Website goals:

List what you want your website to achieve

Customers:

List your current customers and potential customers, include demographic information such as age group and location.

Competitors:

List your current competitors and online presence, include information such as type of website, information provided, e-commerce activities etc.

Potential e-commerce:

Identify any potential sales via e-commerce activities, include any additional products that might be saleable through online activities and what changes you will need to implement to your business to enable online sales.

Target audience:

Identify your potential market and how would your products would be marketed for that audience.

Transactions:

List how your business will handle customer requests for information, sales, shipping, payments and customer service.

Marketing:

List your marketing strategies, how would you promote your products, services and website.

SWOT Analysis: List your business strengths, weaknesses, opportunities and threats here.
Strengths:	Weaknesses:
Opportunities:	Threats: