Client Value Mapping

Identify the specific value each service provides:

• Problems it solves
• Outcomes it enables
• Time it saves clients
• Revenue it generates for clients
• Costs it reduces for clients

📝 Assessment Worksheet

Service Details

Service Information

Service Name: _______________
Current Revenue: $___________
Time Investment: ___________ hours
Team Members: _______________

🎯 Advanced Assessment Techniques

🔍 Competitive Analysis

Direct Competitors

• Who offers similar solutions?
• What are their strengths/weaknesses?
• How do they price their offerings?
• What’s their market position?

Indirect Competitors

• What alternative solutions exist?
• How do clients currently solve this problem?
• What’s the switching cost from current solutions?

Market Gaps

• What needs aren’t being met?
• Where are competitors vulnerable?
• What would a superior solution look like?

🚀 Implementation Roadmap

🟢 Score 4.0+

Top-Tier Actions

• Immediate validation
• Dedicated resources
• Detailed project plan
• Aggressive timelines

🟡 Score 3.0-3.9

Second-Tier Actions - Competitive analysis - Validate assumptions - Consider pilots - Future planning

🔵 Score 2.0-2.9

Third-Tier Actions - Monitor markets - Gather feedback - Improve scores - Future options

🔴 Score < 2.0

Low Priority Actions

• Document only
• Annual review
• Focus elsewhere
• Consider retiring

📅 Review Schedule

Quarterly

Update market demand scores

Reassess competitive landscape

Track industry trends

Adjust strategic fit ratings

🏁 Next Steps

Scores are relative rankings, not absolutes. Customize this framework to your agency’s unique situation and strategic objectives.

Start Assessment

Begin evaluating your services using the framework

Download Template

Get the scoring worksheet for your team

Book Strategy Call

Discuss your results with an expert

🚀 Ready to Productize? Get Expert Guidance

Doug’s Sprint Options: - 2-Week Sprint: $6K - Perfect for single tool development - **4-Week Sprint:**$12K - Build multiple tools or complex platforms - 4-Hour Response: Get immediate strategic guidance - Proven Framework: Apply this assessment with expert support

The best productization opportunities combine strong quantitative scores with compelling qualitative factors. Trust your market intuition alongside the data.