Strengths are factors that give you an edge and keep the customers coming. The ultimate goal of the strengths section is to highlight positive qualities relating to the cafe staff, how you do business, the restaurant’s location or the menu.
Of course, it can be hard to get outside your own viewpoint to see what people like about your cafe. Maybe you think the new, trendy drink is tasty, but your customers find it gimmicky. Make sure you ask customers and employees what they think makes your place special. Ask the customers for feedback. Instead, casually ask your regulars what brings them in every day. If you want to be more formal, design a survey and offer a discount to those who answer it.
Weaknesses are places where the cafe falls short. Weaknesses stem from flaws in your company’s culture, poor training practices, financial limitations and other sources. Highlight your coffee shop’s shortcomings. Maybe you often find yourself short staffed or low on certain ingredients. Knowing your weaknesses allows you to address them and become more successful.
Opportunities are external factors that can allow you to grow your cafe. Social and financial trends related to current and potential cafe customers create opportunities.
Threats are potentially dangerous marketplace conditions that the cafe has no control over. The threat section of a cafe SWOT must discuss important financial and social trends that endanger the cafe as well as the well-being of other competitors.
For example, if the price of coffee skyrocketed or a major cafe franchise moved in down the street, you would record this as a threat. Simply identifying these threats can help you prepare and protect your business.