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Mission and Objectives
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Make a priority list of three or four 'necessary for success' items.
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A good plan sets specific website objectives. Although most people think first about sales, there is also reducing expenses, generating leads, improving branding, developing community, delivering service, and many other possible website objectives. Try to make your objectives specific, so they can reflect in your numerical forecasts.
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Some Web plans include mission statements that establish the underlying business context. Use this if it helps you communicate the fundamental idea.
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