6 Best SWOT Analysis Templates in Google Docs (Free)

A SWOT analysis is a strategic planning tool used to identify an organization’s strengths, weaknesses, opportunities, and threats. It’s essential for any organization or individual to make informed decisions and plan for the future. One of the most convenient ways to perform a SWOT analysis is to use a Google Docs template.

In this article, we will explore some of the best SWOT analysis templates in Google Docs and how they can help you conduct a comprehensive analysis of your business, project, or personal goals.

What Are the Elements of SWOT Analysis?

A SWOT analysis has four core elements: Strengths, weaknesses, opportunities, and threats.

1. Strengths

These are the internal factors that give your business an advantage over others. Your strengths may include your unique capabilities, strong brand reputation, and skilled employees. Having an excellent balance sheet counts as a business strength too.

Related: Free Balance Sheet Template for Google Sheets (2024)

2. Weaknesses

These are the internal factors that hinder the performance of your business. One good example of this is poor budgeting. If you can identify this weakness ahead of time, you can think of solutions to resolve it. In this case, using a budgeting template might come in handy.

Other examples of weaknesses include limited business capital and outdated technology, unskilled personnel in the workplace, and a bad brand image.

Related: Top 4 Free Google Sheets Budget Templates (Customizable)

3. Opportunities

Aside from your strengths, your business can also enjoy opportunities. These opportunities usually come from emerging market trends. For example, let’s say a new banking system isn’t popular yet. Here, the lack of competitors may serve as a good chance to conquer the market.

4. Threats

These are the external factors that pose challenges and risks to your business. For instance, your competitor launched a new product. It can threaten your sales if customers think it’s better than your products.

Types of SWOT Analysis

You can simply think of SWOT analysis as a standalone method of analyzing a business (or any subject). While it doesn’t have many types, it has multiple applications that can be applied to various fields, such as the following:

  • Small businesses
  • Personal development
  • Project management
  • Manufacturing
  • Decision-making

In addition, you might come across the term “TOWS analysis.” This has the same elements as a SWOT analysis but prioritizes external factors first. It’s an excellent tool for planning your next steps in business.

Why You Need a SWOT Analysis Template

There are many benefits to using a SWOT analysis template for both organizations and individuals. Here are some of the top reasons why:

Organization and Structure

A SWOT analysis template provides a clear framework for evaluating the different elements. This helps ensure that no important factors are overlooked during the analysis.


Using a template saves valuable time that would otherwise be spent designing the document from scratch. This way, you can focus on analyzing the information instead of formatting the document.


Templates often include visual aids like tables, charts, and diagrams. These visuals will help to present the analysis findings in a visually appealing and easy-to-understand format.


Our Google Docs SWOT analysis templates are easily shareable, allowing for convenient collaboration between you and your team. As the saying goes, teamwork makes the dream work.

Best SWOT Analysis Templates in Google Docs

Are you ready to start a SWOT analysis? Here are six free SWOT analysis templates in Google Docs you can use in 2024.

1. Simple Business SWOT Analysis Template

SWOT analysis template Google Docs—preview of simple business SWOT analysis template


Doing a SWOT analysis for your business lets you do the following:

  • See your strong points (e.g., skilled employees, stable finances, etc.)
  • Identify areas for improvement in business, such as outdated inventory management software.
  • Find potential opportunities you might have overlooked in the past.
  • Determine and prevent severe problems that can end your business in no time.

Perform one right away with our business SWOT analysis template for Google Docs today.

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2. Product SWOT Analysis Template

Preview of product SWOT analysis template


A SWOT analysis is essential to ensuring your product is competitive in the market. By identifying the strengths and weaknesses of your product, you can focus on its advantages and minimize its drawbacks when developing your marketing strategy.

Start your analysis with this Product SWOT Analysis Template, which allows you to provide context by specifying the details and features of your item. The template also includes a helpful “Conclusion” section where you can summarize your findings.

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3. Competitor SWOT Analysis Template

Preview of competitor SWOT analysis template

Understanding your business competitors (or any other aspect) is crucial. By identifying their strengths and weaknesses, you can create plans that allow you to maximize your benefits over them.

Use our competitor SWOT analysis template to start the assessment. The first section allows you to set up a profile for your competitor, including their name, year founded, and other relevant details. The SWOT analysis table allows you to evaluate your competitor’s strengths, weaknesses, opportunities, and threats. Finally, summarize your findings at the bottom of the template with a clear and concise overview.

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4. Startup SWOT Analysis Template

Preview of startup SWOT analysis template

If you’ve recently started a business, it’s crucial to understand the internal and external factors that could impact its success. To help you get started, consider using our SWOT analysis template.

This template contains 20 questions that will guide you in assessing your startup’s strengths, weaknesses, opportunities, and threats. The questions are categorized to cover different aspects of your business.

After answering these questions, you can formulate actionable items and strategies to ensure the success of your business. Our template includes separate sections dedicated to these two aspects.

With our startup SWOT analysis template, you can gain valuable insights into your business and make informed decisions that can drive growth and success.

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5. Employee SWOT Analysis Template

Preview of employee SWOT analysis template

Making a SWOT analysis of an employee goes two ways:

  • Personal assessment: Here, the employee lists every strength, weakness, opportunity, and threat that they know. This promotes self-awareness and lets their manager or employer know about the skills they haven’t showcased yet.
  • Employer’s assessment: By looking into the employee’s profile and performance, the employer can know how valuable they are to the business. One useful application of this is the salary adjustment based on the strengths and weaknesses an employee shows. It also helps in finding suitable, customized training for the worker.

The template includes a SWOT matrix for both personal and employer assessments, as well as a section for a short employee profile to indicate their professional qualifications and skills. Additionally, there is a recommendation section at the end to highlight insights gained from the SWOT analysis.

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6. SWOT Analysis for Marketing Template

Preview of SWOT analysis for marketing template

Can’t decide on a marketing campaign and strategy to use? Why not perform a SWOT analysis to understand them in detail? In this template, you can list your marketing objectives in the first section. These objectives will help you determine the most suitable strategy for your campaign.

You can then compare your strategies side by side in the following sections using the SWOT analysis. Finally, you can summarize your insights in the last part of the template.

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How to Create a SWOT Analysis Template in Google Docs

Did you find a suitable template that matches your requirements above? If not, that’s okay! You can always make one from scratch.

To create your own SWOT analysis template in Google Docs, simply follow the steps below:

  1. Open your browser, then go to https://docs.google.com/.
  2. Create a new document by clicking on “Blank” (denoted by a colorful plus sign).
  3. Next, click “Insert” > “Table,” then select a 2 × 4 table.
How to insert a table in Google Docs


  1. On the first row, type the words “Strengths” and “Weaknesses” in separate cells.
  2. Type the words “Opportunities” and “Threats” in separate cells on the third row.
Adding the elements of SWOT analysis to a Google Docs table


  1. Highlight the first row, then click on the vertical three-dot icon on the toolbar > “Background color” > and select your preferred color.
Selecting a cell background color in Google Docs


  1. Repeat step 6 for the third row.
  2. Name your document a title by clicking “Untitled document” at the top, and type in a relevant title.
Adding a title to a Google document


There you have it. Your SWOT analysis template is now ready! Start listing your strong aspects, vulnerable areas, opportunities, and threats in the blank cells of your table.

Frequently Asked Questions

Is There a SWOT Template in Google Docs?

No, you cannot find a SWOT analysis Google Docs template on the platform. But if you need such templates, you can always browse our collection at Spreadsheet Point.

What Are the 3 Cs in SWOT Analysis?

The three Cs in a SWOT analysis include the terms “company,” “customer,” and “competitors.” Businesses should assess these three components to understand their internal capabilities, market reach, and competitive landscape.

How Do I Know Which Weaknesses and Threats to Deal with First?

To determine which weaknesses and threats you should deal with first, assess their overall impact on your business. If the impact is severe, prioritize it. If it is not as serious compared to other threats, put it aside for later. Deal with more pressing issues first, such as bankruptcy issues before dealing with minor customer losses.

What Do I Do If My Competitors Are Too Much of a Threat?

If you think your competitors pose too much of a threat, identify the market areas your competitors do not focus on. Make sure to always offer a distinct and compelling edge to entice your customers. If you still think the competition is intense after these steps, consider entering a new market.

Final Thoughts

Analyzing your strengths, weaknesses, opportunities, and threats provides plenty of help in making sound business decisions. Do this easily using our SWOT analysis templates in Google Docs in 2024.

Do you want more of these advanced resources? Access our premium templates at 50% discounted rates using the promo code “SSP!”


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