Free SWOT Analysis Template and Generator
List the strengths, weaknesses, opportunities and threats of your business, product or career with guiding questions and one-click suggestions. Mark each point High, Medium or Low, add TOWS strategies, then print the SWOT matrix, save it as PDF or paste it into slides. Free, no sign-up, nothing leaves your browser.
Pick the type of business to get suggestions you can edit, or load the example to see a finished analysis. The matrix updates as you type and the draft is kept in this browser until you start over.
SWOT analysis template: what goes in each box
| Box | Example |
|---|---|
| Strengths (internal) | 92% renewal rate |
| Weaknesses (internal) | Small sales team |
| Opportunities (external) | CRM marketplaces |
| Threats (external) | New competitor |
From SWOT to strategy: the TOWS matrix
A SWOT list is only useful when it leads to action. Put each pair side by side: a strength that meets an opportunity is a move to make now (SO), a weakness that meets a threat is a risk to reduce first (WT). Keep two or three strategies per box, give each one an owner and a date, and review the analysis every quarter.
SWOT for a sales team
Base the points on numbers, not feelings: win rate, average deal size, sales cycle and where deals are lost. Check your stage-to-stage conversion rate and your margin before you call something a strength, and record what the team agreed in the meeting notes template.
Frequently asked questions
What is a SWOT analysis?
A SWOT analysis lists the strengths and weaknesses inside a business, product or person and the opportunities and threats outside it, in a grid of four boxes. It is used to prepare a business plan, a sales strategy, a product launch or a career move, and is often the first step of a strategy meeting.
How do I write a SWOT analysis?
Start with one clear goal, for example growing revenue by 40% next year. List three to six points in each box, using facts and numbers rather than opinions. Strengths and weaknesses are things you control; opportunities and threats come from the market. Then mark which points matter most and turn them into actions.
What is the difference between SWOT and TOWS?
SWOT lists the four groups of factors. TOWS, described by Heinz Weihrich in 1982, matches them to find strategies: use strengths to seize opportunities (SO), fix weaknesses with opportunities (WO), use strengths against threats (ST) and reduce weaknesses to avoid threats (WT). This template has both.
How many points should each part of a SWOT have?
Three to six is enough. A long list hides what matters, so keep the points that would change a decision and mark them High, Medium or Low. The template shows the High points first in every box, so the most important ones are at the top of the printed page.
Can I use this for a personal or career SWOT?
Yes. Choose Personal or career as the type: the suggestions change to skills, experience, network, job market and automation. Students often use a personal SWOT before choosing a course or an internship, and job seekers before an interview or a change of role.
Can I save the SWOT analysis as a PDF or put it in slides?
Yes. Print or save as PDF opens the print dialog of your browser: choose Save as PDF. Copy text puts the analysis on the clipboard with headings and bullet points, ready to paste into Google Docs, Word, PowerPoint, Google Slides or Notion.
Is what I type stored or sent anywhere?
No. The analysis is built in your browser and the draft is saved only in this browser so you can come back to it. Nothing you type is sent to SalesBond or anyone else, and no AI reads it. Click Start over to clear it.
Related tools: meeting notes template, conversion rate calculator, margin calculator. More on sales and running a sales team on the SalesBond blog and the home page.
Official sources
- Wikipedia: SWOT analysis — internal strengths and weaknesses, external opportunities and threats.
- Weihrich, H. (1982). The TOWS matrix — A tool for situational analysis. Long Range Planning 15(2) — SO, WO, ST and WT strategies.
Updated on Nov 5, 2026. This calculator is for information only and is not tax, legal or payroll advice. A SWOT analysis is a starting point for a discussion; check the points against your own numbers before you make decisions.
