Technically everyone needs a plan in some fashion or then you have no way of organizing the process for success.
But the reality is most contractors will not want to spend the time and money strategizing their services, locations, competition and organizing themselves before working with a website company.
This reality is based on either the desire to get website going as fast and inexpensive as possible, or perhaps, there is a desire but there is an intimidation for the extra time and money required or even perhaps there is simply no understanding about marketing and subsequent Marketing Planning Strategies.
So the answer is, Yes you should have one. But No, you do not need one to make better strides by taking our classes.
But without a real plan, the Basic & Advanced Classes will at least give you a stronger direction to enhancing your own branding, website development, or working better with your website programmer. In other words, the classes can help supplement your Marketing Planning by clearly understanding the direction you need to go.