SWOT Analysis Template

State what you are assessing here ____________________________________________________________________________________________________________

(This particular example is for a new business opportunity. Many criteria can apply to more than one quadrant. Identify criteria appropriate to your own
SWOT situation.)

criteria examples strengths weaknesses criteria examples

Advantages of proposition? Disadvantages of proposition?

Capabilities? Gaps in capabilities?
Competitive advantages? Lack of competitive strength?
USP's (unique selling points)? Reputation, presence and
Resources, Assets, People? reach?
Experience, knowledge, data? Financials?
Financial reserves, likely Own known vulnerabilities?
returns? Timescales, deadlines and
Marketing - reach, distribution, pressures?
awareness? Cashflow, start-up cash-drain?
Innovative aspects? Continuity, supply chain
Location and geographical? robustness?
Price, value, quality? Effects on core activities,
Accreditations, qualifications, distraction?
certifications? Reliability of data, plan
Processes, systems, IT, predictability?
communications? Morale, commitment,
Cultural, attitudinal, leadership?
behavioural? Accreditations, etc?
Management cover, Processes and systems, etc?
succession? Management cover,

criteria examples opportunities threats criteria examples

Market developments? Political effects?

Competitors' vulnerabilities? Legislative effects?
Industry or lifestyle trends? Environmental effects?
Technology development and IT developments?
innovation? Competitor intentions -
Global influences? various?
New markets, vertical, Market demand?
horizontal? New technologies, services,
Niche target markets? ideas?
Geographical, export, import? Vital contracts and partners?
New USP's? Sustaining internal
Tactics: eg, surprise, major capabilities?
contracts? Obstacles faced?
Business and product Insurmountable weaknesses?
development? Loss of key staff?
Information and research? Sustainable financial backing?
Partnerships, agencies, Economy - home, abroad?
distribution? Seasonality, weather effects?
Volumes, production,
economies?
Seasonal, weather, fashion