Frameworks · White Paper

Building Market Attractiveness Scorecards

Practical guidance on designing, calibrating and defending market attractiveness scorecards.

Author

Ankit Pandya

Published

November 18, 2024

Length

34 pages · 14 min read

Format

Researched PDF report

Download full report Read executive summary

Building Market Attractiveness Scorecards cover

StratexecuteFrameworks

Section 02

Executive Summary

A public preview — roughly a quarter of the full report.

Scorecards fail when weights are arbitrary, criteria overlap, and evidence thresholds are missing.

This paper walks through the design choices that make a scorecard defensible: criterion independence, weight calibration and evidence hierarchy.

Section 03

Key Insights

Recommended criteria

8–12

more becomes noise, fewer hides risk.

Re-scoring cadence

Annual

markets move, scorecards must too.

Strategic recommendations

01Test for criterion independence.
02Calibrate weights with historical outcome data.

Framework at a glance

The full report includes the visual framework, scoring rubrics and worked examples from anonymised client engagements.

Ch. 1 · Choosing Criteria That Don't OverlapVisual

Ch. 2 · Calibrating WeightsVisual

Ch. 3 · Defending The ScorecardVisual

Section 04

01
Choosing Criteria That Don't Overlap
Independence tests and proxies.
Chapter
02
Calibrating Weights
Outcome-based weight tuning.
Chapter
03
Defending The Scorecard
How to brief a board on the model.
Chapter

About the author

Ankit Pandya

Founder, Stratexecute

Ankit has led market expansion programs across cross-border engagements over the past two decades, working with founders and CXOs to convert ambition into disciplined execution. His frameworks are used inside Fortune 500 strategy teams and early-stage challengers alike.

Prior to founding Stratexecute, Ankit led international growth practices at two global consulting firms and served on the operating committees of three category leaders. He writes regularly on market entry discipline and stage-gated expansion.

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