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What is a SWOT Analysis? and how to develop one

Carol & Mick Page

New Page: New Life

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Aim of this session

• To illustrate what a SWOT analysis is

• To give examples of how and where it can be used

• To present some other useful tools.

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Our BackgroundCarol – Personal Life Coach• Spiritual Healthcare Provider in NHS• Experience in teaching/training, mentoring, supervision,

facilitation• BA, MA, Counselling Cert, Dip Personal Performance Coaching,

Harassment Advisor, Advance Communication Skills training

Mick – Teacher, Senior Project Manager, IT Consultant• Primary School Teacher• Schools Advisor for cross-curricula and IT• Senior Project Manager• Currently teaching at The Learning Centre, Pegeia• BA Education, PRINCE2, ITIL (IT Service Management)

accredited.

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What is a SWOT Analysis?

An acronym for analysing your…

•Strengths•Weaknesses•Opportunities•Threats.

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What is a SWOT Analysis?

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Uses of SWOT Analysis• Starting a new company (e.g. position in market, commercial viability)

• Determining a method of sales distribution

• Developing a product, brand or business idea

• Deciding strategic options (e.g. new markets, new products)

• Establishing a potential partnership

• Changing a supplier

• Outsourcing a service, activity or resource

• Investigating an investment opportunity.

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Overview Matrix  POSITIVE/ HELPFUL

to achieving the goalNEGATIVE/ HARMFULto achieving the goal

 INTERNAL Origin

facts/ factors of the organization

 

Strengths

Things that are good now, maintain them, build on them and

use as leverage

Weaknesses

Things that are bad now, remedy them, change them or choose to

stop them.

 EXTERNAL Origin

facts/ factors of the environment in

which the organization

operates

 

Opportunities

Things that are good for the future, prioritize them, capture

them, build on them and optimize

Threats

Things that are bad for the future, put in plans to manage them or

counter them

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POSITIVE NEGATIVE

INTERNAL

Strengths Weaknesses

EXTERNAL

Opportunities Threats

• What do you do well?• What do you do better than anyone?• What resources can you draw on?• What do others see as your strengths?• What advantages does your company have?• What factors mean that you ‘get the sale’?

• What do you do badly?• What could you improve? • What should you avoid doing?• What can’t you do that others can?• Where do you have fewer resources than others?• What are others likely to see as weaknesses?• What factors lose you sales?

• What opportunities are open to you?• What trends can you take advantage of?• How can you turn your strengths into opportunities?• What gaps are there in the market?• What special knowledge do you have?

• What obstacles do you face?• What can harm you?• What is your competition doing?• Are the required specifications for your job, products or services changing?• Is changing technology threatening you?• Do you have bad debts or cash flow problems?• Could any of your weaknesses threaten your business?

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POSITIVE NEGATIVE

INTERNAL

Strengths Weaknesses

EXTERNAL

Opportunities Threats

Example SWOT Analysis for New Page: New Page: New LifeNew Life - Jan 2011

Background, professional experience, expertise We can respond quickly, often same day Can give really good customer care Training & certification IT back-up support Minimum overhead & low costs Little competition Skype facilities – location irrelevant Flexibility of venue Growing profile in Paphos

High marketing costs Niche market not clearly defined Limited marketing experience Geographical location Relatively low profile Shallow skills in some areas Cash flow not steady

International market (Internet and Skype) Production of distance learning materials Trade fairs – presentations & workshops On-line networking groups – Training opportunities limited in Cyprus

• Low level of understanding in Cyprus• Current social economic climate• ‘Cowboys’ offering Life Coaching without qualifications• Aging population of ex-pats in Cyprus• Relies largely on word-of-mouth• Training/personal development not seen as essential in Cyprus

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Guidelines

• Be realistic about your strengths and weaknesses

• Distinguish between where your business is today, and where it could be in the future

• Be specific. Avoid grey areas • Generally analyse in relation to your competition • Keep your SWOT short and simple

• Try to include strengths and opportunities not available to your competitors.

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Who does the SWOT?

Advantages Disadvantages

One-person business? Employ a Business Coach or work with a fellow member of the PBN

Director only Faster to execute

Director will have greater knowledge of issues

May be blind to certain issues

Eliminates opportunity for team building exercise

As a Team Improves team spirit

Members inspire one another

Helps raise motivation

Leader (or another) can dominate discussion

Some may feel intimidated or de-motivate others

Individually then corporately

Improves team spirit

Members inspire one another

Helps raise motivation

Longer process

Some may find it hard to do

Individuals are less likely to have view of the competition

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PEST AnalysisConcerned with environmental influences

•Political / legal•Economic•Social / cultural•Technological.

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Michael Porter’s 5 Forces Model

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POSITIVE NEGATIVE

INTERNAL

StrengthsGood networkingGrowing membershipStrong established companiesDiverse in professions / businessesBenefits from experienceStrong skill setsKeen to succeedInternal knowledge/know-howCross-fertilisation of networksHas credibility and trust as a networkGreater respectUrsula (dedicated resource)

WeaknessesInconsistent and poor attendanceLevel of core membershipNot quick enough to take actionsGeneral administration (inc Web administration)Lack of formalityNot maximising web-site resourceLack of promotionLack of cash / people resourcesLack of trust between businessesBusiness cards

EXTERNAL

OpportunitiesLarnaca BN can expand network and provide new opportunitiesAvailability of skills & resourcesAdd PBN banner to our websitesPost news on CyprusDailyNews.infoIntegration with Cyprus businessesIsland-wide growthPublic visibility of PBN member servicesWWWDrive web-site towards public

ThreatsLarnaca BN may cause diversity and decrease membership of PBNOther networking groupsExchange rate (removes potential customers)Our limiting self-beliefsLack of resultsPoor attendance

SWOT Analysis for Paphos Business Network

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Summary

• The uses of a SWOT analysis as a tool for identifying strengths and minimising threats

• The applications of a SWOT analysis

• Useful questions to consider when undertaking a SWOT analysis

• Some useful guidelines

• Additional tools - PEST analysis & Porter’s 5 Forces model

• SWOT analysis for Businesses in Paphos.

We have focused on:

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New Page : New Life opportunity

Business Management Training Course

1. Goal Setting2. Delivering Successful Projects (8 Feb)3. Communication (1 March)4. Emotional Intelligence (29 March)5. Stress Management (19 April)

Venue: ProACT new officeTime: 7.00 – 9.30 pmCost: €60 per session

On-going course covering:

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New Page : New LifeWe are available for:

• Personal and Business Coaching

• Ceremonies, Blessings, Eulogies

• Personalised Training Courses

• Team Building, Facilitation, Mentoring

• IT training and support

For consultation or further details contact us

Carol: 9907 8545

Mick: 9672 3118

E-mail: carolpage@newpagelc.co.uk

mickpage@newpagelc.co.uk

Website: www.newpagelc.co.uk