Template: S.W.O.T.
Use this template to map out your internal strengths and weaknesses and your external
opportunities and threats.
INTERNAL
Strengths What are we good at? How are
we well positioned? Consider factors such as
human resources, facilities and equipment,
location, reputation, financial position etc.
Weaknesses Where could we improve?
What holds us back from success? Consider
the same factors as was the case for your
strengths.
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e.g. Healthy bank balance
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e.g. High staff attrition rate
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e.g. Strong reputation in community
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e.g. outdated information technology
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EXTERNAL
Opportunities What trends or changes can
we take advantage of? Consider government
policy, social trends, new technology,
potential partnerships, new markets etc.
Threats What external factors might
interfere with our business objectives?
Consider factors such as competition and
changes to government policy and funding
criteria.
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e.g. New funding for infrastructure
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e.g. New regulatory burden
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e.g. Local marketing firm doing pro bono
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e.g. Drop in operational funding
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Example: S.W.O.T. (Goulburn Murray
Landcare Network)
INTERNAL
Strengths:
What are we good at? How are we well
positioned? Consider factors such as human resources,
facilities and equipment, location, reputation, financial
position etc.

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Technical competence of its
members
Dedicated staff
Common desire to improve
practices
Financial resources
A good network of contacts
Ability to respond to the needs of
the market
Business located within the target
market
Ability to lend out equipment to
groups and landholders when
required
Weaknesses:
Where could we improve? What
holds us back from success? Consider the same factors
as was the case for your strengths.

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Size of premises
No plan for management
succession
Inefficient equipment
Lack of research and development
facilities
Limited security with which to raise
finance for development
EXTERNAL
Opportunities
What trends or changes can we
take advantage of? Consider government policy, social
trends, new technology, potential partnerships, new
markets etc.

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Growing market
Constant need for practice
improvement
Expansion of the business into
other areas
Availability of staff
Threats
What external factors might interfere with
our business objectives? Consider factors such as
competition and changes to government policy and
funding criteria.
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Poor reputation of the industry
regarding quality and reliability and
economic downturn
Existing, and future competitors
within the industry
Increasing cost of materials,
equipment and sub-contractors
Difficulties of getting good staff and
reliable sub-contractors
Change to government strategies
and direction
Geographically diverse market