2. Aim of SWOT Analysis Take advantage of strengths and opportunities Minimize weaknesses and eliminate threats

5. Strengths Internal positive aspects that are under control and upon which you may capitalize in planning  What are your advantages?  What do you do well?  What do others see as your strengths?

6. Start-up Business Example A SWOT strength could be:  Your specialist marketing expertise.  A new, innovative product or service.  Location of your business.  Quality processes and procedures.  Any other aspect of your business that adds value to your product or service.

7. Weaknesses Internal negative aspects that are under your control and that you may plan to improve  What could be improved?  What is done badly?  What should be avoided?

8. Start-up Business Example A SWOT weakness could be:  Lack of marketing expertise.  Undifferentiated products or services (i.e. in relation to your competitors).  Location of your business.  Poor quality goods or services.  Damaged reputation.

10. Opportunities Positive external conditions that you do not control but of which you can plan to take advantage  Where are the good chances facing you?  What are the interesting trends?  What changes in technology are taking place?  What changes in social patterns, population profiles, lifestyle changes?  Local events?

11. Start-up Business Example A SWOT opportunity could be:  A developing market such as the Internet.  Mergers, joint ventures or strategic alliances.  Moving into new market segments that offer improved profits.  A new international market.  A market vacated by an ineffective competitor.

12. Threats Negative external conditions that you do not control but the effect of which you may be able to lessen  What obstacles do you face?  What is your competition doing?  Are the required specifications for your business, products or services changing?  Is changing technology threatening your business?  Do you have bad debt or cash-flow problems?  Could any of your weaknesses seriously threaten your business?

13. Start-up Business Example A SWOT threat could be:  A new competitor in your home market.  Price wars with competitors.  A competitor has a new, innovative product or service.  Competitors have superior access to channels of distribution.  Taxation is introduced on your product or service.

15. Areas to Concentrate on for SWOT Finance –availability of loans Operations – location, labor productivity, quality control, customer responsiveness Administration – quality of staff, communication, delegation Marketing – market share, service reputation, customer service, advertising effectiveness Personnel – salary/rewards, recruiting, training, teamwork

16. Final Recommendations S - W – O – T Analysis Provide concrete insights recommending ways to improve and broaden their business’s success.

17. Strengths/Weaknesses Analysis Internal Performance Major StrengthMinor StrengthNeutralMinor Weakness Major Weakness Strengths/Weaknesses Analysis