Use Cases

Use Case: Deciding on Business Expansion or Contraction

Paul Clark
By Paul Clark

04 FEB 2024

5 min read

Deciding whether to expand or contract a business is a critical decision that requires careful consideration and analysis. In this use case, we will explore how the MoSCoW methodology can be employed to make an informed decision regarding the potential expansion or contraction of a retail business.

The retail business, ABC Corp, has been operating successfully in the local market for the past five years. With consistent growth in revenue and a solid customer base, the management of ABC Corp is contemplating a strategic move to either expand the business by opening new stores in different locations or to contract its operations by focusing solely on the most profitable aspects of the business. The objective is to maximize profitability while mitigating risks associated with market dynamics and operational challenges.

To facilitate this decision-making process, the management decides to utilize the MoSCoW methodology, a proven decision-making tool that helps to prioritize different aspects of a project or business decision. The acronym MoSCoW stands for Must-have, Should-have, Could-have, and Won’t-have, representing the four categories of priorities.


The “Must-have” category identifies the critical factors that are essential for the business’s survival and growth. For ABC Corp, the must-have factors include:

  1. Sufficient financial resources to support the expansion or contraction decision.
  2. A clear understanding of the market dynamics, including customer needs and competitor analysis.
  3. Compliance with legal and regulatory requirements.
  4. Retaining the existing customer base and ensuring customer satisfaction.


The “Should-have” category outlines the factors that are important but not critical. These factors can significantly enhance the probability of success if addressed adequately. For ABC Corp, the should-have factors include:

  1. A comprehensive business plan detailing the expansion or contraction strategy.
  2. A robust marketing strategy to promote the business in new locations or to reinforce the brand in the existing market.
  3. A skilled and motivated workforce to implement the chosen strategy.
  4. Efficient supply chain and logistics to support business operations.


The “Could-have” category includes the desirable factors that can be considered if resources permit. For ABC Corp, the could-have factors are:

  1. Utilizing advanced technology to streamline operations and improve efficiency.
  2. Engaging in partnerships or collaborations to enhance market presence.
  3. Investing in employee training and development programs.
  4. Conducting market research to explore new opportunities or identify potential risks.


The “Won’t-have” category specifies the factors that are not essential or relevant to the decision at hand or not appropriate at the time. For ABC Corp, the won’t-have factors include:

  1. Expanding into markets that do not align with the company’s core values or target audience.
  2. Engaging in aggressive pricing strategies that could harm the brand’s image or profitability.
  3. Compromising on product quality or customer service.
  4. Investing in unproven technologies or ventures without proper analysis.

The MoSCoW methodology provides a structured framework that assists ABC Corp’s management in evaluating the various factors associated with business expansion or contraction. By prioritizing the must-have, should-have, could-have, and won’t-have factors, the management can make an informed decision that aligns with the company’s objectives and resources. The key to successful decision-making lies in conducting a thorough analysis, considering all possible scenarios, and being prepared to adapt to changing market dynamics and operational challenges. The MoSCoW methodology serves as an invaluable tool in this process, ensuring that the management’s focus remains on the critical aspects that will drive the business towards its desired outcome.

Are you struggling with decision-making in your organization? Look no further! offers a comprehensive decision-making app that streamlines the decision-making process and helps you make informed choices that are aligned with your objectives. Our app is designed to simplify complex decision-making scenarios using proven methodologies like MoSCoW. Try it for free today and take the first step towards better decision-making and achieving your business goals!

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