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Ansoff Matrix Generator

Identify your growth strategy quadrant — Market Penetration, Market Development, Product Development, or Diversification — based on whether you're targeting an existing or new market with an existing or new product.

How to Use Ansoff Matrix Generator
  1. 1Indicate whether you're targeting an existing or new market
  2. 2Indicate whether you're offering an existing or new product
  3. 3Click Generate to see your Ansoff strategy quadrant and its risk level
Frequently Asked Questions

It's a simple 2×2 lookup: existing market + existing product = Market Penetration; new market + existing product = Market Development; existing market + new product = Product Development; new market + new product = Diversification.

Because neither the product nor the market is proven for your business — you're simultaneously learning what customers want AND whether you can deliver it, which compounds uncertainty compared to changing only one variable at a time.

Yes — BCG classifies where a product/unit currently sits (Star, Cash Cow, etc.), while Ansoff helps decide HOW to grow from there. They're often used together in strategic planning.

That's a judgment call you make — e.g. expanding to a new country, industry vertical, or customer segment you don't currently serve would typically count as a new market.

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