SWOT Analysis Template

Situation being analysed: _________________________________________________________________

This SWOT example is for a new business opportunity. Many criteria can apply to more than one
quadrant. dentify criteria appropriate to your own SWOT situation.
criteria examples
!d"antages of
proposition#
$apabilities#
$ompetiti"e
ad"antages#
%S&'s (unique selling
points)#
*esources+ !ssets+
&eople#
,xperience+ -nowledge+
data#
.inancial reser"es+
li-ely returns#
Mar-eting / reach+
distribution+
awareness#
nno"ati"e aspects#
0ocation and
geographical#
&rice+ "alue+ quality#
!ccreditations+
quali1cations+
certi1cations#
&rocesses+ systems+ T+
communications#
$ultural+ attitudinal+
beha"ioural#
Management co"er+
succession#
&hilosophy and "alues#
Strengths
Good
Good
Good
Good
Good
Good
Weaknesses
Low
Low
Low
Low
criteria examples
2isad"antages of
proposition#
3aps in capabilities#
0ac- of competiti"e
strength#
*eputation+ presence
and reach#
.inancials#
Own -nown
"ulnerabilities#
Timescales+ deadlines
and pressures#
$ash4ow+ start/up
cash/drain#
$ontinuity+ supply
chain robustness#
,5ects on core
acti"ities+ distraction#
*eliability of data+ plan
predictability#
Morale+ commitment+
leadership#
!ccreditations+ etc#
&rocesses and systems+
etc#
Management co"er+
succession#
criteria examples
Mar-et de"elopments#
$ompetitors'
"ulnerabilities#
ndustry or lifestyle
trends#
Technology
de"elopment and
inno"ation#
3lobal in4uences#
6ew mar-ets+ "ertical+
hori7ontal#
6iche target mar-ets#
3eographical+ export+
import#
6ew %S&'s#
Tactics: eg+ surprise+
ma8or contracts#
9usiness and product
de"elopment#
nformation and
research#
&artnerships+ agencies+
distribution#
:olumes+ production+
economies#
Seasonal+ weather+
fashion in4uences#
Opportunities
High
Positie
Positie
threats criteria examples
&olitical e5ects#
0egislati"e e5ects#
,n"ironmental e5ects#
T de"elopments#
$ompetitor intentions /
"arious#
Mar-et demand#
6ew technologies+
ser"ices+ ideas#
:ital contracts and
partners#
Sustaining internal
capabilities#
Obstacles faced#
nsurmountable
wea-nesses#
0oss of -ey sta5#
Sustainable 1nancial
bac-ing#
,conomy / home+
abroad#
Seasonality+ weather
e5ects#
; !lan $hapman <==>/=?. .ree &2. "ersion of this tool and information about SWOT analysis methods are a"ailable at
www.businessballs.com@swotanalysisfreetemplate.htm. This is a free resource from
www.businessballs.com+ which contains lots more useful tools+ diagrams and materials. 6ot to be sold or
published.