1. Audience
1.1. Demographic
1.2. Psychographic
1.3. Technographic
1.4. Behavior
1.5. Gathering Points
1.6. Persona definition
2. Marketing plan stuff
2.1. Goal
2.1.1. Sell cheese
2.1.2. Increase penetration and presence
2.1.3. Sell baskets or value-add goods
2.2. Niche
2.2.1. Level of engagement
2.2.2. Competition
2.2.3. Profitability
2.2.4. Interest
2.2.5. Expertise
2.3. Branding
2.3.1. Personality
2.3.2. Positioning
2.3.3. Messaging pillars
2.4. Offer
2.4.1. Features
2.4.2. Benefits
2.4.3. Uniqueness
2.4.4. So What?
2.5. Opportunity
2.5.1. Products
2.5.2. Partner
2.5.3. Authority
3. SEO
3.1. todo, need to figure out campaigns
4. Home
4.1. Header
4.1.1. Logo
4.1.2. Social Media icons/links
4.1.3. Newsletter?
4.2. Body
4.2.1. full width main
4.2.1.1. multiple columns depending on content categories
4.2.1.2. Slider?
4.2.1.3. intro text
4.2.1.4. Product purchase or spotlight?
4.2.1.5. Announcements or feed? (events etc)
4.2.1.6. CTAs
4.2.1.6.1. Shop/buy our cheese? Do we need this is have purchase direct on home page?
4.2.1.6.2. Look at the cheese we make
4.3. Footer
4.3.1. Newsletter?
4.3.2. Contact
4.3.3. Social media?
4.3.4. Visit/map?
4.4. Account
4.4.1. manage account, orders, etc
5. About
5.1. Our story
5.2. Our farm
5.3. Our philosophy
5.4. Goats.. benefits, something like that
6. Recipes and Pairings
6.1. seasonal? how to do this? recipe system?
7. Store/Buy/Shop Online
7.1. executive gifts
7.2. baskets
7.3. cheese assortment
7.4. cart
8. Cheese Club/CSA
8.1. Club sign up
8.2. About the club
8.3. Club type?/frequency?
8.3.1. Quarter
8.3.2. bi-annual
8.3.3. Monthly?
8.3.4. Can partner with wineries to do joint shipment?