[aspir]

Factoring all of that in, I'd still say that if there were equity for the plan, it would be small. A lot of this planning work is within the CEO's job description by default. It takes the bruden off the technical team so that they can do their best work. In my opinion, if you can convert the beta testers to paying customers (even if they are for tiny amounts of cash) your valuation is significantly higher, with or without a plan (with is always better, though).

[nickh]

That's a very good point: this planning is part of the role of the CEO.