Joyus SWOT Analysis and Market Opportunity

As promised in Tuesdays post here is my expansion on Dan Primack's article about Joyus, specifically his Pros and Cons, by creating a SWOT analysis and going through a simple Market Opportunity exercise.  For those that don't want to read his article, Joyus is a QVC (TV's home shopping network) meets eCommerce meets social experience in home shopping.  The startup will produce ~4 minute infomercials for women-focused consumer products and distribute them on their website where viewers can purchase the item.  Joyus expects to charge a fee for producing the videos and will earn a share of the revenue from sales.  Most of my information for this exercise is from Dan's article as well as the NY Times and Media Beat which all appear to be working off the same press release.  Unfortunately, I haven't had the pleasure of using the platform myself after determining it wasn't worth registering for their Beta (Sorry Joyus not sure I'm in your demographic).  


The SWOT analysis is my interpretation of Dan's Pros and Cons as well as some additional comments I pulled from the article.  Embedding the full Doc was a mess (Not an HTML expert) so I decided to load an image while providing a link to the original Google Doc: