By Darrell Zahorsky 

 

The SWOT analysis is a wonderful tool available in the tool box of any organization. However, running an organization forces you to focus on the issues and fires burning today, not tomorrow. Learn how to apply a SWOT analysis to your organization and position yourself to deal with problems and get ready for the future..

 

What is A SWOT Analysis?

A SWOT analysis may sound like a form of mission planning for James Bond. A SWOT simply stands for: Strengths, Weaknesses, Opportunities, and Threats. Each area forms a box on a grid and you fill in each section to help formulate a plan or strategy.

 

Strengths and weaknesses focus on your organization to look internally at what your organization is doing or can do. Many organizations are great at looking inward but fail to look outside their company. Threats and opportunities are external; focusing on the conditions of the real-world. This is where a SWOT analysis is helpful. It challenges you to see beyond your normal operations to determine what opportunities are open for your organization and how to capitalize on your strengths.

 

While most of your analysis will be subjective, the SWOT can provide multiple benefits. These benefits can include:

1. Insight into where your organization can focus to grow.

2. Understand the community structure by using a SWOT in your business plan.

3. Focus your advertising and marketing on areas that give you the most advantage in the community.

4. The foresight to see looming threats and react proactively.

 

To develop your own SWOT analysis, consider each section with a certain degree of realism and be specific. Avoid the standard line, "we are great at everything & have no real problems". Your clients will know you in the community marketplace for certain attributes or things that make them say, "WOW". Don't forget the complaints of late poor services, long waits, client issues or incomplete client services. To effectively complete a SWOT for your organization, look at the following examples:

 

Strengths

Consider your strengths relative to your mission and your service to the community from your customers' perspective. Anything a client wants that you provide that is with in your means can become a possible strength.

1. Physical location or list of services provided

2. Special client customer services

3. Access to referral programs to assist with the total need of the client

 

Weaknesses

It is far easier writing down your organizational strengths than weaknesses. Think of objections your customers raise during the typical service period, internal policies, day-to-day operations. Is there any truth to the comments or complaints received from clients or other outside organizations? What do they say?

1. Limited staff or volunteers

2. Budget limitations or high cost of services

3. Products or services similar to organizations

 

Opportunities

Most organizations are influenced by the external environment, such as: legal, political, technological, and cultural factors. Consider the influence those issues can make on your organization.Threats can become opportunities or vice versa.

1. Government regulation softening

2. Development of new technology

3. Growing trend and customer base

 

Threats

1. New substitute services, procedures, policy or products emerging

2. Cost of services, budget issues or donor problems

3. Budget pressures and/or Economic pressure

 

The SWOT analysis is a quick and simple tool to understand the overall big picture. It is the starting point of strategic planning. Once you have a SWOT complete, you may want to try more advanced analysis, such as Porter's Five Forces.

 

The most important take-away from this exercise is to apply this knowledge to your specific organization, your procedures and your day-to-day operations. Most strengths and weaknesses can be handled internally, should outlined as to who is responsible for the correction of issues and monitored via periodic progress reporting. A plan should be developed to take responsibility for all necessary actions to reduce the threats to your organization and position yourself to take advantage of the opportunities.

 

If your organization needs assistance with the organization and documentation of your SWOT analysis, contact Bristol Organizations at 423-646-4982 for no cost assistance or email mcgeough@btes.tv to set up an appointment to outline the process. Most preliminary organizational SWOT analyzes can be conducted with staff and volunteers (and board members) in about 5 or 6 hours as part of a group staff meeting or special discussion to address the SWOT.

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