Free SWOT Analysis template

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The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings.

SWOT analysis template


  • 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?


  • 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?


  • 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 - surprise, major contracts, etc?

  • Business and product development?

  • Information and research?

  • Partnerships, agencies, distribution?

  • Volumes, production, economies?

  • Seasonal, weather, fashion influences?


  • 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?