A good template will provided a step_by_step approach with explanations as to why each step is proposed. The strength of the marketing plan derives from the integration of each step. So if you leave out a step, you may undermine your own plan. Some of the better marketing plan templates provide detailed instructions for newbies and do not presume that they know how to take each of the steps required in the template.
One of the biggest barriers to using an internet business plan template effectively is not understanding how it was created. Quality templates tend to have a history of testing behind them. During this process a lot of data is gathered and analyzed. From there, the best course of action is chosen and put into a template. If you don't understand why a certain step is being taken within a template then it becomes much more difficult for you to deviate from it while still achieving success. Even if you don't gather the data yourself, it is important to at least have a solid understanding the concepts behind the template. This will allow you to modify it to fit your specific goals while still using an internet businesses plan template as effectively as possible.