1. Strengths
Capabilities
Competitive advantages
Resources, assets and people
Experience, knowledge and data
Financial reserves, returns
Marketing, reach
Innovative aspects
Location, geographical
Price, value and quality
Processes, systems, it, communications
Advantages of proposition

2. Weaknesses
Lack of capabilities
Gap in competitive strengths
Reputation, presence and reach
Timescales, deadlines and pressures
Financials
Cash flow, cash drain
Continuity, supply chain
Effects on core activities
Reliability of data, plan and project
Management cover & succession

3. Opportunities
Market developments
Industry or lifestyle trends
Innovation and technology development
Global influences
Market dimensions, horizontal, vertical
Target markets
Geographical import, export
Major contracts, tactics and surprises
Business/product development

4. Threats
Political and economical effects
legislative effects
environmental effects
Competitive intentions
Market demand
Innovation in technologies, services and ideas
New contracts and partners
Loss of resources
Obstacles to be faced
Poor management strategies
Economic condition home, abroad