Ansoff Matrix
Shows where revenue comes from (current base vs. new products/markets) and which growth path carries the right level of risk.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
Save
Form fields
Penetração de mercadoReceita planejada com produtos atuais para clientes atuais, o quadrante de menor risco.
Peso da penetraçãoPeso da penetração de mercado sobre a receita total planejada.
Desenvolvimento de mercadoReceita planejada com produtos atuais para clientes novos.
Peso do desenvolvimento de mercadoPeso do desenvolvimento de mercado sobre a receita total planejada.
Desenvolvimento de produtoReceita planejada com produtos novos para clientes atuais.
Peso do desenvolvimento de produtoPeso do desenvolvimento de produto sobre a receita total planejada.
DiversificaçãoReceita planejada com produtos novos para clientes novos, o quadrante de maior risco.
Peso da diversificaçãoPeso da diversificação sobre a receita total planejada.
Receita totalSoma dos quatro quadrantes da matriz, usada como base dos percentuais.
Estratégia sugeridaQuadrante dominante da matriz, que da nome a estratégia de crescimento sugerida.
Start here
The 4 quadrants
They cross product (current/new) with customer (current/new): Penetration (lowest risk), Market development, Product development and Diversification (highest risk).
How to
Percentuais e estratégia sugerida: como a tela decide
Each quadrant shows the percentage of total revenue it represents; the sum of the four values is the Total revenue shown next to the Save button. The quadrant with the largest share gets the highlight outline and defines the Suggested strategy, with the explanatory text on the card below. Diversification carries the higher-risk warning: growing with a new product for a new customer is the most expensive bet to get wrong — and the matrix exists to show how much of the revenue already depends on it.
Rules
How to fill it in
Enter in each quadrant the annual revenue (R$) that currently comes from that product × customer combination: current products for current customers (penetration), current products for new customers (market development), new products for current customers (product development) and new products for new customers (diversification). When you leave the field, the matrix recalculates the percentages and highlights the dominant quadrant; "Save" records the snapshot.
The suggested strategy
Based on the dominant quadrant, the tool indicates the next growth move with controlled risk — usually expanding into neighboring quadrants before diversifying.
Sem "Ver Valores", a matriz não abre
The quadrants are filled in reais, so the whole screen obeys the "View Values" governance: anyone without the permission sees the "no permission to view values" notice instead of the matrix. This applies to reading and editing — there is no "percentages only" mode. If an analyst needs to maintain the matrix, the way is for the administrator to grant "View Values" to their profile; there is no way around it from the screen itself.
Frequently asked questions
Where it fits in
The matrix is one of the steps in the Guided Business Plan — the footer of the screen reminds you of this, and the trail shows the step as complete once the matrix has revenue distributed. The suggested strategy (the dominant quadrant) is the input the guided plan hands to the next step: instead of a standalone matrix, the answer "I grow by selling more or selling new" gets written into the step that comes next.
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