Know-How Exchange : Strategy

If it were me presenting this plan, I would (a) not use a template of any kind; and (b) start with a "base case" using more traditional marketing approaches -- Adwords, email, etc. At least those will be familiar and everyone will understand what you are saying, and how you got the numbers for the projections.

Then propose a test plan that will allow you to TRY the new approaches simultaneously and measure them against the base plan for effectiveness and efficiency. That way if the new approaches don't work as well as you hope, you won't be a total failure. And if they do, you'll know it soon enough to shift the emphasis to the tools that are working.

And, FWIW, I agree with Phil's suggestion to develop a base-case plan, along with best-case and worst-case plans. With these three you will be able to demonstrate the sensitivity of your assumptions and identify the critical success factors, so you can really focus on getting those right.

To create a sales forecast for a new site, start with using the free tools, like Google Analytics, to benchmark what your competition and similar sites are doing in terms of traffic - then create scenarios that link that to conversion and sales.

I'd also recommend creating a Marketing Plan with objectives, strategies and tactics to support each of the goals/initiatives mentioned: Attracting, Acquiring, Retaining and Re-activating old customers, driving traffic and increasing ROI. What are you doing to drive or support each of these? Determine how will you track and evaluate success for ewach of these too.

Social Media is a real wild-card as it depends upon many uncontrollables (especially how you seed and manage and respond to it). Definitely incorporate that and m-commerce into your Marketing Plans though!

Good luck...
-Steve