Try to include your overall goals, and your thoughts on why it's a good match for crowdfunding. Consider this a chance to give us your best "elevator pitch."
Do you imagine it as an interview? A short film? Animated? Will there be testimonials from users?
If there's something we need to know about to understand what you're up to tell us now - maybe there is a Pinterest board, or a movie that completely changed your worldview? Whatever it is, don't go without sending it over.