But before you formulate your short-term, specific goals, you need to conduct an environmental scan and SWOT analysis (see Chapter 2) and use those results in your planning process.
Your environmental scan will look at what is coming toward your organization from government, the economy, technology, and other external forces. Your SWOT (strengths-weaknesses-opportunities-threats) analysis identifies
each and uses them to develop possible objectives. Strengths are used to overcome weaknesses or take advantage of opportunities. Potential threats are dealt with by identifying actions that could reduce the possible risk.