Of course the exact nature of your plan, and your marketing situation, dictates its contents. You add detail or take it away to suit your needs. This standard plan is a good starting point. In the real world you'll want to customize your outline according to whatever your company needs. Variables include whether you are a content, a community, a commerce site, or something else; whether you are selling products or services, to businesses or consumers, or if you're a nonprofit organization. Although the outline does change in some respects as a result of these variables, this is a good standard sample outline for a basic Web plan.
| A. Executive Summary |
| | Objectives |
| | Keys to Success |
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| B. Market Analysis |
| | Market Segmentation |
| | Website Demographics Summary |
| | Industry Analysis |
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| C. Website Strategy |
| | Business Model |
| | Site Positioning |
| | Traffic Forecast |
| | Development Requirements |
| | | Front End |
| | Back End | | | Resources Needed | | | Future Development | | | Milestones | | |
| D. Strategy and Implementation |
| | Competitive Edge |
| | Website Marketing Strategy |
| | | Online Sales Strategy |
| | Online Sales Forecast | | | Strategic Internet Alliances |
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| E. Financial Analysis |
| | Break-even Analysis |
| | Expenses and Contributions |
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| F. Controls |
| | Organizational Implications |
| | Risks and Assumptions |
| | Contingency Plan |
