A planned web strategy contextualizes your e-business. It should be the cornerstone of your web initiative. Generals use it for their battle plan as do web developers. The ESSENCE of the Strategy Matrix is this:
	- you are not just building a website, you are building an online business therefore it requires the scrutiny, foresight and planning it deserves - inspect all assumptions of your target demographics, market conditions; research, analyze and distill them into a set of criteria; funnel these into shaping your web architecture - know your user, their expectations, orientations and psychographics; translate these into interaction design - if you have to change strategies drastically midstream, expect confusion and dilution of your brand; take your time to strategize and stick with it
		OUR PROCLIVITY as an Internet strategy and design firm is to extract from your propositions a tacit understanding of your business goals and convert them into measureable success criteria.
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