How To Do a SWOT Evaluation (3 Examples & Free Template)


What Is a SWOT Evaluation?

A SWOT (strengths, weaknesses, alternatives, threats) evaluation is a strategic planning approach that helps you assess virtually any side of your corporation. 

Briefly, a SWOT evaluation asks you to listing (and analyze) the next:

  • What’s working for your corporation internally proper now (strengths)
  • What’s not working (weaknesses)
  • The exterior elements your corporation may capitalize on (alternatives)
  • The exterior elements that would hurt your corporation (threats)

It’s a easy brainstorming train that helps you uncover strategic enhancements for your corporation.

On this put up, you’ll discover ways to do a SWOT evaluation. We’ll additionally cowl real-world examples and offer you a free SWOT evaluation template.

Let’s get to it.

Free SWOT Evaluation Template

Most individuals put their outcomes right into a SWOT evaluation template. It’s simple to learn and retains issues organized.

In reality, we provide a free SWOT evaluation template you’ll be able to obtain.

And right here’s the way it would possibly look when it is crammed out:

Questions you'd ask in a SWOT analysis

Easy methods to Do a SWOT Evaluation (6 Easy Steps)

The six steps of a SWOT analysis

A SWOT evaluation is an evaluation of your corporation’s strengths, weaknesses, alternatives, and threats.

Nevertheless it’s greater than that. 

It’s additionally a software to strategically advance your corporation.

And which means going past a easy listing of info about your corporation.

Right here’s methods to do a SWOT evaluation the proper method:

1. Set up Your Objective

Having a aim will enable you to select what’s related to incorporate in your evaluation. In any other case, you would possibly find yourself with a ton of fundamental data and no concept methods to apply it to your corporation.

So, set a aim.

It may very well be any main resolution or change for your corporation:

  • Determine whether or not you need to increase your corporation
  • Assess the feasibility of latest services or products
  • Perceive the dangers and advantages of fixing HR processes

What when you can’t consider a aim?

Right here’s a helpful system:

(Fill within the blanks.) 

My enterprise wants __________. We’d meet that want by doing this stuff:

  1. __________
  2. __________
  3. __________

You may choose multiple aim from that listing. Or simply your most necessary aim. It’s as much as you.

Let’s do an instance:

My enterprise wants extra capital to proceed working. We’d be capable to meet that want by doing this stuff:

  1. Elevating costs
  2. Investing extra in our gross sales group
  3. Searching for new buyers

Let’s say you select the primary merchandise, elevating costs. The aim of your SWOT evaluation may very well be one thing like this: 

To search out out whether or not elevating costs will lead to extra working capital for the enterprise.

Once more, this is only one instance. No matter your aim is, preserve it prime of thoughts when you full your SWOT evaluation.

2. Assess Strengths

For the following 4 steps, we’ll stroll by means of methods to do every a part of the SWOT evaluation itself.

The S in SWOT stands for strengths. On this step, you listing the strengths of your corporation.

Five questions that uncover strengths

What must you embody? 

At this stage, each concept is an effective one. So don’t depart something out.

We’ll cowl methods to slender down your listing within the final step.

Bear in mind: 

Strengths are inside elements. Meaning you’ve got management over them. And you may construct on them.

Listed here are some examples of strengths you would possibly listing in a SWOT evaluation:

  • Extra natural net visitors than rivals
  • Slicing-edge options or merchandise that your rivals don’t have
  • Current investments or a considerable amount of working capital

3. Write Down Weaknesses

Four questions that uncover weaknesses

Your online business has weaknesses. And that’s OK—your aim right here is to make enhancements.

Begin by writing down your weaknesses. Be trustworthy with your self. And be thorough.

Itemizing your weaknesses could be a bummer. However there’s excellent news:

Like strengths, weaknesses are inside elements. Meaning you’ve got management over them and may enhance them.

Listed here are some examples of weaknesses you would possibly embody in a SWOT evaluation:

  • Excessive working bills relative to income
  • Lengthy buyer assist response instances
  • search engine optimisation content material creation efforts failing to extend natural attain

4. Define Alternatives

Five questions that uncover opportunities

Alternatives are the “O” in SWOT. It’s simple to confuse “alternatives” with “strengths.” 

To keep away from that, preserve this in thoughts:

Strengths are inside elements. They exist inside your corporation. 

Alternatives are exterior elements. They’re taking place exterior of your corporation.

You construct on strengths. You benefit from alternatives. 

It’s a delicate however necessary distinction.

Listed here are some examples of alternatives you would possibly listing in a SWOT evaluation:

  • Market shifts rising demand for a product your corporation may promote
  • Your excellent clients are flocking to a brand new social media platform, and you need to use that platform to achieve them
  • A competitor ceasing operations in a area the place you don’t presently function

5. Establish Threats

four questions that uncover threats

Threats are the “T” in SWOT. And so they’re the other of alternatives.

They’re exterior elements that would put your corporation in danger.

Threats evolve over time based mostly on elements exterior of your management. However you’ll be able to plan for them.

When you’re paying shut consideration to your business, you in all probability know the foremost threats you face. Write them down. 

Listed here are some examples of threats you would possibly listing in a SWOT evaluation:

  • An rising competitor
  • A possible change within the legislation that would have an effect on your corporation mannequin or merchandise
  • Financial situations that negatively affect the shopping for energy of your clients

6. Slender Your Lists

At this level, you need to have an honest variety of objects in every of your 4 SWOT classes. Now, you must slender them down.

There’s no set most variety of objects for every class. However preserve this in thoughts:

You don’t need to overwhelm your self.

Persist with an important objects. Keep centered so you may make impactful adjustments. 

Professional tip: Struggling to slender your lists? Do this:

The four quadrants of the impact matrix

It’s known as an affect effort matrix. It’s a software designed that can assist you resolve which actions may have the best affect in your issues with the least effort.

Right here’s methods to do it:

  1. Compile all the objects out of your SWOT evaluation
  2. Draw a four-quadrant diagram. On the vertical axis, you’re measuring the affect of an merchandise on your corporation. On the horizontal axis, you’re measuring the hassle required to implement or deal with that merchandise.
  3. Place every energy, weak spot, alternative, and menace into its applicable quadrant based mostly on required effort and potential affect
  4. The objects within the prime left quadrant are prone to be your greatest choices. That’s as a result of they’ll have essentially the most affect for the least effort.

When Ought to I Do a SWOT Evaluation?

There’s not often a flawed time to do a SWOT evaluation.

Backside line: 

When you’re in search of readability on a enterprise transfer you’re contemplating, that’s a good time to do one.

Listed here are another excellent instances to do a SWOT evaluation:

  • When your corporation is present process massive inside adjustments
  • When exterior situations are altering
  • Earlier than strategic planning
  • Frequently

3 Actual-World SWOT Examples

Now that we have coated methods to carry out a SWOT evaluation, let’s put these steps to the check with some real-world examples.

1. Advertising and marketing Company SWOT Evaluation Instance

Think about you’re operating a advertising and marketing company that does search engine optimisation, social media, and content material advertising and marketing. 

You’re desirous about investing numerous time and sources into your web site’s weblog. nice, search engine-optimized weblog content material may earn you extra inbound leads over time. 

However you’re unsure whether or not it’s the proper transfer.

So, you do a SWOT evaluation that can assist you resolve. The aim of this SWOT evaluation is to reply this query:

Ought to we make investments extra time and sources into our web site content material to extend our inbound leads?

Begin together with your strengths. Listed here are the strengths of our fictional advertising and marketing company:

  • Your all-remote group saves cash on workplace house and lets you rent the perfect expertise, no matter geographic location
  • Many members of your current group have content material creation abilities
  • You constantly outperform your competitors by getting higher search engine optimisation outcomes on your purchasers

Add your weaknesses:

  • Your group struggles to get deliverables to purchasers on time every month
  • You’ve gotten printed little or no in your weblog previously, so your present search engine rankings are minimal to nonexistent
  • Your group has no codified processes for content material creation, equivalent to model guides or publishing SOPs (commonplace working procedures)

Subsequent up is alternatives:

  • Few of your native rivals have invested closely in their very own weblog content material
  • Individuals enter key phrases associated to your companies into Google many instances per thirty days
  • Current market analysis means that your excellent purchasers usually tend to belief businesses with lively blogs

Lastly, listing the threats your company faces:

  • Search engines like google and yahoo have gotten extra selective about what they’ll show in search outcomes, leaning extra closely on long-established blogs
  • The financial system is displaying early indicators of a downturn that would cut back funding in advertising and marketing, that means your funding in content material is much less prone to yield ROI
  • New businesses with robust content material and search engine optimisation methods are popping up in droves as extra individuals depart their jobs to begin their very own companies



  • Distant group saves cash and attracts expertise
  • Workers have content material creation expertise
  • Purchasers get nice search engine optimisation outcomes
  • Group struggles to ship on time as it’s
  • Present search rankings are nonexistent
  • No SOPs for content material creation



  • Native rivals haven’t invested in their very own content material
  • Robust search demand associated to your companies
  • Best purchasers extra prone to belief businesses with lively blogs
  • Search engines like google and yahoo have gotten extra selective
  • An financial downturn could also be on the horizon
  • New businesses with robust search engine optimisation methods are coming into the market

That’s it. After all, now you truly must do one thing with this data.

Extra particularly:

It is advisable see how the web site content material of the area you need to verify is definitely performing.

You should use the Area Overview software to measure that. And a ton of different search engine optimisation metrics.

Simply paste your area into the search bar:

Screenshot of the domain overview tool with "" in the search bar

Click on “Search.”

And immediately see the area’s natural search visitors:

Screenshot of the domain overview tool report with organic search traffic of 17.9K highlighted

Scroll all the way down to see the highest natural key phrases:

List of top organic keywords under the organic research section of the report

These inform you the place the web site presently stands in Google search outcomes for specific key phrases.

In our fictional advertising and marketing company SWOT evaluation, your baseline natural key phrase rankings would offer you an concept of your start line.

And under, you’ll discover natural rivals. This tells you concerning the competitors you’d face when you invested extra in your web site content material. 

There’s additionally a aggressive positioning map. (Which places your web site’s search engine efficiency in visible context together with your rivals.) 

And far more:

The main organic competitors and competitive map sections of the same report

2. Native Service Enterprise SWOT Evaluation Instance

Now, let’s do a SWOT evaluation for a neighborhood service enterprise. 

Our instance can be a few felony protection legislation agency. However lots of the ideas we’ll discover may apply to different native companies companies:

  • HVAC contractors
  • Plumbers
  • Electricians
  • Dwelling remodelers
  • Accountants
  • Florists
  • Caterers

Let’s dive in:

Your fictional felony protection legislation agency operates primarily within the Manhattan space of New York Metropolis. You concentrate on white collar felony protection however supply different sorts of felony protection. 

You’re contemplating an growth. You need to open a brand new workplace on Lengthy Island, New York, and supply your companies there.

However you’re unsure whether or not the growth can be worthwhile. To search out out, you do a SWOT evaluation:

It’s at all times the identical course of. Start with strengths:

  • You get many Manhattan purchasers by means of referrals from previous purchasers and word-of-mouth
  • You’ve gotten a extremely profitable monitor file together with your purchasers
  • You’ve gotten room within the funds to rent new attorneys and open a second workplace

Time on your agency’s weaknesses:

  • Your group is inexperienced with instances exterior of white collar crimes
  • Your attorneys are acquainted with New York Metropolis courthouses and judges, however they don’t seem to be skilled with these on Lengthy Island
  • Your agency’s digital advertising and marketing and promoting efforts have been largely ineffective

On to alternatives:

  • Few Lengthy Island legislation corporations supply white collar felony protection (your space of specialty)
  • Financial improvement and enterprise growth on Lengthy Island might improve the native want for white collar felony protection companies
  • Statewide legislation enforcement crackdowns might improve demand for felony protection throughout the state of New York

End it off with the threats your agency faces:

  • Your rivals are additionally contemplating increasing to Lengthy Island
  • Actual property taxes are rising quickly on Lengthy Island with no indicators of slowing down
  • Competing legislation corporations have a whole lot of optimistic on-line evaluations



  • Purchasers come to you thru referrals and your status
  • You’ve gotten demonstrated success
  • You’ve gotten the cash to increase
  • You’re not acquainted with all sorts of felony protection work
  • Your attorneys don’t know the Lengthy Island authorized market effectively
  • You’ve gotten struggled to boost consciousness of your agency by means of advertising and marketing and promoting



  • Lengthy Island might have unmet demand on your space of specialty
  • Extra enterprise exercise within the space might improve demand for white collar felony protection
  • Elevated legislation enforcement exercise might improve the necessity for felony protection companies
  • Rivals may additionally enter the Lengthy Island market
  • Actual property taxes are rising quickly on Lengthy Island
  • Rivals have a a lot stronger digital presence than your agency

With the SWOT evaluation full, it’s time to take motion. To additional discover your native market, you can use Market Explorer

This software provides a Benchmarking report that reveals side-by-side comparisons of most important gamers in your native market. 

Go into the software and click on “Discover Rivals.”

Market explorer tool with the "find competitors" button highlighted

Then, underneath “Location,” choose your nation. Enter your area. And click on “Analysis a market.”

Market explorer tool with the united states selected as the location and "" under the your domain label

You get an in depth market abstract:

Screenshot of the market summary report

Right here, you’ll discover out:

  • Who the important thing gamers in your market are
  • How a lot enterprise consolidation has occurred in your market
  • How a lot search engine visitors is accessible in your market at massive
  • How a lot you would need to pay to attract in your market’s search engine visitors by means of pay-per-click (PPC) promoting (also called visitors price)
  • Complete addressable market (TAM) and serviceable out there market (SAM)

You’ll additionally get a take a look at a Progress Quadrant on your market.

The Progress Quadrant reveals the place your corporation’s web site falls amongst your rivals. 

Are you a frontrunner, established participant, area of interest participant, or sport changer? And the place are your rivals on that scale?

Growth quadrant illustration

The Progress Quadrant locations your web site and your rivals inside a type of quadrants. 

That helps you determine your individual positioning and the place you can go. 

Going again to our legislation agency desirous about increasing: 

The Progress Quadrant may assist them perceive who the established gamers are on Lengthy Island. And whether or not there’s room to interrupt into the market.

3. Ecommerce SWOT Evaluation Instance

For this subsequent instance, let’s think about you run an ecommerce enterprise. Certainly one of your rivals has simply provided to purchase your model.

You’re unsure whether or not you need to promote your corporation or preserve it. So, you do a SWOT evaluation to get a clearer image.

You listing your strengths:

  • Your online business is constantly worthwhile
  • Your web site is rating effectively in Google search outcomes for some extraordinarily beneficial key phrases associated to your merchandise
  • You’ve gotten automated a lot of your inside processes to scale back labor bills

Subsequent, you listing your weaknesses:

  • You’ve gotten poor buyer assist operations, which has led to some unfavourable on-line evaluations
  • Few of your merchandise generate a really excessive revenue margin, so you must promote at excessive volumes constantly
  • You not often have repeat clients, that means you must spend extra on advertising and marketing and promoting to accumulate new clients

Alternatives are up subsequent:

  • Certainly one of your key rivals lately determined to dissolve their enterprise. That leaves a niche available in the market.
  • Certainly one of your merchandise was lately featured in a well-liked TV present. That would drive up demand.
  • You’ve gotten began to obtain queries about influencer partnerships and internet affiliate marketing alternatives

Final however not least, threats:

  • Your merchandise should not environmentally pleasant. Rising environmental consciousness may result in decrease public opinion of your merchandise. 
  • A lot of your means to promote your merchandise rests with third events like Amazon and Shopify. A single change in these third-party platforms may severely hurt gross sales.
  • Political unrest is making it tough to ship your merchandise to one in every of your key purchaser markets



  • Your online business is worthwhile
  • Your search engine optimisation efforts are driving gross sales
  • You’ve gotten automated processes to chop bills
  • Your buyer assist is missing
  • Slim revenue margins imply you must promote loads
  • You’ve gotten excessive buyer acquisition prices since you don’t retain many purchasers



  • A key competitor left the market
  • A TV look might drive demand on your product
  • Affiliate and influencer advertising and marketing alternatives may drive extra gross sales
  • Environmental sentiment may cut back the recognition of your merchandise
  • Third-party promoting platforms may change their guidelines and wreck your present gross sales processes
  • Transport is changing into unreliable in one in every of your key markets.

Bear in mind: The next move after truly writing the evaluation is to do one thing.

Within the case of this instance, you should decide. When you’ve performed your SWOT evaluation the proper method, you need to have the important data you should make that call.

Analyze Your Enterprise, Obtain Your Targets

Setting and reaching objectives is essential to enterprise success. And SWOT evaluation is essential to evaluating objectives and the methods you’ll be able to obtain them.

When you haven’t already, seize your free SWOT evaluation template:

Take your time. Be considerate. And your SWOT evaluation will get outcomes.


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