A BCG matrix, also called the growth-share matrix, is a portfolio analysis tool that plots each product by how fast its market grows and how its market share compares with the largest competitor. That places every product in one of four quadrants: Stars, Cash Cows, Question Marks, or Dogs. Enter your products below to build an interactive matrix, see where to invest, harvest, or exit, and export a strategy summary.
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Add up to 12 products. Estimates are fine; the matrix is a directional view.
Your BCG matrix
Framework explained
The growth-share matrix asks two questions about each product: is its market growing fast, and does it lead that market? Growth signals how much cash a product needs. Relative share signals how much cash it can generate.
Add each product, product line, or business unit you want to compare. Up to twelve fit on one matrix.
Enter the yearly growth rate of each product's market, its relative market share against the largest competitor, and its revenue or another portfolio weight.
Keep the classic 10% growth and 1.0x relative share thresholds, or adjust them to match your industry and stage.
Read the quadrant for each product and the strategy guidance, then copy the summary or download it as CSV or text to share.
How classification works: a product is high growth when its market growth is at or above your growth threshold, and high share when its relative share is at or above your share threshold. Share is plotted on a log scale with high share on the left, as in the original BCG layout, so 2x and 0.5x sit the same distance from parity. Products within 2 points of the growth threshold, or within 20% of the share threshold, are flagged as near a threshold.
Common questions
The BCG matrix, or growth-share matrix, is a portfolio analysis framework created by Bruce Henderson of the Boston Consulting Group in 1970. It plots each product by market growth rate and relative market share and sorts it into one of four groups: Stars, Cash Cows, Question Marks, and Dogs, each with a typical investment strategy.
Relative market share is your share divided by the share of your largest competitor. A value of 1.0 means you are level with the biggest rival. If you are the leader, divide your share by the next-largest competitor, so the result is above 1.0. A product with 10% share against a leader with 40% has a relative share of 0.25.
A product is high growth when its market growth is at or above your growth threshold, and high share when its relative share is at or above your share threshold. Values exactly on a threshold count as high. High growth and high share is a Star, low growth and high share is a Cash Cow, high growth and low share is a Question Mark, and low on both is a Dog.
The classic BCG matrix uses 10% yearly market growth and a relative share of 1.0. Many mature industries grow more slowly, so a lower threshold such as 5% can be more useful, while fast-moving software markets may justify 15% or more. Use a threshold that separates growing from mature markets in your industry, and keep it the same when you compare over time.
No. All calculations run in your browser. Product names and figures are never sent to a server or stored, so copy or download your summary before leaving the page.
Keep planning
Plan where the cash from your Cash Cows should go next: new products, new markets, or both.
Check the strengths and threats behind a Star or Question Mark before you invest.
Judge how attractive each product's market really is beyond its growth rate.
Size the markets behind your Question Marks to see which are worth a push.
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