SWOT analysis template
A SWOT analysis on one page: strengths, weaknesses, opportunities and threats in a 2 by 2 grid, with the subject and date at the top.
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Facts in the boxes, choices below
Each point should be something you could show evidence for: a number, a contract, a quote from a customer. Opinions belong in the discussion, not in the grid. The decision happens in the So what section.
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SWOT Analysis
| Subject | Opening a second Lee Design Studio location in San Antonio | ||
|---|---|---|---|
| Date | October 12, 2026 | Prepared by | Jordan Lee, owner |
Internal: what is inside your control today
| Strengths | Weaknesses |
|---|---|
| 1. Repeat clients cover 60% of revenue 2. Two senior designers who can lead a second team 3. No debt and six months of cash in the bank | 1. The owner does all the selling 2. No project manager, so schedules slip when two jobs overlap 3. The brand is known in Austin only |
External: the market, competitors, rules and the economy
| Opportunities | Threats |
|---|---|
| 1. San Antonio has fewer boutique studios than Austin 2. Two current clients are opening offices there next year 3. A state small business grant for new locations closes in March | 1. Austin agencies are also expanding south 2. Rent in the target area rose 12% last year 3. A downturn would cut marketing budgets first |
So what: actions that follow
Pursue: open a two-person satellite office by June, led by one senior designer, and apply for the state grant before the March deadline.
Fix first: hire a part-time project manager and move at least one sales conversation a week to the senior designers.
Watch: rent quotes in the target area and the pipeline from the two clients opening offices there.
How to use it
Name the subject, which can be a company, a product or one decision, and type the points for each box one per line. Strengths and weaknesses are internal: things you control today. Opportunities and threats are external: the market, competitors, rules and the economy. The page prints as the familiar 2 by 2 grid with the points numbered so a team can rank them.
The So what section is where the analysis turns into a plan. A short pattern works: pursue the opportunities your strengths support, fix the weaknesses that block them, and name the threats you will watch. For a bigger decision, carry the actions into the project plan template.
Things to watch
Keep each point to one line and make it specific. "Good team" says nothing; "two senior designers who can lead a second team" does. A SWOT with twelve points per box is a brainstorm, not an analysis, so cut each box to the points that change a decision.
Calculators that go with this
Frequently asked questions
What is the difference between a weakness and a threat?
A weakness is inside your organization and you can fix it: no project manager, one person does all the sales. A threat comes from outside and you can only prepare for it: rising rent, a competitor moving in.
Can I do a SWOT for myself, for example before a job search?
Yes. Put your name or the goal as the subject. Strengths and weaknesses are your skills and habits; opportunities and threats are the job market, your industry and your city.
Does it fit on one page?
With up to six points per box and three short paragraphs at the bottom, yes. The preview shows the page breaks; if the second page appears, shorten the points first.
Is what I type saved anywhere?
No. Everything stays in your browser and nothing is sent to our server. If you refresh the page it is gone, so print, save a PDF or download the DOCX when you are done.