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SWOT ANALYSIS · [Business or decision name]

Date: [date] · Prepared by: [name]

Question this SWOT answers: [e.g. should we launch X / where do we focus next quarter]

Strengths (internal, working for you)

• [What do customers repeatedly praise?]
• [What do you do faster, cheaper or better than alternatives?]
• [What assets do you have: skills, relationships, reputation, tools?]

Weaknesses (internal, working against you)

• [Where do you lose deals or customers?]
• [What depends entirely on one person?]
• [What do you keep putting off?]

Opportunities (external, could work for you)

• [What are customers asking for that you don't offer yet?]
• [What changes in your market could you ride?]
• [Which partnerships or channels are underused?]

Threats (external, could work against you)

• [Who competes for your customers, and what are they doing?]
• [What would hurt if it changed: costs, rules, a key client leaving?]
• [What trend are you hoping will go away?]