Template · Strategy & competition
TOWS Matrix template
For turning a SWOT into strategy by pairing each strength and weakness with each opportunity and threat. Leave it alone when the SWOT underneath is thin or flattering; vague inputs give vague strategies. Instead Go back to the SWOT and make it honest; TOWS can only pair what it is given.
Download it
Nothing here asks for an email. The files are static and you can link straight to them.
Or work it through here
Work cell by cell, pairing specific numbered factors from your SWOT (S1 with O2, and so on) rather than writing generalities. Your entries persist for this browser session and can be copied out as Markdown or printed.
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What you may do with it
This sheet, meaning our drawing and layout of it, is released under Creative Commons Attribution 4.0 International. Use it commercially, put it in a client deck, print it for a workshop, adapt it. Keep the attribution line that is printed on the sheet and you have met the licence.
Originator: Heinz Weihrich. The framework itself is not ours to license, and the written entry behind this page, its worked example, critiques and sources, stays all rights reserved. The full licence position is set out in plain English.
Before you fill it in
A blank template is the easy part. The entry behind it covers how to run TOWS Matrix properly, a worked example, the pitfalls real teams hit, and the situations where it is the wrong tool and something else would serve better.