How the planner works
Most of the work in an SEO campaign scales with three things: how many places you want to show up in, how many services or categories need their own page, and how hard the competition is. The planner multiplies those together and maps the result to the kind of campaign I'd usually run.
Locations drive Business Profile work, citations and location pages. Services drive the page count and the keyword list. Competition and the state of your site decide how many months it takes before the map pack and organic rankings move.
What it doesn't know
It can't see your site. A store with 9,000 thin product pages, or a contractor whose Business Profile is suspended, needs a different plan. That's why the last step is always a free audit.