1/ Current situation and key aspects.
2/ Mission, vision and values.
3 /Last year learnings.
4/ Analysis of external market factors.
5/ Market overview.
6/ Target markets and current audiences.
7/ Control points with the client.
8/ Competition.
9/ Analysis of internal factors.
10/ Business model canvas / SWOT.
11/ Short, medium and long term objectives.
12/ Marketing Mix: definition of resources and budget.
13/ Control & evaluation.