• Reach—How many customers will this project impact?
  Scored: Number of people/events per time period.

• Impact—How much will this project increase conversion rate?
  Scored: 0.25—Minimal; 0.5—Low; 1—Medium; 2—High; 3— Massive.

• Confidence—How much support do you have for your estimates?
  Scored: 20%—Moonshot; 50%—Low; 80%—Medium; 100%—High.

• Effort—How much team time will the feature require?
  Scored: Number of “person-months”.

Total Score = Reach x Impact x Confidence / Effort.