H. Igor Ansoff Publisher: McGraw-Hill (Originally published 1965)
Note: Be wary of "PDF summary" sites that offer 5 pages. The true document is a full book. ansoff corporate strategy 1965 pdf
| | Existing Products | New Products | |---|---|---| | | Market Penetration | Product Development | | New Markets | Market Development | Diversification | ansoff corporate strategy 1965 pdf
A SaaS startup can use Ansoff’s logic to quantify risk. Using the PDF’s original risk tables, the founder can calculate that moving from existing customers (Penetration) to a new geographical market (Market Development) carries exactly half the risk of building a new product for existing customers (Product Development). ansoff corporate strategy 1965 pdf