Be sure to include: Will you be pre-selling? What are the implications of doing this? What is your objective(s)? What are the mechanisms you will pursue (digital, guerilla, etc)? Give details of the operation (sending e-mails, talking and demos, etc) What are your metrics? How fast will your data be available and how quickly will you be able to respond? The response is more than just marketing; you may need to change the product or scrap your strategy. What is the cost of this operation on a monthly basis. Break down into fixed and variable cost. What do you expect your cost of customer acquisition to be? How well does your approach scale? (what's the difference between selling 10, 100, 1000, 10,000 etc) Explain