Market Penetration

A growth strategy focused on increasing market share for an existing product within an existing market, typically through pricing, promotion, or distribution improvements.

Market penetration is often the lowest-risk growth strategy because you are selling what you already know works to people you already understand. It compounds existing momentum rather than starting fresh.

A founder with an established online programme runs a targeted ad campaign to reach the 80% of her ideal audience who have not yet heard of her, growing her share of an already-proven market.