This plan is a map of your business goals.
Very often, when you decide to update your website, it focuses on things like design, competitor web solutions or web elements. However, the most important thing is not clearing - your business goals and this as one or another solution will help them to be implemented. It's also important to measure Key Performance Indicators in order to know if you are moving in the right direction, or maybe you just bought an expensive, beautifully looking business.