What's the document intended to do?

Who is the intended audience for this document?

What kind of impression do you want to give with this document?

What form do you envision the document taking?

How does the document correspond with the organization's mission?

How will the document's effectiveness be assessed?

What types of constraints (budgets) exist?

How usable is the document/how accessible is the document?

What about previous documents that might have achieved the same purpose?

Other questions that arise from these questions?