The Oakland 3A’s Matrix ®

A robust evaluation process to assess market opportunities

The Oakland 3A’s Matrix ® is a tried and tested evaluation process that helps organisations to assess opportunities. As a practical decision-making tool it can be applied to a wide range of situations, including the introduction of:

• New enabling technologies
• Innovative product concepts
• Disruptive products or services
• Potential partners

The Oakland 3A’s Matrix ® combines a robust and meticulous set of methodologies that have been developed by Oakland through many years’ product innovation experience across global markets and multiple sectors. It forms an integral part of the Oakland TREE process, a 4-step system for identifying enabling technologies; however, it can also be applied as a stand-alone decision-making aid.

Key attributes

At the heart of the Oakland 3A’s Matrix ® is a grid system that models the potential value, viability, and positioning of a specific technology option or market opportunity against three key measures, the 3As:

• Applicability: How well does this option meet requirements?
• Availability: How quickly can this option be commercially deployed?
• Affordability: Is this an attractive option in terms of cost?

Benefits and outcomes

The straightforward evaulation provided by the Oakland 3A’s Matrix ® delivers multiple benefits, enabling you to:

• Gain insight into the implications of your choices, so making it easier to define strategies as to whether, when and how to enter – or withdraw from – specific markets
• Understand the relative positioning and value of the different technology or market options available
• Ensure your decisions are underpinned by clear analysis of the facts
• Form accurate conclusions on which to base clear and effective routes to market