A Yes! Magazine article carried in the Christian Science Monitor raises the question: should there be a business plan for a "gift economy" venture?
First, a gift economy venture differs from other ventures in that the "exchange" of the offer essentially comes without strings and the beneficiary is the key focus, not the giver (who in theory is not also a beneficiary although I would offer quite differently).
No matter whether there is ever mutual giving without mutual receiving -- my question is about what kind if any planning should go into the business of a gift economy venture. And I would argue that the same type of planning (actively or passively) that goes into a revenue generating venture should be placed in a gift venture.
Let's look at the most prominent venture in the article: the cinematic artist moving from community to community creating community films. That artist does need to answer the business planning questions before they start their journey. They must determine the essentials about their offering (the film). What story will appeal (answer -- one that provides community members the opportunity to see themselves doing what they do best). Are there competitors? Yes, all the other activities in which community members might be engaged. Price is free on the surface but the artists asks for food and lodging in exchange. And of course word of mouth is the communications channel. And there are some capital costs as well: the recording camera and perhaps software for editing in addition to travel clothes and transportation costs -- you get my point.
Business planning can make a positive difference for a gift economy venture. Imagine if Panera had no understanding of the costs of operating its "free" stores.