SWOT Step 1

Instructions are always found to the right of the input

cells and may have scrolled off screen depending on the
Goals size of your monitor.
Goal 1 After completing this and each page, click on the tab at
the bottom of the screen to move to the next worksheet.
Goal 2

Goal 3

Goal 4 Instructions...
On this page, replace the "Goal 1",
Goal 5 "Strength 1", "Threat 3", etc. boxes with
your own goals, strengths, weaknesses,
opportunities and threats.

Internal Goals...
These can be things like increase market
Internal Strengths Weaknesses share, add a new service or product,
Strength 1 Weakness 1 reduce costs, etc.

Strength 2 Weakness 2
Strengths and Weaknesses...
are internal to your business. Strengths
can be things like a private recipe,
Strength 3 Weakness 3 knowledge of a process, or access to
certain skills. Weaknesses are things like
Strength 4 Weakness 4 lack of time, poor cash controls, no
knowledge of marketing, etc.
Strength 5 Weakness 5
Opportunities and Threats...
are external to the business. Opportunities
External are things like upcoming sales seasons,
faltering competitors, etc. Threats are
Opportunities External Threats things like upcoming legislation or
Opportunity 1 Threat 1 openings for competitors to enter the
market.
Opportunity 2 Threat 2

Opportunity 3 Threat 3

Opportunity 4 Threat 4

Opportunity 5 Threat 5
e the "Goal 1",
t 3", etc. boxes with
ngths, weaknesses,
reats.

like increase market

vice or product,

nesses...
business. Strengths
rivate recipe,
ess, or access to
nesses are things like
sh controls, no
ting, etc.

hreats...
usiness. Opportunities
ming sales seasons,
s, etc. Threats are
legislation or
titors to enter the
Goal Information

Relative Percent of Time

Goals Importance Spent on Goal
Please enter at least one Goal 0% 0%

No Goal Stated 0% 0%

No Goal Stated 0% 0%

No Goal Stated 0% 0%

No Goal Stated 0% 0%

Analysis Total
(Should equal 100%) 0% 0%

Please adjust total to 100% Please adjust total to 100%

Instructions...
On this page, replace enter the information
as it relates to your goals.

Relative Importance...
is a percentage ranking of how important
each goal is to you. One goal could take
80% of the total while a less important goal
may only take 5%

Percent of Time Spent on Goal...

is simply the amount of time you or people
in your company spend working toward
each goal.
Strength Analysis
Scale Instructions...
On this page, compare your Str
How Does… -3 to 3 your Goals and rate them on a s
Please enter at least one Relate to Please enter at least one Goal -3 = Extremely Detrimental
Strength 0 -2 = Very Detrimental
No Goal Stated -1 = Detrimental
0 0 = No Effect
1 = Beneficial
No Goal Stated 2 = Very Beneficial
0 3 = Extremely Beneficial
No Goal Stated
0 Example...
No Goal Stated If your strength is that you have
0 employee that is the only perso
state that knows how to assem
How Does… Pedancular Dinglearm then the
your goal of dominating the Din
No Strength Stated Relate to Please enter at least one Goal
0
market is probably 2 or 3. How
relationship between that stren
No Goal Stated your goal of employing an additi
0 workers may be ranked as -1 sin
No Goal Stated person probably doesn't want t
0 knowledge that gives them secu
No Goal Stated
0
No Goal Stated
0
How Does…
No Strength Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Strength Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Strength Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
Instructions...
On this page, compare your Strengths to
your Goals and rate them on a scale of...
-3 = Extremely Detrimental
-2 = Very Detrimental
-1 = Detrimental
0 = No Effect
1 = Beneficial
2 = Very Beneficial
3 = Extremely Beneficial

Example...
If your strength is that you have an
employee that is the only person in the
state that knows how to assemble a
Pedancular Dinglearm then the relation to
your goal of dominating the Dinglearm
market is probably 2 or 3. However, the
relationship between that strength and
your goal of employing an additional 50
workers may be ranked as -1 since that
person probably doesn't want to share the
knowledge that gives them security.
Weakness Analysis
Scale Instructions...
On this page, compare your We
How Does… -3 to 3 your Goals and rate them on a s
Please enter at least one Relate to Please enter at least one Goal -3 = Extremely Detrimental
Weakness 0 -2 = Very Detrimental
No Goal Stated -1 = Detrimental
0 0 = No Effect
1 = Beneficial
No Goal Stated 2 = Very Beneficial
0 3 = Extremely Beneficial
No Goal Stated
0 Example...
No Goal Stated If your weakness is that your sh
0 small then the relation to your
cutting costs is probably 2 or 3 s
How Does… are saving money. However, th
relationship between that weak
No Weakness Stated Relate to Please enter at least one Goal
0
your goal of adding an addition
line may be ranked as -1 since y
No Goal Stated of room in your current space.
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Weakness Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Weakness Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Weakness Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
Instructions...
On this page, compare your Weaknesses to
your Goals and rate them on a scale of...
-3 = Extremely Detrimental
-2 = Very Detrimental
-1 = Detrimental
0 = No Effect
1 = Beneficial
2 = Very Beneficial
3 = Extremely Beneficial

Example...
If your weakness is that your shop is too
small then the relation to your goal of
cutting costs is probably 2 or 3 since you
are saving money. However, the
relationship between that weakness and
your goal of adding an additional product
line may be ranked as -1 since you are out
of room in your current space.
Opportunity Analysis
Scale Instructions...
On this page, compare your Op
How Does… -3 to 3 to your Goals and rate them on
Please enter at least one Relate to Please enter at least one Goal -3 = Extremely Detrimental
Opportunity 0 -2 = Very Detrimental
No Goal Stated -1 = Detrimental
0 0 = No Effect
1 = Beneficial
No Goal Stated 2 = Very Beneficial
0 3 = Extremely Beneficial
No Goal Stated
0 Example...
No Goal Stated If your opportunity is that on th
0 coast there is a new fad for frie
that will soon be here, then the
How Does… your goal of increasing market s
probably 2 or 3 since you will b
No Opportunity Stated Relate to Please enter at least one Goal
0
the curve. However, the relatio
between that opportunity and y
No Goal Stated selling heart healthy treats may
0 as -2 since you will be deep fryi
No Goal Stated cream. Probably not a healthy
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Opportunity Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Opportunity Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Opportunity Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
Instructions...
On this page, compare your Opportunities
to your Goals and rate them on a scale of...
-3 = Extremely Detrimental
-2 = Very Detrimental
-1 = Detrimental
0 = No Effect
1 = Beneficial
2 = Very Beneficial
3 = Extremely Beneficial

Example...
If your opportunity is that on the west
coast there is a new fad for fried ice cream
that will soon be here, then the relation to
your goal of increasing market share is
probably 2 or 3 since you will be ahead of
the curve. However, the relationship
between that opportunity and your goal of
selling heart healthy treats may be ranked
as -2 since you will be deep frying ice
cream. Probably not a healthy choice.
Threat Analysis
Scale Instructions...
On this page, compare your Thr
How Does… -3 to 3 your Goals and rate them on a s
Please enter at least one Threat Relate to Please enter at least one Goal -3 = Extremely Detrimental
0 -2 = Very Detrimental
No Goal Stated -1 = Detrimental
0 0 = No Effect
1 = Beneficial
No Goal Stated 2 = Very Beneficial
0 3 = Extremely Beneficial
No Goal Stated
0 Example...
No Goal Stated If your threat is legislation that
0 importing a wax used in half of
production then the relation to
How Does… of increasing that product line i
-3 since you are about to lose a
No Threat Stated Relate to Please enter at least one Goal
0 component. However, the relati
between that threat and your g
No Goal Stated increasing market share may be
0 1 if you have a competitor with
No Goal Stated line completely dependent on t
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Threat Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Threat Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
How Does…
No Threat Stated Relate to Please enter at least one Goal
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
No Goal Stated
0
Instructions...
On this page, compare your Threats to
your Goals and rate them on a scale of...
-3 = Extremely Detrimental
-2 = Very Detrimental
-1 = Detrimental
0 = No Effect
1 = Beneficial
2 = Very Beneficial
3 = Extremely Beneficial

Example...
If your threat is legislation that bans
importing a wax used in half of your
production then the relation to your goal
of increasing that product line is probably
-3 since you are about to lose a major
component. However, the relationship
between that threat and your goal
increasing market share may be ranked as
1 if you have a competitor with a product
line completely dependent on the wax.
Final Analysis
Current
Raw Significance Relative Emphasis Emphasis Level of
Goals Score Score Importance Quotient Percentage Effort

Please enter at least one Goal 0 0.0 0% - 0% 0%

No Goal Stated 0 0.0 0% - 0% 0%

No Goal Stated 0 0.0 0% - 0% 0%

No Goal Stated 0 0.0 0% - 0% 0%

No Goal Stated 0 0.0 0% - 0% 0%

0% 0%

Raw Score is the total of ranking factors given in the Strengths, Weakness, Opportunity and Threats Sections.

Significance Score is a conversion of the Raw Score into a percentage of significance for each goal. It is the base
factor for calculating how important that goal is compared to how feasible it is to achieve when compared to the
SWOT factors you ranked against it.

Relative Importance is the ranking you gave to the Goal in Step 1 and is your opinion about how important that goal
is to you and your organization.

Emphasis Quotient is a comparison of your opinion of importance and significance or feasibility based on the SWOT
factors given.

Emphasis Percentage is a calculation of the percentage of your time and effort that should be attributed to each goal
based on importance and SWOT factors given.

Current Level of Effort is the information you gave in Step 1 regarding the percentage of your time spent on each
goal.

Change in Effort tells you how you should change your time allocation to maximize success based on your goals, their
importance and the SWOT factors that affect them.
 Change in
Effort

0%

0%

0%

0%

0%
0%

ats Sections.

al. It is the base

compared to the

important that goal

based on the SWOT

ttributed to each goal

me spent on each

d on your goals, their