I think it’s a good time to visit the old SWOT analysis, a business tool that I’ve previously used to examine where Lincoln City are as a club.
The terms SWOT analysis means to do an overview of where a business (or football club) are at any point by identifying strengths (S), weaknesses (W), opportunities (O) and threats (T). It’s a well-worn management approach and one I used to have to undergo when manager of a builder’s merchant.
In December 2020, I did a SWOT analysis on the Imps, looking at our chances of getting to the Championship. Back then, I listed strengths as versatility, management and league position. The weaknesses were squad depth, means and capacity. The opportunities were commercial, player trading and youth system, with player departures, COVID-19 and burnout as the threats.
Looking back, I’m quite happy with that. I certainly nailed two threats as player departures hit us the following season, and the players hit burnout. The weaknesses of squad depth and means were relatively accurate, if only because others had more means (means being money, basically).
So, what could change with a SWOT analysis ahead of the bulk of the 2024/25 season? Let’s see, shall we?