The PRIMO-F Business Model, also known as the FiMO/RECoIL Model, is an enhanced form of SWOT analysis that was developed by Durham University Business School around 2010. The model is an acronym of:
People, Resources, Innovation & Ideas, Marketing, Operations, & Finance
PRIMO-F is a valuable strategic tool that allows a detailed analysis of business performance in three key areas, and the mapping out of future growth potential. In this article we explain what the PRIMO-F model is, how it is used, and what it reveals about the priorities of most SMEs.