STRENGTHS: What do we do well? , What do our customers say we do well?, What is our unique selling proposition?, Do we have strong brand awareness? Customer loyalty?, Supplier, distributor, influencer relationships?, What proprietary or unique assets do we have?, What skills do we have that our competitors don’t?, Strong capital?, Do our profit margins compare to industry benchmarks?, WEAKNESSES: Where can we improve?, What do our customers frequently compain about?, Which objections are hard to address?, Are we new or not well known?, Do we have any limitations in distribution, Are our resources and equipment outdated or old?, Are we lacking in staff, skills, or training?, Do we suffer from cash flow problems? Debt?, Are our profit margins smaller than industry benchmarks?, OPPORTUNITIES: Do our competitors have any weaknesses we could benefit from?, Target market growing or shifting in our favor?, Is there an untapped pain point or niche market?, Are there upcoming events we could benefit from?, Are there geographic expansion opportunities?, Are there potential new sources of financing?, Industry or economic trends that could benefit us?, Social or political trends that could benefit us?, Any new technology that could benefit us?, THREATS: New competitors or expansion in existing competitors?, Is our target market shrinking or shifting?, Could any indirect competitors become direct competitors?, Industry or economic trends that could work against us?, Social or political trends that could work against us?, Any new technology that could work against us?,

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