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Threats: What are the real obstacles? Not what's scary - what's really in the way of your progress? Job instability? Financial challenges? Negative relationships? Not so fun to think about, but I bet it's a short list.If there are gaps between where he is and where he would like to be as an agent, what are the gaps? What does he think is causing the gaps? After completing the SWOT analysis, we discussed each strength and weakness. For each weakness, we examined where he is now and where he would like to be in the future. The difference became the gap!Getting a clear picture of your assets can also stimulate creative thinking. Are there new services you can spin off? Are there sub-niches within your industry you could be serving? Are there entirely different markets that could use your products or services?TOWS Matrix Calculate your startup costs. For a home based business, startup costs are usually small (since you do not have to purchase rent and sometimes even any inventory at all). But you need to calculate it to determine how much you much you'll need to make to enter the profit zone.Ask for referrals (not testimonials): Marketing departments in technology companies spend lot of time and effort looking for testimonials from existing customers to put on the website, in order to attract more prospects. And we all know such testimonials' are hard to get. Instead of going for that a recommendation from an industry peer will do a lot to enhance your credibility and open doors faster than you could yourself.Determining your strengths is the first thing you need to do. They are the characteristics that provide an advantage over others. What are you good at? What comes naturally to you? What do others feel you are good at? tows matrix example should be the focus point of everything you do in your business. All of your services you provide and products or content you create should be based on your strengths. This is what will propel your business forward. Knowing your strengths and how to build upon them and leverage them can only lead to growth.TOWS Matrix Leverage on new Internet research tools to conduct comprehensive studies. At every stage of your research, be open to adopt new directions based on your findings.So when putting a business plan together it's like planning a trip - doing the research, planning everything and then implementing those plans. The first thing that must be done is the background work before anything else can be started.