<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/fbd7a613-cd84-459b-a004-a868c22d382e/peep_(2).png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/fbd7a613-cd84-459b-a004-a868c22d382e/peep_(2).png" width="40px" /> SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is a technique for assessing these four aspects of your business.

</aside>

Strenghts Answer
What do you do well?
What unique resources can you draw on?
What do others see as your strenghts?
Weaknesses Answer
What could you improve?
Where do you have fewer resources than others?
What are others likely to see as weaknesses?
Opportunities Answer
What opportunities are open to you?
What trends could you take advantage of?
How can you turn your strengths into opportunities?
Threats Answer
What threats could harm you?
What is your competition doing?
What threats do your weaknesses expose to you?

Summary

Your executive summary is a short, summarized version of your marketing plan. The major objective is to briefly list and explain the key components. Include a summary of the following:

An overview of your business’s marketing goals, a transcript of your business’s current marketing position, a list of tasks to be addressed within a given time frame, KPIs that will be tracked, a profile of your target market, and your customer's needs.

PRODUCT / SERVICE What are you selling?
COMPETITOR ANALYSIS Who are your competitors? How are your competitors performing?
USP What is your unique selling proposition? What separates you from your competitors?
BEST PRACTICES What are the well-performing marketing channels, buyer personas with a large amount of purchase intent, or campaigns that have generated a lot of leads?
OBJECTIVES What are your current marketing objectives? Did you manage to achieve them? If not, why?
CHALLENGES How do your customers reach your product?
GOALS & METRICS What are the current challenges that your company is facing?
2. TARGET MARKET Key demographics, Key psychographics, Pain points,
Preferred content and channels.
Strengths Answer
What do you do well?
What unique resources can you draw on?
What do others see as your strengths?
What is your unique selling proposition?
What separates you from your competitors?
What’s working.
What our customers like about us.
Weaknesses Answer
What could you improve?
Where do you have fewer resources than others?
What are others likely to see as weaknesses?
What we want to strengthen.
What we want to become more efficient at.
Opportunities Answer
What opportunities are open to you?
What trends could you take advantage of?
What we think we’ll be good at.
What will be our differentiator?
What the industry might soon want.
Threats Answer
What threats could harm you?
What is your competition doing?
What threats do your weaknesses expose to you?
What we think could hinder our growth.
What/who we think could take our customers.