Ideas _ people said the more you talk about your ideas the more refine it becomes. I think this is true. Did you ever experience when you talk to more people you generated a lot more ideas? When people give you feedback it triggers another dimension of your ideas? If you are, so where do you keep all these ideas? It should be in a marketing plan.
Executive Summary: the marketing plan like all the documents that are submitted to established executive bodies must begin with a brief summary of the whole plan, with basic numerical data and info. Mission and Vision: the marketing plan includes the company's "reason of existence", values and its future intentions and strategic approach.