Step Three: S.W.O.T. Analysis

In case you’ve never heard of a S.W.O.T. analysis, it is a tool used to determine the strengths, weaknesses, opportunities, and threats that can potentially impact a business (or business plan). You have more control over your strengths and weaknesses, whereas opportunities and threats rest outside of your control.

First, choose four of your local direct competitors and then perform a S.W.O.T. analysis, creating a list for each of the four quadrants (strengths, weaknesses, opportunities, and threats). As you analyze your competitors, document the results in the workbook (03_SWOT).

Using Malcolm Gladwell’s reframed version of David and Goliath (looking at the actual circumstances of the fight vs. the pop culture myth built around a tiny underdog), reframe your perception of your competitive environment. This can aid in reframing your understanding of what you think you know well and allow you to gain additional insight on the subject. Now, how will you compete against an apparently larger competitor, such as Lin & Jirsa Photography? The answer may surprise you. Don’t compete, and choose a different battlefield.

Watch the video to see actual case studies using the S.W.O.T. analysis on photographers’ websites.

CHAPTER ONE

CHAPTER TWO

CHAPTER THREE

CHAPTER FOUR

Total Course Run Time: 7H 50M 44S

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