In these two phases the producer and client send out questionnaires to customers and prospects, do market research, evaluate the results, and set the goals for the project. The producer constructs user models to represent the site audience, then writes the overall strategic, technical, and content plans that will guide the project through the next three phases. Most documents, communications, ideas, prototypes, explorations, and the alpha and beta releases of the project will be available on a password protected Web site for those involved to review. A time line indicating dates for collaboration towards and delivery of these documents. One or two sentences that drives the project, reminding everyone what the key issues are.
Helps keep the team focused.
Marketing goals Objective that the owners of the site would like the site to achieve. The goals may be divided into sections, by priority, for each release of the site. The competitive analysis, user requirements, questionnaires, and customer profiles will consider these separate releases. An overview of the particular industry, including some idea of what the competition will be doing in the next 6 months. Also useful is a summary of what works and what does not for various customer groups.