Market Segmentation and Criteria Template
Segmentation criteria are often chosen for convenience rather than commercial relevance — leading to neat-looking segments that do not actually inform brand, pricing, or distribution decisions.
Balanced Scorecard
Performance management on four perspectives — Financial, Customer, Internal Business, Learning & Innovation. The discipline that prevents managing one number while losing the business.
Porters 5 Forces
Assess the structural attractiveness of an industry by analysing the five forces that determine long-term profitability — before committing capital, market entry, or category investment.
SMART Goals
The five-criterion test that turns vague intentions into commitments. The basic discipline behind every commercial KPI, sales target and individual objective.
SWOT Analysis
Audit your competitive position across four lenses — what you do well, where you fall short, what is opening up, and what is closing in. The starting point for most strategic plans.
4C Business Evaluation Matrix (4C-BEM)
Commercial reviews often fixate on one lens at a time — the business looks inward at its own performance, or outward at competitors, but rarely both in a single balanced view. The result is a partial picture and decisions skewed by whichever lens dominated the discussion.
Strategy Map
A single-page strategy map — connects mission, vision, objectives and functional priorities so the whole commercial organisation reads the same page.
RACI Matrix
Clarifies who does the work, who owns the outcome, who advises and who needs to be kept informed. Removes execution ambiguity from cross-functional initiatives.
Porters 5 Forces Quick-Ref
A printable single-page summary of the 5 Forces framework — the executive cheat sheet that supports the full deck (Tool 10).
AIDA Model
The shopper journey from first awareness to final purchase — the hierarchy-of-effects model that still anchors most communication and activation planning.