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| FAVORABLE | UNFAVORABLE |
| INTERNAL | STRENGHTS | WEAKNESSES |
| What are your strengths? What do others perceive as your strengths? What do you to better than others? | What are your weakness? What do the others perceive as your weakness? What do your competitors do better than you? What can you improve? | |
| EXTERNAL | OPPORTUNITIES | THREATS |
| Which conditions can positively impact you? Which opportunities are available for you? | Which conditions can negatively impact you? What are your competitors doing that may impact you? What impact do you weakness have on the threats to you? |