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Free PESTLE analysis tool for small business

Score the six external forces shaping your business: political, economic, social, technological, legal, and environmental. We turn each rating into a specific opportunity or threat and a prioritised list of what to act on.

01 Political
Examples to think about
  • Government policy on small business (grants, tax, employment)
  • Election cycle uncertainty affecting customer confidence
  • Trade or import settings affecting your cost base
Direction
Magnitude
Note (what specifically is happening)
02 Economic
Examples to think about
  • Interest rates and credit availability for you and your customers
  • Inflation and input costs (labour, stock, energy)
  • Local employment and consumer spending power
Direction
Magnitude
Note (what specifically is happening)
03 Social
Examples to think about
  • Shifting customer preferences (e.g. quality, ethics, convenience)
  • Demographic shifts in your service area (age mix, household type)
  • Trust in your category (rising, flat, eroding)
Direction
Magnitude
Note (what specifically is happening)
04 Technological
Examples to think about
  • AI and automation in your workflow or your competitors' workflows
  • Customer expectations around online booking, payment, or self-service
  • Platform changes (Google, Meta, marketplaces) affecting reach
Direction
Magnitude
Note (what specifically is happening)
05 Legal
Examples to think about
  • Industry-specific regulation (licensing, compliance, certifications)
  • Privacy and data rules affecting tracking and marketing
  • Employment law changes affecting hiring or scheduling
Direction
Magnitude
Note (what specifically is happening)
06 Environmental
Examples to think about
  • Customer expectations around sustainability or eco-credentials
  • Climate or weather risk to your operations or supply
  • Energy costs and efficiency requirements
Direction
Magnitude
Note (what specifically is happening)
0 of 6 forces scored
How this works

For each of the six external forces you set a direction (tailwind, neutral, headwind) and a magnitude (low, moderate, high). The climate score is a magnitude-weighted average mapped to 0 to 100, where 50 is neutral. Tailwind forces become opportunities and headwind forces become threats; each is paired with a recommended move written specifically for that force category (not generic "consider this" advice). High-magnitude items appear first.

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