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WHAT IS A SWOT ANALYSIS & HOW TO MAKE IT MEANINGFUL

Let’s be honest — for many, “doing a SWOT analysis” sounds like something out of a corporate boardroom. But done right, a SWOT is one of the simplest and smartest tools you can use to help guide your café journey. Whether you're just starting out or looking to take your existing café to the next level, this exercise will help you see your business more clearly and make better decisions.

SWOT ANALYSIS PIC

SO, WHAT IS A SWOT?

Helping you plan with clarity, not just buzzwords

SWOT stands for:

  • Strengths – What are you already good at?
  • Weaknesses – Where do you struggle or feel uncertain?
  • Opportunities – What exciting ideas or advantages are sitting there, ready to be seized?
  • Threats – What could knock you off course or hurt your business?

Think of it like taking a snapshot of where you stand right now, so you can plan smarter for what’s next.

 

WHY IT MATTERS

Running a café isn’t just about good coffee and tasty food (though that helps ☺). It’s about building something that’s sustainable, profitable, and rewarding — for you, your team, and your customers.

A SWOT helps you:

  • Get perspective — see the big picture beyond the daily grind
  • Play to your strengths — and build your plan around them
  • Spot what’s holding you back — and take steps to improve
  • Prepare for risks — and reduce surprises
  • Uncover opportunities — you might have missed

 

HOW TO DO IT WELL (EVEN IF YOU’RE NOT “BUSINESSY”)

You don’t need fancy language or deep business knowledge. You just need to be honest with yourself and willing to reflect. Here are some prompts to help:

STRENGTHS

  • Do I have café experience or industry know-how?
  • Am I good at creating community, service, or flavour experiences?
  • Do I have a great location, supportive network, or skilled team?
  • What do people compliment me on?

Be proud of what you bring to the table. These are your foundations.

WEAKNESSES

  • What parts of running a business make me nervous?
  • Are there gaps in my knowledge (e.g. finance, staff management, marketing)?
  • Do I struggle with consistency, systems, or making time to plan?
  • Are there things I’ve been putting off?

This isn’t about beating yourself up — it’s about knowing where to grow or get help.

OPPORTUNITIES

  • Is there a niche or vibe I can own in my area?
  • Are there untapped markets (e.g. catering, events, retail products)?
  • Can I lean into social media or community engagement?
  • Are suppliers, collaborators, or mentors I can connect with?

This is where your energy and vision should go.

THREATS

  • Are there strong competitors nearby?
  • Am I relying too much on one source of income?
  • Could rent, staff shortages, or cost of goods hurt me?
  • Are there personal pressures (time, finances, health) I need to manage?

You can’t avoid every challenge, but you can plan for them.

 

FINAL TIPS

  • Be honest – This tool is for you, not to impress anyone.
  • Keep it simple – Short bullet points are fine. Don’t overthink it.
  • Involve your team or partner – Two heads often see more.
  • Revisit it regularly – This isn’t a one-off task. Your SWOT will evolve as you grow.

Remember: The goal of the SWOT is not to write a perfect report — it’s to understand yourself and your café business better. The more real you are in this step, the more powerful your whole business plan will be.

This is your café. Your dream. Let’s build it on insight, not guesswork.