Example 

Strengths 

Advantages of proposition? 

Capabilities – what does it do better? 

USPs (unique selling points)? 

What do users see as your product‟s strengths? 

What experience, knowledge do you have that will make this a good project? 

Marketing - size, distribution, awareness? 

Innovative aspects? 

Price, value, quality? 

Cultural, attitudinal, behavioural advantages of your product? 

Philosophy and values? 

Weakness 

Disadvantages of proposition? 

Gaps in the products capabilities? 

Is there too much competition? 

Market – is there one? 

Financial cost of prototyping? 

Known vulnerabilities? 

Timescales, deadlines and pressures? 

Reliability of researched data? 

Morale issues? 

Lack of knowledge relating to processes and systems, etc? 

Is there an area you should avoid? 

What are users likely to see as weaknesses? 

Opportunities 

Market developments? 

Market size? 

Competitors' vulnerabilities? 

Industry or lifestyle trends? 

Technology development and innovation? 

Global influences? 

New markets, vertical, horizontal? 

Niche target markets? 

New USPs? 

Information and research gained? 

Volumes, production, economies? 

Seasonal, weather, fashion influences? 

Threats 

Legislative effects? 

Environmental effects? 

IT developments? 

Competitor intentions – new products to be released soon? 

Market demand? 

New technologies, services, ideas? 

Obstacles faced – proposition and prototyping? 

Lack of knowledge? 

Existing products? 

Existing patents? 

Will the PDS change? 

Will users want/use it? 

Please note that the criteria examples above relate to numerous projects. Many listed criteria can apply to other quadrants, and the examples are not exhaustive. You should identify and use any other criteria that are appropriate to your design. Use the template on the next page.