What It Is & How to Do It [Examples + Template]

What It Is & How to Do It [Examples + Template]


What Is a SWOT Evaluation? 

A SWOT evaluation is a straightforward however highly effective framework that evaluates a enterprise from 4 views: strengths, weaknesses, alternatives, and threats. 

And it will probably allow you to assess nearly any facet of your online business. That can assist you make extra knowledgeable choices. 

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

  • What’s working for your online business (strengths)
  • What’s not working (weaknesses)
  • The exterior elements your online business may capitalize on (alternatives)
  • The exterior elements that would hurt your online business (threats)

It’s a easy brainstorming train that helps you uncover strategic methods to enhance your online business.

On this submit, you’ll discover ways to do a SWOT evaluation. We’ll embrace examples and likewise provide you with a free SWOT analysis template.

Let’s get to it.

Why Is a SWOT Evaluation Essential? 

A SWOT evaluation is a precious framework that may allow you to consider your online business from completely different angles. And uncover new methods to develop and enhance.

By doing a SWOT evaluation, you may:

  • Use your strengths to face out out of your rivals
  • Deal with your weaknesses earlier than they harm you
  • Discover and seize new alternatives
  • Put together for and keep away from potential threats

Which suggests:

A SWOT evaluation can assist you make smarter choices, plan higher, and attain your targets quicker.

What Are the Parts of a SWOT Evaluation?

A SWOT evaluation evaluates a enterprise or undertaking based mostly on 4 key elements that may be divided into two classes: inside and exterior. 

Right here’s the way you may take into consideration filling out a SWOT chart based mostly on these two classes:

Questions you'd ask in a SWOT analysis

Let’s check out every element.

Inner Components

Inner elements are the features of your online business inside your management. They embrace sources, capabilities, abilities, property, and aggressive benefits. 

And they are often divided additional into two classes: strengths and weaknesses.


Strengths are the optimistic attributes that provide you with a bonus over rivals. They’re the issues that you just do effectively, you’re pleased with, and allow you to stand out.

Some examples of strengths are:

  • A loyal buyer base
  • A robust model popularity
  • A singular services or products
  • A talented and motivated workforce
  • A high-quality web site


Weaknesses are your online business’s detrimental attributes that restrict your efficiency or hinder your development. They’re the issues you might want to enhance, repair, or keep away from.

Some examples of weaknesses are:

  • An absence of economic sources
  • A excessive turnover charge
  • A weak on-line presence
  • A low buyer satisfaction charge
  • A low-quality services or products

Exterior Components

Exterior elements are the features of your online business which can be exterior of your management. These can embrace tendencies, occasions, financial adjustments, and the aggressive panorama. 

They usually will also be divided into two classes: alternatives and threats.


Alternatives are favorable conditions or circumstances you may leverage to realize your online business targets. In different phrases, issues you need to use to your benefit or profit from.

Some SWOT evaluation alternatives examples are:

  • A rising demand on your services or products
  • A brand new market phase or area of interest
  • A brand new know-how that automates routine duties
  • A brand new partnership or collaboration


Threats are unfavorable conditions or circumstances that may hurt your online business. They’re dangers or challenges you might want to acknowledge.

Some examples of threats are:

  • A declining demand on your services or products
  • A brand new competitor or various
  • A brand new know-how that makes considered one of your companies out of date
  • A detrimental publicity marketing campaign
  • A change in regulation or coverage

Now that concerning the completely different parts, let’s check out precisely the best way to do a SWOT evaluation. 

Free SWOT Evaluation Template

Right here’s a SWOT analysis template you need to use to observe alongside.

Why put your outcomes right into a SWOT evaluation template like this one? 

As a result of it’s simple to learn and retains issues organized.

Find out how to Do a SWOT Evaluation (6 Easy Steps)

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

Nevertheless it’s greater than that. It’s additionally a software to strategically advance your online business.

And meaning going past a easy record of details.

Right here’s the best way to do a SWOT evaluation the correct method:

The six steps of a SWOT analysis

1. Set up Your Objective

Having a purpose will allow you to select what’s most related on your evaluation. In any other case, you may find yourself with a ton of primary info and no thought of the best way to apply it to your online business.

So, set a purpose.

It may very well be any main determination or change for your online business:

  • Resolve whether or not it’s best to increase your online business
  • Assess the feasibility of latest services or products
  • Perceive the dangers and advantages of fixing HR processes

What for those who can’t consider a purpose?

Right here’s a useful method:

(Fill within the blanks.) 

My enterprise wants __________. We would meet that want by doing these items:

  1. __________
  2. __________
  3. __________

You may choose multiple purpose from that record. Or simply a very powerful one. It’s as much as you.

Let’s take a look at an instance:

My enterprise wants extra capital to proceed working. We would be capable of meet that want by doing these items:

  • Elevating costs
  • Investing extra in our gross sales workforce
  • Searching for new buyers

Let’s say you select the primary merchandise—elevating costs. 

The purpose of your SWOT evaluation may very well be one thing like this: 

To seek out out whether or not elevating costs will lead to sufficient working capital for the enterprise to proceed working.

Once more, this is only one instance. 

No matter your purpose is, preserve it prime of thoughts whilst you full your SWOT evaluation.

2. Assess Strengths

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

The “S” in SWOT stands for strengths. On this step, you’ll record your online business’s strengths.

Get began by asking some questions:

Five questions that uncover strengths

What do you have to embrace? 

At this stage, each thought is an efficient one. So don’t go away something out.

We’ll cowl the best way to slim down your record within the final step.

Keep in mind: 

Strengths are inside elements. Which means you may have management over them. And you’ll construct on them.

Listed below are some examples of strengths you may record in a SWOT evaluation:

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

When you need assistance considering of strengths, use a aggressive intelligence toolkit like Semrush .Trends

It’ll allow you to see the way you stack up in opposition to your rivals by way of site visitors, viewers demographics, market share, and far more. 

"visits" and "bounce rate" metrics in Traffic Analytics

For instance, you might use Traffic Analytics and see that natural site visitors is method up in comparison with related websites. 

Or that your bounce charge is method decrease than others. Both method, it will probably assist reveal a number of issues. 

3. Uncover Weaknesses

Your small business has weaknesses. And that’s OK—your purpose is to make enhancements.

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

Listed below are some questions that may assist:

Four questions that uncover weaknesses

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

Like strengths, weaknesses are inside elements. Which means you may have management over them and may use them to enhance.

Listed below are some examples of weaknesses you may embrace in a SWOT evaluation:

  • Excessive working bills relative to income
  • Lengthy buyer help response instances
  • web optimization content material creation efforts failing to extend natural attain

Simply as Semrush’s .Trends can assist you discover strengths, it will probably additionally assist discover weaknesses. 

report from Traffic Analytics

Use these instruments correctly as you conduct your competitive SEO analysis

4. Think about Alternatives

Alternatives are the “O” in SWOT. 

Listed below are some questions you may assume by way of to uncover alternatives:

Five questions that uncover opportunities

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 online business. 

Alternatives are exterior elements. They occur exterior of your online business.

You construct on strengths. You employ alternatives to your benefit. 

It’s a refined however vital distinction.

Listed below are some examples of alternatives you may record in a SWOT evaluation:

  • Market shifts growing demand for a product your online business may promote
  • Your very best prospects flocking to a brand new social media platform you need to use to achieve them
  • A competitor ceasing operations in a area the place you don’t at present function

Tip: An effective way to seek out alternatives is to make use of the Keyword Gap software. It’ll assist discover key phrases your rivals are rating for, however you aren’t. Every of these key phrases is a chance so that you can carry in additional site visitors

"Top Opportunities" section in Keyword Gap tool

5. Establish Threats

Threats are the “T” in SWOT. They usually’re the other of alternatives.

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

Listed below are some questions that can allow you to establish threats:

four questions that uncover threats

Threats evolve over time based mostly on elements exterior of your management. However you may plan for them.

When you’re paying shut consideration to your trade, you most likely know the foremost threats you face. Write them down in your template

Listed below are some examples of threats you may record in a SWOT evaluation:

  • An rising competitor
  • A authorized change that would have an effect on your online business 
  • Financial circumstances that negatively affect your prospects’ shopping for energy

6. Slender Your Lists

At this level, it’s best to have an honest variety of gadgets in every of your 4 SWOT classes. Now, it’s a must to slim them down.

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

You don’t wish to overwhelm your self.

Follow a very powerful gadgets. Keep centered so you can also make impactful adjustments. 

Struggling to slim your lists? Attempt the affect effort matrix. 

It’s a software that will help you determine which actions may have the best affect with the least effort.

And it appears like this:

The four quadrants of the impact matrix

Right here’s the best way to do it:

  • Compile the entire gadgets out of your SWOT evaluation
  • Draw a four-quadrant diagram. On the vertical axis, you’re measuring the affect of an merchandise on your online business. On the horizontal axis, you’re measuring the hassle required to implement or deal with that merchandise.
  • Place every power, weak spot, alternative, and menace into its acceptable quadrant based mostly on required effort and potential affect
  • The gadgets within the prime left quadrant are more likely to be your finest choices. As a result of they’ll have essentially the most affect for the least effort.

When Ought to You Do a SWOT Evaluation?

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

Backside line: 

When you’re searching for readability on a enterprise transfer you’re contemplating, that’s a good time to do one.

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

  • When your online business is present process important inside adjustments
  • When exterior circumstances are altering
  • Earlier than strategic planning
  • Regularly

3 Actual-World SWOT Examples

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

1. Advertising and marketing Company SWOT Evaluation Instance

Think about you’re working a advertising company that does SEO, social media, and content material advertising. 

You’re fascinated about investing lots of time and sources into your web site’s weblog. that 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 correct transfer.

So, you do a SWOT evaluation that will help you determine. The purpose 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 below are the fictional advertising company’s strengths:

  • Your all-remote workforce saves cash on workplace house and allows you to rent the most effective expertise, no matter their geographic location
  • Many members of your current workforce have content material creation abilities
  • You constantly outperform your competitors by getting higher web optimization outcomes on your shoppers

Add your weaknesses:

  • Your workforce struggles to get deliverables to shoppers on time every month
  • You will have revealed little or no in your weblog up to now, so your present search engine rankings are minimal to nonexistent
  • Your workforce has no codified processes for content material creation, reminiscent of type guides or publishing commonplace working procedures (SOPs)

Subsequent up is alternatives:

  • Few of your native rivals have invested closely in their very own weblog content material
  • Folks enter keywords associated to your companies into Google many instances monthly
  • Current market analysis means that your very best shoppers usually tend to belief businesses with energetic blogs

Lastly, record the threats your company faces:

  • Engines like google have gotten extra selective about what they are going to show in search outcomes, leaning extra closely on long-established blogs
  • The economic system is exhibiting early indicators of a downturn that would cut back funding in advertising, that means your funding in content material is much less more likely to yield ROI
  • New businesses with robust content material and web optimization methods are popping up in droves as extra individuals go away their jobs to begin their very own companies



  • Distant workforce saves cash and attracts expertise
  • Staff have content material creation expertise
  • Shoppers get nice web optimization 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
  • Sturdy search demand associated to your companies
  • Best shoppers extra more likely to belief businesses with energetic blogs
  • Engines like google have gotten extra selective
  • An financial downturn could also be on the horizon
  • New businesses with robust web optimization methods are getting into the market

That’s it. In fact, now you truly need to do one thing with this info.

Extra particularly:

It’s good to see how your web site content material is definitely performing.

You need to use the Domain Overview software to measure that. And a ton of different web optimization metrics.

Simply paste your area into the search bar and click on “Search”:

Screenshot of the domain overview tool with "yoursite.com" in the search bar

And immediately see the area’s natural search site visitors:

Screenshot of the domain overview tool report with organic search traffic of 6.7M highlighted

Scroll right down to see the highest natural key phrases:

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

These let you know the place the web site at present stands in Google search outcomes for explicit key phrases.

In our fictional company SWOT evaluation instance, your baseline natural key phrase rankings would provide you with an thought of your start line.

And additional beneath within the Area Overview software, you’ll discover natural rivals. This tells you concerning the competitors you’d face for those who 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:

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

2. Native Service Enterprise SWOT Evaluation Instance

Now, let’s take a look at an instance SWOT evaluation for an area service enterprise. 

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

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

Let’s dive in:

Your fictional prison protection legislation agency operates primarily within the Manhattan space of New York Metropolis. You concentrate on white collar prison protection however provide different forms of prison protection. 

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

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

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

  • You get many Manhattan shoppers by way of referrals from previous shoppers and phrase of mouth
  • You will have a extremely profitable monitor report together with your shoppers
  • You will have room within the price range to rent new attorneys and open a second workplace

Time on your agency’s weaknesses:

  • Your workforce is inexperienced with circumstances exterior of white collar crimes
  • Your attorneys are accustomed to New York Metropolis courthouses and judges, however they’re not skilled with these on Lengthy Island
  • Your agency’s digital advertising and promoting efforts have been largely ineffective

On to alternatives:

  • Few Lengthy Island legislation companies provide white collar prison protection (your space of specialty)
  • Financial improvement and enterprise growth on Lengthy Island might improve the native want for white collar prison protection companies
  • Statewide legislation enforcement crackdowns might improve demand for prison 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 companies have tons of of optimistic on-line evaluations



  • Shoppers come to you thru referrals and your popularity
  • You will have demonstrated success
  • You will have the cash to increase
  • You’re not accustomed to all forms of prison protection work
  • Your attorneys don’t know the Lengthy Island authorized market effectively
  • You’ve struggled to boost consciousness of your agency by way of advertising 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 prison protection
  • Elevated legislation enforcement exercise might improve the necessity for prison protection companies
  • Rivals can also 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 might use Market Explorer

This software gives a Benchmarking report that exhibits side-by-side comparisons of predominant 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.”

Like this:

Market explorer tool with the united states selected as the location and "yoursite.com" 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 natural site visitors is obtainable in your market
  • Whole addressable market (TAM) and serviceable obtainable market (SAM)

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

The Development Quadrant exhibits the place your online business’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 Development Quadrant locations your web site and your rivals inside a type of quadrants. 

That helps you establish your individual positioning and the place you might go. 

Going again to our legislation agency fascinated about increasing: 

The Development 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.

Additional studying:

3. Ecommerce SWOT Evaluation Instance

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

You’re unsure whether or not it’s best to promote your online business or preserve it. So, you do a SWOT evaluation to get a clearer image.

You record your strengths:

  • Your small business is constantly worthwhile
  • Your web site is rating effectively in Google search outcomes for some extraordinarily precious key phrases associated to your merchandise
  • You will have automated a lot of your inside processes to scale back labor bills

Subsequent, you record your weaknesses:

  • You will have poor buyer help operations, which has led to some detrimental on-line evaluations
  • Few of your merchandise generate a really excessive revenue margin, so it’s a must to promote at excessive volumes constantly
  • You not often have repeat prospects, that means it’s a must to spend extra on advertising and promoting to accumulate new prospects

Alternatives are up subsequent:

  • One in every of your key rivals just lately determined to dissolve their enterprise. That leaves a spot available in the market.
  • One in every of your merchandise was just lately featured in a well-liked TV present. That might drive up demand.
  • You’ve began to obtain queries about influencer partnerships and affiliate marketing online alternatives

Final however not least, threats:

  • Your merchandise usually are 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 considered one of your key purchaser markets



  • Your small business is worthwhile
  • Your web optimization efforts are driving gross sales
  • You will have automated processes to chop bills
  • Your buyer help is missing
  • Slim revenue margins imply it’s a must to promote loads
  • You will have 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 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 considered one of your key markets

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

On this case, you might want to decide. 

When you’ve finished your SWOT evaluation proper, it’s best to have the knowledge you might want to make that call.

Analyze Your Enterprise & Obtain Your Objectives

Setting and reaching targets is essential to enterprise success. And a SWOT evaluation is essential to evaluating targets and the methods you may obtain them.

When you haven’t already, seize your free SWOT analysis template.

Take your time. Be considerate. And your SWOT evaluation will result in outcomes.


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