Template · Strategy & competition
Ansoff Matrix template
For sorting your growth options by whether they take existing or new products into existing or new markets, each step riskier than the last. Leave it alone when the problem is defending what you have; this generates expansion, not defence. Instead Porter's Five Forces, which reads the pressure on the position you are defending.
Download it
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Or work it through here
Sort every live growth idea into its quadrant, then weigh the options against the risk gradient rather than treating the cells as equals. Your entries persist for this browser session and can be copied out as Markdown or printed.
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What you may do with it
This sheet, meaning our drawing and layout of it, is released under Creative Commons Attribution 4.0 International. Use it commercially, put it in a client deck, print it for a workshop, adapt it. Keep the attribution line that is printed on the sheet and you have met the licence.
Originator: H. Igor Ansoff. The framework itself is not ours to license, and the written entry behind this page, its worked example, critiques and sources, stays all rights reserved. The full licence position is set out in plain English.
Before you fill it in
A blank template is the easy part. The entry behind it covers how to run Ansoff Matrix properly, a worked example, the pitfalls real teams hit, and the situations where it is the wrong tool and something else would serve better.