SWOT is an acronym. It stands for an organization's strengths, weaknesses, opportunities, and threats. A SWOT analysis consists of evaluating an organization's internal strengths and weaknesses and its external opportunities and threats. (Actually, you can use this for a personal analysis, as well.)

A SWOT analysis is broken into two main components -- internal issues (strengths and weaknesses) and external issues (opportunities and threats).

It is a valuable strategic planning tool, because it focuses on the key elements of an organization's position within a community. The following are definitions of the four components of the SWOT analysis:

• Strength - something an organization is doing right or is good at. It may be a skill, a competence, or a competitive advantage the organization has over others.

• Weakness - something an organization lacks or does poorly as compared to others, or a condition that puts it at a disadvantage to being successful.

• Opportunity - a realistic avenue for future development and where an organization has the most potential to develop a unique position or advantage.

• Threat - an external environmental factor which can lead to a decline in an organization's future performance. Threats can stem from the emergence of cheaper technologies, introduction of new or better products, the entry of low-cost competitors, new regulations, etc.

Conducting a SWOT analysis is like setting up a strategic balance sheet where strengths can be thought of as assets and weaknesses as liabilities, and where opportunities and threats are future assets or liabilities, respectively.

Here are some throughs to consider when doing a SWOT analysis:

Strengths

Describe the Strengths of the team or organization. Consider these factors:

• Unique capabilities.
• Natural advantages.
• Existing local resources.

Weaknesses

Describe the Weaknesses of the team or organization. Consider these factors:

• Achilles heel?
• Disadvantages.
• Resource and capability limitations.

Opportunities

Describe what Opportunities your team or organization could implement to capitalize on situations such as these:

• Changes in the social, economic and political environment.
• New technology and processes.
• Lack of current Community Network resources.
• Unmet community needs.
• Partner, staff and commuinty capabilities.
• Size, location and strategic positioning.
• Organization flexibility and focus.

Threats

Describe what Threats will prevent your team or organization achieving its objectives. Consider these factors:

• Resistance to change.
• Lack of interest or motivation.
• Lack of commitment.
• Lack of flexibility or focus.
• Mismatch of skills and resources with the strategic direction.
• High risks or impossible odds.

Convert Threats into Opportunities.

Here are some links to an excellent regional telecommunications-oriented SWOT analysis done by Centre for Urban and Regional Development Studie University of Newcastle Upon Tyne in England. And also a link to their Provisional SWOT Summary, which can provide guidance for you in fleshing out more specific telecommunications issues.

Obviously, yours might not be quite this extensive, but it gives you a good idea of the kinds of information to gather and how to organize, frame and use it.

Here's a SWOT Analysis sample worksheet to help you organize your thoughts.

---

Return to the Home Page