Writing a Business Plan

9. SWOT Analysis

9.1 Set out a one-page analysis of strengths, weaknesses, opportunities and threats.

• Strengths might include brand name, quality of product, or management.
• Weaknesses might be lack of finance, or dependency on a few customers.
• Opportunities might be increasing demand or a competitor going bust.
• Threats might be a downturn in the economy or a new competitor.

9.2 Be honest about your weaknesses and the threats you face.

• Spell out mitigating circumstances and the defensive actions you are taking.