SWOT Analysis Reference Guide Description Summary The SWOT technique is useful for assessing the internal and external environment. The acronym stands for Strengths, Weaknesses, Opportunities and Threats. Strengths and Weaknesses are internal factors, while Opportunities and Threats are external factors that can have an effect on the objective. Strengths: characteristics of the business or project that give it an advantage over others Weaknesses: are characteristics that place the team at a disadvantage relative to others Opportunities: elements that the project could exploit to its advantage Threats: elements in the environment that could cause trouble for the business or project Content / Steps Specify the objective of the business venture or project Ask probing questions to explore each category within a group setting Generate meaningful information (brainstorming) for each category  If the objective is not attainable a different objective must be selected and the process repeated

SWOT analysis is best conducted in a group setting leveraging the brainstorming technique Template & Examples Template Positive Negative Internal Attributes of the organization STRENGTHS Positive characteristics and advantages of the objective WEAKNESS Negative characteristics and disadvantages of the objective External Attributes of the environment OPPORTUNITIES Factors which can benefit, enhance or improve the objective THREATS Factors which can hinder the objective