Strengths

• Number of years of experience
• good communication skills
• can work flexible hours
• strong market niche
• trained in more than 1 therapy
• good network of other therapists to cross refer
• good returns and profits from selling product
• central location on the High Street with good footfall
• good transport links and parking
• trained to the highest qualification
• member of professional Association
• high level of customer service
• reputation established through working with Top Clinic and Spa
• requires low levels of investment to start up
• previous work experience as manager will aid business growth

Weaknesses

• reliant on just me
• competing with established salons and spa
• working from home so no footfall
• location in High Street is noisy
• lack of finance to fund start up
• area resistant to complementary therapies
• I have to do everything and am pulled in many directions
• poor skills in finance, marketing, sales, presentations

Opportunities    

• Can add to treatments provided as I train in more therapies
• option to do therapy parties, via Essentials for Health part plan
• been invited to do a demo at exclusive gym
• cross referals, offers and deals with nearby shops and services
• proximity to hospitals, doctors, and other referring centres
• local therapy fairs advertising opportunity
• opportunity to teach workshops in therapy leads to referals
• local competitor is relocating and offers client base
• local paper is researching an educational piece on therapies and invites you to write in it

Threats

• Staff member leaves with database
• increase in clinic room rent makes prices very high
• a new therapy centre opens just down the road and has an aggressive marketing team
• a negative article appears in the press about the inefficacy of therapies
• changing rules for therapy regulation of therapies means I need to upgrade my skills