A strategic plan is the starting point for your business online.
This document find the winning strategy for your market niche and explain on details how to startup/rebuild your web channel to achive your business goals. It is always taylor made and it is developed after a global brief with the client about the company, business and channels objectives, online channel history and actual results, budget.

Usually it has this table of contents:

• Market and competitors analysis
• Company web channel audit
• Strategic planning (short/long term)
• Web marketing mix and operative guidelines
• Budgeting and timing
• Metrics to assess Web Channel ROI