What is the project? What are we designing and why? Why do we need this project? What’s the opportunity?
What are we trying to achieve? What is the purpose of our work?
What are our top three objectives?
Who are we talking to? What do they think of us? Why should they care?
Who is the competition? What are they telling the audience that we should be telling them? What differentiates us from them?
Any mandatory information that must be included? List of deliverables? Preconceived ideas? Format parameters? Limitations and restrictions?