Before starting any sales and marketing activities it is very much evident to have a proper marketing plan which would give you edge over your competitors.
You need to have make decision on:-
Identify the size of your market & future potential - Understanding potential market size & future scope would definitely help you in your business plan.
Who are your customers - Identifying & segmenting your customers properly would give you edge over your competitors. You can easily target specific segment of your customers & plan your promotional activities accordingly.
Know your competitors in the market - Knowing your competitors is very much important to sustain in the market. Insights such as their turnover, strategies, product/services offered, geographic presence would definitely help you to understand competitive scenario.
I would help you to find out solution of all of these & customize according to your need.