Successful coaching businesses don’t just happen. Robust coaching businesses require intentional thought and planning, as well as a clear understanding of the Strengths, Weaknesses, Opportunities, and Threats (a SWOT Analysis) you posses, both personally and professionally.
If you’ve never completed a SWOT analysis before, it’s simple. Simply rite down the answers to the questions below. Just be sure to consider these questions from both a personal and professional perspective.


  • What are your top strengths?
  • What abilities or skills do you have that set you apart from others?
  • What are your core values?
  • What abilities do others call out?
  • Which achievements in your life make you most proud?


  • What weaknesses have you or others noticed about you?
  • What personal and professional limitations are you aware of? (Physically? Financially? Emotionally? Socially? Technologically?)
  • What personality traits might hold you back? (For example, have others said you sometimes come across as impatient, angry, or aloof?)
  • What negative habits do you have? (Lack of follow through or motivation? Poor financial management?)
  • What are you lacking in education, skills, or emotional intelligence? How can you address these areas?


  • What networks are you a part of? How can you leverage these networks to grow your business?
  • Is there potential for strategic partnerships in your business?
  • What new skills could you learn that would set you apart from other coaches?
  • Are other coaches missing an opportunity that you’re uniquely qualified to fill? How could you fill it?
  • What trends do you see in coaching? How can you get ahead of the curve?


  • What obstacles, personally and professionally, have the potential to derail your success?
  • Do any of your weaknesses have the potential to become a threat?
  • Have you stopped growing personally and professionally? Does your appearance, virtual footprint, mindset, or business model come across as dated or “old school”? What needs to change?
  • How is your technological savvy helping or hindering your business?
  • Are there competing priorities that undermine your business? How could you eliminate or minimize them?

A SWOT analysis is an excellent tool for identifying your strengths, weaknesses, opportunities, and threats. More important, it’s a tremendous resource to help you focus on your strengths and take advantage of the many opportunities available to you that will help you succeed as a coach.

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