What is SWOT? SWOT is a business self assessment. It is taking inventory of your Strengths & Weaknesses within your organization as well as the Opportunities & Threats the market presents that could greatly affect your business. Why Conduct a SWOT? It defines your strengths so that you can weave them into your message...your unique selling proposition, and answers that all important question, "Why You?" I recognizes your Weaknesses so that you can counter them. Remember when Ronald Reagan was running for President? A perceived issue was his age...how did he handle it? He used the famous quip "I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience." It identifies where your Opportunities are within the market. Why is this important? Let's face it every business has a target market. You can't be everything to everyone...if you try your message will be lost. Wal-Mart has it's niche...Nordstrom's has theirs. Can you imagine the confusion if each tried ti market to the others customers? You think they know who their customers are and how to reach them? Do you? Finally it addresses the Threats the market poses to your business. Why does this matter? Think floppy discs, cassette and 8-Track tapes...who say that coming? This is a three-hour facilitation strategy program offered to all businesses. For more information email dolivo@davna.com

1. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
S.W.O.T.
De-Mystifying
Presented by
Danna Olivo
A Division of DAVNA Enterprises, LLC
STRENGTHS
WEAKNESSES
OPPORTUNTIES
THREATS

2. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
What Is the S.W.O.T Analysis
SOrganizational
STRENGTHS
WOrganizational
WEAKNESSES
OEnvironmental/Market
OPPORTUNTIES
T
Environmental/Market
THREATS
The S.W.O.T. analysis is the framework for identifying and analyzing the
internal and external factors that can have an impact on the viability of
your product or service offerings within your market.

3. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
What Is the S.W.O.T Analysis
S
Analyzes the internal
attributes and resources that
support your organization’s
ultimate goals. W
O T
The S.W.O.T. analysis is the framework for identifying and analyzing the
internal and external factors that can have an impact on the viability of
your product or service offerings within your market.
Identifies internal attributes
and resources that work
against achieving your
organization’s ultimate goals.
Explores external factors that
your organization can
capitalize on to it’s
advantage.
Reveals external factors that
cold jeopardize your
organization’s success.

4. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Why Perform a S.W.O.T. Analysis?
• Enables firm to identify strengths
and weaknesses
• Provides platform for making
sound business decisions
• Uncovers strategic alternatives
for capitalizing on external
environmental influencers

5. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Best S.W.O.T. Analysis Approach
• Traditional Approach
– S.W.O.T. Grid
– List factors within each category
(strengths, weaknesses, opportunities and
threats)
• Some factors may appear in more than
one category
– i.e. Some threats may also present an
opportunity

6. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Why Perform A S.W.O.T. Analysis?
• Pinpoint core activities
– What you do well
– Why you do it well
• Uncover greatest opportunities
• Highlight areas that need change

7. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
WHERE THE RUBBER MEETS THE ROAD
Interactive S.W.O.T. Process

8. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
S.W.O.T. Analysis Worksheet
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Internal
Factors
External
Factors
Capabilities _______________________________________________________________________________
_________________________________________________________________________________________
Competitive Advantages
_____________________________________________________________________
_________________________________________________________________________________________
USP’s (Unique Selling Points) _________________________________________________________________
Resources, Assets, People ___________________________________________________________________
_________________________________________________________________________________________
Experience, knowledge
______________________________________________________________________
Financial _________________________________________________________________________________
Marketing (reach, distribution awareness) ______________________________________________________
________________________________________________________________________________________
Innovative aspects _________________________________________________________________________
Location/Geographical ______________________________________________________________________
Price, Value, Quality ________________________________________________________________________
Accreditations, Qualifications, Certifications
_____________________________________________________
Processes, Systems, IT, Communication
_________________________________________________________
_________________________________________________________________________________________
Gaps in Capabilities ________________________________________________________________________
________________________________________________________________________________________
Lack of Competitive
Strength_________________________________________________________________
________________________________________________________________________________________
Reputation, Presence and Reach______________________________________________________________
________________________________________________________________________________________
Financial_________________________________________________________________________________
Known Vulnerabilities ______________________________________________________________________
________________________________________________________________________________________
Timescales, Deadlines and Pressures __________________________________________________________
Cash flow, Start up cash-drain________________________________________________________________
Continuity, Supply Chain Robustness __________________________________________________________
Effects on core activities, Distraction
___________________________________________________________
Reliability of data, Plans, Predictability
_________________________________________________________
________________________________________________________________________________________
Morale, commitment, leadership, accreditations, etc.
_____________________________________________
________________________________________________________________________________________
Market Developments ______________________________________________________________________
_________________________________________________________________________________________
Competitor’s Vulnerabilities
__________________________________________________________________
_________________________________________________________________________________________
Industry/Lifestyle Trends ____________________________________________________________________
Technology development/innovation
___________________________________________________________
_________________________________________________________________________________________
Global
Influences___________________________________________________________________________
New Markets – Vertical,
horizontal_____________________________________________________________
_________________________________________________________________________________________
Niche target
markets________________________________________________________________________
Geographical, export, import_________________________________________________________________
New USP’s
________________________________________________________________________________
Tactics: e.g. surprise, major contracts __________________________________________________________
Business/Product development _______________________________________________________________
Information and research Partnerships, Agencies
_________________________________________________
Political Effects
____________________________________________________________________________
Legislative
Effects__________________________________________________________________________
Environmental Effects______________________________________________________________________
________________________________________________________________________________________
IT Developments__________________________________________________________________________
Competitor Intentions
______________________________________________________________________
Market Demand
___________________________________________________________________________
________________________________________________________________________________________
New Technologies, services, ideas
_____________________________________________________________
Vital Contracts, Partners ____________________________________________________________________
Sustainable Financial Backing ________________________________________________________________
Economy Home and Abroad _________________________________________________________________
Seasonality/weather
effects__________________________________________________________________
NegativePositive
The S.W.O.T. Analysis assesses how your firm fits within the current market and identifies any opportunities that can
be captured and utilized as well as any threats that could potential interfere with projected growth.

9. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Analyze Your Internal Strengths
STRENGTHS
Capabilities _______________________________________________________________________________
_________________________________________________________________________________________
Competitive Advantages
_____________________________________________________________________
_________________________________________________________________________________________
USP’s (Unique Selling Points) _________________________________________________________________
Resources, Assets, People ___________________________________________________________________
_________________________________________________________________________________________
Experience, knowledge
______________________________________________________________________
Financial _________________________________________________________________________________
Marketing (reach, distribution awareness) ______________________________________________________
________________________________________________________________________________________
Innovative aspects _________________________________________________________________________
Location/Geographical ______________________________________________________________________
Price, Value, Quality ________________________________________________________________________
Accreditations, Qualifications, Certifications
_____________________________________________________
Processes, Systems, IT, Communication
_________________________________________________________
_________________________________________________________________________________________
 Capabilities – What routines, processes do you have in place to streamline efficiency
and effectiveness. How do your employees contribute positively to overall internal
organizational processes? What do you do well?
 Competitive Advantage – What advantages do you have over the competition that
could generate more sales or greater margins, or possibly attract and retain
customers? Examples include your cost structure, product offerings, distribution
network and/or customer support.
 USP’s (Unique Selling Points) – What differentiates your product/service from your
competitors? What you have that competitors don’t?
 Resources, Assets, People – What resources, assets or qualified personnel do you
have that add a value to your offerings?
 Experience, knowledge – What level of experience can you bring to the negotiation
table. Experience speaks volumes. Backing this experience up with testimonials and
Letters of Recommendation can solidify a negotiation.
 Financial – Do you have the financial strength or resources to kick-start your firm and
sustain it during the ramp up stage (generally 18 -24 months)? Is the financial
strength founded on firm capabilities? Do you have a revenue pipeline in place for at
least 6 months?
 Marketing (reach, distribution awareness) – Do you have the market position locked
up (meaning you own the market)? Do you have distributors clamoring at your door?
 Innovative aspects – Do you own the rights to proprietary technology tied to your
product/service offerings that none of your competitors can obtain? Is this
technology designed to provide a value to your clients?
 Location/Geographical – Is there a value to your current business location?
 Price, Value, Quality – Do you present added value in each or any of these
categories? Do you have documentation to back this up?
 Accreditations, Qualifications, Certifications – What accreditations and
certifications do you possess that could add credibility to your offerings?
 Processes, Systems, IT, Communication – What technology, communication, systems
and/or processes are in place currently that will aid in streamlining efficiency and
effectiveness ensuring quality, delivery and service value?
Remember: These are the attributes
that your organization currently brings
to the market.

10. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Identify Your Internal Weaknesses
WEAKNESSES
Gaps in Capabilities ________________________________________________________________________
________________________________________________________________________________________
Lack of Competitive
Strength_________________________________________________________________
________________________________________________________________________________________
Reputation, Presence and Reach______________________________________________________________
________________________________________________________________________________________
Financial_________________________________________________________________________________
Known Vulnerabilities ______________________________________________________________________
________________________________________________________________________________________
Timescales, Deadlines and Pressures __________________________________________________________
Cash flow, Start up cash-drain________________________________________________________________
Continuity, Supply Chain Robustness __________________________________________________________
Effects on core activities, Distraction
___________________________________________________________
Reliability of data, Plans, Predictability
_________________________________________________________
________________________________________________________________________________________
Morale, commitment, leadership, accreditations, etc.
_____________________________________________
________________________________________________________________________________________
 Gaps in Capabilities – What gaps in your capabilities are holding you back from being
able to achieve your mission/vision (i.e.
staffing, equipment, accreditation and/or licensing)?
 Lack of Competitive Strength – Do you lack the value-added factors to position ahead
of the competition? Are your product/service offerings generic?
 Reputation, Presence and Reach – Are you a new entry to the market? Is your
reputation positive or do you have “skeletons” that could crop up if pursued?
 Financial – Is your financial strength dependant upon personal financial strength? Are
there resources that can be drawn upon to strengthen the financial standing of your
firm.
 Known Vulnerabilities – What secrets are out there that you may not want the
competition to know about? What do you not want potential or current customers to
know about?
 Timescales, Deadlines and Pressures - Do you have issues meeting deliverable
deadlines or getting supplies/materials on time? Is your product/service offerings tied
to immovable deadlines or is there flexibility?
 Cash flow, Start up cash-drain – Is your cash/credit situation less than desired? Is it
hindering your ability to grow your business?
 Continuity, Supply Chain Robustness – How susceptible is your firm’s success to
supply chain interruptions? Do you have multiple supply chain lines in place to
compensate for interruptions?
 Effects on core activities, Distraction – What distractions/effects are currently
hindering you from carrying out the responsibilities necessary to deliver your
offerings?
 Reliability of data, Plans, Predictability – Is your purchasing, market and sales data
reliable? Do you have historic data to back up what your predictions reveal?
 Morale, commitment, leadership, accreditations, etc. – How committed are your
leadership team and employees to carrying out the vision you have identified for your
firm? Do they understand it…Believe in it?
Remember: These are the attributes
that your organization currently lacks or
may be weak in which may hinder
market capture or restrict future
growth.

11. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Explore Potential Opportunities
OPPORTUNITIES
Market Developments ______________________________________________________________________
_________________________________________________________________________________________
Competitor’s Vulnerabilities
__________________________________________________________________
_________________________________________________________________________________________
Industry/Lifestyle Trends ____________________________________________________________________
Technology development/innovation
___________________________________________________________
_________________________________________________________________________________________
Global
Influences___________________________________________________________________________
New Markets – Vertical,
horizontal_____________________________________________________________
_________________________________________________________________________________________
Niche target
markets________________________________________________________________________
Geographical, export, import_________________________________________________________________
New USP’s
________________________________________________________________________________
Tactics: e.g. surprise, major contracts __________________________________________________________
Business/Product development _______________________________________________________________
Information and research Partnerships, Agencies
_________________________________________________
 Market Developments – What changes are happening within your market that
could benefit you in the near future (i.e. new
funding opportunities or changes in demographic conditions or the introduction
of new technology/methodologies)
 Competitor’s Vulnerabilities – Are there any competitor vulnerabilities that you
could capitalize on (i.e. service issues, quality control issues or a needs gap issue)?
 Industry/Lifestyle Trends – Have you noticed changes in consumer buying habits?
Are there changes occurring among various generational or cultural networks (i.e.
a growth in ethnical population groups or a shift in preferred communication
mediums)?
 Technology development/innovation – Are there any new technology or
methodology innovations being introduced to the market that you could build
upon or use to kick-start a new product/service introduction?
 Global Influences – Are there any major global issues or events happening that
might directly or indirectly effect your business
 New Markets – Vertical, horizontal – Are there new product/service
introductions that have opened up new markets that you can tap into? Can your
product/service offering introduce a new market?
 Niche target markets – Is there a niche group within your market that you can
concentrate on a further specialize.
 Geographical, export, import – Are there new expansion markets that you could
tap into to expand your reach? Are there import/export incentives that you could
take advantage of by exploring the international market?
 New USP’s – Is there a way to restructure your product/service portfolio to
develop and promote a new Unique Selling Proposition?
 Tactics: e.g. surprise, major contracts – Are there any new major contracts or
tactics that you have in the works that could potential strengthen you market
awareness and bottom line?
 Business/Product development – Are there new product/service offerings that
you have or could introduce and develop that could further strengthen your
portfolio?
 Information and research Partnerships, Agencies – Have you engaged in
proprietary research that you could utilize to restructure and grow your business?
Have you teamed or considered strategically teaming with other firms or agencies
to strengthen your portfolio?
Remember: These are external factors
occurring within your environment or
market that your organization can
capitalize on to its advantage.

12. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Uncover Environmental/Market Threats
THREATS
Political Effects
____________________________________________________________________________
Legislative
Effects__________________________________________________________________________
Environmental Effects______________________________________________________________________
________________________________________________________________________________________
IT Developments__________________________________________________________________________
Competitor Intentions
______________________________________________________________________
Market Demand
___________________________________________________________________________
________________________________________________________________________________________
New Technologies, services, ideas
_____________________________________________________________
Vital Contracts, Partners ____________________________________________________________________
Sustainable Financial Backing ________________________________________________________________
Economy Home and Abroad _________________________________________________________________
Seasonality/weather
effects__________________________________________________________________
 Political Effects – Are there any current or future legislation, mandates that could
potential tie your hands and control your ability to effectively conduct business?
 Legislative Effects – Are there any major legislative changes occurring within the
market that could effect your business capability (i.e. healthcare reform, gun
control, etc.)?
 Environmental Effects – Are there any environmental threats (i.e. endangered
species, conservation preservation, etc.) currently preventing you from moving
forward?
 IT Developments – Examples of IT Development threats may include Cybercrime,
new product development, mobile credit card processing, etc. Are there any new
market developments that may interfere with your ability to do business?
 Competitor Intentions – Are there intelligence threats like corporate espionage or
industrial espionage that could rob you of your competitive advantage?
 Market Demand – Has there been recent decreases in demand or increases in
competition within the market that could have a direct effect on business activity?
 New Technologies, services, ideas – Have there been any new technology
introductions what could capture market share from you and hinder market
growth?
 Vital Contracts, Partners – Do you have any contracts that could be cancelled due
to lack of funding or for other reasons, or partners that could be snatched up by the
competition?
 Sustainable Financial Backing – Are current funding resources stable?
 Economy Changes Home and Abroad - In difficult economic times, private spending
tends to decrease across most industries and product categories.
 Seasonality/weather effects – Certain industries are affected by in climate weather
putting strains on delivery (i.e. construction, tourism, landscaping, etc.)
Remember: These are external factors
occurring within your environment or
market that could potentially interfere
in your organization’s success.

13. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Risk Mitigation Strategy
Weakness #1
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Weakness #2
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Weakness #3
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Weakness #4
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________Weakness #5
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Weakness #6
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Weakness #7
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
WEAKNESSES

14. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Threat #1
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Threat #2
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Threat #3
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Threat #4
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________Threat #5
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Threat #6
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
Threat #7
__________________
__________________
Counter Action
__________________
__________________
__________________
__________________
__________________
THREATS
Risk Mitigation Strategy

15. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Risk Mitigation Action Strategy
WEAKNESSES
Counter Strategy
Weakness #1 Weakness #2 Weakness #3 Weakness #4 Weakness #5 Weakness #6
Counter Action Goal #1 Counter Action Goal #2 Counter Action Goal #3 Counter Action Goal #4 Counter Action Goal #5 Counter Action Goal #6
Objective #1 Objective #1 Objective #1 Objective #1 Objective #1 Objective #1
Objective #2 Objective #2 Objective #2 Objective #2 Objective #2 Objective #2
Objective #3 Objective #3 Objective #3 Objective #3 Objective #3 Objective #3

16. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
Risk Mitigation Action Strategy
THREATS
Counter Strategy
Threat #1 Threat #2 Threat #3 Threat #4 Threat #5 Threat #6
Counter Action Goal #1 Counter Action Goal #2 Counter Action Goal #3 Counter Action Goal #4 Counter Action Goal #5 Counter Action Goal #6
Objective #1 Objective #1 Objective #1 Objective #1 Objective #1 Objective #1
Objective #2 Objective #2 Objective #2 Objective #2 Objective #2 Objective #2
Objective #3 Objective #3 Objective #3 Objective #3 Objective #3 Objective #3

17. Information, data and concepts embodied in this document proprietary to the Entrepreneurial Prosperity Program (EPP) and are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to
third parties without the prior written consent of DAVNA Enterprises, LLC.
De-Mystifying the S.W.O.T. Analysis
Questions?
The Entrepreneurial Prosperity Program (EPP) is a comprehensive
strategic development coaching program designed to assist new and
existing business owners through the many factors involved in
launching a new business or repositioning a business within a new
market. The monthly subscription program incorporates up to four
planning module choices for as little as $45/month, designed to
provide entrepreneurs customized, step-by-step strategic plans
designed to meet their immediate and long-term needs.
For more information and to receive a FREE, No Obligation New Business Start-up
Guide email eppfl@davna.com