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Source: LivePlan
Published: November 2016

SWOT Analysis

Circulated: April 7, 2020

Use SWOT Analysis to assess your organization’s current position before you decide on any new strategy. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

Strengths and weaknesses are things that you have some control over and can change (internal).

Opportunities and threats are things that you cannot change but can react to that go on outside your company (external).

Example: Markley’s Dog Daycare

Strength #1

Location: convenient for dog drop off

Strength #2
Brand: customers love the origin story

Weakness #1
Scheduling: clients double-booked often

Weakness #2
Lack of experience: only 3 months in business

Opportunity #1
Growing: the pet industry is growing year-over-year

Opportunity #2
Grooming: a new service customers ask for

Threat #1
On-demand:
competitors are offering dog walks booked via an app

Threat #2
Holiday surge: too much demand can lead to disappointed customers

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