1. SWOT Analysis Reference Guide
Description
Summary
The SWOT technique is useful for assessing the internal and external environment. The acronym stands for Strengths, Weaknesses, Opportunities and Threats. Strengths and Weaknesses are internal factors, while Opportunities and Threats are external factors that can have an effect on the objective.
Strengths: characteristics of the business or project that give it an advantage over others
Weaknesses: are characteristics that place the team at a disadvantage relative to others
Opportunities: elements that the project could exploit to its advantage
Threats: elements in the environment that could cause trouble for the business or project
Content / Steps
Specify the objective of the business venture or project
Ask probing questions to explore each category within a group setting
Generate meaningful information (brainstorming) for each category
 If the objective is not attainable a different objective must be selected and the process repeated

2. SWOT analysis is best conducted in a group setting leveraging the brainstorming technique
Template & Examples
Template
Positive
Negative
Internal
Attributes of the organization
STRENGTHS
Positive characteristics and advantages of the objective
WEAKNESS
Negative characteristics and disadvantages of the objective
External
Attributes of the environment
OPPORTUNITIES
Factors which can benefit, enhance or improve the objective
THREATS
Factors which can hinder the objective