I have facilitated many SWOT meetings, and I assure you that the time you spend reviewing your Strengths, Weaknesses, Opportunities and Threats is a relatively brief and perhaps surprisingly affordable investment, especially when in light of the outcome, which is a valuable, revealing and forward-thinking plan based on new insights and decisions.  

How does a SWOT work?

A SWOT takes place on a conference call, with a time allocation of about two hours (breaks are included). There is minimal advance planning; just a review of the purpose of the SWOT and the conversation triggers to expect. As a facilitator, I take all of the notes, capturing each contributor’s viewpoint, prompting additional questions, and leading the discussion so that everyone feels comfortable being candid.  

If you or your colleagues need a few reasons to schedule this time together, here are five to start with:  

  1. It’s fast. The SWOT process is not a slow-moving, agonizing process. The meeting is a few hours, and the deliverable of priorities and strategies derived from the meeting is in your hands within a few weeks.    
  1. It’s revealing. The group conference call setting brings about a focused and comfortable environment for full engagement, and you’ll find that participants share insights and previously unsaid observations that will lead to new ideas and actions.
  1. It’s energizing. The SWOT effectively returns you to your practice’s mission, vision and purpose, giving those important concepts, and the people who support them, a renewed passion.  Just think of how this energy will impact your pet parents and referral community.
  1. It’s forward-thinking. It’s exciting to consider the future opportunities for your practice. Your perspective about your strengths and future growth will take shape in the form of actionable tactics that can really happen, moving beyond ideas into actual solutions.  
  1. It’s a smart thing to do. The SWOT process will set you up with a road map for success.  

To schedule a SWOT analysis, contact Liz directly at liz.lindley@fetchingcommunications.com, or 877.703.3824 x 105.


The Strengths and Weaknesses of the SWOT are an internal look at your past performance, present situation and strategy, current capabilities and resources. These are the areas of business generally within your control.

The Opportunities and Threats of the SWOT are an external look at your environmental factors. Generally not within your control, these factors can be economic, political, social, technological, legal, competitive forces, etc.