SWOT Analysis

A SWOT analysis helps you identify strengths, weaknesses, opportunities, and threats with competitors, peers or within your own business.

Why should we do this exercise?

It's important to understand the market that we are designing for, so before we start the sprint we should analyse key areas of competitors in a way that easy to explain and understand for the whole team.

Instructions

1. Make a list of competitors, peers, and inspirational products or companies.
2. Against each one list items against the following headings:
   • Strengths
   • Weaknesses
   • Opportunities
   • Threats
3. Compile the lists into a single document that can be shared later.

Strengths

Strengths are things that we consider the company or product to be particularly good at.

• What do they do well?
• What are they the best at?
• What is something unique to them?
• What do the target audience think of them?

Weaknesses

Weaknesses are things that we consider the company or product to be lacking in or bad at.

• What to they need to improve?
• What is the weakest part of the experience?
• What is something that performs badly?
• What do the target audience complain about or criticise?

Opportunities

Opportunities are things that we think that the company or product could be taking advantage of.

• What could they do to improve their weaknesses?
• What do they lack?
• What do the target audience ask for regularly?

Threats

Threats are things that we think have the potential to cause problems for the company or product.

• What changes are coming to the industry that could cause a problem?
• Where are others out performing?
• Who is their closest competitor?