SWOT analysis generator

Use this SWOT analysis generator to fill in strengths, weaknesses, opportunities and threats with questions that fit your type of business. It checks each list, turns your top items into a TOWS action plan and gives you a grid ready to print.

Free, no sign-up. Runs in your browser, with no AI calls.

A SWOT analysis lists what helps and harms a business, inside it (strengths, weaknesses) and outside it (opportunities, threats). This generator asks questions for your type of business, flags vague or misplaced items, then pairs the top two items in each box into a TOWS matrix with four kinds of action to discuss.

Your business

Such as “open a second location” or “raise prices”.

Inside, helpful. One item per line.

  • What do customers praise most in reviews or messages?
  • What can you do that similar businesses nearby cannot?
  • Which skills, equipment, places or relationships are hard to copy?
  • Do you answer calls and send quotes faster than others?
  • Which jobs bring repeat customers or referrals?

Inside, harmful. One item per line.

  • What do customers complain about, or ask for that you do not offer?
  • Where do you lose sales: price, speed, range, opening hours or trust?
  • What depends on one person, one supplier or one channel?
  • Are you hard to reach outside working hours?
  • How do your recent reviews compare with other businesses nearby?

Outside, helpful. One item per line.

  • Which customer needs are growing, and who serves them badly?
  • When people ask AI assistants such as ChatGPT for what you sell, which businesses do they name?
  • Which partners, events or local groups already reach your customers?
  • Which nearby areas or services have few providers?
  • Could you add maintenance plans or repeat bookings?

Outside, harmful. One item per line.

  • Which competitors do customers or AI assistants name instead of you?
  • Which costs, suppliers or rules could change against you?
  • What would happen if your main channel or platform changed its rules?
  • Are chains or booking apps moving into your area?
  • Could a bad review or a slow season hurt your cash flow?

Your SWOT and TOWS

Write at least one item in any box to see the grid.

How to use this tool

Questions by type of business
Choose a local service, a shop, a café or hotel, a professional service, software or freelance work. Each box shows three general questions and two for that type, including what AI assistants answer when people ask for what you sell.
Inside and outside
Strengths and weaknesses are things you control. Opportunities and threats come from outside: customers, competitors, costs and rules. The checks flag empty boxes, single words, repeated items, and strengths or weaknesses that mention competitors or the market.
From SWOT to TOWS
Put the most important item first in each box. The TOWS matrix pairs the first two of each: strengths with opportunities (SO), weaknesses with opportunities (WO), strengths with threats (ST) and weaknesses with threats (WT). Each pair becomes an action to discuss.
Copy, print or share
Copy the result as text, download it as a .txt file, or print it and save it as a PDF from the print dialog. The share link keeps your answers after the # sign in the address, a part browsers do not send to the server.

Read the MindTools guide to SWOT analysis

Questions before you start

SWOT lists the factors. TOWS uses the same four lists to plan actions: use strengths to take opportunities, fix weaknesses that block them, use strengths against threats and reduce the weaknesses a threat could exploit.

As many as you can act on. The TOWS matrix reads the first two items in each box, so rank them by importance. Items further down stay in the grid and the download.

If customers in your market ask assistants such as ChatGPT for recommendations, what those assistants say belongs in opportunities or threats. Check which businesses they name for your category before you fill in those boxes.

No. The page fills fixed sentence templates with your answers in your browser. No AI model is called and nothing is saved on a server. The share link carries your answers in the address, so anyone who has the link can read them.

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See how AI assistants describe your business

What you write on this page cannot show whether customers find you through AI assistants. The AI visibility checker runs a measured scan of what they say about your business.

Run the AI visibility checker