Using SWOT Analysis In Strategic Planning Group Best 204 Paul Wolf, Alison Weitman, Margaret Monahan, Katrina Burch, Megan Wagner and Lorry Williams

Lorry Williams What is SWOT analysis? Alison Weitman Strengths & Weaknesses Margaret Monahan Threats & Opportunities Katrina Burch Information Gathering Paul Wolf Importance of SWOT Megan Wagner Concluding Thoughts & References Learning Objectives

What is SWOT? SWOT is an analytical tool for strategic planning in a library or business. SWOT – an acronym for: Strengths, Weaknesses, Opportunities & Threats. Inner Influences: Strengths and Weaknesses. Outer Influences: Opportunities and Threats. Purpose of SWOT

What is SWOT Cont’d. SWOT analysis is collaborative. SWOT is the first stage of planning. SWOT analysis is a tool for auditing. SWOT can be used in conjunction with other tools.

Strengths and Weaknesses - Internal Forces That Can Affect SWOT Strength: Something the organization controls internally which has a positive benefit and the organization leverages to complete the strategic plan successfully Weakness: Something the organization internally controls which lacks a positive benefit and the organization can eliminate to successfully complete the strategic plan

Internal Factors That Can Be Strengths or Weaknesses Community outreach, fiscal base, staff skills, collections, organization, staff turnover (Evans & Ward, 2007 p. 153). Strengths must be leveraged to support the strategic plan Opportunity must be used to counter weaknesses Strength and opportunity can overlap as can weakness and threat

Opportunities and Threats- External Forces That Can Affect SWOT Opportunity: An external circumstance that may create a positive effect upon an organization. Threat: An external circumstance that may create a negative impact upon an organization.

Opportunities and Threats- External Forces That Can Affect SWOT Cont’d. Three common Opportunities and/or Threats: Finances Politics Environment

Opportunities and Threats- External Forces That Can Affect SWOT Cont’d. Minimizing Threat and Taking Advantage of Opportunity Environmental Scanning Environmental Forecasting

Gathering Information for Assessment Taking a Meyers- Briggs personality test. Taking a Color personality test How these tests will help in assessment

Gathering Information From Outside sources To assess these look to the outside market What is the market doing? What is the market NOT doing? Ways to assess the market Give surveys to current customers and patrons Look at other libraries and information places Look at both the good and bad Ask the community for input

Importance of SWOT - Why Do a SWOT Analysis? Assess current state of an organization. Measure progress – you can’t determine how far you’ve come unless you know where you’ve been.

Why do a SWOT analysis? Cont’d. “Effective planning…is the result of highly collaborative efforts” (Evans & Ward, 2007, p. 45). Supports Mission and Vision statements and Strategic plan.

Concluding Thoughts SWOT analysis is an essential aspect to Strategic Planning SWOT analysis can be used independently, or as a part of any organizational plan. All aspects of SWOT must be evaluated to be complete and effective. SWOT analysis is collaborative, includes staff input, and uses information gathering from Environmental Scanning and Forecasting, and by conducting surveys, questionnaires, and personality tests. Strengths and Weaknesses are Internal, while Weaknesses and Threats are External. Strengths help enhance future Opportunities, and minimize or negate the impact of Weaknesses and Threats. Strengths, Weaknesses, Opportunities, and Strengths can overlap, and should be weighted in light of the Vision and Mission Statement of the Strategic Plan.

References Books Evans, G. E., & Ward, P. L. (2007). Management Basics for Information Professionals (2nd ed.). New York: Neal-Schuman. Matthews, J. R. (2005). Strategic Planning and Management for Library Managers. Westport, CT: Libraries Unlimited. Online Resources Color personality testing: Meyers – Briggs personality test: