Swotting for Success

Not so long ago, I impressed the daylights out of a friend, by showing him his face on my PC's screen. As I tapped away at the minus key, the picture slowly zoomed-out, revealing that it was a picture of the two of us, and it soon became clear where the picture was taken. As I continued to zoom out, more details came into view; the picture was actually a small part of a scanned photograph of the two of us sitting by my desk, watching the monitor. The photo was merely lying on the desk when the high-resolution picture was taken.

Aside from the fact that even just viewing this high-resolution picture took up obscene amounts of disk space and memory, and slowed down my PC to the speed of a Sinclair ZX-81, the story also serves as a fairly long-winded analogy to an important business concept. We constantly lose track of the big-picture; we forget what we're trying to achieve, and get sidelined dealing with email enquiries, financial issues, bug-fixes, submitting our site to the search engines and other day to day tasks. All part of running a small web-based business. The bigger companies have staff to deal with the correspondence, answer the phone, market their products and spend day or weeks on getting their new logo just right. We do not.

But there's a serious risk to this; not only is it incredibly easy to lose track of where you are and what you're doing, chances are you won't even see the threats and opportunities that may be passing you by without you even realising.

Which is why I love the SWOT analysis - one of the few genuinely useful tools that I picked up during my years at the Leeds Business School. SWOT stands for Strengths, Opportunities, Weaknesses and Threats - and offers a fast, simple and powerful tool for internal and external appraisal.

The idea that you as a company should play to your strengths and improve on your weaknesses is a simple and obvious one, but first of all you need to identify them. Ten minutes is all you need to give this a go? and you might well be surprised at just how useful it really is.

Your strengths

What are your strengths? What are you good at? Perhaps it's an established name and reputation, or that of your software. Maybe you have something unique that people need and use, or maybe your current price is what really sets you apart from the competition. Don't go for being modest here - what makes you good? And what makes your software so desirable? Distribution methods could be a strength - if you rely solely on internet distribution, then this is as hands free as its gets. Or maybe your manual that registered users receive is seen as the bees-knees of the PC world.

Weaknesses

Chances are that drawing up the list of your strengths brought a few weaknesses to mind. Every potential strength has an equal chance of being a weakness; perhaps you're relatively new to the shareware industry, and don't yet have an established name. Maybe your software isn't really that good, or maybe there's no real demand for it - be honest here, or you're wasting your time. Is there really anything that sets your software apart from the competition? Or are you just one of the many, who will get a certain percentage of the market sales by the simple statistics of random choice? If your sole distribution method is through the internet via downloading, is the file small enough to be a realistic download?

Opportunities

Now we're getting onto the good stuff. Based on your listed strengths and weaknesses, a few possible opportunities must have presented themselves. Perhaps you should be adding your software to more download sites? Not just the big ones, but as many as possible. Think about it - how long does it take you to add your details to Boomer's Shareware Shake-Down? Okay so the chances of someone finding your software there are low, but how many sales do you need to make those two or three minutes worthwhile? Better still, have someone do it for you. What about getting a write-up in a magazine? You don't think the editors already have enough content do you? Take advantage of Al Harberg's service, and get your name out there.

How about producing a CD version of your software, or putting together a printed manual? At the time of writing this article, we're doing a review of an application named Windows Commander, and registered users get a single A4 page folded into a booklet. Know what? We love it! Simple instructions and shortcut key reference; it looks like it's been printed on a decent laser printer and photocopied. And it's as good-looking and professional as some of the printed manuals we receive.

How about different language versions? Perhaps not as difficult to implement as you might think. Don't be constrained here - don't think ideas through to the bitter end before rejecting them, just get them written down.

Threats

The nastier part of the process - chances are there are more dark clouds hanging over you than you realise. If one of the basic principles of warfare is to know your enemy, one of the pillars of good business should be to see your threats. Threats can come in many different forms; one of the most likely is competition. Have you had a look at what's out there lately? Do you know who your competition is, what they sell, and how popular they are? Are they more popular than you? If so then why? Maybe new technology is going to pull out the carpet from under your feet, or for that matter new developments. If your software is an animated GIF maker, then you should be watching industry developments in this are very closely right now. Especially if you depend on it to make a living.

Example. At the time of writing this article, Enfish Tracker Pro was one of the most impressive applications that I had ever come across. It allowed me to track data throughout my PC, and does so crossing all boundaries - data type, application source, network, internet and so on. One of the main things that I initially used it for was searching through the many thousands of emails that I had collected over the past few years. At the time I used Eudora Pro, and no matter how carefully I structured sub-directories and groups, hunting for a particular letter can still be fairly time consuming. Enfish was my saviour in this particular arena, and would be still today, had it not been for the release of version 4.2 of Eudora. Among other things, the search features have been vastly improved, and allow me to search using any combination of subject, author, date and so much more. This feature of the Enfish software is now largely redundant.

Keep an eye on new technology - it can sneak up on you quicker than you think. And if your software enhances or improves other products, the next release might leave you stranded. The same principle applies if your software largely depends on the features of a particular operating system. Off the top of my head, I could name more than ten applications that will be totally redundant when Windows 2000 is finally released. You do already know about the new features of this "operating system of the future" don't you?

The SWOT analysis won't produce or create anything for you, it's merely a tool. For many of us, it's main purpose will be to prop open our eyes and force us to lift our heads and see the bigger picture. Focusing on what we're good at and what needs improving is vital, and the importance of seeing the opportunities and threats that are out there can't be overstated. Look at your software and business in general as a trophy. Wipe off the dust, polish the shiny bits, and maybe swing over the spotlight to show it off. Looks good, doesn't it? You might also want to move the vase before it falls on it, oh and for god's sake get that stand fixed before it collapses? Be seen, be sold.

Copyright 2004 Dave Collins

About The Author

Dave Collins is the CEO of SharewarePromotions Ltd., a well established UK-based company working with software and shareware marketing activities, utilising all aspects of the internet. http://www.sharewarepromotions.com and http://www.sharewarepromotions.com.

high-end home cleaning Morton Grove ..
In The News:

Aigen's Element robot uses solar power and AI to provide farmers with a sustainable alternative to herbicides, working efficiently in cotton and soy fields.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Cybercriminals accessed Medicare data of more than 100,000 Americans by creating fraudulent accounts, prompting CMS to deactivate accounts and issue new Medicare cards.
China's battery swap technology from CATL lets electric vehicle owners exchange batteries in under two minutes, with plans to expand to 1,000 stations across 31 Chinese cities by 2025.
Analysts at Silent Push have uncovered a widespread scam that uses counterfeit retail websites to steal the credit card information of online shoppers.
Chrome users need to update their browsers immediately as Google addresses a critical vulnerability that hackers are actively exploiting. Additional security measures are recommended.
A study found teens glance at phones for dangerous two-second intervals while driving, using devices primarily for entertainment, texting and navigation despite crash risks.
Security researchers uncovered a flaw in Windows 11 that allows attackers to disable Secure Boot using Microsoft-signed tools, requiring manual updates to protect against bootkits.
Carnegie Mellon's noninvasive brain technology allows users to move robotic fingers by thinking about the motion, offering new possibilities for people with motor impairments.
Multi-factor authentication (MFA) adds an extra layer of protection to your accounts. Instead of relying only on a password, MFA requires you to verify your identity using two or more methods.
Scientists from Duke, Harvard, and the University of Otago have unveiled a game-changing tool called DunedinPACNI. It uses a single AI brain scan to reveal how fast a person is biologically aging.
A disturbing wave of fake agent phone scams is sweeping across the United States, catching people off guard and draining their savings.
Emojis aren't just playful add-ons; they're powerful tools for building stronger connections in our increasingly digital world.
Google has taken a major step toward the future of clean energy by partnering with Commonwealth Fusion Systems (CFS), an MIT spin-out working to build one of the world’s first commercial fusion reactors.
If you create and share art online, you might have seen messages warning that Facebook's parent company, Meta, claims the right to use or even sell anything you post, whether it's pictures, poems, or artwork.
Cybercriminals hit Qantas in a major data breach that exposed information from up to six million customers.
Having reliable, loud, and timely emergency alerts on your phone or device is important because when severe weather strikes, every second counts.
Here's how your daily brew is becoming the foundation for greener buildings.
Artificial intelligence (AI) and large language models (LLMs), such as ChatGPT, are transforming how we learn. But what does this mean for AI and learning retention?
Modern AI data centers use much more electricity than traditional cloud servers. In many cases, the existing power grid cannot keep up. One innovative solution is gaining traction: repurposed EV batteries for AI data centers.
Microsoft 365 and Outlook users are being targeted by a tactic that injects fake billing alerts directly into their calendars.
Researchers are now showing us that old smartphones as data centers could be the next big thing in sustainable tech.
Scientists have created micro-robots for sinus infection treatment that can enter the nasal cavity, eliminate bacteria directly at the source, and exit without harming surrounding tissue.
Let's examine how your data is collected in everyday life, who is buying and selling it, what happens to it afterward, and, most importantly, what you can do to protect yourself.
Researchers at the University of Sheffield in the U.K. developed small robots called "Pipebots" that can travel inside water pipes to find and potentially repair leaks, all without any excavation.

Motivation By Desire

Many of us have lost sight of what we really... Read More

One Step at a Time the Bowling Ball up the Ladder of Success!

I have often been asked the question, "What is true... Read More

The Seven Cs of Success

Get ready to sail the Seven C's - the Seven... Read More

Self Growth - How to Overcome Your Critics

They all know it's part of the success journey.They know... Read More

How to Use Your Pain to Gain

Pain. All of us have felt that emotion some time... Read More

The Characteristics of a Winner

As kind of a hobby I like to watch people.... Read More

The Ancestral Cream

"I am the greatest warrior. I have fought with gods... Read More

You Know How, But Do You Know Why?

An unexamined life is not worth living ? SocratesAll too... Read More

Quick Steps To Make This Your Best Year Yet

Looking for a way to make this year your best... Read More

Is This Your Time To Take Action?

If you are sick and tired of the dreaming phase... Read More

How The Right Questions Can Change Your Life

Your own pressing needs, your long-standing frustrations, would benefit tremendously... Read More

The #1 Way to Control Your Mind for Success!

People say: "One can't help one's thoughts." But one can.... Read More

Wheres Your Value?

The simple action of writing the every day grocery demonstrates... Read More

Dont Listen To Successful People

Do you know what the problem is with asking successful... Read More

There Is Room For Everyone At The Top

Do you believe that? Do you believe we can all... Read More

It Takes Competence to Change!

This article is about a subject that few people think... Read More

Back-Planning For Success

Coming up with new dreams and passions can be fun,... Read More

Purpose in Amsall?s Success Mindset Tripod

Here are the 3 elements of the "Purpose" leg in... Read More

Increasing Reading Speed

Reading is an integral part of our daily work lives.... Read More

Paying Attention

Being a spiritual teacher has continually frightened me. Not because... Read More

Success Through The Eyes Of A Child

Adults, with eyes to see, can learn so much about... Read More

The American Dream Model

The present model of business and career motivation, the one... Read More

Your Focus is the KEY to YOUR Success

Why do you need to know your focus when joining... Read More

How To Start, Survive, and Finish Your Journey To Super Success

"The more you hate, the more you love."What an ironic... Read More

Job and Life Rules to Follow

Decide which game to play. Is winning that... Read More

spring cleaning service Buffalo Grove ..