What goes into an experience strategy?

I'm often asked what goes into digital strategy. I usually steer the question towards 'experience' so that we aren't limited to encounters in digital media and channels and recognise that people travel from off- to online seamlessly.

So what goes into an experience strategy? In it's most basic form:

What are we trying to achieve?
What are our participants trying to achieve?
What do we know about their needs and behaviours?
What content and functionality do we need?
What is the journey to, through, and from the experience?
What is the best way to structure it?
How can it be phased?
How can it evolve?
How do we manage it?
How do we measure it?