Strategy & Growth
Ansoff Matrix
Ansoff Matrix guides growth strategy by analyzing market penetration, product development, market development, and diversification. It shows how to grow with existing/new products and markets.
When to Use This Framework
Planning growth initiatives
Strategic expansion
Risk assessment
Resource allocation
How to Apply This Framework
- 1
Map current position on matrix
- 2
Define Market Penetration strategy
- 3
Define Product Development strategy
- 4
Define Market Development strategy
- 5
Consider Diversification strategy
- 6
Assess risk for each quadrant
- 7
Prioritize and sequence
Real-World Examples
Slack expanding into new industries (market dev)
Notion adding AI features (product dev)
Figma entering education market (market dev)
Strengths
- Simple mental model
- Covers all growth options
- Guides strategic decisions
Limitations
- Oversimplifies growth complexity
- Risk assessment can be subjective
- Misses opportunity costs
Related Frameworks
Consider combining this framework with:
Master Product Management
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