Ansoff Growth Matrix
18 min
Every growth strategy fits in one of four Ansoff quadrants. Know which one you are in.
Ansoff Matrix
- Market Penetration: existing product, existing market (lowest risk)
- Market Development: existing product, new market
- Product Development: new product, existing market
- Diversification: new product, new market (highest risk)
Ansoff Risk-Return Profile
⚡ Key Takeaways
- →Most companies default to penetration
- →Diversification = acquisition, not organic
- →Plot your current vs. aspirational position