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Sample table of
contents for a strategic plan
I have extracted the following outline from
a real-life marketing plan related to the launch of a new online
service on the Wanadoo portal.
Introduction
1. Executive summary
2. Strategic assessment
2.1.
Objectives
2.2.
Assumptions
2.3.
(Wanadoo) branding assets
3. Legal aspects
4. Service description
4.1.
Functional description
4.1.1.
Service access
4.1.2.
Main features
4.1.3.
Abandoned features
5. Functional system architecture
6. Online navigation & interface
7. How the new service fits in the existing range
8. Security
9. Payment systems
10. Image (assumptions)
11. Branding
12. Pricing
12.1.
Business model
12.2.
Costs
12.3.
Prices
13. Publicity & advertising
13.1.
Internet naming options
13.2.
Search engine indexing policy
13.3.
Advertising plan
14. Profile of target market(s)
14.1.
Market analysis
14.2.
The offering
14.3.
The demand
15. Marketing and sales
15.1.
User testing and survey
15.2.
Assumptions
15.3.
Online survey mechanism
15.4.
Statistics
16. Sales issues
17. Administration issues
17.1.
Billing
17.2.
Back-office description
17.3.
Support
17.4.
Technological choices
17.5.
Legacy systems & platforms
17.6.
Integration within the portal
18. Forecasts
18.1.
Assumptions
18.2.
Potential revenues
18.3.
Costs
18.4.
Break-even analysis
19. Financing
20. Project schedule and other project details.
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