This factor describes the "best-before date" of the requirement. Once this date passes, the implementation of the requirement loses significant value to the organization. This includes time-to-market scenarios, in which the benefit derived will be exponentially greater if the functionality is delivered ahead of the competition. It can also refer to seasonal functionality that only has a value at a specific time of year.

For example, delivering a new electronic gift card solution after the Christmas season has passed will have a much lower financial benefit to the organization than delivering it in the appropriate timeframe before the Christmas season.