Digital Marketing Plan

We are on the verge of launching a new URL shortening service called flo.gg. As part of this pending launch we need a Digital Marketing Plan drawing up by an experienced Digital Marketer. Your plan should be approx. 1800 to 2000 words and cover the following topics: Situation analysis - i.e the current situation with the website Audience - Whats should our target audience be? Objectives - We currently have 0 visitors to the site and 0 registered users, what should we be aiming to achieve month on month for the next 12 months. Channels - Which methods of digital advertising should we be using (anything from PPC to social media). Action Plan - What should we do and when (next 12 months). Budget - What can we expect to spend over this period. Measurement & Iteration - What tools should we be using to measure our performance & and how often do we need to repeat things. Please be aware we are not looking for solely an SEO report or any SEO work this is for a Digital Marketing Plan only.