Haven't carried out a PEST survey so I wait to be enlightened on that one
I do know about SWOT though ....that's Special Weapons..... Oh No that's the other one!
S = Strengths e.g. Well Established or Specialist Cleaning
W = Weaknesses e.g. Haven't got a Clue what I'm doing
O = Opportunities e.g. Lot's of Houses, offices being built in your area, that sort of thing
T = Threats e.g. Too many other cleaning companies in area doing same thing, Heavy discounting or marketing by competitors etc.
Hope that's of help. If they're treated correctly they can be of good use and make you think about where you've been, where you are & more importantly where you're going. :
Les