When a company is faced with a large number of projects and tactical plans after having carried out its strategic planning, it is important to prioritize them effectively. With this need in mind, we have developed the UVRE Matrix of Priorities, a strategic tool that aims to classify and order projects based on four key elements: Usefulness, Viability, Result and Effectiveness.
The matrix is intuitive and consists of four variables, represented by the acronym UVRE: Usefulness, Viability, Result and Effectiveness. Each element is rated on a scale of 1 to 5, allowing for a more precise classification - either through empirical perception or based on concrete data, such as market research and financial analysis.
Usefulness (U) analyzes the value perceived by the target audience in relation to the project, while Viability (V) weighs the overall investment required for its implementation. Results (R) relates the project to the company's key results and objectives, and Effectiveness (E) verifies the plan's effectiveness in achieving the desired results.
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Completing the matrix follows an intuitive process that identifies projects, their leaders, and their respective audiences. Once completed, the ranking is automatic; the UVRE Matrix assigns a clear priority to each project, making it easier to direct resources and efforts to those with the greatest impact and effectiveness. This strategic tool enables smarter and more assertive management, maximizing results and achieving set goals.
The UVRE Matrix is a powerful tool for students and marketers to optimize their strategies, aligning them with the expectations of the target audience while ensuring they are viable and effective in achieving organizational goals. It is an essential guide for a more efficient and successful strategic approach in the competitive marketing universe.
Periodic updates of project statuses allow for progress monitoring and reassessment of priorities over the established period.
Introducing the UVRE MATRIX of Priorities:
The UVRE MATRIX is divided into 3 distinct but interconnected sub-sheets (3 tabs/buttons). Upon opening the UVRE MATRIX Excel file, you will notice three tabs in the footer of the spreadsheet, which can be activated with a simple click or by using the BUTTONS located at the top of each tab.
Understand the functions and structure and learn how to use them effectively:
UVRE PROJECTS CLASSIFICATION
The UVRE MATRIX filling process MUST ALWAYS begins on this tab. For each project listed in the spreadsheet, four variables must be analyzed and scored, forming the acronym UVRE. U – Usefulness, V – Viability, R – Result and E – Effectiveness Each variable must be classified using a 5-point scale. This can be done based on empirical observations and market experience, or by considering marketing intelligence such as market research to evaluate the perception of the target audience and financial parameters for Viability and results.
a. U – USEFULNESS:
As shown in the Spalding Table under the Family of Elements – Value Proposition, every company must have a clear and effective understanding of how much value its target audience will perceive in its offerings. This is the main focus of the USEFULNESS pillar in the UVRE Matrix, which aims to classify the perceived usefulness and value of the project or work action mentioned in the UVRE for the target audience. The rating should range from 1 to 5, with 1 indicating low or no perception of value and 5 indicating very high perception of value.
b. V – VIABILITY:
In general, all projects developed by the company may face viability issues. This refers to the amount of investment, whether financial, professional, or time-related, required to carry out the proposed project or action within the UVRE. Here you will demonstrate how feasible your project is. Viability will be classified on a scale of 1 to 5, where 01 represents a very low investment and 05 represents a very high investment.
b. R – RESULT:
Every project has a purpose, which may be directly or indirectly related to the result desired by the company. This variable mainly refers to the MCI - Crucially Important Goal(*), which are goals that are essential for the company or the sector in a given period of time. Using the Result variable, we classify the relationship between each project or activity planned in the UVRE and the desired company goals. The classification ranges from 01 to 05, with 01 indicating no relationship with MCI and 05 indicating a complete relationship with MCI.
(*)MCI refers to a specific, priority goal that, when achieved, will have a significant impact on an organization's results and progress towards its strategic objectives. McChesney, C., Covey, S. R., Huling, J., Moraes, B., Walker, B. & Thele, S. (2012). As Quatro Disciplinas da Execução. Alta Books.
d. E – EFFECTIVENESS:
Element number 105 of the Spalding Table is named Effectiveness & Efficiency, and is also one of the key pillars of UVRE. This fourth and final item of the UVRE MATRIX serves as a validation item, obliging the company to ensure that the project or activity being planned at UVRE is as effective as possible in achieving the best performance in relation to the intended USEFULNESS, VIABILITY and RESULT. Thus, completion is evaluated on a scale of 01 to 05, with 01 indicating very low effectiveness and 05 indicating very high effectiveness. While a grade of 05 is generally expected, the idealized context for the project may cause this grade to fluctuate.
Filling out the UVRE Matrix is an intuitive process, as previously mentioned. After understanding the four variables to be analyzed, proceed to complete the spreadsheet. The matrix has three initial columns for project identification.
In the first column, each of the projects or activities identified in the planning must be inserted. Including both the project name and a brief summary is crucial for obtaining a high-quality project reference.
The second column is called 'Leader' and is used to identify the person responsible for each project.
The third column identifies the target audience for which the project is intended. This column is crucial because identifying the target audience allows for a more accurate classification of the first variable, Usefulness (U). To classify the perception of value of something for someone, it is essential to know who that someone is.
The UVRE Matrix's Automatic Classification
After each variable receives a grade from 01 to 05, the UVRE Matrix's last columns are automatically populated. Each project is assigned a PRIORITY rating that can range from NONE, LOW, MODERATE, HIGH, or VERY HIGH. The score follows the following criteria:
Generally, a higher perception of value (score close to 05) corresponds to a lower investment (score close to 01), a stronger relationship with MCI and the desired result (score close to 05), and greater effectiveness (score close to 5), resulting in a higher priority for project execution.
MONITORING & RANKING
After completing the TAB-UVRE PROJECTS CLASSIFICATION tab, access the SECOND TAB of the spreadsheet called MONITORING & RANKING. Based on the UVRE Matrix - UVRE Projects Classification, the company will AUTOMATICALLY obtain a clear hierarchy of priorities for each project in the second tab.
This TAB in the spreadsheet is crucial to the UVRE MATRIX. Its role is to monitor each project periodically by filling in two columns: STATUS and GENERAL REMARKS. (The other columns are filled automatically).
The STATUS column allows the company to track the progress of each project, with five possible options:
Next to the STATUS column is the GENERAL REMARKS column. This column is where the company can freely add comments on the progress of the project, such as waiting for someone's approval or being in the budgeting phase, etc.
As you fill in the STATUS and GENERAL REMARKS columns, a graph at the top of the spreadsheet will show the distribution of your projects BY STATUS in real time.
It is recommended to complete the 'STATUS' and 'GENERAL REMARKS' only after the competent authorities have given final approval of the UVRE Matrix. During the established period for the UVRE Matrix (annual, semi-annual, etc.), each project leader must update it by documenting the status of each project in question. The process can be completed remotely by sharing the file for each leader to enter their information, or in person for a more comprehensive view of the team's projects. For an annual UVRE Matrix, it is recommended to perform at least three upgrades.
IMPORTANT: To successfully use TAB - MONITORING & RANKING, ENSURE THAT THERE WILL BE NO CHANGES IN THE TAB - UVRE PROJECTS CLASSIFICATION BEFORE USING IT. It is crucial to note that through the existing programming in the spreadsheet, any reclassification at UVRE (new grades or the inclusion of new projects), the PROJECT RANKING will also occur automatically, HOWEVER, the STATUS and GENERAL REMARKS columns will not reflect this new ranking.
UVRE DASHBOARD
The UVRE DASHBOARD, the third tab, will be frequently used during the UVRE MATRIX period. It provides an automated, real-time presentation of key indicators for both the MATRIX and PROJECTS, allowing for proper monitoring and accountability at the end of the established period for UVRE.
The UVRE Matrix was developed and designed Marcos Spalding with the direct collaboration of Caroline Reis and Jairo Candido.
Marcos Spalding
Master of Business Administration from the University of Manchester, professor, manager and passionate about marketing. Learn more about the author
Caroline Reis
Business consultant, graduated in Business Management from FATEC Guaratinguetá, MBA in Management and Organizational Leadership from FranklinCovey, with experience in continuous improvement and agile methodologies.
Jairo Cândido Junior
Graduated in logistics and computer science, with specialization in production and corporate leadership, Green Belt certification, and extensive experience in improving production and manufacturing processes.
