Welcome back to another video from the Zendog Labs team!

We are a team of ex-founders and ex-VCs that help start-ups create demand and unlock growth opportunities. More than 35% of start-ups fail because they can’t grow, says CB Insights.

In this video, we go through the Ansoff Matrix. The Ansoff Matrix is a super intuitive model that was developed by Igor Ansoff, an applied mathematician. We use the Ansoff Matrix in our day-to-day work to help start-ups understand what their strategic growth options are.

- 00:00 – Introduction

- 00:58 – How do I know what I am talking about

- 01:36 – Call-to-action: like, comment, subscribe!

- 02:11 – Overview of the Ansoff Matrix

- 02:45 – Strategy 1: Market penetration

- 04:37 – Strategy 2: Market development

- 07:02 – Strategy 3: Product development

- 08:23 – Strategy 4: Diversification

- 09:49 –Ansoff Matrix x Zendog Labs GTM framework

- 10:24 – Outro

In our experience, most start-ups struggle with setting a narrow set of priorities and sticking to committed decisions. That is where it becomes useful to explain that going after new markets or building new products is not the same as penetrating your current market. It is a decision that is marred with risk and that should only be considered after you have done everything you could where you are right now. In fact, new markets and new products should likely be reserved for pivots to fix product-market fit issues or when you raised a significant new funding round.

When we are done talking about Ansoff, we suggest folks to check out our video on our go-to-market framework (https://bit.ly/3xnKN2I). Our go-to-market framework is the tactical answer for how you win in a niche AFTER you chose 1 of the 4 strategies outlined by Ansoff. You need both to have a growth strategy.