The site What is SWOT Analysis? (visual-paradigm.com) nicely describes, what SWOT is. But, one must always remember, what the actual content in SWOT is. Strengths and Weaknesses are INTERNAL to the company – you evaluate them by looking at the company/product very hard. Opportunities and Threats are EXTERNAL to the company. You evaluate, where and how your product might come handy and what developments may hinder its success.