Ansoff Matrix

Compare growth options by what changes in the product and market.

Procedure

• Define the current product and served market.
• Map options to existing/new products and existing/new markets.
• Identify new capabilities and uncertain assumptions for each option.
• Stage the smallest informative experiment before committing resources.

Questions

• Are both product and customer changing?
• Which uncertainty can be tested without building everything?

Evidence to collect

• Product-market baseline
• Four-quadrant options
• Experiment cost and stop date

Limits

• Risk depends on context; the matrix is not a numerical forecast.

Sources

• U.S. Chamber of Commerce, Product Market Grid: Four growth strategies; secondary explanation of Ansoff, not the original paper

Original concise method summary; no reproduced source passages. No claim to ownership of the underlying method. Linked sources retain their own terms.