Strengths

• Competitive advantages?
  
• Resources, assets, people?
  
• Experience, knowledge, data?
  
• Financial reserves, likely returns?
  
• Marketing - reach, distribution, awareness?
  
• Innovative aspects?
  
• Location and geography?
  
• Price, value, quality?
  
• Processes, systems, IT, communications?
  
• Cultural, attitudinal, behavioral?

Weaknesses

• Lack of competitive strength?
  
• Reputation, presence and reach?
  
• Financials?
  
• Own known vulnerabilities?
  
• Timescales, deadlines and pressures?
  
• Cash flow, start-up cash-drain?
  
• Continuity, supply chain robustness?
  
• Transportation/transactions costs?
  
• Reliability of data, plan predictability?
  
• Morale, commitment, leadership?
  
• Accreditations, etc?
  
• Processes and systems, etc?

Threats

• Market developments?
  
• Competitors' vulnerabilities?
  
• Technology development and innovation?
  
• Global influences?
  
• New markets, vertical, horizontal?
  
• Geographical, export, import?
  
• Tactics - surprise, major contracts, etc?
  
• Information and research?
  
• Volumes, production, economies?
  
• Seasonal, weather, fashion influences?
  

Opportunities

• Political effects?
  
• Legislative effects?
  
• Environmental effects?
  
• IT developments?
  
• Market demand?
  
• New technologies, services, ideas?
  
• Vital contracts and partners?
  
• Sustaining internal capabilities?
  
• Insurmountable weaknesses?
  
• Loss of key people?
  
• Sustainable financial backing?
  
• Economy - home, abroad?
  
• Seasonality, weather effects?