Free SWOT Analysis Template: Fill It In, Score It, Download It

This SWOT analysis template takes you from four boxes to a plan with dates: you score every point, see your priorities and walk away with your TOWS matrix and action plan done. It's step one of any marketing strategy you actually want to measure.

How to use this SWOT analysis template

1. Write your goal in one line

   Done

   "Grow online sales 20% in 12 months" works; "improve the business" doesn't. The whole SWOT revolves around that goal.

2. Add 3 to 5 points per box

   Done

   Back each one with a number: "4.8 stars from 1,120 reviews" says far more than "great service."

3. Score impact and urgency from 1 to 5

   Done

   Impact is how much it affects your goal; urgency is how soon it matters.

4. Fill in the action plan and take it with you

   Done

   Add an action, an owner, a deadline and a KPI to each row, then copy it, download it for Excel or save it as a PDF.

Want to see it working before you type anything? Hit “Load example”: it's the SWOT of Hollis Candle Co., the online candle shop from our guide on how to do a SWOT analysis, where we walk through every box with numbers.

How the template ranks your priorities

Every point gets a priority score: its impact times its urgency, from 1 to 25. Anything that hits 15 turns colored and moves to your priorities, so a 5 × 3 or a 4 × 4 makes the cut.

What you see	Where it comes from
Priority	Impact (1 to 5) times urgency (1 to 5). From 15 to 25, it goes into the plan
TOWS matrix	The two highest-scoring points in each box, paired two by two
Action plan	One row per point scoring 15 or more: fix (W), counter (T), protect (S) and seize (O)

The pairs are suggestions, not orders. Read them, keep what makes sense and write your own action in the plan.

What you take with you

• Copy as text: your SWOT sorted by box plus the action plan, ready to paste into Word, an email or your notes.
• Download for Excel: a file that opens in Excel or Google Sheets, one row per point with its score.
• Print or save as PDF: just the template, without the rest of the page.
• Copy AI prompt: your scored SWOT inside a prompt for ChatGPT or Gemini that asks for one action per priority.

Your data never leaves your browser: there's no sign-up and no server storing it. That's the main difference from a free SWOT analysis template you download, fill in once and lose in a folder.

Can ChatGPT do a SWOT analysis? How to use AI with this template

Yes, but it can't see your numbers. Ask ChatGPT for a SWOT from scratch and you get lines that fit any company: "strong brand," "economic uncertainty." Flip the order.

1. Fill in and score your SWOT in the template.
2. Hit “Copy AI prompt” and paste it into ChatGPT or Gemini.
3. Ask for one action per point that scored 15 or more.

The prompt already carries your goal and your points with their priority score, out of 25, and it asks for an owner, a deadline and a KPI on every action. Before you use the answer, check three things:

• Numbers you never gave it: if it invents a figure for a KPI, swap in a real one.
• Vague actions: "improve social media" isn't an action. Ask for one you could finish this week.
• The order: if it tells you to start with a low-scoring item, argue back.

Strip out customer names and private figures before you paste.

SWOT analysis template for PowerPoint (PPT), Google Slides and Docs

This template doesn't export a .pptx or a Slides file, on purpose: a SWOT pasted into your own deck matches your brand. Here's the fast route to each place.

Where it ends up	Route
PowerPoint or Google Slides	“Copy as text,” then Insert, Table, 2 x 2 on a blank slide. Paste one box per cell and keep the font at 18 pt or more
Google Docs or Word	“Copy as text” and paste as is, or insert a table if you want the grid
Google Sheets or Excel	“Download for Excel” saves a CSV. Open it and sort by priority
PDF	“Print or save as PDF” for a clean one-pager

A slide for a meeting needs less than the template holds. Show three items per box with the score in brackets, and keep the full list in your sheet as backup.

Frequently asked questions about this SWOT analysis template

01

Is there a SWOT analysis template for Word?

You don't need one. Fill in this template, hit “Copy as text” and paste it into Word or Google Docs: it comes out sorted by box, with each item's score and your action plan underneath. If you'd rather have the classic grid, insert a two-by-two table in Word and paste only the items that scored 15 or more into each box.

02

Can I use this SWOT analysis template in Excel or Google Sheets?

Yes. “Download for Excel” saves a CSV file with every item, its impact, urgency and priority score, plus your action plan with owners, deadlines and KPIs. It opens in Excel, Google Sheets and Numbers. From there you can sort by priority, share it with your team or add columns, like budget or status.

03

How do I put a SWOT analysis in PowerPoint?

Build a two-by-two table on one slide, with strengths and weaknesses on top and opportunities and threats below. Then paste in only the items that scored 15 or more: a slide with three items per box gets read, and one with ten doesn't. Put the TOWS strategies or the action plan on the next slide, because that's what your boss or client really wants to see.

04

Does Canva have a SWOT analysis template?

Yes, Canva has ready-made SWOT layouts, and they look great in a presentation. What they don't do is the thinking: no scores, no TOWS pairs and no action plan. Use this template first to decide what matters, then paste your top items into a Canva SWOT analysis template if the result needs to look polished.

05

What is a TOWS matrix template?

It's a grid that pairs your SWOT boxes two by two to get strategies: strengths with opportunities (offensive), strengths with threats (defensive), weaknesses with opportunities (turnaround) and weaknesses with threats (survival). This template works as a TOWS matrix template too: it pairs your two highest-scoring items in each box and suggests one move per pair.