An Ansoff matrix generator is a free tool that maps your current and new products against your current and new markets to fill the four growth quadrants: market penetration, product development, market development, and diversification. Enter what you sell, who you sell to, and your growth ideas to get suggested initiatives with risk levels, priorities, and an exportable growth strategy plan.
Free strategy tool · No signup · Runs in your browser
Add up to 5 items per list. Every list needs at least one item.
Your Ansoff matrix
Framework explained
The product market matrix asks two questions about every growth idea: is the product new, and is the market new? The answers place it in one of four quadrants with a different level of risk.
Enter your current products or services and the markets or customer segments you already serve, with a rough sense of growth headroom.
Add new product ideas and new market ideas, and rate how big each opportunity is and how close it is to what you already do.
Get all four Ansoff quadrants filled with suggested initiatives, each with a risk level, a priority score, and a first step.
Copy or download the prioritized plan as CSV or text, test the top initiatives with customers, and re-run the matrix each quarter.
Scoring: risk runs from 0 to 100. Under 25 is low, 25 to 44 moderate, 45 to 64 high, and 65 or more very high. Potential comes from the two size ratings in each pairing. Priority blends potential and safety (100 minus risk): 40/60 for conservative, 55/45 for balanced, and 70/30 for aggressive. A score of 70 or more is high priority, 50 to 69 medium, and under 50 low.
Common questions
The Ansoff matrix, also called the product market expansion grid, is a growth strategy framework created by Igor Ansoff in 1957. It sorts growth options into four quadrants by whether the product and the market are existing or new: market penetration, product development, market development, and diversification.
Market penetration is the least risky because you sell a proven product to customers you already understand. Product development and market development carry moderate risk because one side is new. Diversification is the riskiest because both the product and the market are new.
Each initiative pairs one product with one market. Risk starts from the quadrant (10 for market penetration, 30 for product or market development, 55 for diversification) and rises by 10 for adjacent or 20 for distant fit. Potential comes from your size ratings. The priority score blends potential and safety using your risk appetite, so the same inputs always produce the same ranking.
Related diversification builds on something you already have, such as similar technology, skills, or customers. Unrelated diversification moves into a product and market that are both distant from your core. This tool labels a diversification move unrelated only when both the new product and the new market are rated distant.
No. Everything runs in your browser. Your products, markets, and ratings are never sent to a server or stored, so copy or download the plan before you leave the page.
Keep planning
Check your strengths and weaknesses before choosing which growth quadrant to bet on.
Judge how attractive a new market is before you plan market development.
Size the new markets on your Ansoff matrix with a realistic obtainable share.
Compare your top growth initiatives against custom weighted criteria.
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