The 10 step marketing plan aims to position Easypass as the preferred electronic toll collection system for "Class A express motorists" on the Skyway expressway. Currently, 80% of Skyway users pay cash/manually but the goal is to reverse this to have Easypass users account for 80% or 124k of the 155k Average Daily Traffic. The plan involves defining the target market, competitors, and Easypass' value proposition in the first 5 steps, then the marketing mix and strategy in the next 5 steps, including pricing Easypass cards and loaders affordably, promoting via TV, radio, billboards and partnerships, and distributing cards at convenient locations like gas stations.