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In this step, the strategic planning group identifies the organization's stakeholders and their level of investment. After identifying these stakeholder groups, the planners must decide how each group will be managed during and after the strategic planning process. The goal is to communicate with, to involve and to manage the expectations of as many stakeholders as practical. Successful stakeholder identification helps the agency leadership cultivate its support base among the stakeholders by clarifying each group's needs and interests. Consequently, the organization can target its communication and activities for each set of stakeholders.

Another action in this step is the environmental scan of the strengths, weaknesses, opportunities and challenges the agency faces. This accounting represents the organization's balance sheet: strengths and challenges are assets for the organization; weaknesses and challenges are possible liabilities. This approach creates a picture of the influences in and around the agency that will help to determine the type, focus and direction of activities the organization needs to undertake to improve successful implementation.

This step is important because it helps the organization clarify the players in the business environment. Each stakeholder group will need to be managed as a separate entity, with attention paid to their unique values, interests and motivations. As a result, the stakeholder map helps the organization craft meaningful messages to each group.

Also, the organization can gain clarity about the internal and external influences that will affect the organization as it executes the strategic plan. By knowing these influences, the organization can plan for them and not be surprised by unaccounted for events.