What is the essence of your proposition?  (Do consumers readily understand what you are offering?  Is your idea unique?

Is your product judged to be a good consumer price/value?  (Both in an absolute as well as a relative sense vs. competition?)

How well does your product perform?  (Hedonics vs. competition?)

How do you plan to promote?   (What kind/magnitude of advertising?  Coupons? Trade deals? Other?

What is the magnitude of the proposition? (What does the sales curve look like -- Year I, II, etc.?)

How profitable do you expect this product to be? (When will you break even? What is the product contribution?  ROI?  ROA?

Does this product fit with the long-term vision? (Does it shift the portfolio favorably? Does it strengthen current business?

Does the product offer any long-term marketing leverage? (Does it offer the opportunity to solidify / strengthen your current position or launch you on a new course?)

Does the product take advantage of / leverage current technology? (Is the idea patentable? Protected? Insulated? For how long?)

What is the capital investment required? (Does the product require a specialized manufacturing environment / machinery?  Is it adaptable to other products present or near future? What is the projected internal, rate of return?

Who is the primary consumer for this product? (Who, if any, might be secondary target segments? Any others?)

How well does your proposition fit with the long-term consumer trends? (Is this a long-term business proposition? How will people integrate this into their lives? Does the product have long-term relevance to your total portfolio?)

How will your trade customers react/respond to the product? (What impact might it have on your other products?)

Will any special considerations be required in order to gain distribution? (Merchandising allowances? Stocking fees? Failure fees? Etc.)

When do you plan to enter the market? (Where? How - test or commercial venture? Expansion plans?)

Who do you see as your competition? (Primary? Secondary?)

How might the competition react/respond to your introduction? (How do you plan to respond in turn?)

How do you know that?  (Is your position based on fact or intuition?  Do you have more than one source of substantiation?)

What are your critical assumptions?  (What could upset your business proposition?  Critically?  Fatally?    What are the major unanswered questions?  How/when will you answer?)

What are the odds of success?  (What is the likely outcome? Does this require exceptional cooperation to execute?)