# How to Build a Competitive SWOT Analysis Process
In the fast-paced Australian business landscape, standing still is often the same as moving backwards. A competitive SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is more than just a boardroom exercise; it is a strategic blueprint that helps you identify exactly where your business shines and where you are vulnerable to local competitors.
By systematically evaluating your internal capabilities against external market forces, you can make data-driven decisions that protect your market share and fuel your growth.
Why this matters for your business
Whether you are a tradie in Brisbane or a boutique retailer in Melbourne, understanding your competitive landscape prevents you from being blindsided by market shifts. A well-executed SWOT allows you to double down on what works, fix what doesn't, and spot gaps in the market that your competitors have overlooked.---
Prerequisites
Before you begin, gather the following:- Access to your Google Business Profile & Analytics: To see where your traffic comes from.
- A list of 3-5 direct competitors: Those who show up next to you in Google search results.
- Customer feedback: Recent reviews or survey results.
- Financial data: A basic understanding of your most profitable services/products.
- A quiet hour: This process requires focused thinking.
---
Step 1: Define Your Objective
Don't just "do a SWOT." Define a specific goal. Are you looking to launch a new service line? Are you trying to understand why a competitor is outranking you on Google? Or are you preparing for the next financial year? Having a clear lens ensures your analysis stays relevant and actionable.Step 2: Assemble Your "Brain Trust"
If you have a team, don't do this alone. Your frontline staff—the people answering the phones or out on-site—often see weaknesses and opportunities that management misses. If you are a solo operator, consider asking a trusted mentor or a long-term client for their honest perspective on your business.Step 3: Audit Internal Strengths
Start with the positives. What does your business do better than anyone else in your suburb or city?- What to look for: Do you have a 5-star rating on Google? Do you have a unique ABN-registered trade qualification? Is your equipment state-of-the-art?
- Screenshot Description: Open your Google Business Profile dashboard. Look at your "Insights" section to see how many people find you via "Direct" searches versus "Discovery" searches. A high direct search volume is a massive strength—it means people know your brand name.
Step 4: Identify Internal Weaknesses
Be brutally honest here. This isn't about self-criticism; it's about risk management.- Common Australian small business weaknesses: Limited marketing budget, a website that isn't mobile-friendly, slow response times to enquiries, or over-reliance on a single supplier.
- Tip: Check your negative reviews. If three people complained about how long it took to get a quote, "Slow Quoting Process" is a weakness.
Step 5: Map Out External Opportunities
Opportunities are external factors that you could exploit for growth.- Think local: Is there a new housing development starting nearby? Is a major competitor retiring or closing down? Is there a seasonal trend (like EOFY or Black Friday) you haven't capitalised on yet?
- Digital Opportunity: Use a tool like Google Trends and set the location to "Australia" or your specific state. Look for rising search terms related to your industry.
Step 6: Identify External Threats
Threats are external factors that could hurt your business. You cannot control them, but you can plan for them.- What to look for: Rising fuel or material costs, changes in ATO regulations, or a new franchise opening up down the street.
- The "Google Threat": Search for your main service + your suburb. If you see three new competitors using Google Ads to sit above your organic listing, that is a direct threat to your lead flow.
Step 7: Conduct the Competitor Deep Dive
Pick your top three competitors. Visit their websites and social media pages.- The Comparison: Create a simple table. Compare their pricing (if visible), their call-to-action (do they have an easy booking form?), and their content frequency.
- Screenshot Description: View a competitor's Facebook Page, click on "Page Transparency," and then "Ad Library." You can see exactly what ads they are currently running in Australia. This is gold for identifying their strategy.
Step 8: The TOWS Matrix (Turning Analysis into Action)
This is where most businesses stop, but it’s the most important part. Create a TOWS matrix to find your "Strategic Fits":- SO (Strengths-Opportunities): How can you use your strengths to take advantage of opportunities?
- ST (Strengths-Threats): How can you use your strengths to bypass threats?
- WO (Weaknesses-Opportunities): How can you fix weaknesses by using opportunities?
- WT (Weaknesses-Threats): How can you minimise weaknesses and avoid threats?
Step 9: Prioritise and Assign Tasks
You likely have a list of 20 things to do. Pick the top three. For example, if a threat is "Competitors have better websites," and an opportunity is "High search volume for [Service X]," your priority task is: Optimise website landing page for [Service X] by end of month.Step 10: Set a Review Date
A SWOT analysis is a snapshot in time. In the Australian market, things change fast. Set a calendar reminder to revisit this process every six months to ensure your strategy is still aligned with the market reality.---
### 💡 Pro Tip
Don't ignore the "Silent Competitor." Sometimes your biggest threat isn't another business, but the customer deciding to "do it themselves" or doing nothing at all. Ensure your strengths address why professional help is superior to a DIY approach.
### ⚠️ Common Mistake
Avoid being too vague. "Good customer service" is a weak entry. "Average 4.9-star rating from 150+ Google reviews with a 2-hour response time" is a specific, measurable strength you can actually use in your marketing.
---
Troubleshooting
"I can't find any weaknesses." Ask your most recent lost lead why they didn't go with you. Was it price? Was it the time it took to call them back? If you aren't winning 100% of your quotes, there is a weakness somewhere in the sales funnel. "My competitors all look exactly the same as me." This is actually an opportunity! If everyone in your industry in Brisbane has a boring website and a slow response time, being the one who responds in 15 minutes and has an easy-to-use website becomes your greatest strength. "I don't have time to track competitors." Set up "Google Alerts" for your competitors' business names. You'll get an email whenever they are mentioned in the news or online, allowing you to monitor their moves with zero effort.---
Next Steps
- Download a Template: Use a simple four-quadrant document to record your findings.
- Audit Your SEO: Now that you know your competitors, see how you stack up on search results. Contact us if you'd like a professional competitive audit of your local area.
- Update Your Messaging: Take your identified strengths and put them front and centre on your website homepage and Facebook ads.