Strategic analysis: consists in continuous scanning of the macro_ and micro_environment. The accent should fall on the consumers' needs that change very rapidly in the online market, as well as on surveying the competitors' actions and evaluating the opportunities offered by new technologies.
You need to itemize your budget with breakdowns for advertising and promotions. Include any design, development for needed materials to facilitate the marketing. List the media outlets that will be used to execute your marketing plan and break out the online, social, e_mail marketing, e_brochures/e_catalogs, TV, print, radio, PR, tradeshows, sponsorships, philanthropic partnerships, direct_mail, telemarketing, and other outlets. I would also identify which components that will be completed in house and whether you will have an outside agency to help with your media buying and planning.