Among her queries: Who is your audience? What does it want? What will you provide?
Then there are the economic questions. Mainly: How will you make money? And: What timelines are you creating to assess success or failure?
There are the technical and resource questions: Who will help develop the strategy? What technology will be employed? How will it all be marketed?
They are all sensible questions, and McCombs largely encourages experimentation on a small scale with quick decisions to either bail or redouble the commitment.