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SWOT/SWOT Template

Categorías:  Autor: Diego C Martin 

It is a business analysis tool known as SWOT, SWOT or SWOT analysis.

It consists of identifying the weaknesses, threats, strengths and opportunities of a company or project although in my opinion it can be applied in any area of life.

It is very easy to elaborate and interpret and gives us a lot of useful information at a glance.


Here you can download a SWOT analysis template, also known as SWOT, made with Google’s image editor, so you can make a copy, edit it and save it to your Grive drive or download it. It is very easy to edit and visual.

The SWOT template is a business analysis tool that allows you to identify the strengths, weaknesses, opportunities and threats of a business or project. Knowing these variables is essential to make strategic decisions and plan the growth of the company.

The SWOT matrix is a simple structure that facilitates the organization of the information collected and the elaboration of the action plan to be followed. In addition, there are several templates in Excel and PowerPoint that allow you to easily create a SWOT matrix and customize it according to the needs of the business.

There are also online tools such as EDIT.org and Genially that offer templates and solutions to work visually in the business organization.

Learning how to use the SWOT template is a mere matter of practice and training, which can be found in totally free courses. This article gives tips for getting the most out of the SWOT template in any business project.

What is the SWOT matrix?

The SWOT matrix is a business analysis tool that allows you to identify the strengths, weaknesses, opportunities and threats of a business.

It is a model widely used in the business field, since it allows to have a global vision of the current situation of a company and, therefore, to make informed decisions.

Structure of the SWOT matrix

The SWOT matrix is divided into four quadrants, each on one of the letters that make up the acronym SWOT. Each of them is defined below:

  • Weaknesses: are those internal aspects of the company that present deficiencies or deficiencies.
  • Threats: are those external factors that can negatively affect the business.
  • Strengths: are those internal aspects of the company that give it a competitive advantage over its competitors.
  • Opportunities: are those external factors that can be used by the company to improve its position in the market.

Advantages of using the SWOT matrix

Using the SWOT matrix has several advantages, among which the following stand out:

  • Global vision: allows you to have a panoramic view of the company. This is important, as many times you only have a partial perspective and some important aspects can be overlooked.
  • Identification of opportunities: it allows to identify those opportunities in the market that can be taken advantage of by the company.
  • Identification of threats: it allows to identify those threats of the market that can negatively affect the business, allowing to act accordingly to minimize its impact.
  • Planning: allows you to plan future actions, once you have a global vision of the situation.
  • Continuous improvement: thanks to SWOT analysis, the strengths and weaknesses of a company can be identified, which is essential to continuous improvement.

Analysis of strengths of a business

The analysis of business strengths is a fundamental tool in the SWOT matrix to know the current situation of the company and highlight its strengths. The first step to doing this is to identify what these strengths are.

Identification of strengths

The strengths of a business are internal aspects that differentiate it from the competition and make it stand out in the market. To identify them, it is important to reflect on the activities that are carried out, the resources that are available and what impact they have on the business. Below are some points that can help identify business strengths:

  • Reputation and brand recognized in the market
  • Highly trained staff with experience in their area of work
  • Capacity for innovation and adaptation to the market
  • High quality and value-added products or services
  • Adequate financial and technological resources for business growth

Examples of business strengths

Each company is unique and has characteristics that make it stand out in the market. Some examples of business strengths are:

  • A clothing company that uses high quality materials, with exclusive and original designs that generate recognition in the market.
  • A chain of natural products stores that focuses on providing personalized customer service, which has resulted in a loyal clientele.
  • A technology company that has a team of highly trained developers, which allows it to launch innovative and disruptive products to the market constantly.

Analysis of weaknesses of a business

Identification of weaknesses

One of the keys to developing a strategic plan is to identify the weaknesses of our business. These are those internal characteristics that limit your success and that are under our control.

To identify them, we must ask ourselves what aspects we should improve to compete successfully. Some questions that can help us are: what is wrong with our business compared to our competitors? What aspects should we improve to be more efficient in costs and quality?

Once the weaknesses have been identified, it is important to classify them according to their degree of importance, and prioritize those that can have a greater impact on the business. To do this, a table can be drawn up indicating all the weaknesses identified, their degree of importance and the maximum time in which they must be corrected.

Examples of business weaknesses

Business weaknesses can be diverse and will depend on the sector and the specific characteristics of each business.

Some common weaknesses can be lack of funding, management problems, lack of innovation, poor management of human resources or poor brand image.

It is important to be aware of these weaknesses and try to correct them to achieve business success. Some concrete examples of business weaknesses could be:

  • Lack of trained human resources in a certain area.
  • Inefficient logistics that generate additional costs.
  • Quality problems in the goods supplied.
  • Poor treasury management that affects the solvency of the company.
  • Poor control in workflows that generate time and cost mismatches.

Analysis of business opportunities

Identification of opportunities in the market

Opportunities are those situations or factors external to the business that can be favorable for its growth and development. Identifying these opportunities allows the company to anticipate market changes and be more competitive. Some ways to identify opportunities are:

  • Perform a market analysis: investigate the market to know the trends and needs of consumers and detect opportunities to satisfy them.
  • Analyze the competition: study the strategies of the competition, know their strengths and weaknesses and look for opportunities in areas that are leaving unattended.
  • Perform a PESTEL analysis (political, economic, social, technological, environmental, legal): analyze the external environment of the business to identify factors that may positively affect it.

Examples of business opportunities

There are several business opportunities that can be taken advantage of by companies for their growth and development. Some examples are:

  • Expansion into new markets: identify new markets in which a product or service can be offered and take advantage of the opportunities they offer.
  • Development of new products: identify unmet needs in the market and develop new products or services to satisfy them.
  • Demand growth: take advantage of the increase in demand in a sector to improve the positioning of the company and increase market share.

Identifying and seizing business opportunities can be the key to a company’s success and growth. For this, it is essential to be attentive to the market and have an innovative and proactive attitude, which allows anticipating changes and adapting to customer needs.

Analysis of threats of a business

Identification of threats in the market

In the SWOT matrix, the identification of threats is a fundamental part to know the obstacles that a business may face in its environment.

Identifying threats allows you to anticipate and prepare contingency plans to minimize their impact. Common threats in the market include changes in consumer trends, direct or indirect competition, changes in government regulation, fluctuations in input and raw material prices, changes in technology, and demographic changes.

Examples of business threats

  • Direct competition: the entry of new competitors into the market offering the same product can reduce the potential market of the company and decrease its sales.
  • Changes in government regulation: The enactment of laws or regulations may affect production costs or the ability of the company to offer certain products or services.
  • Fluctuations in the prices of inputs and raw materials: The increase in the prices of inputs used to produce can decrease the profitability of a company and put its survival in the market at risk.
  • Changes in technology: The emergence of new technologies can make the company’s products or services obsolete or less relevant to consumers.

How to make a business plan with the SWOT template

Business plan structure

Before you start using the SWOT template, it is important to consider the general structure of the business plan you want to develop. A basic business plan consists of the following elements:

  • Executive Summary
  • Company description
  • Product or service
  • Market analysis
  • SWOT analysis
  • Marketing strategies
  • Financial projections

Importance of SWOT analysis

The SWOT template is a fundamental tool to carry out the analysis of a company and determine its viability and future growth. Once the SWOT matrix is made, the marketing strategies and the corresponding financial projections can be defined.

How to make the SWOT template

To develop the SWOT template, it is important to follow these steps:

  1. Perform an internal analysis of the company to determine its strengths and weaknesses. This analysis should include financial, managerial and human resources aspects.
  2. Perform an external analysis of the company to determine the opportunities and threats presented by the market in which it operates. This analysis should include macroeconomic and competition aspects in the sector.
  3. Once the internal and external analysis is done, the different factors must be crossed to determine the growth strategies and the necessary action plans.

Interpretation of the SWOT template

The resulting SWOT matrix makes it possible to quickly interpret the current situation of the company. If you have several strengths and opportunities, you should take advantage of this situation to consolidate growth. If, on the contrary, several weaknesses and threats appear, corrective measures must be established to prevent their aggravation.

Strategies from the SWOT template

Once the SWOT matrix has been developed, different growth and expansion strategies can be defined. These strategies can be based on leveraging internal strengths, improving internal weaknesses, exploring market opportunities, or preventing market threats.


The SWOT template is a fundamental analysis tool for any company. It allows to identify the strengths, weaknesses, opportunities and threats presented by the market and guide the growth and expansion strategies of the company. It is important to elaborate it correctly and analyze it carefully to achieve business success.

Personal SWOT: How to use the matrix in our working life

Structure of the SWOT matrix for personal analysis

The SWOT matrix is not only useful for analyzing the business, but also for analyzing ourselves in the work and personal sphere. The matrix structure is the same, but applied differently.

  • Personal strengths: It refers to our skills, knowledge and experiences that are valuable in the workplace. For example, communication skills, ability to work in a team, bachelor’s degree in engineering, etc.
  • Personal weaknesses: They are those areas in which we need to improve and that can affect our work performance, such as lack of knowledge in a computer tool, little experience in some professional field, etc.
  • Personal opportunities: They include those changes or external situations that can favor us in the workplace, such as the demand for professionals in a certain sector, the opening of a new line of business, etc.
  • Personal threats: They are those external circumstances that can affect our work performance, such as the economic crisis, the closure of a company in which we work, the competition of other professionals in our sector, etc.

Why is personal SWOT analysis important?

Identifying our weaknesses allows us to work on them to improve our work performance and, therefore, our personal situation. In addition, by knowing our strengths, we can focus on them to stand out in our work and increase our chances of success. On the other hand, by identifying opportunities and threats in our workplace, we can anticipate and make decisions accordingly to take advantage of opportunities and minimize threats.

How to use the SWOT matrix in our workplace

To perform a personal SWOT analysis, it is advisable to follow these steps:

  1. Identify our strengths and weaknesses, reflecting on our skills, knowledge and previous experiences.
  2. Identify opportunities and threats in our workplace, paying attention to factors such as the labor market, sector trends, competition, social and economic context, etc.
  3. Cross the weaknesses and strengths identified with the opportunities and threats of the work environment, identifying the possible combinations of these variables.
  4. Develop an action plan to focus on our strengths and opportunities, and work on our weaknesses and threats.

Personal SWOT templates

There are free and editable SWOT matrix templates in Excel, PowerPoint and online tools that we can use to perform personal SWOT analysis. In these templates, you can include the strengths, weaknesses, opportunities and threats identified, as well as the actions to follow to improve our employment situation.

Tips for maximizing the use of personal SWOT analysis

  • Reflect honestly on our strengths and weaknesses, as well as on opportunities and threats in the workplace.
  • Use the information obtained to develop a concrete and realistic action plan.
  • Review the analysis and action plan periodically and make the necessary adjustments to adapt to changes in our work environment.
  • Be persevering and focus on improving our weaknesses, without forgetting our strengths and opportunities.

SWOT Templates: Where to Find Free and Editable Templates

If you are looking for easy-to-use and customizable SWOT templates for your business, there are several options available online. Below are some of the most popular options:

SWOT templates in Excel and PowerPoint

  • Microsoft Office: SWOT templates can be downloaded for free from the Microsoft Office page. The site contains SWOT templates in Excel and PowerPoint that can be customized according to your business needs.
  • Templateli: Templateli also offers a variety of SWOT templates in Excel and PowerPoint. Each template is professionally designed and can be downloaded and customized for free.
  • Smartsheet SWOT Template: Smartsheet offers a SWOT template in Excel that can be customized to fit your business needs. The template is easy to use and contains an online tutorial to help users get the most out of the resources.

Online tools to create a SWOT template

  • Canva: Canva is a graphic design platform that offers a wide selection of customizable SWOT templates. Users can edit each template to fit their business needs and download it for free.
  • EDIT.org: The EDIT.org design platform also offers a free and easy-to-use SWOT template. With the template, users can customize the SWOT analysis according to their needs and update it accordingly.
  • Genially: Genially, an interactive content creation tool, also offers a free SWOT template. The template can be customized in a few minutes with the company’s own data.

Free courses and online resources to learn how to use the SWOT template

Free courses

If you are looking to learn how to use the SWOT template to analyze the situation of your company, there are several free online courses that you can access.

One of the most popular courses is Crehana, an online training platform. The course is completely free and is a useful tool to understand how the matrix works and how to apply it to your business.

Online Resources

In addition to the free courses, there are multiple online resources where you can find useful information to learn how to use the SWOT template.

A great option is the EDIT.org platform, which offers free and editable templates to use the matrix in Excel or PowerPoint. It also includes tips for maximizing its use.

If you’re looking for something more visual, the Genially tool is ideal for creating dynamic and animated presentations. You can find pre-designed templates or create your own to make your presentations more attractive and effective.

Remember that here you can download an editable SWOT analysis template without brands or logos.


There are many online resources and free courses you can use to learn how to use the SWOT template. Explore all the options and choose the one that best suits your needs. There is no excuse not to enjoy all that the SWOT matrix has to offer.

Tips to get the most out of the SWOT template in any business project

Set specific goals

Before you start using the SWOT template, it’s critical that you set specific goals that you want to achieve with the analysis. This will help you focus your analysis and focus on the most important areas of the business.

Be honest and critical of yourself

While identifying strengths is important, you shouldn’t get carried away by the information you want to hear and be honest with yourself. Ask yourself what might work worst and how to fix it.

Encourage collaboration

The SWOT matrix is a tool that can be used for various departments and areas of the company. Therefore, you should encourage collaboration between the different members of your team and collect ideas from each of them to get a more complete and realistic view.

Find the balance

It is important that you find the balance between weaknesses and strengths, but also between opportunities and threats. Do not focus on a single aspect and try to analyze the whole, taking into account how each element affects the others.

Update the scan regularly

SWOT analysis is not static and business conditions can change over time. It is important to update the analysis periodically to adjust it to the business reality.

Implement the results

Once you have completed the analysis, it is important that you implement the results obtained. You can use this information to make business decisions and make changes to your business.

With these tips, you can get the most out of the SWOT template in any business project and make more informed decisions for the growth of your business.

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