Since business is an every changing thing what I like to do is give an overview of what i'd like to accomplish within a certain time frame and how i'd like to go about doing that. I know that a stagnant in stone plan doesn't work for me personally because of all the dynamics, so being able to adapt and adjust when things are thrown at you, are essential to business and marketing I think.
When you hear people say "the list" what they're talking about is an email list. Email lists are easily considered to be one of if not the most effective method to making money online. The beautiful thing about it is you can push whatever it is you're offering, products, services, etc...to everyone on your list when *you* want and most likely get a great deal of sales(if they're targeted users). You don't have to wait for the people to come to your site. Don't have to worry about someone at google thinking it's a great idea to drastically change things in their latest animal update effectively deindexing your sites ranking and traffic that came with it. So my advice is grow your list(s) as much as you can! The easiest way to do this is given away an incentive, such as a landing page that gives away a free ebook and the user has to specify their email to get it and agrees to be added to your list. Then from there you can push your commerical stuff later.