SWOT Analysis

Strengths

(Advantages; capabilities; unique selling points; assets:   experience, knowledge, data; innovative aspects; accreditations (endorsements), qualifications, certifications; philosophy, ethics and values; dispositions)

Weaknesses

(Disadvantages of proposition; gaps in capabilities; lack of competitive strength; reputation, presence and reach; known vulnerabilities; effects on core activities, distraction; reliability of data, predictability; morale, commitment, leadership; accreditations, etc.)

Opportunities

(Market developments; competitors' vulnerabilities; industry trends; technology development and innovation; global influences; new markets, niche target markets; tactics:   e.g., surprise, significant contacts; information and research; influences)

Threats

(Political effects; legislative effects; competitor intentions – varied; market demand; vital contacts and partners; obstacles faced; insurmountable weaknesses; loss of key staff; sustainable economy – home, abroad; seasonality effects)