There are some good answers and they included core ideas: define your ideal/typical customer, articulate a value proposition versus the competition, and so on.
What I did not see is a budget and decision process for understanding which options are feasible. Developing a set of KPIs to measure effectiveness. Understanding a timeline for initiatives and results. The first month of new ads, a new sale representative could yield very little. What is step two if it does not work. Poor plans will talk about Facebook and Google ads, but they won't have the average spending per category, will not put it in the context of the gross profit per sale. The budget and KPIs are just as important as the messages.