Each column represents an area of your business investors will care about. Each column helps you understand what areas of your idea need work. Investors view your idea at the level of your lowest ranking. It's best to underestimate where you are than to overestimate. This is because if your view on your level is very different than an investor you may be seen as not a good investment. If you understand your weaknesses and can explain how you are solving them that is seen as a much better investment.