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Regeneration
Proforma
For undertaking a SWOT
Strengths Weaknesses Opportunities Threats
Part one
1. Put yourself in the position of a visitor from a particular segment of
potential audience. For example a mother with children – or a 16
year old man, maybe a tourist etc. This is quite difficult, so you can
also choose to go as yourself – very often you will make
assumptions about particular groups of people without any
evidence. Remember you might not be representative of the target
audience. For example if most people arrive by car , and you do
that is OK but also consider if there is a bus
2. Start the analysis – just approach the site and note down SWOT
points, put them in any order – you can tidy it up later. Remember
Strengths and Weaknesses ten to be internal to the thing you are
studying – Opportunities and Threats external.
3. Work both from a practical point of view, for example what do the
signs tell you but also how do you feel. How you feel about the
‘stimulus’ or information you receive will be an important part of
the SWOT.
4. Look at the texts provided for interpretation – who are they aimed
at. Are they useful or even understandable? If it is a
Museum/Gallery/ Historic Site does the interpretation give you
enough information or provide you with the context for what you
are looking at.
5. Look for things that have a symbolism not just a function.
6. Remember some things can be a strength and a weakness
7. Remember your SWOT starts before you get to the site with the
publicity and your expectations.
Part 2
How do you turn the weaknesses into strengths?
How do you turn Threats into Opportunities?
What would you do to make improvements?
Maybe think of it as Hardware and Software.
The Hardware is the physical environment the Software the
management
Some things may need a change of the built environment others a
different way of treating the audience.
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