I’m not sure when I first heard the term “SWOT analysis” — maybe back in my college days, when I was dual majoring in policy studies and thinking of working in the non-profit or political sectors? — but I do know that I’ve used it in almost every project I’ve ever launched.
And I think it’s a really great process for bloggers and entrepreneurs to work through when they’re trying to take their next steps.
A SWOT analysis can really take any form that works for you. MindTools has a great post that includes a downloadable worksheet and this post from Business News Daily is also really helpful.
Typically when I do one, it’s fairly simple. I’ll create headings for each letter and then bullet points below.
So, what is SWOT, exactly?
It’s an acronym that stands for:
Strengths
Weaknesses
Opportunities
Threats
When I run a SWOT with clients at Make Me{dia} Over, it’s usually a two-step process. I go through their existing site and put all of my own thoughts together. Because I’m not as close to the content and the business plan as the creator, this can be a great way of helping someone generate ideas that they wouldn’t otherwise come up with.
(It’s also the reason I think having a blogging buddy is really helpful. Getting loving but constructive criticism and feedback can be so powerful! When I audit a client’s site, I’ll subscribe to the email list using the pop-up form and try to share a post using the buttons in the post. Almost without fail, something will break or be a poor user experience, and it’s always a surprise to the client because he or she never uses the site as a reader!)
But I also ask them to do the same thing on their end, adding to my analysis. Because they’re the voice and the soul behind the business or the blog, it’s crucial that they outline what they think their strengths are, and what they see as their opportunities.
Almost invariably, the opportunities section is the most exciting. I ask clients to really dream big in this one (we can always rein the list in later, or assign things as short-term and long-term goals). Here are a few things that might get your mind racing:
- Moving to a new city where nobody else is leading a running group —> Opportunity to start a new one as a revenue driver and community builder
- Pinterest’s algorithm is changing again —> Opportunity to create a new online course to help people navigate what it means and how to leverage it
- Just got certified as a personal trainer —> Opportunity to reach out to local businesses to try to help each other bring in new clients
It might seem depressing to include a list of weaknesses but candidly, I think this is the most crucial step. You can’t change what you don’t acknowledge and there are so many ways to turn weaknesses into opportunities.
Want to write an ebook but don’t know? Take a course or hire someone to put together what you write into a nicely packaged product.
Want to give your fitness clients a well-rounded experience but aren’t trained as a dietitian? Team up with an RD and together, offer online coaching.
The list goes on and on.
Happy SWOT-ting!
