Objective 02 of 12
Increase revenue
Increase the total amount of money generated by the business.
- Revenue
- Annual recurring revenue (ARR)
- Sales growth
- Bookings
- Gross merchandise volume (GMV)
- How can we sell more?
- Where are we losing opportunities?
- What drives top-line growth?
- New sales campaigns
- Higher conversion rates
- Additional distribution channels
- Improved pricing
- New products
Frameworks that serve this objective
Primarily- Ansoff Matrix A 2×2 of growth bets: existing vs. new markets, existing vs. new products.
- Business Model Canvas The full nine-block picture of how a business creates, delivers, and captures value.
- Porter's Five Forces Why some industries are structurally profitable and others starve — read through five competitive pressures.
- Market Sizing (TAM/SAM/SOM) The nested estimate of how big the prize actually is — total, serviceable, and obtainable.
- Impact / Effort Matrix A prioritization 2×2 — impact against effort — for a backlog of initiatives.
- Opportunity Solution Tree A top-down tree from a single outcome, through customer opportunities, to solutions, to the experiments that test them.
- Jobs-to-be-Done A reframing of what customers are really hiring the product to do — and who they’re really choosing between.