Finding the 'Aha!' moment. How to think about business strategies.

Hello, this is Iguchi.

As a sole proprietor, I am exploring WEB marketing and sales promotion methods that can be practiced even with small capital, while repeating hypotheses and verifications every day.

In this note, I focus on marketing terms that you might have heard of but are often used in a vague way. Based on my own research and real-life experience, I have summarized them in the simplest language possible.

I hope that even those who are not comfortable with technical terms will be able to think, 'I see, that's what it means.'

We read the major external trends with 'PEST analysis,' and last time we organized our strengths, weaknesses, opportunities, and threats with 'SWOT analysis.' The article on

'PEST analysis' is here↓

The article on 'SWOT analysis' is here↓

I actually tried it myself, and my mind felt clearer, and I feel like the map of my business has become clearer.

However, the elements identified in a SWOT analysis can sometimes just leave you thinking 'I see' when viewed individually.

Honestly, I was also confused at first, wondering, 'How can I combine these into concrete actions?'

That was when I encountered this theme: 'Cross SWOT analysis'!

This also has a somewhat difficult-sounding ring typical of business terms, but once you understand it, the elements identified in the SWOT analysis are reborn as a 'winning strategy'!

Cross SWOT analysis is, so to speak, the step of actually cooking with the ingredients found in a SWOT analysis.

In other words, it is a map for thinking about your next move by combining your strengths, weaknesses, opportunities, and risks.

'How can I use my current strengths to create an opportunity?'

'Is there a way to turn my weaknesses to my advantage?'

Cross SWOT analysis organizes those 'vague feelings' and turns them into hints for action.

In this article, I will explain this 'Cross SWOT analysis' in an easy-to-understand way, incorporating everyday analogies.

What exactly is Cross SWOT analysis?

After looking into it, it seems that Cross SWOT analysis is a framework that generates concrete strategic ideas by combining the 'strengths, weaknesses, opportunities, and threats' identified in a SWOT analysis, which is what it seems to be.

SWOT analysis is, so to speak, the work of 'gathering ingredients.'

And Cross SWOT analysis might be easier to imagine as the work of 'using those ingredients to make a delicious meal.'

Specifically, we think about strategy from the following four perspectives.

1. Strengths × Opportunities (SO Strategy: Offensive Strategy): A strategy to maximize opportunities by using your strengths

2. Weaknesses × Opportunities (WO Strategy: Improvement Strategy): A strategy to seize opportunities while overcoming weaknesses

3. Strengths × Threats (ST Strategy: Differentiation/Defensive Strategy): A strategy to protect yourself from threats or differentiate yourself by using your strengths

4. Weaknesses × Threats (WT Strategy: Withdrawal/Avoidance Strategy): A strategy to avoid the worst-case scenario where weaknesses and threats overlap

By thinking about them in combination, vague elements turn into concrete action plans!

Let's think about it with a familiar example! What if we compare Cross SWOT analysis to a 'new hobby'?

It might be a little hard to imagine, so let's compare Cross SWOT analysis to 'starting a new hobby'! For example, suppose you want to make 'marathon running' your new hobby.

First, you identified your situation and external environment using SWOT analysis.

• S (Strengths): Confident in physical stamina, good at waking up early

• W (Weaknesses): I don't have running shoes, and sometimes I struggle to maintain motivation.

• O (Opportunities): There is a running course in the neighborhood, and there is a campaign offering cheaper entry fees for marathon events.

• T (Threats): I am prone to knee pain, and it's too hot in the summer to focus.

Now, let's combine these using a Cross-SWOT analysis!

1. Strengths × Opportunities (SO Strategy: Aggressive Strategy)

   • 'I have confidence in my physical strength' × 'There is a running course in the neighborhood': Alright, let's start by setting the local course as a goal and training there!

   • 'I am good at waking up early' × 'Marathon event entry fee campaign': Let's practice early in the morning and sign up for the event while the campaign is running!

2. Weaknesses × Opportunities (WO Strategy: Improvement Strategy)

   • 'I don't have running shoes' × 'Marathon event entry fee campaign': Let's use the money saved from the campaign to buy a good pair of running shoes first!

   • 'Sometimes I struggle to maintain motivation' × 'There is a running course in the neighborhood': Let's plan to enjoy the scenery along the course while running, or invite friends to run together!

3. Strengths × Threats (ST Strategy: Differentiation/Defensive Strategy)

   • 'Confident in physical stamina' × 'Prone to knee pain': Leverage your stamina while creating a training menu that stays within reasonable limits, and be sure to incorporate stretching and strength training!

   • 'Good at waking up early' × 'Cannot concentrate in the summer heat': Focus your training during the cool early morning hours throughout the summer!

4. Weaknesses × Threats (WT Strategy: Withdrawal/Avoidance Strategy)

   • 'Prone to knee pain' × 'Cannot concentrate in the summer heat': Since training in the summer is particularly hard on the knees, don't push yourself too hard, and consider incorporating exercises other than running (like swimming) at times.

What do you think?
Doesn't this reveal more concrete actions than looking at SWOT alone?

How do we as freelancers use Cross-SWOT analysis?

So, how can individual business owners and freelancers like us utilize Cross-SWOT analysis to develop concrete business strategies?

Let's think about it using the same Web writer example as last time!
(Previous SWOT analysis results)

• S (Strengths): Knowledgeable about IT/gadgets, SEO writing knowledge, good at communication, meets deadlines

• W (Weaknesses): No design skills, cannot edit video, poor at negotiating rates, lack of sales activities

• O (Opportunities): Demand for video content, increase in owned media, SNS branding, skill improvement through online courses

• T (Threats): AI article generation, increased competition, rising platform fees, economic fluctuations

Let's combine these using Cross-SWOT analysis!

1. Strengths × Opportunities (SO Strategy: Offensive Strategy)

   • "Knowledgeable about IT/gadgets" × "Increase in corporate owned media": Specialize as a writer for IT company owned media, and win high-paying projects by making proposals that highlight your expertise!

   • "Good at communication" × "SNS branding": Share daily learnings and work progress on social media, increase followers with a friendly personality, and build trust to connect to work!

2. Weaknesses × Opportunities (WO Strategy: Improvement Strategy)

   • "Cannot edit video" × "Demand for video content": First, learn simple video editing tools through an online course, and become able to propose editing services along with video structure and script creation.

   • "Lack of sales activities" × "Skill up via online courses": Take an online course on sales strategy, learn effective sales methods, and connect them to acquiring new clients.

3. Strengths × Threats (ST Strategy: Differentiation and Defensive Strategy)

   • SEO Writing Knowledge × AI Article Creation: Enhance your market value by acquiring AI utilization skills—such as fact-checking and rewriting AI-generated articles, or planning structures that deeply interpret reader search intent—to provide 'final quality assurance and added value' that AI cannot.

   • Strict Deadline Adherence × Increasing Competition: Thoroughly promote the reliability of meeting deadlines, and by combining this with high-quality work, deepen client trust and build long-term relationships to differentiate yourself from competitors.

4. Weaknesses × Threats (WT Strategy: Withdrawal and Avoidance Strategy)

   • Difficulty Negotiating Rates × Rising Platform Fees: Focus on sales activities to find clients for direct contracts rather than relying on platforms with soaring fees. Also, learn negotiation techniques to avoid easily accepting low rates.

What do you think?
Don't you think the elements identified through SWOT analysis have turned into concrete 'things to do'?

Summary: Let's draw a blueprint for your business future with Cross-SWOT analysis!

I also tried Cross-SWOT analysis, and it was truly an eye-opener.
I realized, 'SWOT analysis isn't the end!'

By combining my strengths and weaknesses with the opportunities and threats in the world, it suddenly elevates into a concrete strategy.

As sole proprietors and freelancers, we must constantly think of our next move and make decisions ourselves.

Cross-SWOT analysis becomes a powerful tool for drawing a 'future blueprint' that supports those decisions.

Why don't you try doing a Cross-SWOT analysis for your own business as well?

You are sure to have an 'Aha!' discovery.

And that discovery might just be the big step that pushes your business to the next stage.

Thank you for reading until the end.

I would be happy if this article led to a small realization or a hint for your ideas, like 'I see, that's what it was!'

Following me would be a great encouragement.
I will follow back as well ^^