/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?"

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

Pre-conditions

Before producing the Growth Plan, verify:

Parts 1–7 completed in the engagement
Four Core Documents at canonical version (v2 if re-runs happened, v1 otherwise)
Living Project Instruction File current — reflects the current strategic facts
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

#	Section	Length	Source
1	Executive Summary	1 page	Synthesis
2	Business Context	2-3 pages	Core Doc 3.1 + Part 4.4 + Part 4.2
3	Target Audience	2-3 pages	Core Doc 3.2
4	Strategic Positioning	2 pages	Core Doc 3.3
5	Channel Strategy	3-4 pages	Core Doc 3.4 + Part 9 channel docs
6	Budget & Media Plan	2-3 pages	Core Doc 3.4 Step 5 + 9
7	KPI Framework	2 pages	Part 7 KPI tree
8	Implementation Timeline	2-3 pages	Part 7 + 30/60/90 framework
9	Team & Resource Plan	1-2 pages	Engagement context
10	Risk & Contingency	1-2 pages	Core Doc 3.1 Step 16
11	Expected Outcomes	2 pages	Three-scenario forecasting

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

Production process

Step 1: Read source documents

Reading order (canonical version of each):

Living Project Instruction File (current truth)
Core Doc 3.1 Business & SBU Analysis
Core Doc 3.2 Segmentation Framework
Core Doc 3.3 Brand Positioning & Communications
Core Doc 3.4 DMFlow
Part 4 documents (4.1, 4.2, 4.3, 4.4)
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

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

After production

Save markdown to part-08-growth-plan/growth-plan.md
Generate PDF + DOCX exports
Mark Part 8 sub-complete (Growth Plan); Yearly Planner completion finishes Part 8
Update LIF: Engagement phase = "Strategy approved; Channel Build pending"
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

User: Produce the Growth Plan for Acme.

Skill response:
1. Verify pre-conditions: Parts 1-7 completed, Core Docs at v2 ✓
2. Read all source docs (~95K words total)
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

growth-plan