Free SWOT analysis templates

10+ strategy templates are available in Aha! as part of your 30-day free trial.

Planning templates are great. These tools make our lives easier and provide us with a guide to get going quickly and easily. As former product managers, our team at Aha! relied on many types of templates in the past — including SWOT analysis templates.

Back then, it would have been nice to have found a treasure trove of templates to download for quick use.

Of course, we hope you would choose to use Aha! for your strategic market analysis. But we care more about building a world of better software and happy product builders.

So we are giving you these Excel and PowerPoint templates for free.

What is a SWOT analysis?

SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is used by product and marketing teams during strategic planning to identify what their product is doing well, where it can improve, and how it fits in the competitive landscape. It can also be applied even more strategically at the company level. However, the explanations below assume that you will use them for product planning purposes (unless otherwise indicated).

There are many different types of SWOT analyses that can be done. Most are split into internal factors (strengths and weaknesses) and external factors (opportunities and threats). To fully understand the benefits of this planning tool, you must first understand the various components and how teams should address them.

Components of a SWOT analysis

  • Strengths
    Strengths are an internal assessment of the product's attributes that give it an advantage over other products. These can be features of the product or characteristics of the business. For example, a strength of one product may be its wide range of integrations, while for another, it is veteran product leadership.

  • Opportunities
    Opportunities are usually external to the product and can range from partnerships to new markets. These can also be future product expansion opportunities — expressed as unmet customer needs that the team has identified.

  • Weaknesses
    Similar to strengths, the weaknesses component of the SWOT analysis is an internal assessment of the product's attributes that put it at a disadvantage when compared to alternatives. For example, a weakness could be a key feature that the product is lacking.

  • Threats
    Threats are typically external factors impacting the product. These factors can be anything ranging from economic factors to emerging technology. Ultimately, these threats are the obstacles facing the business and what could adversely affect the product in the future.

Excel templates

Many teams use templates to build and share SWOT analysis. These templates are commonly built using tools such as Excel or Powerpoint. Excel templates are typically used for detailed analysis where a large amount of data and information is required to be entered.

Simple matrix

The basic matrix template is the four-quadrant table that is most commonly associated with SWOT analysis. It includes strengths, weaknesses, opportunities, and threats, in a color-coded grid.

Business planning

The business planning SWOT template allows you to summarize key information at the beginning and end of your template. These bookends provide strategic context of the factors within the analysis.

Internal vs. external

The internal vs. external template segments your SWOT analysis into internal factors related to your team and processes against external factors that are outside your company. This Excel template highlights the relationships between each of the components.


The top-down template focuses you on one component at a time and allows more flexibility to expand copy areas as needed. This template formats the SWOT components into a colorful format that is great for including in a spreadsheet.

PowerPoint templates

PowerPoint templates are typically more visually appealing and used for presentations. When using one of these templates, it is important to distill each quadrant down to its essence because there is less space. This will make it easier for your audience to read and comprehend your key ideas.

Simple matrix

The traditional four box SWOT layout is also called a simple matrix. This template adds color and design to presentations.


This is a useful template when you need to add longer descriptions. Similar to the top-down SWOT for Excel, this colorful Powerpoint template includes the same components in a horizontal layout.


This template allows you to compare the SWOT components for your organization with one competitor or a set of competitors. This analysis allows you to make a strategic comparison within the structure of the SWOT framework so you better understand how you stack up.


The circle template shows the SWOT matrix as a graphic in the middle while providing callout text area for each component. This bold layout is great for talking through key points in a presentation.


This template incorporates growth strategies into the SWOT framework with forward-looking statements for each component. This is useful when you want to come away from the analysis with an action plan.

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