When it comes to launching a successful digital product, the first conversations matter more than you might think. Kick-off calls are often seen as simple alignment meetings, but in reality, they set the foundation for everything that follows.

At Cinnamon, we have learned that projects with strong beginnings tend to stay on track, encounter fewer roadblocks and reach better outcomes. One of the best ways to ensure that kind of start is to come prepared. That means answering the right questions before the project officially begins.

These 10 questions help clients bring clarity, purpose and momentum into the first meeting, allowing agencies to contribute with sharper thinking, better planning and more effective collaboration.

1. What does success look like for this project?

It is easy to say you need a website or an app. But what are you really trying to achieve? Whether your goal is to increase conversion rates, expand into a new market, validate an idea, or improve internal processes, defining success upfront is essential.

Be as specific as possible. Try completing this sentence: "This project will be a success if..." Your agency can then turn that vision into features, priorities and timelines.

2. Who is your core target audience?

Design and development choices revolve around the people using the product. Share everything you know about your audience. If you have user interviews, survey data, or analytics, bring them to the table.

Even small details, like whether your users rely on older devices or require accessibility support, can guide key decisions from the start.

3. Are there any must-haves or constraints we should know?

If there are specific technologies to use, deadlines that cannot shift, or features that are non-negotiable, now is the time to say so. These constraints help the agency prioritize what matters and avoid late-stage changes.

Some common examples include:

4. What internal resources do you have or need?

Are you supplying your own developers, or relying fully on the agency? Do you already have a product owner or designer? Clarity about your internal team setup allows the agency to shape their role and responsibilities effectively.

If your internal team will handle tasks such as QA or content input, that affects how the agency structures delivery.

5. Who is the main decision-maker?

A project with many voices can work, but unclear decision-making slows progress. It helps to agree upfront on:

We recommend nominating a single point of contact to simplify feedback and keep things moving. For more on this, explore our blog post on effective client habits.

6. What does your approval and feedback process look like?

Agency workflows depend on regular feedback and clear approvals. The more you can share about your internal process, the easier it is to build a realistic timeline.

If a legal or brand team needs to approve things, or if key people are only available during certain windows, let your agency know early.

If you are unsure how to give structured feedback, our blog post on design handoffs might be a helpful reference.

7. What is your ideal timeline and what are the key milestones?

Your agency will help you shape a timeline, but it is important to share any deadlines that cannot move. These might include investor meetings, seasonal campaigns, or industry events.

Also be honest about internal capacity. If your team is unavailable at certain times, it is better to plan around it than to face last-minute delays.

8. What is your budget range?

Sharing a budget range gives your agency the information they need to recommend the right approach. It helps determine whether to build a full product or an MVP, and whether to invest more in design, performance, or advanced features.

It is not about spending more, but about spending wisely.

9. Are there any existing products or competitors we should consider?

Understanding your competitive landscape helps the agency identify what works well, what to avoid, and how to differentiate your product.

Useful examples might include:

These references can speed up the design phase and reduce revisions.

10. Why is this the right time to build this product?

This question uncovers urgency and motivation. Maybe your current solution no longer serves its purpose. Maybe competitors are gaining ground, or new opportunities have opened up in your market. Perhaps your users have been signaling a clear need for change.

Understanding why now helps everyone align on urgency, opportunity, and priorities. It brings context that often goes beyond the written brief and reveals real motivations, business pressures, or innovation goals driving the project forward.

Final Thoughts

Agencies are here to bring creativity, experience, and technical skill to your project. But the quality of the outcome is shaped by what you bring to the table too.

Coming to the kick-off call with clear answers to these 10 questions creates alignment from the start. It helps your agency deliver better, faster, and with fewer surprises.

Need help defining your vision? Our Discovery Workshop is a proven way to set priorities, clarify scope, and build momentum before the real work begins.