SWOT ANALYSIS – Understanding
What is the objective, what are you trying to solve? This could be your Company as a whole, brand, product, competitor, team or even your processes.
Internal Factors – things we can control
- Strengths & Weaknesses
External Factors – things we cannot control, but we can impact
- Opportunities & Threats
Data to Populate SWOT
• Customer surveys/feedback
• Employee information
• Capabilities (strengths or weaknesses)
• Resources (money, brand, building assets)
• Processes (that are working or not working)
• Environment data
• Industry data
• Competitive data
• Some customer feedback (primary data, but external)
KEY ASSUMPTIONS or – CRITICAL FACTORS for SUCCESS
(List of ideas)
• From the SWOT matrix, 3-5 or more Key/Critical points from each heading relating to the business are listed here.
• We take Strengths and match them up with Opportunities
• Match Weakness with Strengths – Do we have a Strength that can Offset a Weakness or do we have a Strength that will help us to Invest in an Opportunity that is out there? Threats can be Opportunities that can be offset.