BCG product portfolio
BCG matrix plotting five product lines by market share and growth rate — stars, cash cows, question marks, and one dog — for annual investment planning.
For the VP of product strategy
Scenario
A VP of product strategy presents this at the annual planning offsite. The Platform SDK is the clear star — keep investing. The Legacy API is a cash cow that funds new bets. Two question marks (Mobile SDK, Self-serve billing) get the hard conversation: which one earns the next round of engineering spend? The on-prem installer is a dog — sunset candidate.
Annotation key
matrix bcg— preset axes (market share ← → low; low → high growth)"Label" at (x, y)— share (0–1) × growth (0–1)size:— relative revenue contributioncategory:— BCG quadrant tag; drives colour
How to read
BCG uses a reversed x-axis: high market share is on the left, low on the right. That quirk puts cash cows in the bottom-left (high share, low growth) and stars in the top-left (high share, high growth). The right half holds low-share products: top-right = question marks (decide: invest or kill), bottom-right = dogs (usually kill). Bubble size shows current revenue — don't prematurely kill a cow that funds a star.