SWOT Analysis Template (Excel)
Free Excel SWOT template. Score each factor, see the 2×2 matrix and top priorities, then track actions with owners and due dates.
What is in the SWOT Analysis template
This workbook turns a SWOT analysis into a scored, ranked list and an action plan. It has five sheets: Factors, Matrix, Summary, Action Plan and How to use. Sheet links at the top of each tab (HYPERLINK formulas) jump between them.
Factors
The Factors sheet holds up to 40 rows. For each factor you write the statement, choose the quadrant (Strength, Weakness, Opportunity or Threat) from a drop-down, and score Impact and Evidence from 1 to 5. Score is Impact x Evidence. Priority reads High at 15 or more, Medium at 8 to 14 and Low below that. Drop-down and 1 to 5 validation stop typing mistakes.
Matrix
The Matrix sheet lays the four quadrants out as the classic 2 x 2 grid, with up to eight factors in each. It fills itself from the Factors sheet using INDEX and MATCH, so you never type into it.
Summary
Counts per quadrant, the average score of each, the top five factors by score and a bar chart. The chart has no data labels, so it stays clean when printed.
Action Plan
Turn the grid into work. Actions are grouped as SO (use strengths on opportunities), WO, ST and WT. Each row has an owner, a due date, a status drop-down, days left and a flag for overdue items. The as-of date sits in a cell at the top so you can set it to today.
Sample data
The file opens with a made-up local repair business so you can see how it works. Delete the sample rows and enter your own factors. The numbers are illustrations, not benchmarks.
How to use it
- List specific factors on the Factors sheet and pick a quadrant for each.
- Score impact and evidence honestly, using customer feedback or data.
- Read the Matrix and Summary to see the top priorities.
- Write actions with owners and dates on the Action Plan.
- Review every quarter.
For the method, read how to do a SWOT analysis. Feed the results into the marketing plan template.
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Frequently asked questions
How is the score calculated?
Score = Impact x Evidence, each from 1 to 5, so the maximum is 25.
Can I change the High and Medium cutoffs?
Yes. Edit the 15 and 8 in the Priority formula on the Factors sheet.
How many factors can I enter?
Forty. The Matrix shows eight per quadrant.
Does it work in Google Sheets?
It opens in Google Sheets, though chart styling and some drop-downs may change.
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