Expansion Candidate Types Explained

A different size, quantity, or format of a product you already sell well. Example: Your 1L cooking oil is a bestseller — a 2L variant captures bulk buyers and improves margin per unit.

Why it's low risk: You already know the product sells. You're just offering it in a different format your customers are asking for.

A product in a related category that your existing customers already buy — just not from you. Example: Your cooking oil buyers purchase body lotion 38% of the time from competitors.

Why it works: Your customers already trust you. Stocking what they need saves them a trip elsewhere and increases your basket size.

Two or more products frequently bought together, packaged as a set at a small discount. Example: Maize flour + sugar + tea are bought together 44% of the time — bundle them at 8% off to drive basket size.

Why it works: Bundles increase average order value while giving the customer perceived savings. The margin per transaction goes up even with the discount.

An opportunity to sell an existing product into a new region or market where demand exists. Example: A product selling well in Nairobi Central could be expanded to Mombasa where search data shows rising demand.

Why it works: You already have the supply chain — you're just extending your reach.

A product with rising demand based on search volume, social trends, or seasonal patterns. Example: Hand sanitiser search volume up 34% this month in your market.

Why it's higher risk: Trends can be short-lived. AskBiz flags the confidence level so you can decide whether to stock lightly or go all in.