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StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com
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STRATEGICPLANNING
INTERNALANDEXTERNALASSESSMENTSInternalandExternalAssessmentsOneofthefirststepsinthestrategicassessmentprocessgenerallyinvolvesidentifyingtheorganization’sstrengths,weaknesses,opportunitiesandthreats(theSWOTanalysis).Thishelpsbuildastrongfoundationofknowledgetoensurethedevelopmentofastrategicplanthatremainsrelevant,meetstheneedsofthechangingclientpopulation,andmakesthebestoftheavailableresources.TheInternalAssessmentisaninventoryofthestrengthsandweaknessesoftheorganization’soperations.Itincludesasurveyofhumanandphysicalresources,ananalysisofthesatisfactionofclientsandstakeholders,andanassessmentoftheeffectivenessoftheBoardandofthestaff.Theresultofaninternalassessmentrevealsthestrengthsandweaknessesthatconfronttheorganization.TheExternalAssessment,orExternalEnvironmentalScan,isaninventoryofthepolitical,economic,social,andtechnologicalforcesthatinfluencethemissionandgoalsofanorganization,andhowitfunctions.Itinvolvesanalysisofthecurrentenvironmentandthetrendsthatmayaffectit.Italsoincludesananalysisofcompetitiveandcollaborativeforcesandagents.Theresultofanexternalassessmentrevealstheopportunitiesandthreatsthatconfronttheorganization.TypesofStakeholdersYoumaywishtoconsultbothinternalandexternalstakeholderswhenconductingaSWOTanalysis.Internalstakeholdersareindividualsworkingdirectlywithintheorganization,andexternalstakeholdersareindividualswhodonotworkdirectlywithintheorganizationbutmaybeaffectedinsomewaybytheorganization.Stakeholdersinclude:
InternalStakeholders• Staff• Boardmembers• Volunteers
ExternalStakeholders• Clients• Donors• Partnerorganizations• Communityleaders
SampleQuestionstoConsiderStakeholderscanbeinterviewedindividually,takepartinafocusgroup,orsubmitresponseselectronically.Thelistofquestionsbelowprovidesaframeworkandexampleofthekindsofquestionsyoumaywanttoinclude,butdoesnotrepresentanexhaustivelistnorisrequiredforeverySWOTanalysis.
StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com
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SampleQuestions:InternalAssessmentGeneralquestions
• Whatarethestrengthsoftheorganization?• Whataretheareaswheredevelopmentorimprovementisneeded?
Missionorientedquestions• Whatistheorganization’smission?Doyoubelieveinthemission?Doyoufeelyour
workiscontributingtotheadvancementofthemission?• WhatdoesXstakeholderneedorexpectfromus?Howwellhaveweperformedagainst
theseexpectationsinthepast?• Whataretheimmediateresultsthatcanbeobservedasaresultofourprogram?Long-
termresults?InternalCapacity
• Howeffectivelyareourprogramsoperated?• Howeffectiveisourstaff?OurBoardofDirectors?• Howeffectiveistheorganization’smanagementandleadership?• Whatarethehumanandphysicalresourcesrequiredtooperateourprograms?Does
theorganizationhavesufficientresourcesavailable?Willthesebeaffectedinthefuture?
Branding&Visibility
• Whatisyourperceptionandopinionofthebrandoftheorganization?Theorganization’svisibility?
• Areyoufamiliarwithalloftheprogramsrunbytheorganization?(Providelistofcurrentprograms,oraskaboutcertainprograms)
SampleQuestions:ExternalAssessmentEnvironmentalTrends
• Whatenvironmentaltrendsdoweneedtobeawareof,andtakeintoconsideration,aswethinkaboutourfuturestrategicdirection?Thiscouldincludeeconomic,political,socialortechnologicalchanges.
• Whatarethegreatestareasofneedsforourclients/ourcommunity?Doyouforeseethischanginginthenextfiveyears?
• Whataretheopportunitiesfortheorganizationtomakeabiggerimpact?Aretherepolicy,advocacyorservicegapsthattheorganizationcouldbefulfilling?
• Whathaveyounoticedintermsoffundingopportunitieswithinthisserviceareaoverthelastfewyears?
CompetitiveAnalysis
• Whoareourcompetitorsandcollaborators?Whataretheiragendasandpriorities?• Howwelldoweperformrelativetoourcompetitors?
StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com
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• Whatdoourcompetitorsthinkofthequalityandquantityofourservices?• Arethereareasofgrowthorchallengesthatourcompetitorsarefacingthatweshould
beawareof?