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In the scaling up phase we discussed the importance of making the business stronger, here we focus on making it bigger by a significant factor. The diversification strategy may include acquiisitions, wholly owned subsidiaries, buying competitors, or entering new markets, all are fraught with risk but if handled methodically and carefully significant improvements can be made.


Business Meeting

Market Research & Analysis

Conducting thorough research to identify new markets, customer needs, and emerging trends that can inform diversification strategies.


Key Aspects:

  • Customer Insights: Understanding existing and potential customers' preferences and unmet needs.

  • Competitive Analysis: Assessing the competitive landscape to identify gaps and opportunities.

  • Trend Identification: Keeping abreast of market trends and technological advancements that could impact the business.

  • Feasibility Studies: Conducting feasibility studies to evaluate the potential success of new ventures or product lines.


Product / Service Innovation

Developing new products or services that complement the existing portfolio and meet identified market needs.

Key Aspects:

  • R&D Investment: Allocating resources to research and development to innovate and create new offerings.

  • Cross-Functional Collaboration: Encouraging collaboration across departments to foster creativity and innovation.

  • Pilot Programs: Testing new products or services through pilot programs to gather feedback and refine offerings.

  • Customer-Centric Design: Ensuring that new products or services are designed with the customer in mind, focusing on usability and value.



Business meeting

Strategic Partnerships & Alliances

Forming alliances with other businesses to leverage their strengths, resources, and market presence to aid in diversification.


Key Aspects:

  • Identifying Partners: Identifying potential partners whose strengths complement the business’s weaknesses.

  • Joint Ventures: Creating joint ventures to share risks and benefits in exploring new markets or developing new products.

  • Collaborative Innovation: Working with partners to co-develop new products or services.

  • Market Entry Assistance: Utilising partners' established market presence to facilitate entry into new markets.


Risk Management & Mitigation

Implementing strategies to manage the risks associated with diversification and ensuring sound financial planning to support new initiatives.

Key Aspects:

  • Risk Assessment: Identifying and assessing the risks associated with diversification, including market, operational, and financial risks.

  • Contingency Planning: Developing contingency plans to mitigate identified risks.

  • Financial Projections: Creating detailed financial projections to assess the potential profitability of new ventures.

  • Funding Strategy: Securing the necessary funding to support diversification efforts, whether through internal resources, loans, or investment.


Diversifying a business requires a strategic approach that includes thorough market research, innovative product development, strategic partnerships, and effective risk management. By focusing on these four essential facets, businesses can successfully diversify their offerings, reduce risk, and achieve sustainable growth. A business coaching and development company can provide the expertise and guidance needed to navigate this complex process, ensuring that businesses can capitalise on new opportunities and strengthen their market position.

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