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The Product-Market Growth Matrix, also called the Ansoff Matrix, lays out four ways your company could grow: selling more of what you have, taking it to new markets, building new products, or diversifying. StratEngine analyzes each option for your business. You need the Essential plan or higher, or a pay-as-you-go account.
Product-Market Growth Matrix is included in the Essential plan and higher, and pay-as-you-go accounts can run it too. It carries the Growth badge. On the Free plan, its card shows Upgrade instead of Select. See Strategy plans.

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When to use it

  • You’ve set a growth target and want to compare the options for reaching it.
  • You’re deciding whether to push harder in your current market or expand into a new one.
  • You’re weighing a new product line against the risk of moving too far from your core.

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What you get

The result opens on the Components tab. Framework Summary gives an Executive Summary, and Sources lists what the analysis cited. Under Framework Details, you get one section for each part of the framework:
  • Market Penetration
  • Market Development
  • Product Development
  • Diversification
Standard and Deep runs also fill the Momentum tab (trends affecting the company), which means Essential and higher plans, or pay-as-you-go at Standard or Deep. Deep runs add the Assumptions tab (what the analysis depends on, by risk), which means Professional, or pay-as-you-go at Deep. See Work with framework results and Analysis depth.

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Run it

1

Open Generate Framework

In the side menu, under Quick Frameworks, click Generate Framework.
2

Select Product-Market Growth Matrix

Under Select Framework, find Product-Market Growth Matrix in the Market & Product Strategy group and click Select.
3

Describe the business

Fill in the Business Context fields: company name, business summary, industry, target customer and so on. See Generate a framework for what each field needs, and for loading a saved company or autofilling from a document.Then, under Framework Inputs (Optional), answer the questions specific to Product-Market Growth Matrix:Click Continue.
4

Pick a depth and generate

On a subscription plan there’s no depth choice here: the framework runs at the deepest depth your plan includes. On pay-as-you-go, choose Quick Scan, Standard or Deep under Analysis depth. Click Generate Framework. The app shows the processing time for that depth, from ~2 min for Quick Scan to ~8 min for Deep.