What is the Four-Field Matrix Used For?

A simple four-field matrix is a good basis for evaluating projects. Necessary resources are related to the expected resulting effect / impact.

• Achieve a high output with Cash Cows and relatively low resource requirements
• Despite a higher expenditure a good result is still expected with the Stars.
• With the Poor Dogs the use of resources is relatively low, but a lower output can be expected.
• Beware of the Question marks, which can be expected to produce a rather low result with high effort and resource input.

So you should rather bet on cash cows and stars, possibly even on the Poor Dogs. The question marks are usually clear cost traps. Be very aware of them before you decide on such projects and invest your time and money resources.