A SWOT is useful only when each item is specific, evidence-based and tied to an action. Here is a template with examples from several sectors.
Strengths
- Founders with direct industry experience
- Early customers or letters of intent
- Proprietary technology, data or process
- Lower cost or better outcome than alternatives
Weaknesses
- Limited cash and long sales cycles
- No track record or reference customers yet
- Dependence on one customer, supplier or key person
- Gaps in the team (sales, finance, operations)
Opportunities
- Regulation or technology shifts opening demand
- Underserved segments or regions
- Partnerships with larger players
- Government programs and tax incentives
Threats
- Well-funded competitors and incumbents
- Price pressure and changing customer behaviour
- Policy, tariff or regulatory changes
- Supply chain, talent or funding-market shocks
Turn SWOT into strategy (TOWS)
| Combine | Strategy type | Example |
|---|---|---|
| Strength + Opportunity | Pursue | Use early-customer proof to win a larger pilot |
| Weakness + Opportunity | Improve | Partner or hire to fill a capability gap |
| Strength + Threat | Defend | Lock in multi-year contracts and file IP |
| Weakness + Threat | Avoid | Diversify customers and keep fixed costs low |
Checklist for a credible SWOT
- Every point has data or a source.
- Internal factors (S/W) and external factors (O/T) are not mixed.
- Each weakness and threat has a named mitigation and owner.
- Updated at every funding milestone.
Sector spotlight: cleantech and waste. Typical strengths are lower carbon intensity and secured feedstock; typical weaknesses are TRL 4–6 and no reference plant; opportunities are landfill limits, extended producer responsibility and carbon pricing; threats are credit-price swings, commodity prices and permitting delays.