How to Tackle Product Roadmap Planning with the RICE Scoring Model

In the fast-paced world of product management and startup growth, deciding which initiative to prioritize can often feel overwhelming. The RICE scoring model offers a systematic approach to tackle this challenge head-on, enabling PMs to make decisions that are both data-driven and impactful, and most likely to deliver the best ROI.
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In the fast-paced world of product management and startup growth, deciding which initiative to prioritize can often feel overwhelming. The RICE scoring model offers a systematic approach to tackle this challenge head-on, enabling PMs to make decisions that are both data-driven and impactful, and most likely to deliver the best ROI.

What is the RICE Scoring Model?

The RICE scoring model is a framework used in product management to prioritize initiatives by evaluating them based on four criteria: Reach (how many users will be affected), Impact (the degree of change expected), Confidence (certainty in the estimates), and Effort (resources required).

Developed by Intercom, this method assigns a score to each product or initiative, helping teams objectively compare and decide which initiatives to pursue. It’s designed to improve decision-making, reduce bias, and facilitate stakeholder communication.

1. Reach

‘Reach’ involves estimating the number of people each initiative will reach in a given timeframe

For example, launching a new user interface could affect 100,000 users in the first quarter.

For example, if you expect your product will lead to 200 new customers within the next quarter, your reach score is 200. On the other hand, if you estimate your initiative – say a new feature introduction – will drive 2,000 visitors to your trial page monthly, with an expected conversion rate of 20% to actual trial sign-ups, your reach score would be 400 (2,000 visitors * 20% conversion rate).

2. Impact

‘Impact’ measures the degree of change your initiative will introduce to the user’s satisfaction, retention, or revenue. A minor feature update might score low for impact, while a major product overhaul could score very high.

Intercom developed a five-tiered scoring system for estimating a product’s impact:

  • 3 = massive impact
  • 2 = high impact
  • 1 = medium impact
  • .5 = low impact
  • .25 = minimal impact

3. Confidence

Confidence is a measure of how certain you are about the estimates for Reach, Impact, and Effort, and is usually expressed as a percentage.

If you have comprehensive data to support your predictions or your client specifically requested the new feature, you might score this as high (100%). A project based on less reliable market research might score lower, say 80%.

If you arrive at a confidence score below 50%, consider it a “moonshot” and assume your priorities need to be elsewhere.

4. Effort

Effort score represents the costs and is the estimation of the total hours or days required from all team members to complete the initiative.

A small bug fix might require a few hours worth of effort, whereas developing a new feature from scratch could take a month to complete.

Implementing the RICE Model

Integrating the RICE scoring model into the strategic planning of your roadmap allows for prioritization that is both strategic and aligned with your company’s goals. By systematically evaluating each initiative based on Reach, Impact, Confidence, and Effort, you can allocate resources more effectively, increasing the chances that your team focuses on the initiatives that promise the greatest returns. One of the cons of the RICE Model is the requirement to invest more time into planning and getting the needed data to use this model effectively.

Example

Consider the decision between two projects: Project A is a new feature expected to reach 50,000 users, with a high impact on user retention (scored 3 out of 3), 80% confidence in these estimates, and requires 150 hours of effort. Project B is an internal tool improvement that will reach all 500 employees, with a moderate impact on productivity (scored 2 out of 3), 90% confidence, but needs 300 hours of effort.

Calculating the RICE scores for both initiatives:

  • Project A: 50,000 × 3 × 80% / 150 = 800
  • Project B: 500 × 2 × 90% / 300 = 3

Initiative A, with its significantly higher RICE score, would be prioritized over initiative B, highlighting its greater potential value to the organization.


The RICE scoring model is a powerful tool for product managers and startup leaders seeking to navigate the complexities of initiative prioritization and to drive ROI. By applying this model, teams can focus their efforts on the products that are most likely to drive growth and success.

Have you used the RICE scoring model in your prioritization process? Share your experiences and tips with me on LinkedIn.