① Growth period and money and time yo...
② Inventory of 4 best sellers (who bu...
③ What current customers like
④ What troubles current customers
⑥ Place ideas on the four paths (Anso...
Sell deeper (market penetration) / cu...
New products (product development) / ...
New customers (market development) / ...
Both new (diversification) / new prod...
⑦ What you noticed in the four squares
⑧ Compare six of the ideas placed in ⑥
⑨ The one idea to test first and why
⑩ A 3-month plan for the idea chosen ...
⑪ Signal to keep going
⑫ Signal to change
⑬ Signal to stop
⑭ Next step and review day
Ansoff Growth Mat...
How to use (4 pag...
Goal / chosen idea
Decisions / owner
Worries / unknowns
Customer voices /...
1/4
Review what you sell
Ctrl+F / ⌘F : 2/4...
→ 2/4
2/4
Fill the four paths
↙ 3/4
Growth period and goal e.g. Over the next 6 months, raise monthly sales 10% above today Sales worry e.g. Regulars keep coming, but new customers are not growing. Co okie sales fell below last year Money and time you can use e.g. Up to $330 a month and up to 5 hours a week Owner: ____ Main customers
How it sells
Room to grow
e.g. Cookies
e.g. Local regulars (ages 40–60) e.g. 2–3 each per person on weekends e.g. Large. They buy more with new flavors e.g. Cakes
e.g. Families for birthdays e.g. About 20 orders a month e.g. Medium. Orders take a lot of effort e.g. Loaf bread
e.g. Office workers in the morning e.g. Sells out on weekday mornings e.g. Small. Baking capacity is capped e.g. Gift boxes
e.g. People looking for a gift e.g. Rises before seasonal events e.g. Large. Few orders from companies e.g. Not too sweet, easy to buy every week e.g. There is a box that suits a gift Write customers' words as they said them e.g. We close early, so they cannot stop by after work e.g. They cannot send it to family far away Keep what you heard apart from what you imagine ⑤ Spread idea see...
Idea seeds for growth (f rom ② to ④) Bring regulars back e.g. Punch cards, birthday per ks Solve their troubles e.g. Evening pickup, from "can not stop by" in ④ Add new products e.g. Seasonal treats, frozen c ookie dough Current items, new uses e.g. Office gifts, celebration boxes Reach far-away people e.g. Online sales, from "canno t send" in ④ Something totally new e.g. Baking classes for kids 縦軸: Customers (to...
Get current customers to buy more of what you already sell. Few unknowns, so it is the easiest to test first. e.g. Punch cards for regulars Bring new products to current customers. You know their tastes, but you need to learn how to m ake them. e.g. A seasonal new cookie Bring current products to people or places that do not buy yet. You know the product, but you need to research the customers. e.g. Gifts for nearby offices New products and new customers. The most unknowns, and it tends to cost the most money and tim e. e.g. Baking classes for kids Squares with many ideas e.g. 4 ideas in Sell deeper. Many came from current customers' v oices Squares with few or no ideas e.g. Only 1 in Both new (baking classes). Totally new ideas are hard to come up with How to place unsure ideas e.g. If unsure which square, place it where there are more unkno wns 3/4
Narrow to one test
→ 4/4
4/4
Run the first 3 m...
Which path
How many unknowns
Money needed ($)
Time needed
e.g. Punch card
Sell deeper Few About $65 2 weeks e.g. Seasonal treat
New products Medium About $330 1 month e.g. Frozen dough
New products Many About $1,000 2 months e.g. Office gifts
New customers Medium About $200 1 month e.g. Online sales
New customers Many About $1,300 3 months e.g. Baking class
Both new Very many About $650 2 months The one idea to test first e.g. Punch cards for regulars (Sell deeper) Why you chose it e.g. Few unknowns, and it can start in 2 weeks for about $65. It fits the "easy to buy every week" voice in ③ Ideas to skip this time and why e.g. Online sales would take about $1,300 and 3 months, over the $330 a month in ① What to do
Owner
Deadline
Number to check
Month 1
e.g. Make the punch cards and offer them i n store e.g. Shop owner e.g. Last day of month 1 e.g. Cards sold (goal: 30) Month 2
e.g. Ask users for their thoughts e.g. Staff e.g. Last day of month 2 e.g. Number of people on a 2nd visit Month 3
e.g. Decide whether to keep or change it e.g. Shop owner and staff e.g. Last day of month 3 e.g. Growth in monthly sales (goal: 5%) e.g. 30 or more cards sold in a month e.g. More people come back a 2nd time Write it as when, what and how many e.g. Cards sold but left unused e.g. What you often hear differs from ③ Decide on just one thing to change e.g. Under 10 cards a month for 2 months in a row e.g. The effort tops 5 hours a week If you stop, move to the next idea in the table in ⑧ One thing to do next week e.g. Make a sample card and show it to 3 regulars for their thou ghts Review day e.g. The last Saturday of each month, 15 minutes after closing Owner: ____ What to think about after 3 months e.g. If it works, try an idea from New customers in ⑥ (office gi fts) → 2/4
Fill the four paths
↙ 3/4
Narrow to one test
→ 4/4
Run the first 3 m...
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