Raegan Snell

MW 2 p.m.

Oct. 14, 2019

SWOT Analysis – Potter’s House

Situation Analysis: Potter’s House of Northwest Arkansas is a nonprofit organization that is 40% funded

by the Potter’s House Thrift Stores located in Fayetteville, Siloam Springs and Springdale. Potter’s House

is a friendship/relationship-based organization that offers multiple different programs to families across

Northwest Arkansas (NWA). Their goal is to change the perspective of the Potter’s House Thrift store to

more of a volunteer organization. It wants the community of NWA to know and understand that Potter’s

House is not just a thrift store and they want to educate their shoppers on the ways that they are involved

in Fayetteville.

STRENGTHS:

Competitive advantage: Unlike other thrift stores, Potter’s House offers a unique experience

that is tied back to the mission of the nonprofit organization. They rely heavily on volunteers and

community support.

Well-known brand The Potter’s House thrift shop is a very well-known store

within the Fayetteville community. However, not many citizens of Fayetteville

understand its connection with the nonprofit that primarily focus on forming

friendships and relationships within the community throughout Northwest

Arkansas.
Location/building provide competitive advantage? The location on college avenue provides

customers around the city of Fayetteville easy access to visit the store for their shopping needs.

Employee skills/expertise that competitors don’t?: Those staffed at Potter’s House Thrift store

are primarily volunteers. They have a multitude of volunteer opportunities that are looking to

expand.

WEAKNESSES:

Location/physical plant weaknesses?: It is in a fairly central location, which is easy to find and

accessible from campus. The only issue with the location of the thrift store is the fact that the

Goodwill store is on the same street. This creates a divide between customers who frequently

thrift shop.

Are the business’ technology/equipment/machinery outdated?: No

Is the business adequately staffed?: Yes. But there are always more volunteer opportunities.

Do employees lack skills/expertise needed to compete?: No, staff members and volunteers are

well educated about the store and they can answer most questions customers have.

OPPORTUNITIES:

Do competitors have any weaknesses the business could benefit from?: Because the thrift

store is used as a way to fund the nonprofit organizations that Potter’s House runs daily. Potter’s

House as the upper hand in the relationships that they form. They have seasonal volunteers as

well as year-round volunteers to help their organization succeed.

Is the target market changing in ways that could benefit the business?: Potter’s House target

market is ever-changing because of the demographic that surrounds the store and the target

demographic for the programs that they offer for children and adults in the community.

geographic expansion opportunities: Potter’s House Thrift store has several locations

throughout Northwest Arkansas including Fayetteville, Springdale and Siloam Springs. .

new sources of Marketing that could help the business?: Yes. There are several ways that the

Potter’s House thrift store could benefit by adding strategically placed marketing maneuvers

throughout their store to engage customers to learn more about their volunteer opportunities.

THREATS:

Similar business threats:

1. Goodwill
2. Cheap Thrills
3. Fayetteville’s Funky Yard sale
4. Beautiful Lives Boutique

Recommendation:

One opportunity that I would suggest to Potter’s House is to create an experience with the

customers that allows them to engage and learn about the programs and volunteer opportunities

that the organization provides. A straightforward way to do this would be by printing out an

informational flyer and putting it in a picture frame next to the checkout register. During their

time to check out, they have a clear and concise opportunity to read the flyer and learn more

about the organization.