Established business owners don't create business plans. What do you call this business development?

My experience is that when someone sees the words "business plans" they think of a plan for new businesses and funding. (And that's a good thing for a new business to do!)

However, when an established business owner sees the words business plan, they most often say "not for me" and move on. Yet, we all know that many successful SME's "do the same work" -- because this work is part of the fundamentals of growth. And the enterprise system that is a part of my offerings, the One Page Business Plan(R), is used by companies, departments of all sizes and types.

The things I'm talking about are about realigning or updating the company business vision, mission, values, SWOT, ideal client profile, objectives, strategies and action plan.

For established companies, the words I use are strategic planning or management planning. Recently, in doing this work with a client, he used the words recreating his company to be even better than it is.

That got me thinking, that maybe there were other business phrases or concepts, that I'm missing, are used by established SME's when referencing these pieces of their business. I'd like to learn what those might be.

I'm asking this question because, honestly, I'm looking to reach even more of my market -- the SME's in my niche who first find me on the web. What I'd like to do is include more of their keywords in the copy that's being created for my updated website.