SWOT Analysis

Good Vibes Template Series:

This is the first post in our template series. For the next five weeks we will be releasing a new template each week, so be sure to keep your eyes peeled!

A SWOT analysis is a tool that examines the internal strengths and weaknesses of an event and indicates how these can be used to understand external opportunities and to resolve any external threats.

So, if you are organising an event, big or small, you should sit down, take a coffee and invest an hour to make yourself a solid SWOT for your coming event.


These are the attributes of your project/organization which are helpful in achieving project’s objectives. Some examples could include experienced event team, high motivation level, excellent PR, good market share, strong brand name, many social media followers, usage of the right event marketing tools etc.


These are those attributes of your event or organization which are harmful in achieving project’s objectives. Some examples could include lack of funds, inexperienced event team, low energy level, lack of media or contacts, small social follower base, not a lot of brand recognition, small budget (not always a bad thing), and many more.


These are those external factors which are helpful in achieving the project’s objectives. Some examples: Little competition, favorable economic conditions, support from the local authorities, availability of the state of the art infrastructure, great weather coming up, and many more.


These are those external factors which are harmful in achieving the project’s objectives. Some examples could include high competition, little or no support from local authorities, bad weather, poor infrastructure, high labour rate, a change in certain event related laws, bad economic conditions, unavailability of raw material etc.

Get going on your swot analysis

People tend to think they “know it all” and in many cases, they do know a lot about the event and the environment they are working in. However, reflecting on your strengths & weaknesses and the external opportunities & threats that present themselves will ensure you keep in front of an ever-changing industry, and protect you from producing bad events.
On completing your SWOT analysis, you can use the information to refine your event. Thinking about the following questions will then help you put your event plan together.
  • How can we make use of the strengths?
  • How do we reduce or address the weaknesses?
  • How can we make the most of the opportunities?
  • How can we reduce the risks connected to the threats?
“We need to make efforts to change the way young people perceive alcohol. The first step to seeing this happen is to provide alternatives, like going to see live music, creating safe spaces for youth and amping up the all-ages gig scene, and then I think we’ll create a gradual cultural shift away from drinking.”

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