Blog / Note 01
Which segments deserve the next VND?
Put the next unit of money where the market is attractive and you can realistically win. Every other segment is a choice to defend, partner or deprioritise.
Most growth plans spread effort evenly across segments because no one has made the trade-off explicit. The Attractiveness × Ability-to-Win matrix forces that trade-off onto one page.
Score attractiveness on evidence: size, growth, margin pool and competitive intensity. Score ability to win on what you actually hold: share of wallet, brand strength, route to market and cost position. Agree the weights with finance before anyone sees the result.
Bubble size = segment volume. Illustrative output of the trade.lab prioritisation method; not client data.
The matrix makes the trade-off visible. The leadership team still makes the call, and now it makes it with the same numbers in front of everyone.