This document discusses how to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. It defines each component of a SWOT analysis: strengths and weaknesses are internal factors, while opportunities and threats are external. Conducting a SWOT analysis involves identifying these different factors in order to develop a strategic plan to achieve your goals. The document provides examples of strengths, weaknesses, opportunities, and threats and emphasizes leveraging strengths and developing plans to address weaknesses and capitalize on opportunities while mitigating threats.