A SWOT analysis is a framework for assessing your "strengths, weaknesses, opportunities, and threats". Strengths and weaknesses are usually internal and relatively simple to identify; most opportunities and threats are external and are easy to miss until it's too late. Heads-up planning can keep you from missing them.

You can do a SWOT analysis on your own using the results of your best-case and competitive analyses, but also try getting a team together from different parts of your firm for some brainstorming. Ask other producers to join in and take turns; you can all profit from running SWOT analyses now and then. Use a whiteboard divided into four boxes and write down everybody's ideas and comments as fast as you can. Then go back and edit each one and delete anything that doesn't fit.

Strengths	Weaknesses
Opportunities	Threats