The e_marketing plan is built exactly on the same principles as the classical plan. There is no different approach, but there might be some formal differences given by the uniqueness of the internet environment. Many of these differences come from the necessity to ensure a high rate of responsiveness from the customers, since the e_world is moving faster and requires faster reaction from its companies, compared to the traditional offline marketplace.
You will need to develop or define important information about your company. In your business plan, you should have developed a Mission Statement, a Vision Statement, and a Culture Statement. If you did not develop these three items, you must create them immediately before continuing onward. It is vitally important that everyone knows about and buys in to these three company statements with all employee staff so that every person inside the business will communicate these items correctly to all external people outside of the business. You want their belief and confidence as high as the owners or top executives.