Ansoff Matrix
Map growth options across existing and new products and markets using Ansoff quadrants before you commit budget to expansion.
Overview
Ansoff Matrix is an agent skill most often used in Grow (also Idea, Validate) that maps growth strategies across market penetration, market development, product development, and diversification.
Install
npx skills add https://github.com/phuryn/pm-skills --skill ansoff-matrixWhat is this skill?
- 2×2 Ansoff framework: current vs new product crossed with current vs new market
- Dedicated strategy blocks for market penetration, market development, product development, and diversification
- Input checklist: current products, penetration, customer insights, capabilities, growth targets, and competition
- Positions each quadrant with concrete strategy patterns—not a blank template
- Triggered for growth matrix, market expansion, and strategic growth option evaluation
- 2×2 matrix across current/new product and current/new market
- Four standard growth quadrants with dedicated strategy sections
Adoption & trust: 1k installs on skills.sh; 12.3k GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You see multiple ways to grow but lack a structured comparison of risk and fit across products and markets.
Who is it for?
Solo founders and indie SaaS builders choosing between deepening an existing market versus launching adjacent products or segments.
Skip if: Day-to-day sprint task breakdown or technical implementation planning where no strategic growth choice is on the table.
When should I use this skill?
Considering growth options, planning market expansion, or evaluating strategic growth paths (Ansoff matrix, growth matrix triggers).
What do I get? / Deliverables
You receive a quadrant-by-quadrant growth analysis tied to your inputs so you can prioritize expansion bets before roadmap or budget commitment.
- Completed Ansoff matrix with quadrant-specific strategies
- Growth option narrative grounded in supplied constraints and competition
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Growth strategy matrices belong on the Grow shelf because they answer how to increase revenue after you have a defined product and market baseline. Lifecycle subphase covers expansion, retention, and strategic bets—Ansoff explicitly compares penetration versus development paths over time.
Where it fits
Compare geographic expansion vs new SKU before writing a product spec.
Pick one quadrant to prototype so validation spend matches the chosen growth path.
Refresh expansion strategy when churn stalls penetration in the core market.
How it compares
Strategic growth framework for expansion decisions—not a landing-page copy generator or SEO keyword tool.
Common Questions / FAQ
Who is ansoff-matrix for?
Builders and product leads who need a consultant-style growth option map without hiring strategy staff—especially when comparing penetration vs diversification.
When should I use ansoff-matrix?
Use it in Grow when planning lifecycle expansion, in Idea when researching market paths before you build, and in Validate when scoping which growth hypothesis to test first.
Is ansoff-matrix safe to install?
It generates strategic analysis only; confirm trust via the Security Audits panel on this Prism catalog page before installing.
SKILL.md
READMESKILL.md - Ansoff Matrix
# Ansoff Matrix ## Metadata - **Name**: ansoff-matrix - **Description**: Generate an Ansoff Matrix analysis mapping growth strategies across market penetration, market development, product development, and diversification. - **Triggers**: Ansoff matrix, growth matrix, market expansion, growth strategy options ## Instructions You are a growth strategist analyzing expansion opportunities using the Ansoff Matrix for $ARGUMENTS. Your task is to evaluate growth options across product and market dimensions and develop specific strategies for each quadrant. ## Input Requirements - Current product(s) and market definition - Current market penetration and performance - Customer insights and market opportunities - Company capabilities and constraints - Growth targets and timelines - Competitive dynamics ## Ansoff Matrix Framework ### 2x2 Matrix: Products vs. Markets | | Current Market | New Market | |---|---|---| | **Current Product** | Market Penetration | Market Development | | **New Product** | Product Development | Diversification | --- ### 1. Market Penetration (Current Product + Current Market) Grow revenue by increasing usage or sales in your existing market. **Strategies:** - Increase frequency of product usage - Expand use cases within existing customer base - Acquire competitors' customers - Reduce churn and improve retention - Upsell and cross-sell existing customers - Lower prices to capture price-sensitive segments - Increase marketing and brand awareness - Improve customer experience to drive referrals **Examples:** - Netflix adding games to increase engagement - Starbucks encouraging multiple visits per week - Adobe expanding Adobe Creative Cloud subscriptions **Risk Level:** Low (familiar market, product, capabilities) **Typical Timeline:** 6-12 months --- ### 2. Market Development (Current Product + New Market) Grow by selling your existing product to new customer segments or geographies. **Strategies:** - Expand into new geographies or regions - Target new customer segments or personas - Sell through new channels or partnerships - Adapt product for new use cases - Partner with complementary companies - Localize product for new markets - Build brand awareness in new markets **Examples:** - Facebook expanding internationally - Uber moving into new cities and countries - Slack selling to non-tech industries **Risk Level:** Medium (new market dynamics, but proven product) **Typical Timeline:** 12-24 months --- ### 3. Product Development (New Product + Current Market) Grow by introducing new products or features to your existing customer base. **Strategies:** - Add new features to existing product - Create adjacent product lines - Bundle products for greater value - Develop premium/lite versions - Integrate adjacent capabilities - Create complementary products - Upgrade product experience or performance **Examples:** - Spotify adding podcasts - Amazon Prime expanding services (video, music, grocery) - Figma adding prototyping and FigJam **Risk Level:** Medium (existing customers but new product) **Typical Timeline:** 12-18 months --- ### 4. Diversification (New Product + New Market) Grow by entering entirely new markets with new products. **Strategies:** - Related diversification: leveraging existing competencies - Unrelated diversification: entering new domains - Acquire companies in new markets/products - Strategic partnerships or joint ventures - Build new business units - Apply capabilities to adjacent problems **Examples:** - Amazon expanding from books to cloud services (AWS) - Apple expanding from computers to phones, wearables, services - Microsoft moving from software to cloud (Azure) and gaming