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  • Writer's pictureCharlie McBroom

The Four Quadrants of Growth

Updated: Nov 2, 2023

The Four Quadrants of Growth is a strategic model used to categorize different growth strategies within a business. These four quadrants help identify and plan for growth opportunities.

Four Quadrants of Growth
Four Quadrants of Growth

The four quadrants are as follows:

Quadrant 1: Increase New Customers

This quadrant focuses on acquiring new customers for your products or services. Strategies here aim to expand the customer base and reach new markets. It often involves marketing and sales efforts to attract new clients.

Quadrant 2: Increase Product Usage from Existing Customers

In this quadrant, the goal is to encourage existing customers to use your products or services more frequently or buy more from your business. This is often referred to as "farming" existing customers and involves strategies to increase customer loyalty and usage.

Quadrant 3: Introduce New Products

This quadrant involves introducing new products or services to your existing customer base. It's about upselling or cross-selling additional offerings to your current customers, such as upgrades, add-ons, or bundles.

Quadrant 4: Find New Lines of Business

This quadrant is about exploring entirely new business opportunities or markets. It may involve diversifying into different product lines or serving new customer segments. It's a more exploratory and entrepreneurial approach to growth.

Summary of The Four Quadrants of Growth

By categorizing growth strategies into these four quadrants, a business can better plan and execute its growth initiatives. Each quadrant represents a different approach to achieving growth, and a well-rounded growth strategy may involve activities in multiple quadrants depending on the business's goals and circumstances.


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