"The man who is prepared has his battle half-fought." - Cervantes

"Weeks of coding can save you hours of planning." - A "Microsoft Solution Framework" course attender

"You dream with your eyes closed, but you plan with your eyes open." Anonymous

The unexamined marketing campaign is not worth conducting. Web-based businesses can use classical planning techniques to leverage their resources for maximum success. Classical strategic planning - adapted for web sites - typically involves four distinct efforts:

I. Needs Analysis - research to gauge a web site's potential need in its marketplace. Areas of review include site history, product and/or services, market segmentation, web site function and role in its niche, performance indicators (including many online performance tests), driving forces, competition research (including extensive reverse searching) and development of a web site mission statement.

II. Assumptions - information that will be used as a basis for development of strategies, tactics and action plans, including technology (what technological factors will affect development and operation of the web site), government/political (will any regulations or laws impact the site), economic and financial (what economic conditions can be expected? What financial condition can the web site expect?), sociological/demographic (What countries will visitors come from? What languages will they speak?) and values (What will customer customers value most in their relationship with the site? What ethical standards will the site maintain?).

III. Strategic Summary - The core of the marketing plan including information on the site's product and/or service life cycles, expected growth and market share, industry conditions, SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats), key web site success factors, competitive advantages/disadvantages, goals and objectives, strategies, Tactics and Action Plans. ROI Analysis, including tracking systems and log analysis.

IV. Contingency Plans - Plans to deal with the most likely challenges and problems likely to be encountered in executing the web site marketing plan.

Advanced planning software available from Palo Alto Software, the world's leading business plan software company, is now supported by hundreds of sample business and marketing plans. Palo Alto Software agreed to contribute a series of useful articles on planning issues:

Business Plan Basics
Gathering Information For Your Plan
Business Plan Mistakes
Design Your Plan to Fit Your Business
The Essential Contents of a Marketing Plan

The most effective strategic plans involve many key players and are moderated by an independent professional experienced in strategic planning. The Web Site Marketing Group, Inc. offers strategic planning services geared to the needs of web sites. For more information, e-mail info@websitemarketinggroup.com or call Mike Freedman at (786) 390-2301.