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Overview

New project on the horizon, but you’re not sure whether it’s worth your time? You don’t have to trust your gut. A SWOT analysis can give you clear guidance on decisions large and small.

The SWOT analysis—also called a SWOT matrix—helps you identify the Strengths, Weaknesses, Opportunities, and Threats involved in any potential decision.

Airtable’s SWOT analysis template can help you align on strategy before moving forward. And it’s flexible enough for teams of all size—which means you can identify individual action items within each section of the matrix and assign them to the responsible individuals.

SWOT planning is crucial for highly autonomous teams and organizations, and if you want to be able to back up your strategic roadmap, t’s important to minimize blockers and to remove any rose-tinted glasses your company may have.

This SWOT analysis template can give you an unbiased view into:

  • Market positioning and market share
  • Launching new projects or initiatives
  • A specific campaign’s performance
  • Overall business strategy
  • Pricing strategy

Bonus: the SWOT template can also help you size up personal projects, like buying a new car or determining your next career move.

Our best advice? If you’re looking to minimize subjectivity during strategic decisions, applying a SWOT framework can provide clarity and help you create an action plan.

What is a SWOT analysis?

SWOT analysis has been helping management teams since at least the 1960s, as they assess the strengths, opportunities, and threats coming their way. When employed properly, SWOT helps companies stay ahead of new market trends and their competition.

While it’s similar to competitive analysis, it differs in that it accounts for both internal factors and external factors.

How to write a SWOT analysis?

One of the most popular ways to create a SWOT analysis starts with a four-part SWOT matrix. Picture a four-square court. This visual SWOT diagram provides one pane for strengths, weaknesses, opportunities, and threats. It sounds simple, but when paired together, it can provide a clear picture of the landscape and challenges your company is working with.

Here’s a classic example of a SWOT assessment:

  • Strengths are internal initiatives that are already working well.
  • Weaknesses are internal initiatives that are underperforming.
  • Opportunities are derived from existing internal strengths and weaknesses, as well as external opportunities that could put you in a strong competitive position.
  • Threats are trends or competitors that could cause issues. They differ from weaknesses in that threats are external, and outside of your control.

Who is this SWOT analysis template for?

A SWOT analysis can be applied to almost any initiative, project, business, or scenario. While it’s usually used by for-profit companies, it can also be used by nonprofits and government groups.

Benefits of using our SWOT analysis template

With this free SWOT analysis template, you can:

  • Make data-driven decisions with a strategic planning tool
  • Gain transparency into potential opportunities
  • Import Excel spreadsheets with one click
  • Prioritize areas to work on in real-time
  • Integrate all of your tools and apps
  • Take inventory of your assets and roadblocks
  • Collaborate with team members in one place

Explore more free templates: value risk matrix, value-complexity matrix, product/market fit.

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