SWOT : What think?

strengths •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?

weaknesses •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?

opportunities •Market developments? •Competitors' vulnerabilities? •Industry or lifestyle trends? •Technology development and innovation? •Global influences? •New markets, vertical, horizontal? •Niche target markets? •Geographical, export, import? •Market need for new USP's? •Market response to tactics, e.g., surprise? •Major contracts, tenders? •Business and product development? •Information and research? •Partnerships, agencies, distribution? •Market volume demand trends? •Seasonal, weather, fashion influences?

threats •Political effects? •Legislative effects? •Environmental effects? •IT developments? •Competitor intentions - various? •Market demand? •New technologies, services, ideas? •Vital contracts and partners? •Obstacles faced? •Insurmountable weaknesses? •Employment market? •Financial and credit pressures? •Economy - home, abroad? •Seasonality, weather effects?