Internal Analysis
Doing a SWOT Analysis

Internal Analysis: The next step in writing a business plan is to complete the SWOT analysis (Strength, Weakness, Opportunities and Strengths for the following aspects of your business. This is like doing some internal marketing.

So for each heading, Resources, Skills, Capabilities etc. write down what you think are the Strengths, weaknesses, opportunities and threats. (The below are just a guide, you may feel there are more pertinent questions that need answering).

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SWOT Analysis

Question	Strengths	Weaknesses	Opportunities	Threats
Resources	-	-	-	-
Skills and Capabilities	-	-	-	-
Tangible Resources	-	-	-	-
Intangible Resources	-	-	-	-

RESOURCES

This looks at what your financial position is like. Do you have access to finance or do you owe money? Is your financial status strong or weak?

SKILLS AND CAPABILITIES

What are your personal skills (strengths and weaknesses)? Do you have a lack of relevant skills in certain areas, which you may need to improve? For example, managing your time or paperwork, invoicing?

What experience do you have? Again, is their any experience in your proposed business that you lack? What could be improved on?

What would your proposed/existing business do well in? Look at what areas are strong and which will need work. For example, customer service, quality, flexibility, efficiency or innovation?

TANGIBLE RESOURCES

List what assets you have. For example, car, building, equipment.

List what asses you have access to. For example can you hire equipment locally?

What resources do you need, but don’t have access to?

INTANGIBLE RESOURCES

Do you have any intangible resources such as licenses, trademarks, patents, your reputation etc.

Are their any intangible resources that you don’t have but would benefit your business?