I am not suggesting thirty pages of wild hopes, but most small firms should welcome the discipline of a couple of pages setting out:
- what sales need to be achieved as a break-even;
- what main segments should be targeted;
- a short list of key accounts or potential heavy users;
- promotional methods: adverts, newsletters (including e-mail), shows, direct mail, sales force, etc;
- new products;
- dates and costings;
- review and monitoring.