SWOT Analysis Template

criteria examples strengths weaknesses criteria examples

Gaps in capabilities?
Capabilities? Lack of competitive
Competitive advantages? strength?
USP's (unique selling Reputation, presence and
points)? reach?
Resources, Assets, People? Financials?
Experience, knowledge, Own known
data? vulnerabilities?
Financial reserves, likely Timescales, deadlines and
returns? pressures?
Marketing - reach, Cashflow, start-up cash-
distribution, awareness? drain?
Innovative aspects? Continuity, supply chain
Location and robustness?
geographical? Effects on core activities,
Price, value, quality? distraction?
Accreditations, Reliability of data, plan
qualifications, predictability?
certifications? Morale, commitment,
Processes, systems, IT, leadership?
communications? Accreditations, etc?
Cultural, attitudinal, Processes and systems,
behavioural? etc?
Management cover, Management cover,
succession? succession?
Philosophy and values?
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?
Tactics: eg, surprise, Obstacles faced?
major contracts? Insurmountable
Business and product weaknesses?
development? Loss of key staff?
Information and research? Sustainable financial
Partnerships, agencies, backing?
distribution? Economy - home, abroad?
Volumes, production, Seasonality, weather
economies? effects?
Seasonal, weather, fashion
influences?