Ansoff Matrix Maker

What is an Ansoff matrix?

The Ansoff matrix organizes growth choices by whether products and markets are existing or new. Its four categories are market penetration, market development, product development, and diversification.

Use it to compare directions for growth

The matrix helps a business avoid treating every expansion idea as the same kind of move. It frames strategic options but does not by itself establish demand, cost, or the best investment.

Define the axes before filling the boxes

1. State the baseline offering. A product can only be new relative to an agreed current range.
2. Define the market. Clarify whether it means a customer segment, geography, or another boundary.
3. Classify the actual change. Some proposals alter both the offering and the target customer.
4. Treat risk as contextual. The quadrant alone does not determine a project's specific risk or return.
5. Attach a test. Give each option an assumption that can be investigated before committing resources.

A growth discussion arranged in four quadrants

MyMap groups the business and growth ideas you provide, then reclassifies or expands them when asked. The SaaS example includes conversion improvements, geographic expansion, new features, and new-business ideas; some placements depend on how products and markets are defined.