{"id":25661,"date":"2026-03-03T22:24:49","date_gmt":"2026-03-03T20:24:49","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/swot-analysis\/"},"modified":"2026-03-06T15:15:38","modified_gmt":"2026-03-06T13:15:38","slug":"swot-analysis","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/swot-analysis\/","title":{"rendered":"SWOT Analysis"},"content":{"rendered":"<div style=\"background:#f0f1f3;padding:1.5rem;margin-bottom:2rem;border-radius:12px;\">\n<strong>In brief:<\/strong> SWOT analysis is a strategic planning tool that contrasts a company&#8217;s internal strengths and weaknesses with external opportunities and threats. It creates the foundation for well-founded strategic decisions and is often the first step in strategy development.\n<\/div>\n<nav style=\"background:#f8f9fa;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is a SWOT Analysis? \u2013 Definition <\/a><\/li>\n<li><a href=\"#matrix\" style=\"text-decoration:none;color:#1a5276;\">The SWOT Matrix in Detail<\/a><\/li>\n<li><a href=\"#durchfuehrung\" style=\"text-decoration:none;color:#1a5276;\">Conducting a SWOT Analysis: Step by Step<\/a><\/li>\n<li><a href=\"#strategien\" style=\"text-decoration:none;color:#1a5276;\">From SWOT to Strategy: The TOWS Matrix<\/a><\/li>\n<li><a href=\"#innovation\" style=\"text-decoration:none;color:#1a5276;\">SWOT Analysis for Innovation and Business Model Development<\/a><\/li>\n<li><a href=\"#fehler\" style=\"text-decoration:none;color:#1a5276;\">The 5 Most Common Mistakes in SWOT Analysis<\/a><\/li>\n<li><a href=\"#kmu\" style=\"text-decoration:none;color:#1a5276;\">SWOT Analysis for SMEs: Pragmatic and Effective<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions about SWOT Analysis<\/a><\/li>\n<li><a href=\"#verwandte-glossar-begriffe\" style=\"text-decoration:none;color:#1a5276;\">Related glossary terms<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is a SWOT Analysis? \u2013 Definition <\/h2>\n<p>The SWOT analysis (also known as the SWOT matrix) is a strategic framework developed at Stanford University in the 1960s. It combines internal company analysis (strengths and weaknesses) with external environmental analysis (opportunities and threats) in a clear 2\u00d72 matrix. <\/p>\n<p>SWOT stands for:<\/p>\n<ul>\n<li><strong>S<\/strong>trengths \u2013 internal advantages over the competition<\/li>\n<li><strong>W<\/strong>eaknesses \u2013 internal deficits and limitations<\/li>\n<li><strong>O<\/strong>pportunities \u2013 external trends and possibilities<\/li>\n<li><strong>T<\/strong>hreats \u2013 external threats and challenges<\/li>\n<\/ul>\n<p>In the context of <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-management\/\">innovation management<\/a>, SWOT analysis is an essential tool: it identifies where innovation is most urgently needed (addressing weaknesses, countering risks) and where the greatest leverage lies (utilizing strengths, seizing opportunities). It is often the starting point for developing an <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-strategy\/\">innovation strategy<\/a>. <\/p>\n<h2 id=\"matrix\">The SWOT Matrix in Detail<\/h2>\n<table style=\"width:100%;border-collapse:collapse;margin:1rem 0;\">\n<thead>\n<tr>\n<th style=\"padding:0.75rem;border:1px solid #e2e8f0;background:#f8fafc;\"><\/th>\n<th style=\"padding:0.75rem;text-align:center;border:1px solid #e2e8f0;background:#e8eaed;\">Helpful<\/th>\n<th style=\"padding:0.75rem;text-align:center;border:1px solid #e2e8f0;background:#fee2e2;\">Harmful<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;background:#dbeafe;font-weight:600;\">Internal<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\"><strong>Strengths (S)<\/strong><br \/>Core competencies, resources, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\">USP<\/a>, customer relationships, brand<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\"><strong>Weaknesses (W)<\/strong><br \/>Lack of resources, skill gaps, outdated processes, low <a href=\"https:\/\/pointofnew.at\/en\/glossary\/digital-maturity\/\">maturity<\/a><\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;background:#fef3c7;font-weight:600;\">External<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\"><strong>Opportunities (O)<\/strong><br \/>Market trends, technological developments, regulatory changes, new customer needs<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\"><strong>Threats (T)<\/strong><br \/>Competition, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/disruptive-innovation\/\">disruption<\/a>, regulatory hurdles, economic conditions<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"durchfuehrung\">Conducting a SWOT Analysis: Step by Step<\/h2>\n<p><strong>Step 1 \u2013 Preparation:<\/strong> Clearly define the object of analysis: The entire company? A specific product? A new <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-patterns\/\">business model<\/a>? The narrower the focus, the more meaningful the results.   <\/p>\n<p><strong>Step 2 \u2013 Internal Analysis (S\/W):<\/strong> Honestly evaluate your internal strengths and weaknesses. Data sources: employee surveys, financial KPIs, customer feedback, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\">competitive benchmarking<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/digital-maturity\/\">maturity assessment<\/a>. <\/p>\n<p><strong>Step 3 \u2013 External Analysis (O\/T):<\/strong> Identify relevant opportunities and threats in the business environment. Tools: industry analysis, trend monitoring, PESTEL analysis (Political, Economic, Social, Technological, Environmental, Legal). <\/p>\n<p><strong>Step 4 \u2013 Prioritization:<\/strong> Not all factors are equally important. Evaluate each factor based on relevance and urgency. <\/p>\n<p><strong>Step 5 \u2013 Strategy Derivation:<\/strong> Combine the four fields into concrete strategic options (see TOWS matrix below).<\/p>\n<h2 id=\"strategien\">From SWOT to Strategy: The TOWS Matrix<\/h2>\n<p>The true power of SWOT analysis lies in linking the four fields to create concrete strategies:<\/p>\n<table style=\"width:100%;border-collapse:collapse;margin:1rem 0;\">\n<thead>\n<tr style=\"background:#f1f5f9;\">\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Strategy<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Combination<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Approach<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;font-weight:600;\">SO Strategies<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Strengths \u00d7 Opportunities<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Using strengths to seize opportunities \u2013 the most offensive strategy<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;font-weight:600;\">WO Strategies<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Weaknesses \u00d7 Opportunities<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Overcoming weaknesses to exploit opportunities \u2013 development strategy<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;font-weight:600;\">ST Strategies<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Strengths \u00d7 Threats<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Using strengths to counter threats \u2013 defensive strategy<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;font-weight:600;\">WT Strategies<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Weaknesses \u00d7 Threats<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Minimizing weaknesses to avoid threats \u2013 damage control<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"innovation\">SWOT Analysis for Innovation and Business Model Development<\/h2>\n<p>In an innovation context, SWOT analysis provides valuable impulses:<\/p>\n<ul>\n<li><strong>Identify innovation fields:<\/strong> Where do strengths meet market opportunities? This is where the greatest potential for <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model innovation<\/a> lies. <\/li>\n<li><strong>Threats as innovation drivers:<\/strong> External risks (e.g., <a href=\"https:\/\/pointofnew.at\/en\/glossary\/disruptive-innovation\/\">disruption<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/digital-transformation\/\">digital transformation<\/a>) show where innovation is urgently required. <\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\">Blue Oceans<\/a> discovery:<\/strong> The combination of unique strengths and untapped market opportunities points the way to new market spaces.<\/li>\n<li><strong>Substantiate innovation strategy:<\/strong> SWOT provides the data basis for the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-strategy\/\">innovation strategy<\/a> \u2013 which innovation fields should be prioritized.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/value-proposition\/\">Value Proposition<\/a> refinement:<\/strong> Strengths show what your value proposition should be built upon.<\/li>\n<\/ul>\n<h2 id=\"fehler\">The 5 Most Common Mistakes in SWOT Analysis<\/h2>\n<ol>\n<li><strong>Too general:<\/strong> &#8220;Good quality&#8221; is not a strength \u2013 &#8220;ISO-certified manufacturing processes with &lt;0.1% error rate&#8221; is. Be specific. <\/li>\n<li><strong>Confusing internal and external:<\/strong> &#8220;Strong competition&#8221; is an external threat, not an internal weakness. Proper categorization is crucial. <\/li>\n<li><strong>No prioritization:<\/strong> Listing 20 equivalent strengths is useless. Focus on the 3\u20135 most important factors per quadrant. <\/li>\n<li><strong>No strategy derivation:<\/strong> Hanging the SWOT matrix on the wall and forgetting it \u2013 the most common mistake. The TOWS matrix must follow. <\/li>\n<li><strong>One-off execution:<\/strong> SWOT is not a one-time event. Update it at least annually or when significant market changes occur. <\/li>\n<\/ol>\n<h2 id=\"kmu\">SWOT Analysis for SMEs: Pragmatic and Effective<\/h2>\n<p>For Austrian SMEs, a pragmatic SWOT approach is recommended:<\/p>\n<ol>\n<li><strong>Workshop format:<\/strong> A 3-hour <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-workshop\/\">innovation workshop<\/a> with management and key personnel. Incorporate cross-functional perspectives. <\/li>\n<li><strong>Incorporate customer perspective:<\/strong> What do customers say? Which <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">buyer personas<\/a> do you have? Use customer feedback and reviews as a data source.  <\/li>\n<li><strong>Honestly evaluate competition:<\/strong> Conduct a <a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\">competitive analysis<\/a> before the SWOT \u2013 only then can strengths and weaknesses be assessed relative to the market.<\/li>\n<li><strong>Derive concrete measures:<\/strong> Every SWOT session must end with 3\u20135 concrete action points, including responsibilities and deadlines.<\/li>\n<li><strong>Combination with other tools:<\/strong> SWOT is most effective when combined with the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\">Business Model Canvas<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\">Blue Ocean Strategy<\/a>, or <a href=\"https:\/\/pointofnew.at\/en\/glossary\/okr-objectives-and-key-results-2\/\">OKR<\/a>.<\/li>\n<\/ol>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Gain Strategic Clarity<\/h3>\n<p style=\"font-size:1.1rem;\">We facilitate your SWOT workshop and translate the results into a concrete innovation and growth strategy for your company.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">Book a strategy workshop now \u2192<\/a>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How often should a SWOT analysis be conducted?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>At least once a year as part of strategy planning. Additionally, during significant changes: new competitors, technological shifts, regulatory changes, or internal restructuring. In dynamic industries (e.g., Tech, E-commerce), a quarterly update of external factors (O\/T) can be useful.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Can I conduct a SWOT analysis alone?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>Technically yes, but the quality suffers significantly. SWOT thrives on different perspectives: Sales sees different strengths than Production, Marketing sees different opportunities than IT. Ideally, you should conduct the analysis with 5\u20138 people from various departments. External moderation (e.g., by an innovation consultancy) also helps to overcome organizational blindness.   <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What comes after the SWOT analysis?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>The SWOT analysis is the starting point, not the destination. The next steps are: creating a TOWS matrix (deriving strategies from the combination of the four fields), prioritizing measures (by impact and feasibility), creating an implementation plan (with responsibilities and milestones), and translating strategies into concrete innovation projects \u2013 ideally using tools like the Business Model Canvas. <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What alternatives are there to SWOT analysis?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>SWOT is often the entry point but can be supplemented or replaced by more specialized tools: PESTEL analysis (macro-environment), Porter&#8217;s Five Forces (industry attractiveness), <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\">Business Model Canvas<\/a> (business model design), <a href=\"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/\">Blue Ocean Strategy Canvas<\/a> (differentiation), <a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\">competitive analysis<\/a> (comparison with competitors). In practice, most companies combine several tools for a complete strategic picture. <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">Is SWOT analysis still relevant in today&#39;s fast-changing business environment?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">SWOT remains valuable as a communication and alignment tool, but it must be combined with more dynamic frameworks. Its main limitation is static analysis in dynamic environments and lack of prioritization \u2013 not all strengths and threats are equally important. Modern approaches combine SWOT with scenario planning, business model canvas, and continuous market sensing. Use SWOT for strategic alignment discussions and stakeholder communication, but supplement it with tools that promote action, experimentation, and rapid iteration.<\/div>\n<\/details>\n<\/div>\n<h2>Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-management\/\">Innovation Management<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/\">Design Thinking<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/business-model-innovation\/\">Business Model Innovation<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/digital-transformation\/\">Digital Transformation<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\">Lean Startup<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/change-management\/\">Change Management<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In brief: SWOT analysis is a strategic planning tool that contrasts a company&#8217;s internal strengths and weaknesses with external opportunities and threats. It creates the foundation for well-founded strategic decisions&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25661","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25661","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25661"}],"version-history":[{"count":10,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25661\/revisions"}],"predecessor-version":[{"id":28066,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25661\/revisions\/28066"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}