What is an opportunity?
Overview
An opportunity in TheyDo is a structured record of a customer need, problem, or area for improvement. It sits between understanding (insights) and action (solutions) — a clearly defined "what" that your team can prioritize and work toward solving. Opportunities are the central unit for prioritization in TheyDo.
The label "Opportunity" may be configured differently in your workspace — some teams use "Pain Point," "Contact Reason," or another custom name.
How opportunities work
Opportunities typically emerge from research insights. You link insights to an opportunity to show the evidence behind it, then link solutions to show how you're addressing it. This creates a traceable chain from customer finding to business action.
Opportunities can also be organized hierarchically — you can break a broad opportunity into more specific child opportunities to reflect how a large theme breaks down into distinct areas. For example, a parent opportunity like "Reduce support friction" might have children like "Reduce time to first response" and "Improve handoff clarity."
Properties
Each opportunity can hold:
- A title — a short name for the problem or area of improvement
- A description — rich text with full context
- A status — configurable per workspace; defaults are Open, In Progress, Solved, and Dismissed
- A type — configurable per workspace (e.g. Pain Point, Unmet Need, Adoption Barrier)
- An owner — the person responsible
- Prioritization scores — three default fields: Customer Value (0–100), Business Value (0–100), and Effort (0–5), plus a computed Value score (a 50/50 weighted average of Customer and Business Value). Workspace admins can add custom scoring criteria.
- Tags and categories — for filtering and organizing in the library
- Image, external links, and attachments — supporting context and resources
- Comments — threaded discussion on the opportunity
- Progress — tracked based on linked solution progress
- Archive status — opportunities can be archived and filtered out of the main view
Where opportunities live
Opportunities have two main surfaces in TheyDo:
- Opportunity library — the workspace-level inventory for browsing, creating, filtering, prioritizing, and governing all opportunities. You can switch between table view (for operational management) and matrix view (for score-based prioritization), filter and sort, bulk manage, export to CSV, and use saved views to keep recurring filter sets without resetting them each time.
- Journey — opportunities appear in an Opportunities lane on journey steps, showing which needs are tied to specific touchpoints. The same opportunity can appear across multiple steps and journeys.
How opportunities connect to other work
Opportunities can be linked to:
- Insights — to show the evidence behind the need
- Solutions — to show how the need is being addressed
- Goals — to connect the opportunity to strategic priorities
- Other opportunities — as parent-child relationships to reflect hierarchy
- Journeys — to show where in the experience the problem occurs
Tips
- Aim for around 5–8 opportunities per journey to keep prioritization manageable.
- Write opportunities as problem statements, not solutions — "help customers get answers without waiting" rather than "add a chatbot."
- Link insights to every opportunity so stakeholders can see the evidence behind it.
- You need opportunity edit permission to create, update, or delete opportunities. If the opportunity database is locked in your workspace, creation is disabled.