The term Star comes from the famous Boston Consultancy Matrix, or BCG matrix. The BCG matrix is a model to analyze the product or service portfolio of your company. The Stars in this matrix are the stars within your services or products. The demand for these products or services is increasing. The market is growing fast, and the margins are high. These are the products that you as a company have to invest in to ensure that sales grow even further. So invest money in marketing and sales! As the products get further into the product lifecycle, the growth in demand will slow down. The product then becomes a Cash cow. The other two parts of the BCG matrix are the Dogs and the Question marks.