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How To Do One [With Template & Examples]


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

marketer conducting a SWOT analysis

This framework can assist you develop a plan to find out your priorities, maximize alternatives, and decrease roadblocks as you scale your group. Under, let’s go over precisely what a SWOT evaluation is, just a few SWOT evaluation examples, and the way to conduct one for your online business.

What’s a SWOT evaluation?
Significance of a SWOT Evaluation
Find out how to Write a Good SWOT Evaluation
SWOT Evaluation Examples
Find out how to Act on a SWOT Evaluation

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

  • Your corporation or model.
  • Market positioning.
  • A brand new undertaking or initiative.
  • A selected 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 an alternative in your instinct to take this stuff under consideration.

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

SWOT offers you the possibility to fret and to dream.

Including the SWOT evaluation is a vital step in your strategic course of. You’re giving your self the house to dream, consider, and fear earlier than taking motion. Your insights then flip into belongings as you create the roadmap to your initiative.

SWOT forces you to outline your variables.

As a substitute of diving head first into planning and execution, you’re taking stock of all of your belongings and roadblocks. These can assist you create a extra particular and efficient roadmap.

SWOT means that you can account for mitigating components.

As you establish weaknesses and threats, you’re higher in a position to account for them in your roadmap, bettering your possibilities of success.

SWOT helps you retain a written file.

As your group grows and modifications, you’ll have the ability to strike issues off your previous 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.

Right here, we’ll sort out the way to finest do a SWOT evaluation, offer you a SWOT evaluation template, and conduct SWOT analyses on main manufacturers together with Apple and Starbucks. While you’re achieved studying, you’ll have all of the inspiration and tactical recommendation it’s essential to sort out a SWOT evaluation for your online business.

How do you write SWOT evaluation?

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

1. Obtain HubSpot’s SWOT Evaluation Template.

There’s no want to begin from scratch to your evaluation. As a substitute, 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.

Obtain a free, editable SWOT evaluation template.

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

Whether or not you utilize the template above or create your personal, a desk format can assist you visualize your SWOT evaluation. This may be achieved 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. Establish 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 wish to analyze. In any other case, your SWOT evaluation might 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 wish to conduct an evaluation to tell your content material creation technique. In the event you’re launching a brand new product, you’ll wish to perceive its potential positioning within the house. In the event you’re contemplating a model redesign, you’ll wish to contemplate current and future model conceptions.

All of those are examples of excellent causes to conduct a SWOT evaluation. By figuring out your goal, you’ll have the ability to tailor your analysis to get extra actionable insights.

4. Establish your strengths.

“Strengths” refers to what you’re presently doing effectively. Take into consideration the components which are stepping into your favor in addition to the stuff you supply that your opponents simply can’t beat.

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

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

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

Lastly, consider your social media message, and particularly, the way it differs from the remainder of the business. I’m keen 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. Establish your weaknesses.

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

This part isn’t about dwelling on destructive facets. Quite, it’s essential to foresee any potential obstacles that would 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 staff in numerous departments, as they’ll seemingly see weaknesses you hadn’t thought of.

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

Second, what do I foresee as the largest hindrance to my staff’ productiveness, or their capability to get the job achieved effectively? What derails their social media efforts?

6. Take into account your alternatives.

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

As an illustration, perhaps you’re hoping your Fb adverts will appeal to a brand new, bigger demographic. Perhaps 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 need my enterprise to make use of to make it simpler?
  • What new target market do I wish to attain?
  • How can the enterprise stand out extra within the present business?
  • Is there one thing our clients complain about that we may repair?

The alternatives class goes hand-in-hand with the weaknesses class. When you’ve made a listing of weaknesses, it needs to be simple to create a listing of potential alternatives that would come up if you happen to eradicate your weaknesses.

7. Ponder your threats.

It’s seemingly, particularly if you happen to’re inclined to fret, you have already got checklist of threats in your head.

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

  • What obstacles may stop us from reaching our objectives?
  • What’s happening within the business, or with our opponents, that may mitigate our success?
  • Is there new expertise on the market that would battle with our product?

Writing down your threats helps you consider them objectively.

As an illustration, perhaps you checklist your threats by way of least and more than likely to happen and divide and conquer every. If certainly one of your greatest threats is your competitor’s fashionable Instagram account, you could possibly work along with your advertising division to create content material that showcases your product’s distinctive options.

SWOT Evaluation Examples

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

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

These SWOT examples are usually not exhaustive. Nonetheless, they’re a terrific place to begin 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 establish the highest three:

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

Apple’s model is undeniably robust, and its enterprise is taken into account probably the most precious on this planet. Because it’s simply acknowledged, Apple can produce new merchandise and virtually guarantee a sure diploma of success by advantage of the model title itself.

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

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

Lastly, clients take pleasure in how simple it’s to make use of Apple’s merchandise. With a glossy and easy design, every product is developed in order that most individuals can shortly discover ways 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 capability 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 shoppers change into loyal model advocates because of this, it means all burdens fall on Apple staff.

In the end, Apple’s tight management over who distributes its merchandise limits its market attain.

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


Now, let’s check out alternatives for Apple.

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

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

Certainly one of Apple’s greatest weaknesses is its distribution community, which, within the title of exclusivity, stays comparatively small. If Apple expanded its community and enabled third-party companies to promote its merchandise, it may attain extra individuals globally, whereas assuaging a few of the stress presently placed on in-house staff.

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

Lastly, Apple may proceed advancing its merchandise’ expertise. Apple can take current merchandise and refine them, guaranteeing every product affords as many distinctive options as potential.


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

Imagine it or not, they do exist.

Listed below are three of Apple’s greatest threats:

  • Robust competitors.
  • Lawsuits.
  • Worldwide points.

Apple isn’t the one revolutionary tech firm on the market, and it continues to face powerful competitors from Samsung, Google, and different main forces. The truth is, Samsung offered extra smartphones than Apple did in Q1 of 2022, transport 17 million extra models than Apple and holding 24% of the market share.

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

A second menace 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 primary in China and doesn’t have a really optimistic relationship with the Chinese language authorities. In India, which has one of many largest shopper markets on this 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 business.

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 instance.

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

An example SWOT analysis for Starbucks.

Obtain this Template for Free

Restaurant Small Enterprise SWOT Evaluation

Some small enterprise entrepreneurs might have issue regarding the SWOTs of huge manufacturers like Apple and Starbucks. Right here’s an instance of how a dine-in Thai restaurant may visualize every factor.

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 development and model consciousness. A SWOT evaluation can even assist establish weaknesses that may be improved, reminiscent of 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 discipline.

Native Boutique SWOT Evaluation

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


A SWOT analysis example for a local boutique.

This store is likely to be well-known in its neighborhood, however it additionally may 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 may relate to bodily components whereas weaknesses and threats may relate to on-line conditions.

Find out how to Act on a SWOT Evaluation

After conducting a SWOT evaluation, chances are you’ll 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.

Benefit from 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 power 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.

Tackle your weaknesses.

Again to the boutique instance, certainly one of its weaknesses is having a poor social media presence. To mitigate this, the boutique may rent a social media marketing consultant to enhance its technique. They could 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 deal with enterprise technique usually, it’s also possible to use a SWOT evaluation to guage and predict how a singular product will play out available in the market.

In the end, a SWOT evaluation can measure and sort out each large 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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