Southwest Alliance for Excellence

What Southwest Alliance for Excellence does

Southwest Alliance for Excellence (SWAE) is a private 501(c)(3) nonprofit organization headquartered in Phoenix, Arizona that administers the Performance Excellence Program — a Baldrige-based assessment and recognition program serving organizations in Arizona, Nevada, and Utah. The program's core technology is the federally administered Baldrige Excellence Framework, a seven-category methodology (leadership, strategy, customers, measurement, workforce, operations, results) operationalized at the regional level through a four-tier assessment pathway (Process Level and Levels 1–4). Applicants submit organizational profiles and self-assessments; trained volunteer examiners conduct reviews and site visits, and recognized organizations are honored at an annual Awards Banquet.

SWAE's product surface spans assessment services, training, and events. Core offerings include the four-level Performance Excellence Assessment, the Process Level Showcase in Excellence Award, an annual Examiner Training program, Baldrige 101 and 201 workshops, an Application Writing Web Series, and the Lean Six Sigma certification track delivered in partnership with The Lean Six Sigma Company USA. Supporting programming includes the free Third Thursday webinar series and Taco Tuesday mini-series, the Quest for Excellence Conference, and the virtual Annual Awards Banquet. Leadership recognition is conferred through the SWAE Leadership Award.

The organization is self-funded and generates revenue through membership dues (organizational tiers from $275 to $5,500/year plus a $100 individual tier), Performance Excellence Program application fees ($600–$2,100), training and workshop fees ($325–$750 per attendee), Lean Six Sigma partner courses, and tax-deductible donations. A Board of Directors governs the organization; day-to-day operations are led by Executive Director Robert 'QualityBob' Mitchell, with a volunteer examiner corps drawn from business, healthcare, education, and government sectors across the three-state region.

Name

Southwest Alliance for Excellence

Legal name

Southwest Alliance for Excellence

Website

https://swae.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Southwest Alliance for Excellence is a 501(c)(3) nonprofit that administers a Baldrige-based Performance Excellence Program across Arizona, Nevada, and Utah, offering multi-level organizational assessments, examiner training, workshops, and awards.

Ownership category

akta.pro rank

Product category

Performance Excellence Consulting

NAICS

Professional, Scientific, and Technical Services (54), Other Scientific and Technical Consulting Services (541690)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Accreditation Coordination, Recognition & Meta-Accreditation Bodies (EDADACAH)

akta.pro secondary industry

Audit, Inspection & Quality Compliance (Internal Auditing, CAPA) (EDABAKAN)

Keywords

• Performance excellence assessment
• Baldrige framework training
• Organizational improvement consulting
• Quality management certification
• Lean Six Sigma training

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: Annual organizational membership fees scaled by company size (Small: $275, Medium: $550, Large: $1,100, Very Large: $1.10/employee up to $5,500); Individual membership at $100/year
2. Performance Excellence Program Fees: Application fees for assessment at various levels ranging from $600 to $2,100 based on organization size and assessment level; includes examiner review and feedback reports
3. Training and Workshop Fees: Baldrige 101 and 201 workshops at $325/person; Examiner Training at $750/person; Various short courses and webinars
4. Lean Six Sigma Certification Courses: Partnership with The Lean Six Sigma Company USA offering Yellow Belt, Green Belt, Black Belt certifications with member discounts
5. Donations: 501(c)(3) nonprofit organization accepting donations to empower organizations and communities to achieve transformational results

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

SWAE administers a Performance Excellence Program based on the Baldrige Excellence Framework, evaluating organizations across seven categories (leadership, strategy, customers, measurement, workforce, operations, and results). It offers a four-level achievement pathway (Process Level, Level 1 Interest, Level 2 Commitment, Level 3 Achievement, Level 4 Excellence) with feedback reports, examiner-led site visits, and recognition awards. Supporting services include Baldrige 101/201 workshops, examiner training, Lean Six Sigma certification courses, application writing assistance, and coaching/consulting for organizations in Arizona, Nevada, and Utah.

Product overview

SWAE offers a suite of performance excellence services centered on the Baldrige Excellence Framework. The core offering is the Performance Excellence Assessment Program with four levels (Level 1-4) plus a Process Level option, providing organizations with assessments, feedback reports, and recognition awards. Supporting services include examiner training, Baldrige workshops (101 and 201), application writing assistance, Lean Six Sigma certification training (partnered with The Lean Six Sigma Company), and various free webinars. The organization also hosts the annual Quest for Excellence Conference and Awards Banquet. Services are designed for organizations throughout Arizona, Nevada, and Utah seeking to improve performance through the Baldrige Criteria.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Excellence Assessment Program A multi-level assessment program based on the Baldrige Excellence Framework that evaluates organizations' performance across seven categories (leadership, strategy, customers, measurement, workforce, operations, results), offering four achievement levels with feedback reports and recognition awards for businesses, nonprofits, healthcare, education, and government agencies in AZ, NV, and UT.
• Examiner Training Annual 2.5-day training program preparing volunteer examiners to evaluate award applications using the Baldrige Framework, including scoring, comment writing, and site visit procedures, priced at $750 per person.
• Baldrige 101 Workshop 8-hour introductory workshop covering the Baldrige Framework core values, Organizational Profile, and Basic/Overall requirements, priced at $325 per person for organizations beginning their performance excellence journey.
• Baldrige 201 Workshop 8-hour advanced workshop for organizations further along their Performance Excellence journey, focusing on Multiple level requirements and deeper Baldrige Criteria application, priced at $325 per person.
• Application Writing Web Series A series of 1-hour webinar sessions with homework assignments and feedback, priced at $300, designed to help organizations prepare their Performance Excellence award applications.
• Lean Six Sigma Certification Courses Yellow Belt, Green Belt, and Black Belt certification courses offered in partnership with The Lean Six Sigma Company USA in both virtual and in-person formats, with member discounts available for SWAE stakeholders.
• Coaching and Consulting Services Advisory services supporting organizations in their performance excellence journey, including self-assessment facilitation, action planning, and Baldrige Framework implementation, delivered by experienced Baldrige examiners and coaches.
• Organizational Membership Program Annual membership program for organizations providing discounts on events, tools, and resources, with tiered pricing based on employee count: Small ($275), Medium ($550), Large ($1,100), Very Large ($1.10/employee up to $5,500), plus Individual membership at $100/year.
• Performance Excellence Award Applications Tiered application products for the Performance Excellence Program: Process Level (Showcase in Excellence), Level 1 (Interest Recognition), Level 2 (Commitment Award), Level 3 (Achievement Award, up to 35-page self-assessment), and Level 4 (Excellence Award — Pinnacle, Pioneer, or Category). Application fees range from $600 to $2,100 based on organization size and assessment level.

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• Alliance for Performance ExcellencecoreStrategic or Co-development PartnerNational alliance of Baldrige-based performance excellence organizations; provides framework, resources, and networking for state-level programs
• National Institute of Standards and Technology (NIST) - Baldrige ProgramcoreStrategic or Co-development PartnerFederal agency administering the Malcolm Baldrige National Quality Award; provides Baldrige Excellence Framework and Criteria
• Baldrige FoundationcoreStrategic or Co-development PartnerNonprofit supporting the Baldrige Program; provides educational resources and promotes performance excellence
• The Lean Six Sigma Company USAcoreImplementation/ SI/ Consulting PartnerISO-registered training provider offering Lean Six Sigma certification courses (Yellow Belt, Green Belt, Black Belt) in virtual and in-person formats for SWAE stakeholders
• Rocky Mountain Performance Excellence (RMPEx)secondaryStrategic or Co-development PartnerRegional Baldrige partner organization
• California Center for Excellence (CCE)secondaryStrategic or Co-development PartnerRegional Baldrige partner organization
• Quality New Mexico (QNM)secondaryStrategic or Co-development PartnerRegional Baldrige partner organization
• Performance Excellence NorthwestsecondaryStrategic or Co-development PartnerRegional Baldrige partner organization
• Tennessee Center for Performance Excellence (TNCPE)secondaryStrategic or Co-development PartnerRegional Baldrige partner organization; provides examiner training for SWAE
• Arizona Small Business AssociationsecondaryGTM or Marketing PartnerCollaborator providing business networking and resources
• Baldrige CoachsecondaryImplementation/ SI/ Consulting PartnerBaldrige coaching services provider
• ASQ Phoenix Section 0704secondaryGTM or Marketing PartnerAmerican Society for Quality local section providing quality professional community
• The Performance Management GroupsecondaryImplementation/ SI/ Consulting PartnerPerformance management consulting collaborator
• VG Strategies, LLCsecondaryImplementation/ SI/ Consulting PartnerStrategic consulting collaborator

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• California Center for Excellence: California's regional Baldrige-based performance excellence program offering assessments, examiner training, and recognition awards using the same Baldrige Criteria as SWAE. Direct competitor for cross-state recognition authority.
• Rocky Mountain Performance Excellence: Colorado's state Baldrige-based performance excellence program with comparable mission, structure, and program offerings. Direct peer serving a neighboring region with the same framework and recognition model.
• Quality New Mexico: New Mexico's state Baldrige affiliate administering the Performance Excellence Program with similar membership, assessment, and award structure. Operates the same four-level recognition framework in an adjacent geography.
• Tennessee Center for Performance Excellence: State-level Baldrige-based performance excellence program administering a 4-level recognition process with examiner training, workshops, and awards. Direct organizational peer—SWAE even uses TNCPE for examiner training support.
• Performance Excellence Northwest: Pacific Northwest regional Baldrige affiliate (Oregon/Washington) where SWAE's Executive Director previously served as a state examiner. Same mission, framework, and operational model.

Others

• Baldrige Foundation: Nonprofit supporting the Baldrige Program through educational resources and outreach. SWAE has a strategic partnership with the Foundation; comparable nonprofit mission around promoting Baldrige but operates at the national advocacy level.

Broad incumbents

• Alliance for Performance Excellence: National umbrella organization coordinating the network of state Baldrige-based programs. SWAE is a member; the Alliance sets common standards, hosts Quest for Excellence Conference, and provides national visibility.
• American Society for Quality (ASQ): Larger national professional society serving quality professionals across industries. ASQ Phoenix Section 0704 is a SWAE partner; ASQ offers overlapping training, certifications, and communities that overlap with SWAE's examiner/training offerings.

Regional players

• Sterling (Florida) / Wisconsin Center for Performance Excellence: Other state-level Baldrige-based performance excellence programs (Florida Sterling Council, Wisconsin Center for Performance Excellence) operating in geographies SWAE does not serve. Operationally identical peer structure but do not compete for SWAE's regional applicants.

Emerging players

• The Lean Six Sigma Company: ISO-registered training provider offering Yellow/Green/Black Belt certifications; SWAE partners with this company to deliver certification courses to its members. Comparable training delivery model but focused on Lean Six Sigma methodology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/swexcellence
• Facebookfacebook.com/swexcellence

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southwest Alliance for Excellence