What is SWOT analysis?
SWOT is a strategic framework for evaluating a business across four dimensions: internal Strengths and Weaknesses, and external Opportunities and Threats. It is one of the most widely used strategy tools in the world because it forces a team to make their assumptions about the business and its environment explicit.
Who this is for and when to use it
Founders, SME operators, and leadership teams that need a shared view of where the business stands. Run a SWOT before strategy planning, before a fundraise, when launching a new product, when a competitor moves, after a difficult quarter, or when a leadership team is divided on direction. Refresh it at least once a year.
What is inside
A written guide that explains each quadrant with concrete examples from African ventures, plus a structured spreadsheet that captures your SWOT and then converts it into a TOWS matrix. The TOWS step is what most teams skip and where most of the value lives. Pair with The SWOT Analysis Guide for the full narrative explanation.
Key concepts you will learn
The internal versus external distinction, evidence-based SWOT versus opinion-based SWOT, the SO, ST, WO, and WT quadrants of the TOWS matrix, how to prioritize actions, and how to use SWOT in combination with Porter's Five Forces and the Business Model Canvas.