If you want to expand and grow your business, you need to rely on the right tools. The Ansoff Growth Matrix is a simple yet powerful method that can help you evaluate your challenges and opportunities and come up with strategies that promote business growth.
In this article, you will learn how to apply the Ansoff Growth Matrix, what its pros and cons are, and how to implement the tool in your business.
The Ansoff Growth Matrix: Definition
The Ansoff Growth Matrix, also called the Product or Market Expansion Grid, is a framework invented by Igor Ansoff. He was a Russian-American mathematician and one of the fathers of strategic management.
The main application of this tool is to assess risks and opportunities connected to different business growth strategies.
Here is what it looks like:
The matrix is divided into four sections:
- Market penetration. Suggests you increase market share within existing markets using existing products.
- Product development. Proposes you create new products for current markets.
- Market development. Suggests you enter new markets with existing products.
- Diversification. Proposes you launch new products into new markets.
Each matrix quadrant represents a unique growth path, becoming riskier from top left to bottom right.
This framework can be used alongside planning and risk assessment tools such as PEST, Five Forces, 7S, etc.
Alona Cherkez, Head of Product Marketing at Albato
In the real world, expansion isn’t always a perfect fit within one strategy. Businesses often blend multiple approaches—a SaaS company might start with Market Penetration, then shift into Product Development, and eventually diversify when the timing is right. It’s rarely an either-or decision; growth happens in multiple directions. The Ansoff Matrix is a high-level framework—an excellent tool for strategy, but in practice, companies need to adapt, combine, and pivot based on market conditions and opportunities.
The four growth strategies of the Ansoff Matrix
Now let’s look at each strategy in more detail.
Market penetration
According to Ansoff, this is the least risky strategy, so it comes first. It suggests that the easiest way to earn more is to sell more in the markets you’re already working in. However, this is controversial.
He first described his matrix in 1957, and even then, he pointed out that in industrial markets such as B2B, for example, this strategy might be more challenging to implement. Since then, the market has evolved and become oversaturated. So it may be, in fact, one of the hardest strategies to implement.
Alona Cherkez, Head of Product Marketing at Albato
Market penetration is a strategy that often requires significant financial resources to succeed. Since you’re staying in an already established market with existing competitors, the primary ways to gain market share involve higher spending on marketing, pricing adjustments, and strategic acquisitions—all of which demand capital.
In a saturated market, customer acquisition costs (CAC) are always high because competitors fight for the same audience.
Here are the common tactics to achieve higher market penetration:
- Increasing marketing efforts to reach a wider audience
- Investing in faster distribution channels
- Decreasing prices
- Acquiring a competitor to reduce competition
For example, Amazon became a leader in e-commerce because it provided a great user experience. The website was easy to use, the delivery was fast, and the prices were relatively low. All of that required constant investments. Those efforts have allowed the company to deepen its market share in existing markets.
However, it was also one of the first of its kind, which might have played a role in the company’s success.
Market development
This strategy suggests that you push your product into new markets. This carries certain risks―foreign markets may already have established players in your niche. Moreover, cultural differences may impact how your business is perceived.
Alona Cherkez, Head of Product Marketing at Albato
Breaking into a new market isn’t just a game of “translate and go”—it’s about full-blown localization. Companies often underestimate how much it takes to truly fit in. It’s not just about swapping words; it’s about understanding cultural quirks, navigating local regulations, and adapting to how people actually use your product.
Here are some market development tactics:
- Entering a new region within your country
- Entering a foreign market
- Catering your product to a different demographic
One great example is Wix. In 2015, Wix discovered that its name had an unintended meaning in German —"masturbation"— but initially did nothing about it. Later, the company embraced the double meaning, launching a marketing campaign in Germany with humorous billboards and a website playing on the word. This situation highlights that it’s important to be aware of the cultural differences in global marketing.
Product development
Another way to gain new clients and new sources of income is by developing completely new products. This strategy may be effective, but it is high-risk.
Alona Cherkez, Head of Product Marketing at Albato
Product Development is perfect for brands with loyal customers hungry for new features, and fast-moving industries where innovation isn’t optional—it’s survival. Subscription-based SaaS can use it to boost LTV, while startups can outmaneuver bigger competitors by launching new products fast.
Here are some product development tactics:
- Investing in research and development of a new product
- Acquiring rights to produce another company’s product
- Creating a new offering by white-labeling third-party solutions
Today, many SaaS businesses recognize the need to offer enhanced integrations—such as a seamless connection with popular tools like Slack, Trello, and Google Workspace—without investing heavily in new product development.
Instead of building these integrations from scratch, you can partner with Albato Embedded. It provides a robust white-label platform that allows you to rebrand pre-built connectors and automation features as your own. You can quickly expand your product suite without the typical time and financial costs of in-house development.
Diversification
When you choose diversification as your business strategy, you work with product innovation and expand into new markets. This can unlock a new revenue stream or reduce your company’s dependence on a single product or market. But at the same time, you don’t have any support system, such as an existing customer base or market share.
Alona Cherkez, Head of Product Marketing at Albato
It’s a bold move, so it’s not for everyone. It works for big brands with the capital to take risks, SaaS companies expanding into adjacent markets, and startups pivoting to new opportunities. But early-stage startups? It is better to nail the core product first—diversification without a solid footing is a fast track to failure.
Diversification can happen in one of two ways:
- Related diversification. Occurs when the new product or market shares something with the existing business: expertise, tech stack, or team.
- Unrelated diversification. Involves entering a completely different industry or market where no significant overlaps exist between the new and existing business.
Google has diversified its business into numerous areas such as search engine, online advertising, YouTube, cloud computing, artificial intelligence, and even autonomous vehicles through Waymo. It has also established a strong presence internationally. With such a broad portfolio, they don’t need to rely on any single revenue source.
Advantages and disadvantages of the Ansoff Matrix
Pluses:
- Simple. Offers a straightforward framework that is easy to understand and implement.
- Promotes critical thinking. Invites decision makers to consider the trade-offs between different growth paths and helps them make rational decisions.
- Measures risks. Allows companies to prepare for potential challenges by assessing risk levels.
Minuses:
- Lacks nuance. Can oversimplify the complexities of modern business environments.
- Static. Assumes relatively stable market conditions. In highly volatile industries, the strategies may need to be reevaluated frequently.
How to implement the Ansoff Matrix in your business
Using the Ansoff Growth Matrix can enhance your strategic planning process. Here’s how to do it:
Step 1. Assess your situation
Before making changes, analyze where your SaaS business currently stands:
- Check how well you meet KPIs like revenue growth, churn rate, CAC, and LTV.
- Evaluate team skills, expertise, and capacity to handle new initiatives.
- Review budget constraints and investment capabilities.
- Study market trends and consumer behavior.
This way, you can ensure that your business is ready to pursue growth opportunities, and that potential growth won’t negatively affect it.
Step 2. Risk analysis
Each quadrant of the Ansoff Grid carries different levels of risk. You can use the matrix to come up with ideas for each segment.
For example, you can brainstorm what new products you want to develop or what new markets you could explore. Then, evaluate which of the suggested strategies correlates best with your resources.
Step 3. Resource allocation
Once you’ve identified a potential growth strategy, allocate budget, talent, and technology accordingly.
If your strategy is market development, such as entering a new geographical market, you may need to invest in localization, translation services, and region-specific marketing campaigns.
Similarly, if you choose product development, like adding new features for existing customers, allocate resources to R&D and customer feedback analysis.
Step 4. Create an implementation roadmap
The last step is to create an implementation plan and stick to it. Develop a document with specific goals, timelines, and key performance metrics, and make it visible to the team.
Then, you can break down the strategy into actionable steps—such as launching a targeted ad campaign, refining your onboarding process, or integrating with third-party apps to expand your product’s capabilities.
Return to your implementation roadmap regularly to check your progress and adjust the strategy.
Summing up
The Ansoff Growth Matrix is a helpful framework for businesses that seek strategic direction and sustainable growth. By carefully analyzing your market position and aligning your strategy with clear objectives, you can unlock new opportunities and steer your business toward long-term success.
If you want to learn more:
Albato Embedded can become a reliable partner in business growth. As a no-code embedded iPaaS (Integration Platform as a Service), it enables SaaS companies to offer native integrations without the complexity of building and maintaining them in-house.
Whether expanding into new markets, improving customer retention, or scaling operations, Albato Embedded’s flexible and scalable automation tools empower you to reach your business goals.
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