How to run your business better with a SWOT Analysis

©2012 Mark Anthony Germanos ● www.wewillfixyour.biz ● 530-677-8864

How to run your business better with a SWOT Analysis

Industry Council for Small Business Development

http://www.wewillfixyour.biz/

Mark Anthony Germanos

Good morning everybody. (pause 3 seconds while looking at each person in the audience) Good morning everbody! (raise arms up like a precher). (point at my heart) My name is Mark. Today I am presenting the SWOT Analysis. SWOT is an acronym. It stands for (count on right hand) Strengths, Weaknesses, Opportunities and Threats.


After YOU identify your (count on right hand) Strengths, Weaknesses, Opportunities and Threats, you will become (point one finger at my head) smarter


SWOT = ?

Strengths: What are you doing right?Weaknesses: What are you doing wrong?Opportunities: What deserves your time, energy and attention?Threats: Where are you vulnerable?


Mark Germanos

Strengths and Weaknesses are (slow 1 word) INTERNAL factors, and opposite sides of the same coin. (Flip a coin) Opportunities and Threats are (slow 1 word) EXTERNAL factors. Sometimes Threats are really Opportunties (slowly and deliberately) waiting...to... happen.

Mark Germanos

(full right hand pointing at my heart) I started doing SWOT Analyses on a Friday afternoon. I looked at my calendar for the upcoming week. (counting on my fingers) Monday was emply. Tuesday was empty. Wednesday, Thursday and Friday...were all empty. (pause)

Mark Germanos

Quite awful for a self-employed (poke at my chest) computer guy, wouldn't you say?(pause)


Move at the Speed of Instruction


Mark Germanos


Mark Germanos


Mark Germanos



WeWillFixYour.biz


Mark Germanos

I (point at me) and not drawing a pension from anywhere. My ideas work. They have to work, or else I would end up living in my parents' basement.

Mark Germanos

Let me explain what I do. I am a business author and speaker. I am a business coach...I help my clients make money. I am a computer guy.

Mark Germanos

A friend introduced me to the SWOT Analysis. It has helped my business and as you can tell, kept me away from my parents' basement...

Mark Germanos

Now let me pause and ask about you.Employed by somebody or self-employed?How have you used SWOT before?What are you doing right in your business?What is your biggest weakness in your business?Let's get back to SWOT and present one of mine from a few months ago..


My SWOT Case Study

Item Cameron Park Computer Services

Strengths Computer guy since 1992Great reputationProfessional certifications

Weaknesses One-man showToo much time in the carVulnerable to customers’ cash flow challenges

Opportunities Insurance agent wants website, newsletters, social mediaRocklin business consultant wants website and social mediaFour speeches/month average

Threats Other guys are “SEO experts”SEO reputation – expensive and time consumingEverybody is a rocket scientist



I have Strengths and Weaknesses. I have a great reputation and loyal clients. Unfortunately, my territory ranges from Rocklin to Latrobe, Apple Hill (Placcerville) to Rohnert Park. My time in the car is usually nonbillable but it is always taxing.


I have Threats. I used to build networks from the ground up, in new construction. That work has faded. (pause)Aso, everybody is a rocket scientist these days. People are now building their own networks. Sometimes they do them right (pause and nod) and sometimes they don't. Sometimes they create a FRUSTRATING MESS before calling a professional to come in and get everything working right.

Mark Germanos

I have strengths and weaknesses like everybody else.When I did this SWOT Analysis, I had a lawyer client paying $580/month for his Internet and phone. YES! I kid you not...it really was happening. What a rip off. I switched him to other providers who now charge him $90/month, comnbined. Yes. This is part of what i do.

Holly Wolfe

I have some threats. It seems these days, everybody is a rocket scientist. People used to hire me to set up home networks or wireless networks. Now, they try it themselves. Sometimes they do it right and I applaud them. Sometimes they create a frustrating mess and then call. (pause) If they had hired a professional in the first place, it would have been done right the first time. Nuf said.


Let me introduce you to my friend and client Dave, who used to think social media is stupid. He wanted to avoid it because his former girlfriends might find him there. Dave is a landlord.


Social Media is Stupidaccording to Dave the landlord


Mark Germanos

Everybody say Hi Dave (raise hands)



Before Social Media

“I don’t have time”

“Former girlfriends might find me”

Vacant office space


Mark Germanos

Dave has shared office space that is divided into a conference room and 9 offies around the perimeter. (draw a circle on my belly). When I did Dave's SWOT Analysis, he was the only person in there. (pause) Yes, (slowly) Dave had eight empty offices. (sadly) There is noooo way Dave was collecting enough rent to pay the mortgage.I performed Dave's SWOT Analysis.


Dave’s Social Media SWOT Analysis

Item Dave the Landlord

Strengths Beautiful/professional office spaceConference roomProfessional location in EDH Business Park

Weaknesses Landlord duties are a distractionMortgage on vacant spaceOne-man show

Opportunities Self-employment on the riseIncreasing demand for shared office spaceProfessional connections already use LinkedIn

Threats CompetitionTenants…might pay the rent on time and might notRising overhead



Dave has Strengths and Weaknesses. He has beautiful offie space that still has the new lustre. Unfortunately, (sigh) it is not free. Dave is paying a mortgage. (slowly) If he has no tenants, then how will he pay the mortgage? (pause)

Mark Germanos

Dave has some Opportunties. Dave knows self-employment is on the rise, (with conviction) especially with folks getting downsized from their corporate jobs. (pause) These folks also realize it is tough to run a business from a 4th bedroom with screaming kids and a barking dog at home. They need shared office space. (poke the table) They need to see Dave. (nod)


Dave has some Threats. He is not the only one out there looking for tenants. When he gets some, they might pay the rent on time and they might not. (pause). Being a landlord is a Threat.



Before Social Media After Social Media Embrace

“I don’t have time” LinkedIn addict

“Former girlfriends might find me”

Vacant office space 3 new tenants$1000-$1400 in monthly rent

smart


Mark Germanos

I did the SWOT Analysis for Dave. Things have definitely gotten better. I have him up and running on Twitter, LinkedIn and a blog. He used to say "I don't have time for social media." Now, it seems every time I visit, Dave is staring at LinkedIn.Dave used to have 8 empty offices. Now he has five empties. he has three tenants. Their comined rent is between $1,000 and $1400/month.


(point at the empty square) "Former girlfriends"? (pause and shrug) Dave is on his own. My name is not Doctor Love.


Dave is a (emphasis) Sucess Story. Here's how we can tell.


Is it a success story?goal: finding tenants

What was it like before?Why did you call?What did you expect?What did I do?What were the results?



(standing next to and pointing at the screen)At #1: Dave had no tenants and therefore NObody...subsidizing his mortgageAt #2 Dave needed help. He needed reliable and professional tenants quicklyAt #3 Reliable and professional tenants who will pay the rent ON TIMEAt #4 (point one finger at my heart) I got Dave up and running on Twitter, LinkedIn and a blog. I showed him how he can connect with other professionals at LinkedInAt #5 Rents went up (do a thumbs up) $1400/month. He had (zero sign) $0 before I (point at my heart three times) walked in there


Audio recording


SWOT AnalysisI wish it was my creation



I know we're covering a lot in a short amount of time. Everybody clear so far? (wave one arm with hand palm up)? Look at every personLet's see another case study

Mark Germanos

SWOT was not my idea but if it was...Back in the 60s, Fortune 500s went to Stanford Research Institute. They said (counting on fingers) 1. WHY is our corporate planning failing, and 2. WHAT CAN WE DO about it? (pause) SRI came back with the SWOT ANalysis and its embrace has been widespread. Small businesses use SWOT, Fortune 500s use SWOT. Countries use SWOT. I (pointing at my heart) once read a SWOT Analysis for the country of Vietnam. (nodding)


SolarSolution’s SWOT Case Study



Everybody meet Pete. Pete has been a plumber for 30 years. He has Strengths and Weaknesses. He has a long list of satisfied clients and a great reputaion. He also has weak marketing. He buys ads in the yellow pages but feels these ads are not as effective as they were 5 years ago.


SolarSolution’s SWOT Case Studybefore

Item Solar Solutions

Strengths Easy access to VCsTalented workforceBreak-even point forecast

Weaknesses Social networking = ? Yellow pages marketingMinimal Internet presence

Opportunities Move to TexasGreen is inSBA Loans

Threats California is expensiveMore competitorsNational uncertainty



Pete sees some Opportunities. He knows developers are buying abandoned warehouses and converting them to residential and office space. They are getting SBA loans, hiring subcontractors and remodeling these buildings. Pete could approach these developers and tell them to hire Pete, since Pete has 30 years' experience.

Mark Germanos

Pete brought me in to help computerize his business. He had no computers in the office. His processes were not as efficient as others. He also has no protection in case his office were struck by a fire, flood or theft. A neighbor was robbed a few months back and never recovered. The neighbor went out of business. (pause)

Mark Germanos

Pete wants protection. Pete admits that sometimes he sends out bids that look like they were written by a 4th grader. (four fingers up and pass out my handout from my back pocket)

Mark Germanos

Pete identifies his Threats. He knows people are going to HomeDepot, buying dishwashers and asking for someone to install them. Home Depot is sending someone and that someone is not Pete. (pause and shake head no) Somebody else is getting easy work. Pete also realizes his competitors may be running their businesses more efficiently because they have computers.


SolarSolution’s SWOT Case Studyafter

Item Solar Solutions

Strengths Easy access to VCsTalented workforceBreak-even point forecastProfessional Internet presence

Weaknesses Social networking = ? Yellow pages marketing

Opportunities Move to TexasGreen is inSBA Loans

Threats California is expensiveMore competitorsOthers use computers



Pete sees some Opportunities. He knows developers are buying abandoned warehouses and converting them to residential and office space. They are getting SBA loans, hiring subcontractors and remodeling these buildings. Pete could approach these developers and tell them to hire Pete, since Pete has 30 years' experience.

Mark Germanos

Pete brought me in to help computerize his business. He had no computers in the office. His processes were not as efficient as others. He also has no protection in case his office were struck by a fire, flood or theft. A neighbor was robbed a few months back and never recovered. The neighbor went out of business. (pause)

Mark Germanos

Pete wants protection. Pete admits that sometimes he sends out bids that look like they were written by a 4th grader. (four fingers up and pass out my handout from my back pocket)

Mark Germanos

Pete identifies his Threats. He knows people are going to HomeDepot, buying dishwashers and asking for someone to install them. Home Depot is sending someone and that someone is not Pete. (pause and shake head no) Somebody else is getting easy work. Pete also realizes his competitors may be running their businesses more efficiently because they have computers.


Is it a success story?goal: professional Internet presence

What was it like before?Why did you call?What did you expect?What did I do?What were the results?


Mark Germanos

(standing next to and pointing at the screen)At #1: Pete had no business continuity plan that would keep him in business after a fire, flood or theft. (slowly) He was nervous that a disaster would occur. He did not sleep well. At #2 Pete needed help. He needed reliable computers and a strategy that would keep him in businessAt #3 He expected a solution that would keep him in business after a disaster. He did not want to end up like his neighbor who got robbedAt #4 (point one finger at my heart) I deployed new computers, taught his staff how to use them and established offsite backupsAt #5 Revenues are up 30% (do a thumbs up). Pete sleeps easily at night because he knows he can survive a disaster. That was not the case before I (point at my heart three times) walked in there


A SWOT Case Study for Youintrospection (4 minutes)

Item Your Business

Strengths 1.2.3.

Weaknesses 1.2.3.

Opportunities 1.2.3.

Threats 1.2.3.



SWOT = ?

Strengths: What are you doing right?Weaknesses: What are you doing wrong?Opportunities: What deserves your time, energy and attention?Threats: Where are you vulnerable?


Mark Germanos


Mark Germanos


Mark Germanos



Item Your Business Today’s Prominent Themes

Strengths 1.2.3.

Weaknesses 1.2.3.

Opportunities 1.2.3.

Threats 1.2.3.

A SWOT Case Study for Youaudience participation


Mark Germanos

(after the audience participation)This is how a SWOT Analysis works. Small businesses use it, Fortune 500s use it, companies use it. Will you use it? I know some will and some won't. For those who do, you will have a very powerful tool at no cost. You will be in the fast lane. For those who don't, you may find yourself saying I don't understand it 100% or it's too new. If that is the case, you might as well be standing on the side of the road. You're making things easier for everybody else. (Advance the slide) It's your business. (throw the pointer) Your decision. (Hands on hips). I know your time is valuable and I know there are other places you could have been for the past hour. You chose to be here. You chose to listen to a computer guy show you how to run your business better. I want to thank you for being here and listening to me. Namaste (wait 10 seconds)


You Did Ityou’re awesome



If being successful is attractive to you, do what the sucessful do. (point at the screen over my shoulder)Thank you everybody.

Mark Germanos

Now let's recap. You owe it to yourself and your business to do a SWOT Analysis. We're in a fast moving world. Performing one once a month would be smart.

Mark Germanos

Everybody see how a SWOT Analysis can help you?I'm on the last slide.


Web: www.wewillfixyour.bizFacebook: www.facebook.com/fixyourbusinessTwitter: www.twitter.com/markgermanosLinkedIn: www.linkedin.com/in/markgermanosYouTube: www.youtube.com/user/markanthonygermanos Printed Book: www.escapethecubiclebook.comDigital Book: www.escapethecubicle.bizPhone: 530-677-8864E-mail: [email protected]

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How to run your business better with a SWOT Analysis

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