Your Must-Have Guide to SWOT Analysis
Build out your SWOT for a complete picture of your business.
As any business leader knows, there is a huge difference between having an idea for your business and bringing it to fruition. One way to increase your chances of success is to utilize what’s known as a SWOT analysis. SWOTs bring increased visibility to your operations, while providing an honest assessment of your company’s capabilities. The exercise’s insights can then be used for more informed decision-making. Let’s explore what’s involved in doing this work and doing it right.
What is SWOT?
The “SWOT” in “SWOT analysis” is an acronym for strengths, weaknesses, opportunities and threats. Here’s some additional detail on each point:
- Strengths are everything you have going for you with your business. This can include things like a strong balance sheet, top talent or a high net promoter score.
- Weaknesses are the opposite. They can include high turnover, significant customer churn or outdated and inefficient technology.
- Opportunities involve industry trends that you can capitalize on. Some examples are regulatory changes, strategic partnerships or positive changes in customer behavior.
- Threats include anything that might imperil your business in the short and long term. Threats could be negative economic forecasts, supply chain disruptions or new competitors in the market.
Create your dream team
The first thing to realize about doing a SWOT is that it’s pretty difficult to pull off alone. No business leader is going to know everything about their organization. You need a team with you that has first-hand knowledge of each aspect of your business. Include different department heads and stakeholders from both in and outside of your company.
Dig into the data
Next, begin collecting data – and lots of it. Compile information on internal processes, review existing resources and pull up any performance metrics you have on hand. Some specific examples could include:
- Financial reports
- Brand recognition data
- Customer reviews
- Employee feedback
Draw conclusions and establish your matrix
Once you’ve gathered these insights, start identifying your company’s strengths and weaknesses. Drill down on what is working well and pay attention to any unique selling propositions. Then, do the reverse and look at what is not working. Be open and transparent here. It is the only way to get an accurate picture of what might prevent you from achieving your goals. Next, catalog opportunities and threats. Write down anything that might enable or prevent you from taking your business where you want it to go in the near and long term.
Now organize your thoughts via a SWOT matrix. It’s often easiest to group elements by: 1.)internal factors, that is, your strengths and weaknesses, followed by 2.) external factors, also known as your opportunities and threats.
Analyze your results and plan for action
You can then start putting together an action plan to achieve your organizational objectives, armed with the knowledge that you have an informed outlook on your business’s prospects. Be sure your plan works in unison with your SWOT. When done right, your plan’s strategies, tactics and decision points will grow organically out of your matrix.
Moving forward
Like any piece of strategic planning collateral, always remember a SWOT is a living document. As your business changes or the market shifts, don’t forget to update your analysis so it remains accurate and helpful. That way, you will always have a powerful tool on hand that will help you see your business clearly and make more strategic decisions.
Tags: business, data collection, strategy, SWOT