Engagement › Marketing · 1 of 4
Analyzing a Product
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
Product analysis is judging each product's strengths, weaknesses, audience and position before you market it. In RISE, you place every product on a 9-Box. One axis rates how scalable it is and the other how profitable. Each of the nine cells names the product type and the action to take.
How RISE does it
- RISE calls product analysis the cornerstone of effective marketing.
- It reveals product strengths and weaknesses, the target audience and positioning.
- The goal is products that are both scalable and profitable for growth.
- Each 9-Box cell carries an action, from 'invest in it' to 'get rid of it.'
Analyzing a Product is one of four tools in Marketing, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
Product 9-Box: Scalable x Profitable
Rate scalability and profitability from one to three. Find the cell and follow its action.
| Scalable / Profitable | One | Two | Three |
|---|---|---|---|
| Three | Lead Generator: adjust expectations | Highly Scalable: invest in it | Cash Cow: create more |
| Two | Lucky Grower: refine pricing | Core Offering: keep doing | Highly Profitable: test new price points |
| One | Bad Product: get rid of it | Lucky Money: refine offering | Bill Payer: do when needed |
“Analyzing a product is the cornerstone of effective marketing. It lets businesses understand product strengths and weaknesses, the target audience, and positioning.”Gary Harper
AI RISE Coach
Work through Analyzing a Product with the AI RISE Coach
“Walk me through Analyzing a Product in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have consistent company messaging that carries through to all of our marketing materials and creative.”
Frequently asked questions
How do you decide which products to promote?
Rate each product on scalability and profitability. RISE says invest in Highly Scalable products, create more Cash Cows, keep doing your Core Offering, and get rid of Bad Products.
What is a cash cow product?
On the RISE Product 9-Box, a Cash Cow is highly scalable and highly profitable. The prescribed action is to create more of it.
The other tools in Marketing
- Consumer PsychologyMatch your tactics to your buyers' mindset and to how they see your product's spending category.
- Writing a Marketing PlanSet audiences, objectives, budget, channels and a timeline, then track a KPI at every stage of the journey.
- A/B TestingRun two campaigns side by side and compare them on eight measures to find what works.
Related in another quadrant: Finance
