1. Or how to analyse and evaluate your way to success

2. What's in a SWOT What's in a SWOT Elements of a SWOT Elements of a SWOT Bank account portability – what's it all about? Bank account portability – what's it all about? Sweating the SWOT (lets try one) Sweating the SWOT (lets try one) Your assessment SWOT Your assessment SWOT

3. A SWOT analysis must first start with defining a desired end state or objective A SWOT analysis must first start with defining a desired end state or objective

4. Changes in the external environment that can be exploited to achieve objectives Changes in the external environment that make it difficult to achieve objectives. The things competitors do better Anything the business does better than its competitors StrengthWeakness OpportunityThreat

5. Who? Who? Predominantly targeted at mortgage holders however all accounts would be considered Predominantly targeted at mortgage holders however all accounts would be considered What? What? The ability to easily move your bank account from one financial institution to another The ability to easily move your bank account from one financial institution to another Where Where Australia wide Australia wide

6. Why? Why? Currently it is very expensive – exit fees are a very effective penalty to discourage moving Currently it is very expensive – exit fees are a very effective penalty to discourage moving “Banking is practically the only industry that Australians are forced to use because most wages are paid directly into one of the banks that then decide how much they will take from our accounts in the form of fees.” The Age Nov 4, 2010 “Banking is practically the only industry that Australians are forced to use because most wages are paid directly into one of the banks that then decide how much they will take from our accounts in the form of fees.” The Age Nov 4, 2010

7. Expandable IT system can cope with large volumes of new accounts being transferred Poaching of our customers from other banks. Monthly management fees are above market rate Very competitive mortgage interest rates StrengthWeakness OpportunityThreat

8. Changes in the external environment that can be exploited to achieve objectives Changes in the external environment that make it difficult to achieve objectives. The things competitors do better Anything the business does better than its competitors StrengthWeakness OpportunityThreat