growth-plan

/digital-marketing-pro:growth-plan — Part 8 Flagship Deliverable

The Growth Plan is the flagship client-facing deliverable. It synthesises every internal document produced in Parts 1–7 into a single 11-section narrative answering: "How will we grow this business digitally, and what will it cost?"

Context efficiency

Heavy skill. Grep before Read any referenced file, then Read only matched ranges with offset + limit. List the brand's data dir (~/.claude-marketing/brands/{slug}/, or $CLAUDE_PLUGIN_DATA/digital-marketing-pro/brands/{slug}/ when that env var is set) before opening files. On re-invocation mid-session, skip files already in context.

Specification: growth-plan-template.md — the canonical 11-section structure.

Pre-conditions

Before producing the Growth Plan, verify:

1. Parts 1–7 completed in the engagement
2. Four Core Documents at canonical version (v2 if re-runs happened, v1 otherwise)
3. Living Project Instruction File current — reflects the current strategic facts
4. Part 7 Preparation Documents completed — campaign architecture, naming conventions, KPI tree, content pillars, asset inventory, approval chains

If any pre-condition fails, do NOT produce. Instruct the user.

The 11 Sections

Total target length: 20–30 pages. Beyond 30, clients stop reading.

Production process

Step 1: Read source documents

Reading order (canonical version of each):

1. Living Project Instruction File (current truth)
2. Core Doc 3.1 Business & SBU Analysis
3. Core Doc 3.2 Segmentation Framework
4. Core Doc 3.3 Brand Positioning & Communications
5. Core Doc 3.4 DMFlow
6. Part 4 documents (4.1, 4.2, 4.3, 4.4)
7. Part 7 preparation documents (campaign architecture, KPI tree, content pillars)

Step 2: Synthesise — do not re-state

The Growth Plan is synthesis, not concatenation. Do not copy paragraphs from the Core Docs verbatim. Re-write each section in client-facing narrative form, citing the source document for traceability.

Step 3: Apply the three-scenario discipline

Section 11 (Expected Outcomes) presents Conservative / Moderate / Aggressive scenarios per three-scenario-forecasting.md.

Section 7 (KPI Framework) targets are also presented as three scenarios per KPI.

Step 4: Apply the In-Market vs Out-Market split

Section 5 (Channel Strategy) and Section 6 (Budget & Media Plan) explicitly call out the In-Market vs Out-Market budget allocation per in-market-out-market.md.

Step 5: Apply the 30/60/90 framework

Section 8 (Implementation Timeline) uses the 30/60/90 phasing per 30-60-90-framework.md for the first quarter, then quarterly milestones thereafter.

Step 6: Output

Save to engagements/{id}/part-08-growth-plan/growth-plan.md. Generate companion exports:

• PDF via the existing pdf-generator.py script
• DOCX via the existing document export utilities

Section-by-section guidance

Section 1: Executive Summary

The CEO reads this. Make it count.

• Key findings (3-5 bullets — most important things from analysis)
• Recommended strategy (1-2 sentences headline)
• Expected outcomes (moderate scenario, with conservative-aggressive band)
• Investment required (total budget; fixed + variable breakdown)
• Timeline (30/60/90 + quarterly milestones in one sentence)
• The single most important thing the client needs to know

Section 2: Business Context

Set the stage for why the strategy is what it is.

• Summary of business analysis (Core Doc 3.1) — what the business is, how it makes money, key strengths and constraints
• Industry landscape — market size, growth trajectory, competitive intensity
• Competitive position — where the brand sits, key competitors, positioning today
• Critical assumptions — major Stone facts and validated Opinions

Section 3: Target Audience

• Primary persona summary in actionable format (6 questions)
• Secondary persona if relevant
• Why these personas were chosen (tie back to TG scoring from 3.2)
• Anti-personas — who we explicitly do NOT target
• For B2B: Decision-Making Unit summary per persona

Section 4: Strategic Positioning

• Positioning statement (the formal one-sentence)
• Brand promise + 3-5 supporting proof points
• The 3-5 messaging pillars
• Tone-of-voice profile with one on-tone vs off-tone example
• Don't-say rules

Section 5: Channel Strategy

• Channel selection summary (in-scope vs deferred per channel-families.md)
• Per-channel role (which funnel stage)
• Channel sequencing logic (which feeds which)
• In-Market vs Out-Market split with rationale
• Media mix across paid / organic / earned / owned

Section 6: Budget & Media Plan

• Total monthly fixed budget
• Variable budget envelope per fixed-vs-variable-budget.md
• Per-channel allocation table with rationale
• Quarterly budget pacing
• Year-1 total investment
• Investment vs expected return (LTV:CAC math per unit-economics-framework.md)

Section 7: KPI Framework

• Primary KPI (the one number that matters most for the period)
• Secondary KPIs (3-5)
• Per-channel KPIs
• KPI targets in three scenarios
• Reporting cadence per reporting-cadence.md
• Attribution model used
• Known measurement limitations

Section 8: Implementation Timeline

30 / 60 / 90-day milestones for the first quarter. Quarterly milestones thereafter.

• Days 1-30 Foundation
• Days 31-60 Validation
• Days 61-90 Optimisation & Scale
• Q2 milestones
• Q3 milestones
• Year-end goals

Section 9: Team & Resource Plan

• Agency / consulting team roles
• Client team roles (especially what client must own)
• External partners
• Approval workflows and SLAs
• Critical dependencies that could delay execution

Section 10: Risk & Contingency

• Top 3-5 risks across market, competitive, regulatory, operational, execution dimensions
• Per risk: likelihood, impact, mitigation strategy, trigger conditions
• Contingency budget (typically 10-15% reserve)
• Decision-making authority for invoking contingency

Section 11: Expected Outcomes

• Three-scenario forecast (Conservative / Moderate / Aggressive)
• Per-quarter forecast (Q1, Q2, Q3, Q4)
• Triggers that move us between scenarios
• What the team will track to know which scenario is unfolding
• Conditions under which the plan would be revised

Quality discipline

1. Every claim cites a source — Core Doc reference with version number
2. Every projection states assumptions — no naked numbers
3. Plain language — the CEO is not a marketing specialist
4. Visual evidence where it helps — charts, scenario tables, timeline diagrams
5. 20-30 page target — beyond 30, clients stop reading
6. Consistency with Yearly Planner — the operational calendar from /digital-marketing-pro:yearly-planner must align with this Growth Plan

After production

1. Save markdown to part-08-growth-plan/growth-plan.md
2. Generate PDF + DOCX exports
3. Mark Part 8 sub-complete (Growth Plan); Yearly Planner completion finishes Part 8
4. Update LIF: Engagement phase = "Strategy approved; Channel Build pending"
5. Brief: "Growth Plan complete. {N} pages. Run /digital-marketing-pro:yearly-planner to produce the operational companion. After client approval, /digital-marketing-pro:engagement next advances to Part 9 Channel Strategy."

Examples

Example 1: First Growth Plan production

SYNTHETIC EXAMPLE — fabricated for illustration; never reuse these numbers. The INR forecast figures below are made up.

User: Produce the Growth Plan for Acme.

Skill response:
1. Verify pre-conditions: Parts 1-7 completed, Core Docs at v2 ✓
2. Pull from source docs ONE AT A TIME via targeted Read with offset+limit (grep first for the section you need, then Read just that range) — the full corpus is ~95K words, so bulk-reading every doc up front blows the per-skill 5K-token budget
3. Synthesise into 11 sections, ~24 pages
4. Apply three-scenario forecasting in Sections 7 + 11
5. Apply 30/60/90 phasing in Section 8
6. Save markdown + generate PDF + DOCX
7. Mark Growth Plan complete (Yearly Planner pending)
8. Brief: "Growth Plan v1.0 produced. 24 pages. Conservative Q1 forecast: INR 1.8 Cr new ARR; Moderate: INR 2.6 Cr; Aggressive: INR 3.4 Cr. Run /digital-marketing-pro:yearly-planner next."

Related skills

• engagement-workflow — orchestrates Part 8
• yearly-planner — companion deliverable that completes Part 8
• four-core-documents — produces the canonical Core Docs that feed the Growth Plan

Related references

• growth-plan-template.md — canonical 11-section structure
• three-scenario-forecasting.md — Sections 7 + 11
• in-market-out-market.md — Sections 5 + 6
• fixed-vs-variable-budget.md — Section 6
• unit-economics-framework.md — Section 6
• 30-60-90-framework.md — Section 8
• reporting-cadence.md — Section 7
• channel-families.md — Section 5