methodatlas
Business Strategy

Ansoff Matrix

Clarifies starting point, opportunities, and strategic options by defining products and markets, collecting growth options, and choosing focus options.

Core question
Which mix of market penetration, market development, product development, and diversification fits the growth target and risk capacity?
LowWorkshop + async45-90 min
Open runsheetPlan sessionStart comparison
Purpose

The method helps clarify starting point, opportunities, and strategic options concretely. It compares strengths, risks, market logic, and action options. The result is captured as an Ansoff Matrix, Growth Options, and Risk Notes.

How it works

The team follows the steps: define products and markets, collect growth options, place options into quadrants, assess risk and fit, and choose focus options. Each step is captured visibly. At the end, an Ansoff Matrix, Growth Options, and Risk Notes are available so decisions, tests, or actions can follow directly.

Visual orientation

Method sketch for a quick mental model.

Ansoff Matrix · Growth StrategyCompare growth options across existing and new products and markets
Ansoff Matrix Growth StrategyThe sketch shows a 2x2 matrix of existing and new products plus existing and new markets, with rising risk toward diversification.Compare growth paths by market and productExisting and new products are mapped against existing and new markets.Growth Matrixsort growth options by product and marketFocus choicecheck risk and fitExisting productsNew productsExisting marketsNew marketsMarket Penetrationmore share in the existing marketpricing, sales, retentionProduct Developmentnew offer for known customersfeature, bundle, upgradeMarket Developmentexisting offer in new marketsregion, segment, channelDiversificationnew offer for new marketsnew business fieldRisklow to highFitcheck capabilitiesFocuschoose option

Flow

  1. 1Define products and markets
  2. 2Collect growth options
  3. 3Place options into quadrants
  4. 4Assess risk and fit
  5. 5Choose focus options

The runsheet guides execution with 5 phases, timeboxes, 6 pitfalls, and clear stop criteria.

Open runsheet

Ideal for

  • Growth Strategy
  • Portfolio Planning
  • Market Expansion

Not good for

  • UX detail questions
  • Operational incident analysis

Deep dive

In detail

Ansoff Matrix follows a clear working logic: define products and markets, collect growth options, place options into quadrants, assess risk and fit, and choose focus options. This turns the method into a visible thinking process rather than only a conversation. Participants move step by step from raw material, observations, or options toward a shared structure. The result is an Ansoff Matrix, Growth Options, and Risk Notes that make decisions, learning, or further planning actionable.

Facilitation

Prepare a clear guiding question, the right information, and a visible workspace. Plan about 45-90 min with 2-8 people and use the format either in a workshop or asynchronously. The facilitation stays lightweight; short timeboxes, visible intermediate results, and a parking lot for open questions help.

Output artifacts
Ansoff MatrixGrowth OptionsRisk Notes
Tags
growthstrategymarketportfolio

Sources

Ansoff Matrix | BWL-Lexikonbwl-lexikon.deAnsoff-Matrix | Studyflixstudyflix.de
Artifact templates
Ansoff Matrix Working TemplateCompact working template for Ansoff Matrix with context, input, output artifacts, and next step.
spreadsheet

ansoff-matrix-working-template.md

Compact working template for Ansoff Matrix with context, input, output artifacts, and next step.

Ansoff Matrix Working Matrix

ElementDescriptionRatingEvidenceOwnerNext step
1
2
3

Output artifacts

  • Ansoff Matrix:
  • Growth Options:
  • Risk Notes:

Decision or recommendation

What consequence follows from the matrix?

When to choose differently

Short decision aid for existing alternatives.

Business Model Canvas

Statt Ansoff Matrix, wenn du mit Business Model Canvas ein vollständigeres Geschäftsmodell mit Segmenten, Kanälen, Erlösen und Kosten verdichten willst.

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