Following is a basic indication of some of the information your brief 'strategy' might contain for the sample project we mentioned on previous pages

Background

It is apparent we are losing online market share to a number of key competitors.
We receive irregular negative feedback about our website.
Maintaining website content has become challenging, as the existing provider is often busy, and the number of hourly updates has increased in excess of original budget.

Strategy 

Develop a leading edge presence to deliver our online objectives over the next 3-5 year timeframe

Requirements

1. Undertake extensive user survey and inhouse requirements gathering re. requested features
2. Undertake analysis of direct competitor environment and their web offerings
3. Based on above, develop list of requirements and allocate priority to each.
4. Identify which existing systems and processes the website will affect and/or integrate with
5. Develop a Specifications document and storyboard to explain the required web functionality and interface (potential outside contractor)
6. Secure new imagery to reflect current brand and logo
7. Seek 3 competitive quotations for the Specification from above
8. Appoint provider 
9. Launch
10. Seek recommendations and proposals for online marketing and optimisation of the new site
11. Public relations campaign to promote new features
12. Maintenance phase

Success Metrics

1. Successful launch of new site which fully addresses above requirements by dd/mmm/yy
2. Growth of online sales to x % of total (versus current y % of total) and at least $ x,000 per annum

Budget

The budget for the analysis and planning phase of the project will be taken from the IT funds for 2007/08.  The actual website development costs will be funded by the Marketing Budget 2007/08. 

Full budget impact will be available by dd/mmm/yy.  

Industry resources for Requirements (5) above have quoted between $66-$180 per hour for the required personnel. An appropriate supplier will be chosen pending review of CV / experience.

The budget required for web development will be known following sourcing of 3 quotes from Requirements (7) above.