SWOT 分析是最有效的商業與決策工具之一。SWOT 分析能幫助您識別影響企業的內部因素（優勢與劣勢）以及外部因素（機會與威脅）。

SWOT 分析可以幫助您：

發揮優勢（S）
降低劣勢（W）
把握機會（O）
應對威脅（T）

評估企業狀況能幫助您找出自身的優勢與劣勢。以《商業計劃書》範本中提到的咖啡烘焙商（Coffee Roasters）為例。其優勢之一可能是店面位於人流量高、能見度佳的地點；然而，這樣的地點雖有助於廣告宣傳，但租金昂貴，從現金流與獲利能力的角度來看，可能成為其劣勢。

評估市場與行業則能幫助您識別潛在的機會與威脅。回到咖啡烘焙商的例子，快速成長的咖啡市場為他們帶來機會，使其能專注於自身的差異化優勢——販售高品質、道德採購的咖啡豆以及可持續做法/永續作法，這對重視道德理念的目標客群具有相當吸引力。然而，市場的成長也可能出現競爭者進入同一目標市場的威脅，形成競爭壓力並影響其盈利。

A SWOT analysis tool is one of the most effective business and decision-making tools. SWOT analysis can help you identify the internal factors (strengths and weaknesses) and external factors (opportunities and threats) affecting your business.

A SWOT analysis helps you:

build on strengths (S)
minimise weakness (W)
seize opportunities (O)
counteract threats (T)

The evaluation of your business enables the identification of your strengths and weaknesses. Consider the example Coffee Roasters business that is discussed within the Business Plan template. A strength may be that their premises is located in a high traffic area with good visibility. While the location is great for advertising, it may come at a high rental cost which could be a weakness when considering their cash flow and profitability.

The evaluation of your market and industry enables the identification of your opportunities and threats. Returning to the Coffee Roasters example, an opportunity may be the rapidly growing coffee market which allows them to focus their point of difference in selling high-quality, ethically sourced beans and sustainable practices, which is attractive to their ethically-minded target market. However, with that growth may also come the threat of a competitor that may target their same market, creating competition that could threaten their profit.