Defining strategic objectives: the organization must have a clear vision and establish if the media channels will complement the traditional ones, or will replace them. We must define specific objectives (don't forget to check if they are SMART!) and we must also specify the contribution of the online activities to the organization's turnover.
Next determine who your market really is. You may end up having two market demographics: one for the product and one for the opportunity. Develop a market plan for each demographic. Not everyone is an entrepreneur but they may still be interested in the product. This is why quality is key. The product has to be able to stand on its own without the opportunity. Not everyone is going to be interested in the product. Try to narrow down the demographics of those that would be interested so that you can communicate more receptively with your market.