Free SWOT Analysis Template (Excel)
The 4-Quadrant SWOT Matrix, Plus a Weighted Score
The core of the template is the standard 4-quadrant SWOT layout: log each factor under Strength, Weakness, Opportunity, or Threat. What's different is that every factor also gets an Impact score from 1 to 5, instead of just sitting there as a bullet point.
That impact score is what lets the quadrant totals mean something. A quadrant with three high-impact strengths and a quadrant with three low-impact strengths look identical as bullet lists, but the scored totals tell them apart.
What's Inside the Free SWOT Analysis Excel Template
Two sheets. SWOT Factors holds 60 rows: Quadrant (a dropdown of Strength/Weakness/Opportunity/Threat), Factor, Impact score (1-5), and Notes. TOWS Actions holds 40 rows for turning the analysis into next steps.
The quadrant scores, internal balance (Strengths minus Weaknesses), and external balance (Opportunities minus Threats) all calculate in a summary block at the bottom of the SWOT Factors sheet as you enter factors and scores.
Turning SWOT into Action with a TOWS Cross-Strategy Matrix
A SWOT list on its own tells you where you stand, not what to do about it. The TOWS Actions sheet is built for that second step: pick a pairing - S+O, S+T, W+O, or W+T - and write the action item that pairing suggests, with an owner, priority, and status.
The summary on that sheet counts high-priority actions and actions marked Done, so the TOWS list stays a working action tracker rather than a one-time brainstorm you never revisit.
Reading the Strength-vs-Weakness and Opportunity-vs-Threat Balance
Internal balance (Strengths score minus Weaknesses score) and external balance (Opportunities score minus Threats score) are both simple SUM-based totals in the summary block - there's no chart or radar graphic, just the numbers, which is enough to see at a glance whether your internal and external pictures skew positive or negative.
Keep the read honest: this is a lightweight scoring matrix for a planning conversation, not a substitute for a strategic consulting deliverable.
How to use it
- Log each factor in its quadrant (Strength, Weakness, Opportunity, Threat) with an impact score 1-5.
- Check the quadrant scores and the strength-vs-weakness balance, which calculate automatically.
- Turn the analysis into moves on the TOWS Actions sheet: pair S+O, S+T, W+O, W+T.
Download the free Free SWOT Analysis Template (Excel)
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Frequently asked questions
Can I use this SWOT analysis template in Google Sheets?
Yes. Upload the downloaded file to Google Drive, then open it and choose File > Save as Google Sheets. All the totals keep working.
Does this include a radar chart or graphic?
No. The quadrant and balance scores are SUM-based totals in a summary block, not a chart. If you want a visual radar chart, you'd build one yourself from those totals.
How is the quadrant score calculated?
It's a SUM of the impact scores (1-5) you entered for every factor in that quadrant, so a quadrant with more high-impact factors scores higher.
How many factors and action items can I log?
The SWOT Factors sheet has 60 rows and TOWS Actions has 40. Both are standard tables, so you can insert more rows if you need them.
What's the usage license?
Personal use or use within one business. It's not meant to be resold or redistributed as a template product.