SWOT Analysis of Business

How well your business will do, has a lot to do with the marketing and business plan behind it. Using a SWOT analysis to determine your company’s strengths and weaknesses can help you develop a plan for a better marketing strategy.

Before we jump right in, let’s talk about what this tool is, and how valuable it can be to your business. 

SWOT Tool

SWOT stands for strengths, weaknesses, opportunities, and threats. Going through the four categories will allow your business to exploit opportunities by matching them with your strengths, and neutralize threats by matching them with your weaknesses.

The SWOT tool can be used for any aspect of your business that needs improvement, meaning it can be used for marketing strategies as well as an overall picture of your business.

While working your way through the SWOT analysis, it is important to stay realistic, honest, and specific. This will help you focus on the work that needs to be done.

When you are assessing the strengths and weaknesses of your business, consider all perspectives. Meaning, think about the perspective of your business as well as your customers. It will be helpful to ask yourself some of the following questions.

Strengths (internal positive)

  • What is unique to your business?
  • What does your business do well?
  • What do your customers like about your business?
  • Do you get returning customers?
  • What do customers say about you on social media?
  • What does your business do better than your competitors?
  • What are the most resources you have?

Weaknesses (internal negative)

  • What needs improvement?
  • What don’t your customers like about your business?
  • Why don’t you get returning customers?
  • What do unhappy customers say about you on social media?
  • What do your competitors do better than your business?
  • Where is your least amount of resources?
  • What loses you sales?
  • What should you avoid?

Opportunities (external positive)

  • What opportunities do you have?
  • How do current trends help your business?
  • How can you use your strengths and turn them into opportunities?
  • Can you eliminate any weaknesses and make them opportunities?
  • What are local events?
  • Are there any policy changes that could help your business?

Threats (external negative)

  • What are the most significant obstacles your business faces?
  • Do you have cash flow problems?
  • Does technology hurt your business?
  • Are any of your weaknesses dangerous to your business?
  • What are your competitors doing?
  • Are policies changing?

SWOT Analysis Marketing

Did the SWOT analysis show you that your business wasn’t reaching your target audience? What marketing tactics and strategies do you need to change and improve? You now have a starting point of what to do next.

SWOT analysis marketing can be thought of as strength development marketing. By using the SWOT tool, the next steps are laid out, and you can add specific goals to your marketing plan.

Also, you will understand how opportunities and strengths can be used to increase your marketing, and on the flip side, how your weaknesses and threats can be damaging your marketing.    

SWOT Analysis of a Business

Using the SWOT tool can also help you develop or refine your current business plan. Although it isn’t always pretty to look on the underside of your business, using the SWOT tool and looking at it closely will help you figure out what fixes need to be made. Additionally, increasing your strengths and opportunities and lowering your weaknesses and threats will increase the value of your company. This alone is worth working your way through the SWOT tool.

Keep in mind that having realistic and specific goals will help your business succeed.

How We Can Help Your Business

The true value in the SWOT analysis lies in how you use this information. It can be incredibly overwhelming to try and tackle this on your own. We understand that it can be difficult to see how your weakness can be turned into strengths.

This is where we can help.

We have an incredible team with the experience to help your business reach its goals. We want to help your business use the SWOT tool in a way that will help turn your business into what you have always dreamed it could be.

We are eager to help you develop your marketing and business plan. Contact us today to set up an appointment and turn your business dreams into reality. 


“I worked with Connie on a couple of different projects for my business. She helped me to package my services of Home Staging, Design and Organizing. I had been struggling with how to do so on my own, and she really was able to bring good suggestions and clarity about how to effectively explain my packages in writing.


“I also hired Connie to create my Newsletter template and train me on MailChimp, so that I could easily create my monthly Newsletters. This is something I had put off for about three years, and within a week, she had it complete! This has probably been the most effective sales tool I currently have and am so happy that Connie helped me to get the ball rolling!”

Kristin Campbell, Owner at Organized Homes & Staging by Kristin, LLC

Connie Kroskin Consulting
2018-06-20T21:02:08+00:00

Kristin Campbell, Owner at Organized Homes & Staging by Kristin, LLC

Portrait 33005e8
“I worked with Connie on a couple of different projects for my business. She helped me to package my services of Home Staging, Design and Organizing. I had been struggling with how to do so on my own, and she really was able to bring good suggestions and clarity about how to effectively explain my packages in writing. “I also hired Connie to create my Newsletter template and train me on MailChimp, so that I could easily create my monthly Newsletters. This is something I had put off for about three years, and within a week, she had it complete! This has probably been the most effective sales tool I currently have and am so happy that Connie helped me to get the ball rolling!”

“I have used several marketing specialists and have found Connie to be the best prepared to truly help me meet my goals. She is a great listener and knows the right questions to ask for a better end result. She is very efficient and delivers as promised. I would recommend anyone with marketing questions or plans to discuss it with Connie before you make that decision."

Neil Blanchard, President at ProfitPros

Connie Kroskin Consulting
2018-06-20T21:10:08+00:00

Neil Blanchard, President at ProfitPros

testimonial 11.02.36
“I have used several marketing specialists and have found Connie to be the best prepared to truly help me meet my goals. She is a great listener and knows the right questions to ask for a better end result. She is very efficient and delivers as promised. I would recommend anyone with marketing questions or plans to discuss it with Connie before you make that decision."

“Connie did a wonderful job of listening and understanding my business in order to come up with marketing ideas. She is spot on about where and how to spend marketing money! She is a pleasure to work with.”

Carolyn Manhatton, Excelsior Paint & Design

Connie Kroskin Consulting
2018-06-20T21:11:12+00:00

Carolyn Manhatton, Excelsior Paint & Design

Testimonial 11.05.22
“Connie did a wonderful job of listening and understanding my business in order to come up with marketing ideas. She is spot on about where and how to spend marketing money! She is a pleasure to work with.”

“Connie is a creative, enthusiastic and smart marketing consultant. Since we have connected she has had many great ideas to grow and market our business.”

Tammy Magney Co-owner, The Commons

Connie Kroskin Consulting
2018-06-20T21:12:12+00:00

Tammy Magney Co-owner, The Commons

testimonial 11.19.52
“Connie is a creative, enthusiastic and smart marketing consultant. Since we have connected she has had many great ideas to grow and market our business.”

“Connie worked with me on my personal branding. She’s a great listener and is able to take what you say and make the final product a reflection of your personality. She is insightful and gives you several ideas to work from when developing your brand. Connie is willing to make revisions based on give and take. I highly recommend her.”

John Sligh, small business owner

Connie Kroskin Consulting
2018-06-20T21:13:19+00:00

John Sligh, small business owner

testimonial 11.05.19
“Connie worked with me on my personal branding. She’s a great listener and is able to take what you say and make the final product a reflection of your personality. She is insightful and gives you several ideas to work from when developing your brand. Connie is willing to make revisions based on give and take. I highly recommend her.”

“Connie IS my Branding Consultant. She has helped me with everything from concept to implementation. I now feel that everything about my branding represents me as a business owner, and also as a person. I am delighted with all we’ve done together and continue to think of ways Connie can help me market my business. 5 Gold Sparkly Stars for Connie!! Thank you for everything!”

Tara Schmakel, The Once Timid Networker

Connie Kroskin Consulting
2018-06-20T21:14:19+00:00

Tara Schmakel, The Once Timid Networker

Testimonial 11.06.05
“Connie IS my Branding Consultant. She has helped me with everything from concept to implementation. I now feel that everything about my branding represents me as a business owner, and also as a person. I am delighted with all we’ve done together and continue to think of ways Connie can help me market my business. 5 Gold Sparkly Stars for Connie!! Thank you for everything!”

“Connie has the unique ability to combine creativity with purpose. Her vision is clearly designed around delivering tangible results, not simply making great graphics. I highly recommend Connie for your next marketing communications project.”

Lee Snyder, On-Demand Productions

Connie Kroskin Consulting
2018-06-20T21:19:05+00:00

Lee Snyder, On-Demand Productions

Testimonial 11.06.44
“Connie has the unique ability to combine creativity with purpose. Her vision is clearly designed around delivering tangible results, not simply making great graphics. I highly recommend Connie for your next marketing communications project.”

“Connie was a key reason for our success on creative campaigns in a vastly and quickly changing environment. She kept us on track. Without her skills and management we would have been at risk on our successful outcomes.”

Kimberly Peters, Wolters Kluwer Financial Services

Connie Kroskin Consulting
2018-06-20T21:20:11+00:00

Kimberly Peters, Wolters Kluwer Financial Services

Testimonial 11.14.57
“Connie was a key reason for our success on creative campaigns in a vastly and quickly changing environment. She kept us on track. Without her skills and management we would have been at risk on our successful outcomes.”

“Connie has a great eye for design and details. She is creative, strategic and smart, which make her a pleasure to work with.”

Amy Johnson, AJ Designs

Connie Kroskin Consulting
2018-06-20T21:21:11+00:00

Amy Johnson, AJ Designs

Testimonial 11.15.36
“Connie has a great eye for design and details. She is creative, strategic and smart, which make her a pleasure to work with.”

"Connie was one of the best Art Director’s I worked with. Connie was able to pull together projects with an innovative and strategic balance. She was very detailed and engaged every step of the way and could provide thoughtful and creative solutions that were above the level expected. I would love the chance to work with Connie again.”

Connie Kroskin Consulting
2018-06-20T21:22:28+00:00

Testimonial 11.15.52
"Connie was one of the best Art Director’s I worked with. Connie was able to pull together projects with an innovative and strategic balance. She was very detailed and engaged every step of the way and could provide thoughtful and creative solutions that were above the level expected. I would love the chance to work with Connie again.”

“Connie has great leadership and decision-making capabilities, manages multiple projects on tight deadlines and delivers insightful & creative solutions to the projects under her direction. It would be a pleasure to work with her again.”

Mary Muelken, Art Director, RPM Connect

Connie Kroskin Consulting
2018-06-20T21:23:57+00:00

Mary Muelken, Art Director, RPM Connect

testimonial 11.16.21
“Connie has great leadership and decision-making capabilities, manages multiple projects on tight deadlines and delivers insightful & creative solutions to the projects under her direction. It would be a pleasure to work with her again.”

I highly recommend working with Connie. She helped me put a new Web site together and is a delight to work with -- kind and professional -- and smart and savvy. Both her Web site and marketing expertise were invaluable and I learned a lot. Connie also works faster than the speed of light! With just a few simple instructions, she was off and running! I look forward to working with her again on future projects. 

Cass Erickson, writingfortheworkplace.com

Connie Kroskin Consulting
2018-09-26T14:19:15+00:00

Cass Erickson, writingfortheworkplace.com

I highly recommend working with Connie. She helped me put a new Web site together and is a delight to work with -- kind and professional -- and smart and savvy. Both her Web site and marketing expertise were invaluable and I learned a lot. Connie also works faster than the speed of light! With just a few simple instructions, she was off and running! I look forward to working with her again on future projects. 

I have had the privilege of working with Connie for the last month. Connie is very organized and professional. Connie is a great listener, she has asked for my input and then has put together a very strong marketing plan to help achieve my sales goals.


I highly recommend Connie for all of your Marketing Strategy needs.

Mark Patun

Connie Kroskin Consulting
2018-07-14T15:15:23+00:00

Mark Patun

Mark Patun
I have had the privilege of working with Connie for the last month. Connie is very organized and professional. Connie is a great listener, she has asked for my input and then has put together a very strong marketing plan to help achieve my sales goals. I highly recommend Connie for all of your Marketing Strategy needs.

"Connie understands how to help tap into creativity. She helps individuals and businesses find a new way to attract the customers or ideas that you desire. I experienced her 12-month creativity workshop and after one session it was transformative. I highly recommend that you get in touch with her for your marketing, creative or inspiration needs."

Anne Pryor, LinkedIn Trainer

Connie Kroskin Consulting
2018-06-20T21:27:26+00:00

Anne Pryor, LinkedIn Trainer

Anne Pryor
"Connie understands how to help tap into creativity. She helps individuals and businesses find a new way to attract the customers or ideas that you desire. I experienced her 12-month creativity workshop and after one session it was transformative. I highly recommend that you get in touch with her for your marketing, creative or inspiration needs."

“I’ve been working with Connie Kroskin for the better part of a year. She has revamped my website, redesigned my business cards, created a brochure and other handouts to give to my prospective and current clients. As a solopreneur, she created a comprehensive package of design, structure, and direction that symbolizes both my business and me.


She has provided a beautifully crafted visual design for my business and brand. Her one on one sessions has helped me tremendously in refining my focus with a stronger ‘Call to Action’. Her warmth, expertise, and creativity have increased the visibility of my business, which in turn increased my customer base.


We continue to add more intellectual collateral to my product base as I work with my clients. I appreciate her depth of knowledge and proficiency of crafting a finely tuned marketing strategy for me to follow. Working with Connie is a huge yahoo for any business owner. Take advantage of her complimentary consultation, you will thank the heavens for having the opportunity to work with a well-seasoned and savvy marketing professional.”

Meg Miller, Owner and Founder of Critical Next Step

Connie Kroskin Consulting
2018-06-20T20:59:23+00:00

Meg Miller, Owner and Founder of Critical Next Step

Meg Miller
“I’ve been working with Connie Kroskin for the better part of a year. She has revamped my website, redesigned my business cards, created a brochure and other handouts to give to my prospective and current clients. As a solopreneur, she created a comprehensive package of design, structure, and direction that symbolizes both my business and me. She has provided a beautifully crafted visual design for my business and brand. Her one on one sessions has helped me tremendously in refining my focus with a stronger ‘Call to Action’. Her warmth, expertise, and creativity have increased the visibility of my business, which in turn increased my customer base. We continue to add more intellectual collateral to my product base as I work with my clients. I appreciate her depth of knowledge and proficiency of crafting a finely tuned marketing strategy for me to follow. Working with Connie is a huge yahoo for any business owner. Take advantage of her complimentary consultation, you will thank the heavens for having the opportunity to work with a well-seasoned and savvy marketing professional.”

“When it comes to understanding branding and “how” to market your product, service, or personal capabilities, Connie engages her reservoir of extensive experience and knowledge to develop challenging, effective scenarios for new product ideas and ongoing marketplace demands. Her creative approach to developing and implementing marketing strategies and effective communications, results in unique, powerful messages that not only produce amazing results, but often surpass expectations.”

KimAileen White, Career Strategist

Connie Kroskin Consulting
2018-06-20T21:04:45+00:00

KimAileen White, Career Strategist

Testimonial 11.04.20
“When it comes to understanding branding and “how” to market your product, service, or personal capabilities, Connie engages her reservoir of extensive experience and knowledge to develop challenging, effective scenarios for new product ideas and ongoing marketplace demands. Her creative approach to developing and implementing marketing strategies and effective communications, results in unique, powerful messages that not only produce amazing results, but often surpass expectations.”

“Before I meet Connie I was a DIY business person for 6 years. I realized I needed help to move my business to the next level. I kept tweaking what I had done in the past and wasn’t happy with the look or what I was conveying. I spent too much time spinning my wheels with little progress.


“Then I met Connie. She understood my business and created a thorough Marketing Plan with suggestions for getting my marketing to work. She reinforced what I was doing right. She found my unique qualities and branded my business Animal Bridges, to fit my perfect clients. Now I am always ready to communicate how I can help people with their pets.


“The culmination of all our work is a wonderful brand, marketing tools and website that says it all. Thank you, Connie, for your insight, understanding, and letting me be me!"

Elaine Garley, Founder of Animal Bridges

Connie Kroskin Consulting
2018-06-20T21:03:19+00:00

Elaine Garley, Founder of Animal Bridges

Testimonial 11.02.56
“Before I meet Connie I was a DIY business person for 6 years. I realized I needed help to move my business to the next level. I kept tweaking what I had done in the past and wasn’t happy with the look or what I was conveying. I spent too much time spinning my wheels with little progress. “Then I met Connie. She understood my business and created a thorough Marketing Plan with suggestions for getting my marketing to work. She reinforced what I was doing right. She found my unique qualities and branded my business Animal Bridges, to fit my perfect clients. Now I am always ready to communicate how I can help people with their pets. “The culmination of all our work is a wonderful brand, marketing tools and website that says it all. Thank you, Connie, for your insight, understanding, and letting me be me!"

“Connie is truly amazing. You truly don’t know, what you don’t know. Extremely worth the time and investment. Carpe Diem and set a time to meet with Connie.”

Steve Goldman, small business owner

Connie Kroskin Consulting
2018-06-20T21:08:14+00:00

Steve Goldman, small business owner

Testimonial 11.04.50
“Connie is truly amazing. You truly don’t know, what you don’t know. Extremely worth the time and investment. Carpe Diem and set a time to meet with Connie.”

“I have been fortunate enough to work with Connie over the past several years on several digital online strategies. She is a gifted visionary who constantly guides and inspires the people around her. She is always ready to solve problems and does so by drawing from her breadth of experience to approach projects, challenges, and opportunities in a mature and thoughtful way. Connie is a huge talent to have on any team. She excels at communication, collaboration, and strategic development of the creative process. Any business would be very lucky to have her consultation services.”

Kathy Swanson, Sr. Account Director

Connie Kroskin Consulting
2018-06-20T21:15:30+00:00

Kathy Swanson, Sr. Account Director

Testimonial 11.03.44
“I have been fortunate enough to work with Connie over the past several years on several digital online strategies. She is a gifted visionary who constantly guides and inspires the people around her. She is always ready to solve problems and does so by drawing from her breadth of experience to approach projects, challenges, and opportunities in a mature and thoughtful way. Connie is a huge talent to have on any team. She excels at communication, collaboration, and strategic development of the creative process. Any business would be very lucky to have her consultation services.”

“All I can say is that my business was slow and I didn’t know what to do. Connie assessed my business, had me do a rebranding with a new image, had me do an open house and do regular newsletters. Since then I have been busy. So for very little cost I have at least doubled my business. I’d recommend her to anyone who is ready to make important changes. And she is a delightful person to work with.”

Warren King, Natural Healer

Connie Kroskin Consulting
2018-06-20T21:16:58+00:00

Warren King, Natural Healer

Testimonial 11.03.13
“All I can say is that my business was slow and I didn’t know what to do. Connie assessed my business, had me do a rebranding with a new image, had me do an open house and do regular newsletters. Since then I have been busy. So for very little cost I have at least doubled my business. I’d recommend her to anyone who is ready to make important changes. And she is a delightful person to work with.”

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