Ansoff Matrix template

Explore opportunities for growing your business.

Easy to use

Easy to use

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Built-in collaboration

Built-in collaboration

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Seamless sharing

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The Ansoff Matrix was developed by Igor Ansoff as a way for companies to explore opportunities for growing revenue by developing new products and services or tapping into new markets. This model is sometimes also referred to as the “Product-Market Matrix.”

About the Ansoff Matrix template

How do you use the Ansoff Matrix?

The Ansoff Matrix is divided into four sections that place markets and products/services depending on whether they already exist or represent a future opportunity. The four sections are market penetration, market development, product development, and diversification.

Market penetration refers to selling more of your products and services to existing customers, market development refers to entering new markets, product development refers to developing your existing products or services, and diversification refers to moving into new markets with new products and services, increasing sales with your existing customer base, and acquisition. Go through each section with your team and determine where there are areas for making changes or improvements.

When should you use the Ansoff Matrix?

You should use the Ansoff Matrix whenever you do strategic planning for your marketing organization. You may find it beneficial to fill out the matrix at least once a year, though potentially more frequently if conditions are changing rapidly in your industry.    

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