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  • Anna Steinfest

The Importance of SWOT Analysis in Building a Solid Strategic Plan for Your Small Business

Updated: Feb 26

Author: Anna Steinfest

Strategic planning is crucial in realizing your company’s full potential. It involves having an in-depth understanding of your company’s strengths and weaknesses, as well as the opportunities and threats present in your business environment. To achieve this, a SWOT analysis is often used, which assesses both the larger-scale and smaller-scale aspects of your business. By identifying your strengths and weaknesses, you can gain a better understanding of the opportunities and threats that exist in your market, providing valuable insights to strengthen your strategic planning.

What does SWOT stand for?

SWOT stands for strengths, weaknesses, opportunities, and threats, which are assessed through an internal-external analysis. It is a framework that helps you to identify and analyze your company’s strengths and weaknesses, as well as the opportunities and threats that you may face. Your strengths and weaknesses are not just attributes of your business but should be evaluated in comparison to your competitors or how they affect your clients’ experiences.

Opportunities and threats refer to changes in your market or the wider world that may either benefit or pose a risk to your business. To make the most of your strengths and opportunities, it is essential to prevent your weaknesses from becoming a liability. By conducting a thorough SWOT analysis, you can build a more robust strategic plan that capitalizes on your strengths while mitigating any weaknesses or threats.

Although it is crucial to address your company’s weaknesses to prevent them from hindering your success, solely focusing on improving your weaknesses can only take you so far. It is more effective to continue building on your important strengths, which set you apart from your competitors.

While it is necessary to neutralize your weaknesses, it is equally essential to capitalize on your strengths to achieve a competitive advantage in the market. Building on your strengths will enable you to differentiate yourself from your competitors and offer unique value to your customers.

Therefore, rather than solely concentrating on your weaknesses, it is important to identify your strengths and leverage them to achieve long-term success. By doing so, you can establish a strong brand identity and position yourself as a leader in your industry.

The four elements of SWOT analysis

The SWOT analysis is comprised of four key elements that help assess your company’s current position and potential for growth:


These are the attributes that your company excels at, or resources and assets that distinguish it from competitors. Understanding your strengths is essential as they are what enable your company to thrive.

Examples of strengths include:

  1. Solid financial backing

  2. Positive reputation

  3. Valuable intellectual property

  4. Innovative mindset

  5. Low production costs

  6. Wide product variety

  7. Healthy company culture

  8. Strong online presence and following


These refer to internal attributes and resources that your company lacks, making it vulnerable. Identifying the underlying cause of weaknesses is essential for addressing them.

Examples of weaknesses include:

  1. High levels of debt

  2. Low customer satisfaction

  3. Long delivery times

  4. Outdated equipment or machinery

  5. Gaps in expertise

  6. Poor employee engagement and retention


These are external circumstances that, with the right decisions, can grow your company or put it in a favorable strategic position.

Examples of opportunities include:

  1. New trade agreements that open up export possibilities

  2. New environmental, social, and corporate governance (ESG) reporting requirements that can showcase your track record

  3. Buy-local trends that favor locally-made products

  4. Work-from-home trends that promote communication apps

  5. Expanding industries

  6. New government support programs


These are external forces that pose a risk to your business. Identifying threats is crucial to overcoming obstacles and ensuring long-term success.

Examples of threats include:

  1. New trade agreements that increase competition

  2. New ESG reporting requirements with heavier paperwork

  3. Supply chain problems

  4. Shortage of recruits

  5. Aging customer base

  6. Changing product standards

Conducting a SWOT analysis enables you to evaluate your company’s strengths and weaknesses, as well as external opportunities and threats. This analysis provides valuable insights to guide your strategic planning and enhance your business performance.

When to conduct SWOT analysis?

It is recommended to conduct a SWOT analysis periodically to ensure that the company is aware of its strengths, weaknesses, opportunities, and threats. For a comprehensive analysis, using extensive data and examining key industry players, it is advised to conduct a SWOT analysis every three to five years. Afterward, the company should spend some time reviewing its initial assessment every year or every other year to check for any significant changes in the company or business environment. However, the frequency of SWOT analysis reviews may vary based on the stability of the company and industry.

In addition to these regular analyses, a company should also conduct a SWOT analysis whenever it changes direction or faces a tactical challenge. For example, if a particular business unit is underperforming or if the company wants to gain a deeper understanding of its product mix, a SWOT analysis can be very useful.

How often should you perform a SWOT analysis?

  1. In-depth analysis every 3-5 years

  2. Review every 1-2 years

  3. Small-scale analysis whenever smaller-scale problems come up, or at the department or team level

How to perform SWOT analysis?

To perform a SWOT analysis, it’s best to organize a workshop session with your team or mentors/ consultants if you don’t employees. The objective is to have a deliberate conversation about the four components of the SWOT analysis, where you identify your strengths and weaknesses and opportunities and threats facing your company.

Before the session, it’s important for everyone involved, when possible, to gather and present relevant data that point to every strength, weakness, opportunity, and threat. You should also gather information about the market trends in your industry, your market share, your main competitors, how you can stand out in the market, and how your clients perceive you. Additionally, you should consider your sales and marketing performance, financial performance and trends, the efficiency of your systems and processes, key personnel, competencies, and governance structure, your company’s culture and strategy, and your mission, vision, and values.

While it’s possible for most companies to perform their own SWOT analysis, it may be beneficial to involve a neutral third party to avoid any biases. Business owners are often surprised to learn that their strengths don’t necessarily lie where they thought, and they also have weaknesses they did not suspect.

It’s essential to ask your clients, business partners, friends, and suppliers for feedback on your strengths and weaknesses. The workshop should conclude with a report summarizing the results of the analysis. This report doesn’t need to be long or complicated, but it should include the conclusions drawn from the meeting. What’s important is for everyone to keep this framework in mind to identify areas for improvement and to capitalize on opportunities.

SWOT – Questions to Consider

Why is SWOT analysis important?

SWOT analysis is important for several reasons.

  1. It provides a common understanding Conducting a SWOT analysis helps build a common understanding of the company among the leadership team. This alignment allows for a more cohesive approach to decision-making, which is essential to achieve a company’s goals.

  2. It supports strategic planning A SWOT analysis is the foundation for a company’s strategic plan. It identifies areas of strength and opportunities to create a competitive advantage, and areas of weakness and threats to be mitigated. This analysis helps in developing a robust and relevant action plan that is essential for the growth and success of a company.

  3. It helps to identify opportunities and threats A SWOT analysis is an effective tool for identifying opportunities and threats. Understanding the external environment, such as market trends, new technologies, and changes in regulations, helps companies to prepare for potential threats and seize opportunities.

  4. It allows for better decision-making SWOT analysis provides a structured approach to decision-making. It helps in evaluating the potential impact of a decision on the company’s strengths, weaknesses, opportunities, and threats. This helps in making informed decisions that are in line with the company’s strategic goals.

In summary, SWOT analysis is a critical tool for companies to gain a competitive advantage, build a common understanding among the leadership team, and make informed decisions that support the company’s strategic plan.

How to use SWOT Analysis?

Incorporating the results of your SWOT analysis into your strategic plan is essential for achieving success. Here are some steps to guide you through the process:

  1. Prioritize your actions: Identify the most important actions based on the SWOT analysis. This could involve using a matrix to rank the actions according to their potential impact and feasibility.

  2. Assign responsibilities: Designate the people responsible for implementing each action. Ensure that the individuals responsible for each action have the required skills and expertise.

  3. Set deadlines: Determine deadlines for each action item. This will help ensure that the tasks are completed on time.

  4. Develop metrics: Create metrics to measure the success of your actions. This will help you determine whether you are making progress towards your goals.

  5. Review regularly: Review the progress of your plan on a regular basis. This will allow you to make adjustments if necessary and ensure that you are on track to achieve your objectives.

By incorporating the results of your SWOT analysis into your strategic plan, you will be well-positioned to capitalize on your strengths and opportunities, while mitigating your weaknesses and threats. Remember to regularly review your plan to ensure that you are making progress towards your goals.

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