Identifying your company's strengths and weaknesses can help you locate your opportunities and strengths.

Start by listing and rating all your products and services, rating your customer service, and rating your company's value it provides to customers.

What is your company really good at?

What areas does your company need improvement? Make a list of your company's services and rate the. Give a -10 if this is a weakness and not your best service. Give a 10 if this is an excellent service.

How's your customer service?

Are clients happy with how your phone is answered? Do they need to navigate through a deep phone tree? Can clients get to you by pressing 0 if you do have a phone tree?

How fast do you respond to email?

If your company makes a mistake, how is it handled?

If your clients perceive a mistake and you don't see it, how is that handled?

How is your value?

Compared to other companies in your same industry, how does your pricing compare?

How does your turnaround time compare to other companies in your industry?

Is your turnaround time consistent?

Do your clients know of pending vacations for key employees with plenty of warning, or do you provide your clients with a backup person?

Assess your potential opportunities

Look at your strengths and your weaknesses. Look at your client profiles. Look through the questions clients ask you and the services they request.

List any services you could provide

Think about what you've learned so far writing your marketing profile, and of ideas you had before. Make a list of services you could provide that you don't. List services your clients might want.

Then, rate each service. Until the very last column, do not include your feelings on whether or not you want to implement the service.

Rate the service on the monetary cost, time cost, and the potential impact on your company.

List any products you could create

Do the exact same thing that you did for services, but list products you can create. Think of a product as something you do once and can sell repeatedly, like a book.

List customer service techniques you could employ

Think about what you've learned so far writing your marketing profile, and of ideas you had before. Make a list of customer service tips and tricks you could use that you don't.

Then, rate each tip. Until the very last column, do not include your feelings on whether or not you want to implement it.

Rate the customer service technique on the monetary cost, time cost, and the potential impact on your company.

List any marketing techniques you don't use

Think about what you've learned so far writing your marketing profile, and of ideas you had before. Make a list of marketing techniques you could use that you don't.

Then, rate each technique. Until the very last column, do not include your feelings on whether or not you want to implement the service.

Rate the marketing technique on the monetary cost, time cost, and the potential impact on your company.

Assess your potential threats

Have you found any potential threats in your research so far?

Will a new technology make a service of yours no longer needed? (For example, will Google Voice make your transcription services unnecessary?)

Are there any upcoming trends that will completely change how things are done?

Is a market going away?

Finish the analysis

When done with the analysis, write it up in a brief document, and use that as part of your marketing plan.