The Strategic SWOT Analysis

SWOT: More Than Just Four Boxes

A SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) is a strategic planning tool used to help a person or organization identify their competitive position.

The Internal vs. External Divide

• Internal (Inside your business): Strengths and Weaknesses. (e.g., your team, your IP, your location).
• External (The outside world): Opportunities and Threats. (e.g., new laws, competitors, economic shifts).

How to use it for Strategy

Don't just list items. Ask yourself:

• Matching: How can we use our Strengths to take advantage of these Opportunities?
• Converting: How can we turn a Weakness into a Strength?

** Avoid "Generic SWOTs." Saying your strength is "Good Customer Service" is too vague. Be specific: "Our 98% customer retention rate over 2 years." **

** Funders look at your Weaknesses and Threats to see if you are realistic. If you list "None," they will think you haven't done your homework. **