SWOT Analysis

SWOT Analysis: How To Use This Powerful Business Tool

Kurt GraverBusiness Plan

A SWOT analysis is a powerful tool for evaluating your business and identifying areas where you can improve. By understanding your strengths, weaknesses, opportunities, and threats, you can make better decisions about where to focus your resources.

The acronym SWOT stands for strengths, weaknesses, opportunities, and threats. A SWOT analysis can help make strategic decisions about a company’s business.

Any business will benefit from understanding its advantages and weaknesses and outside factors that could positively or negatively impact the business. SWOT analysis is a simple but powerful tool that can be used by any business, large or small, public or private. 

What is SWOT?

A SWOT analysis is a detailed look at your company’s strengths, weaknesses, opportunities, and threats. By running a SWOT analysis for your company, you can gain tremendous insight into your strengths, weaknesses, opportunities, and threats. 


The general rule of business is to double down on your strengths and improve your weaknesses.  As a business owner, you need to understand what your business does well in providing a high-quality customer experience and what you do well within your business operations.  

What strengths give your business an edge over competitors? 

What strengths will allow you to grow and thrive? 

Strengths are the things that make you stand out from other companies in your industry. They help you differentiate yourself from competitors and give you a competitive advantage.


Weaknesses are the things that could prevent you from achieving success. Businesses often need to pay more attention to them because they think they will never happen. However, weaknesses can become strengths when you learn how to use them to your advantage.

What weaknesses of your business give it an edge over competitors? What weaknesses will allow you to grow and thrive in the future? 

List your weaknesses and lay out a strategy to rectify them.  Monitor your progress regularly.


An opportunity is something that has the potential to make you more money. It might be an existing customer base, new product lines, or a new location.

Assess what opportunities your business has that give it an edge over competitors. What opportunities will allow you to grow and thrive in the future?


A threat is anything that could harm your business. These can come from competitors, customers, suppliers, government regulations, or even natural disasters.

Threats are usually external forces. Threats are there to your business. It’s not enough to just identify them. You must develop strategies to mitigate them and turn them into opportunities.

What are the benefits of SWOT?

There are many benefits to using a SWOT analysis to improve your business. 

Perhaps the most important benefit is that it forces you to take a step back and look at your business from a different perspective. It can be easy to get bogged down in the day-to-day details of running a business, and SWOT analysis can help you see the big picture.

This information can be extremely valuable in deciding where to focus your energies. For example, if you realise that your company is particularly strong in customer service, you should focus on expanding that area. 

How to conduct a SWOT analysis?

Involving all team members is important to get the most out of your SWOT analysis. Brainstorming sessions can be a great way to generate ideas and get everyone on the same page. Once you understand your SWOT well, you can start developing strategies for improving your business.

The first question needs to be answered when running a SWOT analysis. Why are you running the analysis? What do you hope to gain? These questions will help you define your business strengths, weaknesses, opportunities, and threats. 

Competitive Analysis – The next thing you want to do is conduct a competitive analysis of your industry. This will allow you to identify your industry’s strengths, weaknesses, opportunities, and threats. If you do not know your industry’s strengths, weaknesses, opportunities, and threats, you will not be able to capitalise.

For example, if you identify that one of your weaknesses is a lack of online presence, you can develop a plan to increase your website traffic.

To conduct a SWOT analysis, you must gather information about your business and your industry. You can use secondary sources like industry reports or articles or gather primary data through surveys or interviews. 

Once you have this information, you can start identifying your SWOT factors. After you have identified your SWOT factors, you can develop strategies to improve your business. If you identify a weakness, you can develop a plan to overcome it.

How to use SWOT to improve your business

To use a SWOT analysis effectively, start by identifying your company’s key objectives. Then, brainstorm a list of potential factors that could impact your ability to achieve these objectives. Finally, analyse each factor to determine whether it is a strength, weakness, opportunity or threat.

Once you have completed your SWOT analysis, you can develop strategies to improve your business. If you identify a weakness, you can develop a plan to exploit it.

Running a SWOT analysis can help companies identify strengths, weaknesses, opportunities, and threats unique to their business. This information can be used to improve their strategy and business growth. When looking for a company to run a SWOT analysis, it is important to remember that it is just one tool in the business growth arsenal. 

By being prepared for the opportunities and threats that will be uncovered, it is possible to make the most of the analysis and take advantage of any weaknesses.

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