Spin a web of opportunity with our Ansoff matrix example

Whether you’re launching a new business venture or revamping an existing product, find imaginative ways to scale with FigJam’s strategic planning templates.

four colorful squares with text boxes located on the Y and X axisfour colorful squares with text boxes located on the Y and X axis

Ansoff matrix example

Tie your team to a shared strategic purpose by considering market penetration, market development, product development, and diversification—together.

Blow away the cobwebs in your strategic thinking

Untangle your analysis, evaluate risks, and find new paths to rapid growth.

Fire up your growth: Explore expansion into a new market with a strategic tool that illustrates four avenues for growth.

Take calculated risks: Revamp your cost-benefit analysis with a deeper understanding of the risks associated with new and existing products and markets

Organize your process: Separate your strategic thinking into a distinct market penetration growth strategy to discover specialized opportunities.

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matrix table labeled with the words existing product, new product, existing market, new market and riskmatrix table labeled with the words existing product, new product, existing market, new market and risk

Stick together through thick and thin

With FigJam’s shared templates, you can grow bold ideas together. Call out hidden risks, shout out expansion opportunities, find ways to grow your existing customer base, and show support for your favorite strategies. Thanks to Community-built widgets like Simple Vote, Lil Notes, and Anonymous Thoughts, everyone can support the scale-up.


The Ansoff growth matrix is a visualization that helps businesses find innovative approaches to expand upon through a diversification strategy. Ansoff matrix examples evaluate the potential opportunities and risk factors connected to existing products, new products, the current market, and new markets by organizing them into quadrants.

Each quadrant on the market product grid represents a potential avenue for growth—helping to prompt a product development strategy, reveal potential risks, and provide insights into how the product interacts with the broader environment.

The four quadrants of a product market expansion grid represent the following four growth strategy categories:

Market development: Strategies for growth opportunities within the market might include reaching out to a new customer segment or opening brick-and-mortar stores in new locations.

Market penetration: To increase your impact on the market, you might adjust your messaging or negotiate with suppliers to lower costs.

Diversification: Create a corporate strategy to mitigate company risk and drive innovation. Diversification strategies include introducing new products to new markets.

Product development: Strategies around developing new products and iterating current products can drive growth by helping you stand out in new and existing markets.

To draw an Ansoff matrix, begin with an Ansoff matrix template or a market product grid example). With your team, walk through each quadrant—placing your products and markets on the grid according to your current strategies or opportunities you’d like to develop. In each quadrant, jot down strategies, concerns, and ideas for how to grow your business.

Ready to get started? Discover new strategies with FigJam’s interactive market product grid templates.

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