Strengths, weaknesses, opportunities and threats
For a larger project you can apply a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) and determine your USP’s (Unique Selling Points). USP's are qualities that make the project special and that you can use to market your project.
Map the SWOT in the scheme underneath. Do not limit yourself to the musical aspects. Also
characteristics such as ‘good in dealing with people’ or ‘be persuasive’ are strong points. ‘Having no financial means’ but also ‘having trouble in making contact’ are weak points. ‘A relative with an important job in the music business’, ‘contacts with journalists’ or ‘having a friend who is a designer’ are examples of opportunities. Threats are for example ‘a lot of competition’ or ‘one of the band members has bad health’.
Action points and USP's
Think carefully about weak points and threats and consider what you can do about this or how you will take this into account in future. Turn strong points and opportunities into strategies and action points. These actions should be included in your action planning later on.
Map your USP’s (Unique Selling Points) in the scheme as well. Which are the specific characteristics you can sell your project with?
Scheme SWOT Analysis
If you organise more projects, you will see that the same strong and weak points, opportunities and threats appear frequently, though there can be differences as well. Think carefully about the pro’s and cons of these differences and use your experience from previous projects.
It can be useful to determine the USP’s for each new project . Putting these into words will give you direct input (text) for the promotion of your project in print, on your website and in press releases. What’s more, this way you know exactly which strong points you would like to focus on during interviews!