Strengths Weaknesses

Internal Internal
Examples of strengths might include (replace Examples of weaknesses might include
these with yours): (replace these with yours):

 The advantages of your product or  The disadvantages of your product or

service service
 Your unique selling points (USP)  A lack of resources - equipment, SWOT analysis
 The resources available to you - people, finances template
including equipment, people and  Cash flow difficulties
finances  Poor reputation or brand identity
 Your market reach and market share  Lack of differentiation from
Describe what you are
 The number and variety of sales competitors
assessing here:
channels you have  Poor management structures
 Your brand strength  Low morale
 Qualifications, accreditation,  An under-developed business plan
certification with no clear goals or objectives
 Your location  Your location
 Your networks - including trade bodies
you are a member of  Over-reliance on a single customer
 Anything innovative about your
product, service or operation

Opportunities Threats
External External
Examples of opportunities might include Examples of threats might include (replace
(replace these with yours): these with yours):

 Technological developments  A fall in demand

 New markets opening up
 Favourable trends in your market
 Product or business development
 Competitors are looking vulnerable
 Social/political developments offer
marketing opportunities
 New funding available
 Partnerships/joint ventures
 Staff training and development
 The economy - eg, interest rate
changes
 Political changes
 New legislation
 Loss of contracts or partners
 Loss of important staff
 Financial backer withdraws
 Competitors selling new/innovative
products or services
 Developments in IT/technology
leaves your equipment looking old-
fashioned
 Your premises are
deteriorating/equipment coming to
the end of its life