Let's assume a travel-based company wants to improve its 3 year old website, which has become a little tired, been overtaken by some of the competition, is now expensive and slow to maintain, and is receiving mixed feedback from users who are sometimes faced with out of date information.

What's the next step ?  A one-line email to a number of web development firms asking "Please quote for a new website for our business" ?  (surprisingly, that's what many business owners do at this point!)

No, its not that simple, and fortunately so, because you should make sure your chosen supplier is intimately familiar with your needs as a client.

The strategy for the above challenge might occupy 2-3 A4 pages and following in the next section is an example of what it might contain.