1. S
   1. What do you do well?
   2. What internal resources do you have?
   3. What advantages do you have over your competition?
   4. Do you have strong research and development capabilities? Manufacturing facilities?
   5. What other positive aspects, internal to your business, add value or offer you a competitive advantage?
2. W
   1. What factors that are within your control detract from your ability to obtain or maintain a competitive edge?
   2. What areas need improvement to compete with your strongest competitor?
   3. What does your business lack (for example, expertise or access to skills or technology)?
   4. Does your business have limited resources?
   5. Is your business in a poor location?
3. O
   1. What opportunities exist in your market or the environment that you can benefit from?
   2. Is the perception of your business positive?
   3. Has there been recent market growth or have there been other changes in the market the create an opportunity?
   4. Is the opportunity ongoing, or is there just a window for it? In other words, how critical is your timing?
4. T
   1. Who are your existing or potential competitors?
   2. What factors beyond your control could place your business at risk?
   3. What situations might threaten your marketing efforts?
   4. Has there been a significant change in supplier prices or the availability of raw materials?
   5. What about shifts in consumer behavior, the economy, or government regulations that could reduce your sales?