This small company's SWOT analysis is a powerful but straightforward process. It provides businesses with a clear picture of their current situation and assists them in understanding how to become more successful. Companies can discover their strengths and potential weaknesses within these four categories. A small company's SWOT analysis considers both internal and external factors. Internal factors are those over which companies have control. External factors (opportunities and threats in the larger economy) are beyond a business's control. These four key factors provide the foundation businesses can use to plan for the future. They can accomplish this by leveraging their internal resources to counter external threats.