Framework library
Ansoff matrix
How to use it
Classify growth options by existing or new products and markets. Identify which customer or product assumptions are new and design a staged test.
Worked example
Selling fasteners to a new buyer group differs from adding related parts to existing tenders. Validate the unfamiliar assumption for each.
Common pitfall
Newness does not determine risk by itself. Consider channel, capital and execution capability.
- Frame the questionWhich part of the growth forecast depends on behaviour the business has yet to observe?
- What to deliverBuild a reach, conversion and capacity estimate. State which factor you would verify first.