Ansoff’s Grid: Choosing Growth Strategies

This framework looks obvious until you actually try to use it. It's called Ansoff's

Product/Market Grid, and it helps you decide how a business should grow. The model maps growth

across two dimensions: products and markets. You can sell existing products to existing markets,

which is the lowest risk option. You could sell existing products to new markets,

which increases uncertainty. You can launch new products to existing customers,

which requires innovation. Or you can do both at once, which is the riskiest move.

To use Ansoff's grid, you place your idea into one of these four boxes.

Each box signals a different level of risk and investment. This framework is most useful when