SWOT Analysis Template

Situation being analysed: _________________________________________________________________

This SWOT 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

Capabilities? proposition?
Competitive advantages? Gaps in capabilities?
USP's (unique selling Lack of competitive
points)? strength?
Resources, Assets, People? Reputation, presence and
Experience, knowledge, reach?
data? Financials?
Financial reserves, likely Own known
returns? vulnerabilities?
Marketing - reach, Timescales, deadlines and
distribution, awareness? pressures?
Innovative aspects? Cashflow, start-up cash-
Location and drain?
geographical? Continuity, supply chain
Price, value, quality? robustness?
Accreditations, Effects on core activities,
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,
succession? etc?
Philosophy and values? Management cover,
succession?
criteria examples opportunities threats criteria examples

Market developments? Political effects?

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