Understanding Your Market

It is important to closely analyse the macro economic environment, your customers and competition in order to identify- opportunities and threats for your institution.

What exactly do we mean by opportunities and threats?

Opportunities (O) -current or future conditions in the environment that your institution might be able to turn into its advantage (e.g. introduction of new legislation, identification of a new market for your programmes and services, technological developments that will provide a new way of delivering your services to your customers)

Threats (T) - current or future conditions that might harm your institution's business (e.g. new competitors, new regulations, decline in donor funding).