The RICE scoring model for startups: How to evaluate your startup’s potential

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RICE scoring model for startups is designed to help entrepreneurs answer the question, “Is my startup worth pursuing?”. The model is composed of four criteria: likelihood to create new markets, ability to carve out a niche market, impact on the industry, and company’s potential.

What does the acronym RICE refer to?

The acronym RICE refers to the following four aspects:

Many entrepreneurs find it challenging to evaluate their startups and continue persevering. It is common for start-up founders to fall into traps such as falling in love with their product or business that they lose objectivity in determining whether what they have is something worth pursuing further.

Hence it takes time and effort for an entrepreneur to decide when enough is enough and know when to move on. Seeking advice from someone impartial such as a friend or family member who doesn’t have any vested interest in your startup, could be helpful. However, this isn’t always easy, especially if the entrepreneur is too close to their business.

Using metrics to evaluate your startup’s potential could be helpful. The RICE scoring model provides entrepreneurs with a quick and easy way of determining whether pursuing their idea further is worth it.

The model focuses on four critical criteria: market creation likelihood, market carving ability, industry impact, and company potential. Each standard has numbers associated with it that are then scored out of 10.

Entrepreneurs are then able to derive an overall score which could help them decide whether to move forward or cut their losses early on. Many entrepreneurs do get stuck between moving ahead even though there are many obstacles in the way or call it quits when they could have potentially succeeded.

Startups and RICE

With RICE, you won’t be able to determine whether your startup will succeed, but at least you’ll know when it’s time to try something else.


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You can use this model in evaluating various stages of your business life cycle, such as after launching your product, in 6 months, and so forth. The beauty of this RICE model is that it doesn’t require any particular industry knowledge or experience in performing financial analysis to apply it, making it perfect for startups who are bringing their idea into fruition without having access to financial reports or an investor backing them up.

It can also act as a benchmarking tool for evaluating competitors’ strengths and weaknesses by analyzing their scores.

The model is comprised of four criteria; each criterion consists of ten numbers which are then combined to give a final RICE Score number which you can use in determining whether your startup business has the potential for success or not.

This criterion refers to how much impact your startup can make on its industry by introducing new technologies and/or processes that will render the current market offering obsolete. This could be either due to your product being too competitive or simply because it has no competitors in the market (monopoly).

The total score is derived after adding up all the numbers associated with this criterion: 3 for the likelihood of having a monopoly, 2 for the possibility of disruption, one if neither applies, and 0 if both apply. For example, if your startup introduces a product that has no current offering in the market and can gain a monopoly, its score would be 3+3=6.

This criterion refers to how much defensible advantage your business can create by carving out a niche market that no one else can easily compete with. For example, if you are making an app aimed at golf players, other competitors won’t have easy access to that niche market; hence, your company will have created a defensible niche for itself even though there might be furthermore extensive companies yours.

The total score is derived after adding up all the numbers associated with this criterion, namely: 2 for the ability to create a defensible niche, one if neither applies and 0 if both.

The RICE scoring model is not an absolute measure of success/failure. Instead, it provides entrepreneurs with a flexible guide they can use themselves, showing which elements require special attention and how a new idea may fare over time.

From my experience, I would say that at least one element should score high on your list of priorities if you want to achieve success, but I would also say that no single factor can determine your start-up’s fate. Instead, it combines all four elements to eventually form a holistic picture where even minor failings may lead to disaster.

Startups can use the RICE scoring model to determine their potential in the following ways:

R = Revenue Stream    Does your startup have a revenue stream you can measure? Is it enough to cover the cash burn rate during the first three to six months? Do you already have investors willing to invest, or at least press the button on the P&L (profit and loss) statement? If you can answer “yes” to one or more of these, great! However, if not – you’ve got some serious thinking to do.

I = Innovation.  Is it genuinely innovative, something nobody else has done before? This includes not only product/services but also business models. If you are planning to do it successfully enough – are you sure others won’t copy your idea over time, making your product irrelevant in the process? How much will this cost protect through patents, trademarks, and other IP (intellectual property) protection methods?

C = Customer Experience    What is unique about the customer experience offered by your startup that customers cannot get elsewhere? Will they have to learn something new to use it effectively or enjoy benefits from day one without a steep learning curve? Can customer service be easily scaled up as you grow?

E = Engagement    Does it require a high level of customer engagement, either on a short-term or long-term basis? If not – will they come back to use your service again, recommend it to their friends and families, provide valuable feedback over time that may help you improve the product/service?

Assuming you’ve got a solid idea for a startup and have worked out all the details, do people need what you’re selling? If yes, go on! But if no… Well, good luck with your venture. Maybe think about pivoting after some time.

How can startups benefit by using the scoring model such as RICE?

Startups can greatly benefit from using a tool such as the RICE scoring model because it can help them focus on what is important for their success. Another key benefit is the ability to see how their idea fares in terms of its potential success.

Through the scoring model, entrepreneurs can decide if it’s worth pursuing an idea or not – for example, if you score high on revenue and engagement but low on innovation and customer experience, this may mean that your business has a great chance to succeed if it were to pivot in a particular direction.

The RICE scoring model can help entrepreneurs prioritize the different elements of their business and make sure they are putting enough effort into areas that will be key to their success. It is not an absolute measure, but it can provide a good starting point for any business.


Your startup’s success is based on four factors that determine its ability to scale up and do well in the market. Formulate your answers, then use them as guidelines when you’re working out details of your business model.

RICE scoring model provides a good heuristic for entrepreneurs to understand what makes startups successful. It can be used not only during the ideation phase but also throughout the entire lifecycle of the company. Use it together with other frameworks or techniques like SWOT analysis or Customer Development approach for maximum effectiveness!

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