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Swot Analysis
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The most famous strategy matrix in the
world adapted to presentation planning
SWOT Analysis was developed in the 1960s at
Stanford University by Albert Humphrey. It quickly
gained in popularity and became a method used by
many companies around the globe.
SWOT is an acronym for Strengths, Weaknesses,
Opportunities and Threats. It is widely used in
strategic business planning for projects that involve
mapping possible internal and external scenarios.
The objective of the system is to provide strategic
diagnosis that can predict and prevent the intrusion
of negative factors, as well as set guidelines that can
make a business or project stand out.
Given its simplicity, SWOT analysis can be applied to
any scenario analysis, from creating a blog to running
a multinational.
So, we wondered, can the principles of the matrix be
used for the strategic planning of presentations?
And, yes, at SOAP we believe they can.
So in this e-book we explain SWOT analysis so you
can make a proper diagnosis of your presentations,
being able to identify the scenarios that will be faced
both in the internal (you, your company/idea/project)
and the external (your audience) contexts.
Good planning to you!
The areas of the SWOT matrix are divided into
internal analysis (strengths and weaknesses) and
external analysis (opportunities and threats).
The SWOT analysis involves our thinking about the
elements that can help (strengths and
weaknesses) and those that can harm
(opportunities and threats) when were trying to carry out a project or implement an idea.
For this reason, SWOT is a complete tool for
analyzing the environment in any business
scenario, and so it should be utilized in any
strategic planning process.
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Strengths Weaknesses
Opportunities Threats
Creating your SWOT matrix consists in identifying as
many items as possible for each area of the grid.
But if you want to apply this matrix to the planning
of a presentation, we suggest you invert the order.
So, doing that, we will now conduct a TOSW analysis.
Let's take a close look at each backwards step.
Soon youll know why were running in reverse.
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In the original format of the matrix, external factors
(things that are not under the control of a given
business) can be identified only after the internal
weaknesses and strengths of that business have been
established.
By this method, opportunities are identified first, and
then threats are described.
Let's start with threats.
Threats are the external situations that are not under
the control of your company/ project and that can harm
your business. In terms of management, these can be
considered things to fear.
Some examples of threats: new competitors, changes in
the pattern of consumption, piracy, changes in the law,
lack of workforce, natural disasters/wars, etc.
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But in our adapted version of the matrix,
which were calling TOSW Analysis, the presentation audience should be read as
the external environment.
You cannot control your audience, its needs,
expectations. But your task is to use it to
your advantage, to achieve your
presentation objectives.
And this means trying to persuade your
audience to "buy" something that you can
later identify as a strength: an idea, project,
product or service.
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FearsProblems
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Strengths Weaknesses
Opportunities
So if you want to persuade your audience, you
need to identify the threats (their fears,
problems, needs and expectations) while
considering what you will present.
If you do this, you should be able to come up with
a speech that is aligned with what the audience is
feeling before they even walk in.
Remember: you shouldnt start a presentation by talking about you, by using the famous "Who we
are" line. Instead, you first need to create
empathy and establish a rational and emotional
connection between you and your audience. They
have to see a benefit in what youre trying to "sell" them. And this analytical process helps you
get to that.
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FearsProblems
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Opportunities
Now its time to identify opportunities.
These are external situations that can
occur and affect your business in a
positive way, including new trends,
laws, technologies, expanding the
range of products; i.e., anything that
can generate profits and add value is
an opportunity.
Opportunities are much like dreams in
the sense that: "Wow, if that happened
it would be amazing!" is the thinking.
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Strengths Weaknesses
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Remember: in our adapted version of the matrix, or
TOSW Analysis, external environment should be read as
your audience.
And so, after having identified the threats, its time to identify the opportunities, which should be read here as a
responsive solution to the "threats" your audience may
be experiencing.
You may notice now that by identifying threats and
opportunities you should be able to produce a speech
that is coherent with the problems / needs rationale, so
you can influence and lead an audience.
Then, in the same way you shouldnt start any presentation with the "who you are" thing, you should
also not bring "what we do" in at first. Before talking
about yourself, you need to show your audience you
understand the context they are in, and then you need to
come up with a solution proposal. Your amazing idea or
project can wait a minute!
Helpful Harmful
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Strengths Weaknesses
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Threats
Okay, so now we can determine the internal
environment of your business: the strengths and
weaknesses, all the elements that can be controlled
by your company.
Strengths are the elements your company can
benefit from. Another way of looking at this is to
imagine: what are the elements under my control, so
you can then decide to go on or to stop, depending on
the situation. Strengths can refer to the things you do
when at your best, available resources, the best
features of your business vs. the competitors, what makes your customers repeat customers, how
unified your team is, the companys strategic relationships, and so forth.
Actually, there is an endless number of strengths
that can be listed regarding a business, but the
important thing is to focus on what really makes a
difference and the elements to be worked on. After
all, a SWOT analysis should be conducted not only to
cause reflection but also to create an action plan.
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In our adapted eversion of the matrix TOSW Analysis internal environment should be read as your company / you.
In the same way, your strengths can be seen to be
the ideas, projects, products and/or services that
address the previously identified solutions. And,
more than this, strengths should be read as the
distinctive things offered by you, your company
and/or your proposal.
After all, you need to answer the questions in the
minds of your audience during your presentation.
And theyre thinking, "Why should I choose you instead of your competitor?" And most
importantly: "So what do I get out of that?"
Therefore, benefit is the keyword here. Not only
should you list the distinctive aspects, but you
need to note in what ways these aspects can
improve the lives of your audience.
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IdeaProjectProductService Weaknesses
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Once the threats are identified, you need to
analyze your weaknesses.
These are the internal elements that can harm
your business. Theyre under your control but cant help you accomplish your mission.
Some examples? Highly perishable product,
lack of raw materials, lack of qualified staff,
outdated technology.
An interesting thing to do here is look for
actions that will mitigate the weaknesses and
use this analysis to evaluate what can be done
to improve your business.
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Note: in our adapted version of the matrix TOSW Analysis internal environment should be read as your company or you.
And so your weaknesses should be read as
transparency. This means not only noting
your strengths in a presentation, it also
means sharing current difficulties that
could compromise some aspects of your
proposal. Even better? Discuss the actions
already being implemented to mitigate the
weaknesses.
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Believe it: audiences love to know about your
weaknesses and your pro-activeness in making
adjustments. Audience members tend to get
suspicious when people say theyre the best and that their proposals are flawless. So admissions of
fallibility will gain you credibility.
Obviously, the challenge here is to be brave enough
to expose your weaknesses during a presentation.
But take heart from this: results of research
commissioned by SOAP and conducted by Data
Popular Institute show that 56% of executives
interviewed disagree with the idea that signaling
problems or difficulties during a presentation can
harm a companys credibility.So be brave, drive in reverse, and get where you
need to go backwards!
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