SWOT analysis template
SWOT analysis template
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|Internal |Strengths |Weaknesses | |
| |Examples of strengths might include (replace |Examples of weaknesses might include (replace these with | |
| |these with yours): |yours): | |
| |The advantages of your product or service |The disadvantages of your product or service | |
| |Your unique selling points (USP) |A lack of resources - equipment, people, finances | |
| |The resources available to you - including |Cashflow difficulties | |
| |equipment, people and finances |Poor reputation or brand identity | |
| |Your market reach and market share |Lack of differentiation from competitors | |
| |The number and variety of sales channels you |Poor management structures | |
| |have |Low morale | |
| |Your brand strength |An under-developed business plan with no clear goals or | |
| |Qualifications, accreditation, certification |objectives | |
| |Your location |Your location | |
| |Your networks - including trade bodies you are |Over-reliance on a single customer | |
| |a member of | | |
| |Anything innovative about your product, service| | |
| |or operation | | |
|External |Opportunities |Threats | |
| |Examples of opportunities might include |Examples of threats might include (replace these with | |
| |(replace these with yours): |yours): | |
| |Technological developments |A fall in demand | |
| |New markets opening up |The economy - eg, interest rate changes | |
| |Favourable trends in your market |Political changes | |
| |Product or business development |New legislation | |
| |Competitors are looking vulnerable |Loss of contracts or partners | |
| |Social/political developments offer marketing |Loss of important staff | |
| |opportunities |Financial backer withdraws | |
| |New funding available |Competitors selling new/innovative products or services | |
| |Partnerships/joint ventures |Developments in IT/technology leaves your equipment looking| |
| |Staff training and development |old-fashioned | |
| | |Your premises are deteriorating/equipment coming to the end| |
| | |of its life | |
| | |A new competitor enters the market | |
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