SWOT Analysis

Once you have a shared understanding of who you are as a firm and what you do, you can begin to dig a
little bit deeper with a classic SWOT analysis, stand ing for strengths, weaknesses, opportunities, threats.
The SWOT analysis is a time-honored business tool used to assess a company’s current situation
both internally and externally, with a view toward developing a plan for the future. That said, the
SWOT analysis is somewhat misnamed, in that it isn’t really particularly analytical. It’s a tool for cap-
turing your beliefs and perceptions about your firm and the context in which you’re functioning to paint
a picture of your current situation. It helps you see where you are, where you could go, what you need
to fix, and what you should watch out for.
Divide a piece of paper into four quadrants, and label these Strengths (upper left-hand), Weaknesses
(lower left-hand), Opportunities (upper right-hand), and Threats (lower right-hand). The left side of your
paper (Strengths and Weaknesses) is internal, issues within your company that you believe are either
strengths or weaknesses. The right side (Opportunities and Threats) are both focused outside: What are
the opportunities out there that you can take advantage of, and what are the threats that you need to
watch out for?

What Are Our Strengths? What’s Special about Our Firm?

Start with your strengths. What is truly special about you? Here are a few general possibilities to get you
thinking, in the rough categories of design, service,and knowledge that you offer to your clients:
> Design
- Distinctive style
- Recognition
- Innovation

> Service
- Responsiveness
- Communication
- Speed

> Knowledge
- Expertise in a given market
- Specific body of knowledge (foreign building codes, etc.)
- Relationships with key consultants, contractors, suppliers
These are only a few ideas. Brainstorm with your planning group until you come up with a list of
strengths that feels complete to you.
Bear in mind that most of your competitors can probably also claim the majority of strengths that are
on your list, so focus on those that are truly unique to your firm or those that are easily quantified or
proved. Saying “We’re responsive to clients” isn’t really a useful strength, unless you can back it up
with a few killer examples.