Who is your target audience for this project? Age, race, gender, income level, etc.
Is there a specific personality or tone you want to convey? Conservative, intellectual, humorous, immediatecy, knowledgeable, relaxed, prosperous?
Are there any specific challenges keeping your audience from purchasing your product such as competitors, life-style, distance, price, etc.?
What is the single most important idea to convey? What's the benefit to your customer - and why should they believe it?
Please list any competitors offering similar products/services.
Is there any mandatory information that must be included such as logo, slogan, phone number, website address, etc.