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Ansoff Matrix Tool
Put one real option in each of the four growth routes, strike out the ones the evidence rules out, and choose one: a named market and product.
This tool also runs as a stage in a playbook, which takes you through several tools in order:
- Expand into a new market Stage 4 of 6: which growth route? Start at stage 1
Not following the playbook?
One real option in each box, specific enough to cost: a product and a market, not a direction.
Your notes never leave your browser
Options, markets, products and reasons stay on your computer and in your progress file. To write the diagnosis, only which box was chosen or struck out, and the checks, are sent to our server. How it works
Strike out, then choose one
The value is in the striking out. Give each option that loses a reason, ideally one the earlier stages found.
The four routes
The choice
Save your progress
Download your progress file to continue from this point any time, on any computer: choose it under "Coming back?" at the start of the tool. Each new file includes everything so far, including the earlier stages when they are connected, so keep the latest one. Your work stays in this browser only until you close it.
Not saved yet.
Take your results with you
A PDF of the four routes, what was struck out and why, the choice and the diagnosis.
About the tool
Why it exists
Expansion chosen, not assumed
The Ansoff Matrix sets out four ways to grow: sell more of what you have where you are, build new products for the buyers you have, take what you have to a new market, or do something new in a new market. Growing at home is in the matrix too, and it is sometimes the right answer.
This tool works on its own, and as stage 4 of our playbook for expanding into a new market, where it drafts the options from stages 1 to 3 and checks each against them. For the method, see our guide to the Ansoff Matrix.
The method
How the tool works
One option per box. Each has a name, a market and a product. In the playbook, "Draft from the earlier stages" fills empty fields from what you sell, your home market and the market tested in stage 3.
The checks. For each option: whether its market was scanned in stage 1, its verdict in stage 2, and which of stage 3's advantages it uses. "Suggest what the earlier stages rule out" strikes out, with a reason, only options you haven't decided on.
The decision points. A new market that was never scanned goes back to stage 1 before it can be chosen. An option in a market stage 2 rated unattractive, or that no advantage helps, is flagged.
What leaves your computer. Options and reasons stay in your browser and your progress file. To write the diagnosis, the page sends our server only which box was chosen or struck out and the checks, and the server keeps nothing.