SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis 
                                                                      template and prompts
      Strengths                                                            Weaknesses
      Strengths                                                             Weaknesses
      Consider the agency’s strengths from both an internal                Consider the agency’s weaknesses from both an internal 
      Consider the agency’s strengths from both an internal                 Consider the agency’s weaknesses from both an internal 
      perspective and from the point of view of its customers.             perspective and from the point of view of its customers. 
      perspective and from the point of view of its customers.              perspective and from the point of view of its customers. 
      •   What advantages does your agency have?                           •   What could the agency improve?
      •   What advantages does your agency have?                            •   What could the agency improve?
      •   What do you do better than anyone else?                          •   What should the agency avoid?
      •   What do you do better than anyone else?                           •   What should the agency avoid?
      •   What unique or lowest-cost resources can you draw upon           •   What are people in the agency’s market likely to see as its 
      •   What unique or lowest-cost resources can you draw upon            •   What are people in the agency’s market likely to see as its 
          that others can't?                                                   weaknesses?
          that others can't?                                                    weaknesses?
      •   What do people in your market see as the agency’s                •   Where does the agency have fewer resources than others?
      •   What do people in your market see as the agency’s                 •   Where does the agency have fewer resources than others?
          strengths?                                                       •   What factors cause low customer service quality ratings?
          strengths?                                                        •   What factors cause low customer service quality ratings?
      •   What factors mean that you get top customer satisfaction         •   Does the agency have skill gaps or shortages?
      •   What factors mean that you get top customer satisfaction          •   Does the agency have skill gaps or shortages?
          ratings?
          ratings?
      If this section is difficult, list the agency's characteristics. 
      If this section is difficult, list the agency's characteristics. 
     Opportunities                                                          Threats
      Opportunities                                                         Threats
     In considering the PESTLE data, answer the following questions:        Consider the agency’s strengths from both an internal perspective 
      In considering the PESTLE data, answer the following questions:       Consider the agency’s strengths from both an internal perspective 
     •   What opportunities can be identified?                              and from the point of view of its customers. 
      •   What opportunities can be identified?                             and from the point of view of its customers. 
     •   What interesting trends are you aware of?                          •  What advantages does your agency have?
      •   What interesting trends are you aware of?                         •   What advantages does your agency have?
     Useful opportunities may come from:                                    •  What do you do better than anyone else?
      Useful opportunities may come from:                                   •   What do you do better than anyone else?
     •   Changes in technology and markets on both a broad and              •  What unique or lowest-cost resources can you draw upon that 
      •   Changes in technology and markets on both a broad and             •   What unique or lowest-cost resources can you draw upon that 
         narrow scale.                                                         others can't?
          narrow scale.                                                         others can't?
     •   Changes in government policy related to your market or             •  What do people in your market see as the agency’s strengths?
      •   Changes in government policy related to your market or            •   What do people in your market see as the agency’s strengths?
         agency.                                                            •  What factors mean that you get top customer satisfaction 
          agency.                                                           •   What factors mean that you get top customer satisfaction 
     •   Changes in social patterns, population profiles, lifestyle            ratings?
      •   Changes in social patterns, population profiles, lifestyle            ratings?
         changes, and so on.                                                If this section is difficult, try writing down a list of the agency's 
          changes, and so on.                                               If this section is difficult, try writing down a list of the agency's 
     •   Local events.                                                      characteristics. 
      •   Local events.                                                     characteristics. 
        Integrity, Trust
        Service & Accountability                                                                                                                2