As your online business grows, you want a roadmap to assist navigate the obstacles, challenges, alternatives, and tasks that come your means. Enter: the SWOT evaluation.

man conducting swot analysis for his business

This framework might help you develop a plan to find out your priorities, maximize alternatives, and decrease roadblocks as you scale your group. Beneath, let’s go over precisely what a SWOT evaluation is, a number of SWOT evaluation examples, and methods to conduct one for your online business.

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Once you’re carried out studying, you’ll have all of the inspiration and tactical recommendation you could deal with a SWOT evaluation for your online business.

What is a SWOT analysis?
Importance of a SWOT Analysis
How to Write a Good SWOT Analysis
SWOT Analysis Examples
How to Act on a SWOT Analysis

Whereas it might appear easy on the floor, a SWOT evaluation means that you can make unbiased evaluations on:

  • Your enterprise or model.
  • Market positioning.
  • A brand new challenge or initiative.
  • A particular marketing campaign or channel.

Virtually something that requires strategic planning, inner or exterior, can have the SWOT framework utilized to it, serving to you keep away from pointless errors down the highway from lack of perception.

Significance of a SWOT Evaluation

You’ve observed by now that SWOT stands for Strengths, Weaknesses, Alternatives, and Threats. The framework appears easy sufficient that you simply’d be tempted to forgo utilizing it in any respect, relying as a substitute in your instinct to take these items into consideration.

However you shouldn’t. Doing a SWOT evaluation is essential. Right here’s why.

SWOT offers you the prospect to fret and to dream.

A SWOT evaluation is a vital step in your strategic course of as a result of it offers you the chance to discover each the potential dangers and the thrilling prospects that lie forward. You’re giving your self the area to dream, consider, and fear earlier than taking motion. Your insights then flip into property as you create the roadmap to your initiative.

As an example, when you think about the weaknesses and threats that your online business could face, you possibly can deal with any considerations or challenges and strategize on methods to mitigate these dangers. On the similar time, you possibly can determine strengths and alternatives, which might encourage progressive concepts and make it easier to dream massive. Each are equally essential. 

SWOT forces you to outline your variables.

As an alternative of diving head first into planning and execution, you’re taking stock of all of your property and roadblocks. This course of will make it easier to develop methods that leverage your strengths and alternatives whereas addressing and mitigating the affect of weaknesses and threats.

In consequence, you may achieve a complete understanding of your present state of affairs and create a extra particular and efficient roadmap. Plus, a SWOT evaluation is inherently proactive. Which means you may be higher outfitted to make knowledgeable selections, allocate assets successfully, and set lifelike targets. 

SWOT means that you can account for mitigating components.

As you determine weaknesses and threats, you’re higher capable of account for them in your roadmap, bettering your probabilities of success.

Furthermore, accounting for mitigating components means that you can allocate your assets correctly and make knowledgeable selections that result in sustainable progress. With a SWOT evaluation as a information, you possibly can confidently face challenges and seize alternatives.

SWOT helps you retain a written document.

As your group grows and modifications, you’ll be capable of strike issues off your outdated SWOTs and make additions. You’ll be able to look again at the place you got here from and look forward at what’s to come back.

In different phrases, SWOT analyses function a tangible historical past of your progress and supply a reference level for future decision-making. With every replace, your SWOT evaluation turns into a residing doc that guides your strategic considering and helps you keep agile and adaptable in an ever-changing enterprise panorama.

By sustaining this written document, you foster a tradition of steady enchancment and empower your crew to make data-driven selections and keep aligned along with your long-term imaginative and prescient.

Components of a SWOT Evaluation

Conducting a SWOT evaluation will make it easier to strategize successfully, unlock priceless insights, and make knowledgeable selections. However what precisely does a SWOT evaluation embrace?

Let’s discover every part: Strengths, Weaknesses, Alternatives, and Threats.


swot analysis chart: strengths

Your strengths are the distinctive benefits and inner capabilities that give your organization a aggressive edge available in the market. A powerful model status, progressive services or products, or distinctive customer support are only a few examples. By figuring out and capitalizing in your strengths, you possibly can foster buyer loyalty and construct a stable basis for progress.


swot analysis chart: weaknesses

No enterprise is flawless. Weaknesses are areas the place you could face challenges or fall wanting your potential. It could possibly be outdated processes, talent gaps throughout the crew, or insufficient assets. By acknowledging these weaknesses, you possibly can set up focused initiatives for enchancment, upskill your crew, undertake new applied sciences, and improve your total operational effectivity.


swot analysis chart: opportunities

Alternatives are exterior components that may contribute to your organization’s progress. These could embrace rising markets, technological developments, modifications in client conduct, or gaps available in the market that your organization can fill. By seizing these alternatives, you possibly can develop your market attain, diversify your product choices, forge strategic partnerships, and even enterprise into untapped territories.

4. Threats

swot analysis chart: threats

Threats are exterior components which are past your management and pose challenges to your online business. Elevated competitors, financial volatility, evolving regulatory landscapes, and even altering market developments are examples of threats. By proactively assessing and addressing them, you possibly can develop contingency plans, alter your methods, and decrease their affect in your operations.

In a SWOT evaluation, you’ll need to take each inner and exterior components into consideration. We’ll cowl these subsequent.

SWOT Evaluation Inner and Exterior Components

A SWOT evaluation usually has inner (i.e., inside your group) and exterior (i.e., outdoors your group) components at play. Here is a breakdown of every.

Inner Components

Inner components confer with the traits and assets inside your group that immediately affect its operations and efficiency. These components are utterly inside your group’s management, to allow them to be modified, improved, or capitalized upon.

In a SWOT evaluation, strengths and weaknesses are categorized as inner components. Let’s take a look at a number of examples.

  • Model status
  • Distinctive experience
  • Loyal buyer base
  • Proficient workforce
  • Environment friendly processes
  • Proprietary know-how
  • Outdated know-how
  • Insufficient assets
  • Poor monetary well being
  • Inefficient processes
  • Ability gaps throughout the crew

Exterior Components

Exterior components are components outdoors the group’s management that have an effect on its operations, market place, and success. These components come up from the trade local weather and the broader enterprise setting. You usually don’t have any management over exterior components, however you possibly can reply to them.

In a SWOT evaluation, alternatives and threats are categorized as exterior components. Let’s take a look at a number of examples.

  • Rising markets
  • Altering client developments
  • Technological developments
  • Optimistic shifts in rules
  • New gaps available in the market you possibly can fill
  • Intense competitors
  • Financial downturns
  • Disruptive applied sciences
  • Altering rules
  • Damaging shifts in client conduct

Keep in mind, a well-rounded SWOT evaluation empowers you to capitalize on strengths, deal with weaknesses, seize alternatives, and navigate threats — all whereas making knowledgeable selections for the longer term.

Now, let’s check out how one can write a very good SWOT evaluation for your self or for stakeholders.

How do you write a very good SWOT evaluation?

There are a number of steps you’ll need to take when evaluating your business and conducting a strategic SWOT evaluation.

1. Download HubSpot’s SWOT Analysis Template.

There’s no want to begin from scratch to your evaluation. As an alternative, begin by downloading a free, editable template from HubSpot. Be at liberty to make use of the mannequin your self, or create your personal because it fits your wants.

HubSpot’s free SWOT analysis template explains how to do a SWOT analysis.

Download a free, editable SWOT analysis template.

2. Prepare every part right into a desk with 4 quadrants.

Whether or not you utilize the template above or create your personal, a desk format might help you visualize your SWOT analysis. This may be carried out by arranging every of the 4 sections into separate quadrants.

A SWOT analysis example formatted into four quadrants that outlines strengths, opportunities, weaknesses, and threats.

3. Determine your goal.

Earlier than you begin writing issues down, you’ll want to determine what you’re evaluating along with your SWOT evaluation.

Be particular about what you need to analyze. In any other case, your SWOT evaluation could find yourself being too broad, and also you’ll get evaluation paralysis as you make your evaluations.

In the event you’re creating a brand new social media program, you’ll need to conduct an evaluation to tell your content material creation technique. In the event you’re launching a brand new product, you’ll need to perceive its potential positioning within the area. In the event you’re contemplating a model redesign, you’ll need to contemplate current and future model conceptions.

All of those are examples of fine causes to conduct a SWOT evaluation. By figuring out your goal, you’ll be capable of tailor your analysis to get extra actionable insights.

4. Determine your strengths.

“Strengths” refers to what you’re at present doing nicely. Take into consideration the components which are getting into your favor in addition to the belongings you supply that your opponents simply can’t beat.

For instance, let’s say you need to use a SWOT evaluation to judge your new social media technique.

In the event you’re taking a look at a brand new social media program, maybe you need to consider how your model is perceived by the general public. Is it simply recognizable and well-known? Even when it’s not well-liked with a widespread group, is it well-received by a particular viewers?

Subsequent, take into consideration your course of: Is it efficient or progressive? Is there good communication between advertising and marketing and gross sales?

Lastly, consider your social media message, and specifically, the way it differs from the remainder of the trade. I’m prepared to guess you can also make a prolonged checklist of some main strengths of your social media technique over your opponents, so attempt to dive into your strengths from there.

5. Determine your weaknesses.

In distinction to your strengths, what are the roadblocks hindering you from reaching your targets? What do your opponents supply that continues to be a thorn in your aspect?

This part isn’t about dwelling on unfavorable elements. Reasonably, it’s crucial to foresee any potential obstacles that might mitigate your success.

When figuring out weaknesses, contemplate what areas of your online business are the least worthwhile, the place you lack sure assets, or what prices you probably the most money and time. Take enter from workers in numerous departments, as they’ll seemingly see weaknesses you hadn’t thought-about.

In the event you’re inspecting a brand new social media technique, you would possibly begin by asking your self these questions: First, if I had been a client, what would stop me from shopping for this product, or partaking with this enterprise? What would make me click on away from the display?

Second, what do I foresee as the largest hindrance to my workers’ productiveness, or their means to get the job carried out effectively? What derails their social media efforts?

6. Take into account your alternatives.

That is your likelihood to dream massive. What are some alternatives to your social media technique you hope, however don’t essentially count on, to achieve?

As an example, perhaps you’re hoping your Fb adverts will entice a brand new, bigger demographic. Possibly you’re hoping your YouTube video will get 10,000 views and will increase gross sales by 10%.

Regardless of the case, it’s essential to incorporate potential alternatives in your SWOT evaluation. Ask your self these questions:

  • What applied sciences do I would like my enterprise to make use of to make it more practical?
  • What new audience do I need to attain?
  • How can the enterprise stand out extra within the present trade?
  • Is there one thing our clients complain about that we might repair?

The alternatives class goes hand-in-hand with the weaknesses class. When you’ve made an inventory of weaknesses, it ought to be straightforward to create an inventory of potential alternatives that might come up in the event you get rid of your weaknesses.

7. Ponder your threats.

It’s seemingly, particularly in the event you’re susceptible to fret, you have already got a very good checklist of threats in your head.

If not, collect your workers and brainstorm. Begin with these questions:

  • What obstacles would possibly stop us from reaching our targets?
  • What’s occurring within the trade, or with our opponents, that may mitigate our success?
  • Is there new know-how on the market that might battle with our product?

Writing down your threats helps you consider them objectively.

As an example, perhaps you checklist your threats when it comes to least and most certainly to happen and divide and conquer every. If one among your greatest threats is your competitor’s well-liked Instagram account, you possibly can work along with your advertising and marketing division to create content material that showcases your product’s distinctive options.

SWOT Evaluation Chart

swot analysis chart: hubspot swot analysis template

Download a free SWOT analysis chart included in HubSpot’s free market research kit.

A SWOT evaluation doesn’t need to be fancy. Our SWOT evaluation chart offers a transparent and structured framework for capturing and organizing your inner strengths and weaknesses, and exterior alternatives and threats. It is the right visible help to make sense of the wealth of data gathered throughout your evaluation.

(Plus, you possibly can all the time customise and paste it right into a doc you intend to share with stakeholders.)

However bear in mind: Filling out the SWOT chart is only one step within the course of. Mix it with our entire market research kit, and you will have all of the instruments crucial to assist your group navigate new alternatives and threats.

SWOT Evaluation Examples

The template above helps get you began by yourself SWOT evaluation.

However, in the event you’re something like me, it’s not sufficient to see a template. To completely perceive an idea, you could see the way it performs out in the true world.

These SWOT examples should not exhaustive. Nevertheless, they’re an ideal start line to encourage you as you do your personal SWOT evaluation.

Apple’s SWOT evaluation

Right here’s how we’d conduct a SWOT evaluation on Apple.

An example SWOT analysis of Apple.


First off, strengths. Whereas Apple has many strengths, let’s determine the highest three:

  • Model recognition.
  • Modern merchandise.
  • Ease of use.

Apple’s model is undeniably robust, and its enterprise is taken into account the most valuable in the world. Because it’s simply acknowledged, Apple can produce new merchandise and virtually guarantee a sure diploma of success by advantage of the model identify itself.

Apple’s extremely progressive merchandise are sometimes on the forefront of the trade. One factor that units Apple other than the competitors is its product inter-connectivity.

As an example, an Apple consumer can simply sync their iPhone and iPad collectively. They will entry all of their images, contacts, apps, and extra irrespective of which gadget they’re utilizing.

Lastly, clients get pleasure from how straightforward it’s to make use of Apple’s merchandise. With a modern and easy design, every product is developed in order that most individuals can shortly learn to use them.


Subsequent, let’s take a look at three of Apple’s weaknesses.

  • Excessive costs
  • Closed ecosystem
  • Lack of experimentation

Whereas the excessive costs don’t deter Apple’s middle- and upper-class buyer base, they do hinder Apple’s means to achieve a lower-class demographic.

Apple additionally suffers from its personal exclusivity. Apple controls all its providers and merchandise in-house, and whereas many purchasers develop into loyal model advocates because of this, it means all burdens fall on Apple workers.

Finally, Apple’s tight management over who distributes its merchandise limits its market attain.

Lastly, Apple is held to a excessive customary in the case of creating and distributing merchandise. Apple’s model carries a excessive stage of status. That stage of recognition inhibits Apple from taking dangers and experimenting freely with new merchandise that might fail.


Now, let’s check out alternatives for Apple.

It’s straightforward to acknowledge alternatives for enchancment, when you contemplate Apple’s weaknesses. Right here’s an inventory of three we got here up with:

  • Develop distribution choices.
  • Create new product strains.
  • Technological development.

Considered one of Apple’s greatest weaknesses is its distribution community, which, within the identify of exclusivity, stays comparatively small. If Apple expanded its community and enabled third-party companies to promote its merchandise, it might attain extra folks globally, whereas assuaging a number of the stress at present placed on in-house workers.

There are additionally loads of alternatives for Apple to create new merchandise. Apple might contemplate creating extra reasonably priced merchandise to achieve a bigger demographic, or spreading out into new industries — Apple self-driving vehicles, maybe?

Lastly, Apple might proceed advancing its merchandise’ know-how. Apple can take current merchandise and refine them, making certain every product gives as many distinctive options as potential.


Lastly, let’s take a look at threats to Apple.

Consider it or not, they do exist.

Listed here are three of Apple’s greatest threats:

  • Powerful competitors.
  • Lawsuits.
  • Worldwide points.

Apple isn’t the one progressive tech firm on the market, and it continues to face powerful competitors from Samsung, Google, and different main forces. In actual fact, Samsung sold more smartphones than Apple did in Q1 of 2022, transport 17 million extra items than Apple and holding 24% of the market share.

A lot of Apple’s weaknesses hinder Apple’s means to compete with the tech firms which have extra freedom to experiment, or that don’t function in a closed ecosystem.

A second risk to Apple is lawsuits. Apple has confronted loads of lawsuits, notably between Apple and Samsung. These lawsuits intrude with Apple’s respected picture and will steer some clients to buy elsewhere.

Lastly, Apple wants to enhance its attain internationally. The corporate isn’t number one in China and doesn’t have a really constructive relationship with the Chinese language authorities. In India, which has one of many largest client markets on the planet, Apple’s market share is low, and the corporate has bother bringing shops to India’s market.

If Apple can’t compete globally the way in which Samsung or Google can, it dangers falling behind within the trade.

Starbucks SWOT Evaluation

Now that we’ve explored the nuances concerned with a SWOT evaluation, let’s fill out a SWOT template utilizing Starbucks for example.

Right here’s how we’d fill out a SWOT template if we had been Starbucks:

An example SWOT analysis for Starbucks.

Download this Template for Free

Restaurant Small Enterprise SWOT Evaluation

Some small enterprise entrepreneurs could have problem referring to the SWOTs of massive manufacturers like Apple and Starbucks. Right here’s an instance of how a dine-in Thai restaurant would possibly visualize every ingredient.

A SWOT analysis example for a restaurant small business.

Small eating places can lean into their culinary experience and repair expertise to seek out alternatives for progress and model consciousness. A SWOT evaluation also can assist determine weaknesses that may be improved, equivalent to menu variation and pricing.

Whereas a restaurant may not be as apprehensive about high-level lawsuits, a small enterprise is likely to be extra involved about opponents or disruptors that may enter the taking part in subject.

Native Boutique SWOT Evaluation

In one other small enterprise instance, let’s check out a SWOT evaluation for an area boutique.


A SWOT analysis example for a local boutique.

This store is likely to be well-known in its neighborhood, but it surely additionally would possibly take time to construct a web based presence or get its merchandise in a web based retailer.

Due to this, a few of its strengths and alternatives would possibly relate to bodily components whereas weaknesses and threats would possibly relate to on-line conditions.

The best way to Act on a SWOT Evaluation

After conducting a SWOT evaluation, you could be asking your self: What’s subsequent?

Placing collectively a SWOT evaluation is just one step. Executing the findings recognized by the evaluation is simply as essential — if no more.

Put your insights into motion utilizing the next steps.

Make the most of your strengths.

Use your strengths to pursue alternatives out of your evaluation.

For instance, if we take a look at the native boutique instance above, the energy of getting reasonably priced costs generally is a worth proposition. You’ll be able to emphasize your reasonably priced costs on social media or launch a web based retailer.

Deal with your weaknesses.

Again to the boutique instance, one among its weaknesses is having a poor social media presence. To mitigate this, the boutique might rent a social media advisor to enhance its technique. They might even faucet into the experience of a social-savvy worker.

Make notice of the threats.

Threats are sometimes exterior components that may’t be managed, so it’s finest to observe the threats outlined in your SWOT evaluation to pay attention to their impacts on your online business.

When to Use a SWOT Evaluation

Whereas the examples above concentrate on enterprise technique typically, you may also use a SWOT evaluation to judge and predict how a singular product will play out available in the market.

Finally, a SWOT evaluation can measure and deal with each massive and small challenges, from deciding whether or not or to not launch a brand new product to refining your social media technique.

Editor’s notice: This put up was initially revealed in Could 2018 and has been up to date for comprehensiveness.



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