• Is the ambition clear? (A.1)

• Who is the user? (A.2)

• What are the key user requirements by segment? (A.3)

• Who, and how strong, are the competitors? (A.4)

• What factors will influence users and competitors over the coming planning period? (A.5)

• Is there a practical user segmentation? (A.6)

• Is there a value proposition for each segment? (A.7)

• Have strengths, weaknesses, opportunities and threats been identified? (A.8)

• Have all marketing strategy options been mapped? (A.9)

• Are priorities realistic? Can the chosen segments be won? (A.10)

• Given decisions on priorities (Chapter 5) and initial ambition (Chapter 2), what are the final marketing objectives? (A.11)

• Is there a strategy to manage stakeholders during the marketing planning process? (A.12)

• Have service development options been considered in terms of products to market? (A.13)

• Has an offer been developed for each segment? (A.14)

• Will users have a positive experience of the library service? (A.15)

• Is there a set of general and segment-specific messages for users and non-users? (A.16)

• Is there a set of marketing communications that can be used for both general marketing and segment-specific activity? (A.17)

• Is there a detailed action plan with timescales and responsibilities allocated? (A.18)

• Is there a resource plan to implement the marketing plan? (A.19)

• Given that things will almost certainly not go as planned, has the plan identified the major risks to manage? (A.20)