Is the plan simple and succinct?  Is it easy to understand and act on? Does it communicate its content clearly and practically? Is it not unnecessarily long?

Is the plan complete?  Does it include all the necessary elements? Does it have the right breadth and depth? Achieving the right balance between completeness and lots of detail and simplicity and clear focus is often the key to a well-constructed marketing plan.

Is the plan specific? Are its objectives concrete and measurable? Does it provide a clear course of action? Does it include specific activities, each with specific dates of completion, specific persons responsible, and specific budgets?

Is the plan realistic?  Are the sales goals, expense budgets and milestone dates realistic? Has a frank and honest self-critique been conducted to raise possible concerns and objections