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SWOT Analysis Template
Situation being analysed: _________________________________________________________________
This SWOT example is for a new business opportunity. Many criteria can apply to more than one quadrant.
Identify criteria appropriate to your own SWOT situation.
criteria examples
Advantages of proposition?
Capabilities?
Competitive advantages?
USP's (unique selling
points)?
Resources, Assets, People?
Experience, knowledge,
data?
Financial reserves, likely
returns?
Marketing - reach,
distribution, awareness?
Innovative aspects?
Location and
geographical?
Price, value, quality?
Accreditations,
qualifications,
certifications?
Processes, systems, IT,
communications?
Cultural, attitudinal,
behavioural?
Management cover,
succession?
Philosophy and values?
strengths
weaknesses
criteria examples
Disadvantages of
proposition?
Gaps in capabilities?
Lack of competitive
strength?
Reputation, presence and
reach?
Financials?
Own known
vulnerabilities?
Timescales, deadlines and
pressures?
Cashflow, start-up cash-
drain?
Continuity, supply chain
robustness?
Effects on core activities,
distraction?
Reliability of data, plan
predictability?
Morale, commitment,
leadership?
Accreditations, etc?
Processes and systems,
etc?
Management cover,
succession?
criteria examples
Market developments?
Competitors'
vulnerabilities?
Industry or lifestyle
trends?
Technology development
and innovation?
Global influences?
New markets, vertical,
horizontal?
Niche target markets?
Geographical, export,
import?
New USP's?
Tactics: eg, surprise,
major contracts?
Business and product
development?
Information and research?
Partnerships, agencies,
distribution?
Volumes, production,
economies?
Seasonal, weather, fashion
influences?
opportunities
threats
criteria examples
Political effects?
Legislative effects?
Environmental effects?
IT developments?
Competitor intentions -
various?
Market demand?
New technologies,
services, ideas?
Vital contracts and
partners?
Sustaining internal
capabilities?
Obstacles faced?
Insurmountable
weaknesses?
Loss of key staff?
Sustainable financial
backing?
Economy - home, abroad?
Seasonality, weather
effects?
© Alan Chapman 2005-09. Free PDF version of this tool and information about SWOT analysis methods are available at
www.businessballs.com/swotanalysisfreetemplate.htm. This is a free resource from
www.businessballs.com, which contains lots more useful tools, diagrams and materials. Not to be sold or published.
New Business Swot Analysis
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