I struggle very hard with that.
Revenue growth is super hard to nail down to be MECE.
Think of it along the lines of the ansoff market
1 Branch: Grow in core segment
- existing customers (old products, more spend)
- new customers (old products, convert to sale)
2 Branch: Grow in new segments
- new geographies
- new products
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In this example:
new products again can be catered to existing customers (thus again being in branch one).
No matter how I spin it there are so many different options to grow … i.e.:
- existing customers buy more of existing product
- existing customers buy a new product
- new customers start buying existing product
- new customers start buying new product
on top of that there are tweaks such as:
focus the company on fast growing segments in the current market
etc.
How should I bring this in one proper MECE framework?
- existing customers switch spending to higher margin product or pay more for additional services