6.1.2—Ansoff matrix

Ansoff compares market penetration, product development, market development and diversification by market/product novelty.

Risk usually rises as the business moves farther from known customers and capabilities.

Locate the proposal, then state the main uncertainty and capability gap.

Selling the current drink to current customers is penetration; a new drink for a new market is diversification.

The matrix is a risk lens, not a guaranteed growth ranking.