The document provides a template and instructions for conducting a comprehensive SWOT analysis. It notes that a standard SWOT analysis has limitations in that strengths and weaknesses are not always objective and it may not be comprehensive enough. The template provided addresses these issues by having users document opportunities and threats related to specific customer segments, markets, and geographies, as well as strengths and weaknesses related to customer value proposition, go-to-market strategy, and organizational elements compared to competitors. Users then rank order the importance of each item to get a clear picture of the business model. The template also includes sections to document external opportunities and threats, as well as internal strengths and weaknesses.

1. Rethink the Future
SWOT Analysis Worksheet
Template
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2. SWOT ANALYSIS EXERCISE
The major criticisms of SWOT analysis are the assessment of strengths and weaknesses
aren’t typically objective versus competitors, and SWOT analysis typically isn’t
comprehensive enough. To rise above those criticisms use the Comprehensive SWOT
Analysis Worksheet. Simply document the opportunities and threats relating to target
customers, markets and geographies. Then document the strengths and weaknesses
relating to customer value proposition, go to market, and organizational elements
relative to the competition. Then, go through each category and rank order in terms of
importance the opportunities, threats, strengths and weaknesses. Once this is done, a
pretty clear picture of a business model will emerge.

3. COMPREHENSIVE SWOT ANALYSIS WORKSHEET
Customer
Segments
Markets
Distribution
Marketing
Pricing
Products
Services
Value
Proposition
The
Organization
Processes /
Functions
People
Infrastruc-
ture
Partnerships
Geographies
Sales
Go
To
Market
EXTERNAL
Targets
INTERNAL
Rank
Order
Opportunities Threats
Rank
Order
1
2
3
1
2
3
4
5
6
7
8
9
10
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
1
1
1
1
1
1
1
1
1
1
1
1
1
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
• Xx
Rank
Order
Strengths
Relative to Competitors
Weaknesses
Relative to Competitors
Rank
Order

4. External
Factors
Internal
Factors
Harmful
Helpful
STRENGTHS
• xx
WEAKNESSES
• xx
OPPORTUNITIES
• xx
THREATS
• xx
SWOT ANALYSIS TEMPLATE