Facilitation Technique Number 10: SWOT Analysis

The process of examining problems/solutions/opportunities by asking what are its

1) Strengths

2) Weaknesses

3) Opportunities Presented

4) Threats or Risks

This type of analysis is known as SWOT analysis.

How it Works:

The facilitator assists the group in assessing a specific idea, solution, proposal, situation, etc. each of the four categories are examined and documented. Typically, facilitators will place large sheets of flip-chart paper on the wall labeled "STRENGTHS", "WEAKNESSES", "OPPORTUNITIES" and "THREATS." A series of questions can be asked to stimulate discussion. As points-of-view are discussed, the information is categorized and written down. (It is possible that an idea will end up in multiple categories.) Once all information has been gathered, the facilitator can assist the group in evaluating the materials and arriving at a conclusion.

Typical discussion questions include:

·         Strengths: What is done well? What is working? What advantages are had? What is good about the current topic? What are it's strong points? What are its selling points? Where is it excellent? What part of this evokes pride? What part creates happiness or customer goodwill? Where is it strong compared to similar products or situations?

·         Weaknesses: What needs to be fixed? What is done poorly? What doesn't work? What is broken? Where are the workarounds? What is badly performed/delivered? What part of this evokes shame? What part creates customer hostility? Where is it weak compared to other similar products or situations? Where does it break down? What is bad about it? What can be avoided?

·         Opportunities: What opportunities exist? What can be newly implemented? How can it be done? Is there new market share? Improved efficiencies? Lowered costs? New sales potential? Streamlined processes? Eliminated redundant steps? What trends are influencing the project/service/product?

·         Threats: What are the opposing forces? What is blocking your way? What will competitors do? How will they react? Are there committees/boards/regulatory agencies which must be convinced? How is it affected by technology shifts? What internal factors may influence the effort?

Example:

·         Strengths: Our company produces high quality, reliable, state-of-the-art mainframe accounting software. We hold patents on international revenue distribution and equipment depreciation. Our software received four awards and is recognized as 'best of breed."

·         Weaknesses: Our software will not run in a distributed client/server environment and is not compatible with PC operating systems.

·         Opportunities: We can rewrite or software to be PC-compatible and port it to a PC environment. We can then increase sales by localizing our package to individual accounting practices in countries where we choose to do business.

·         Threats: Our competitor, FastBooks and CPA inc. have already released their initial PC-based packages thus capturing some of this market. They have recently stepped up their advertising campaigns.

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