Your project description should build trust with the potential pledgers by describing your background. It should answer all the questions that the reader is asking:
-What is the project?
-Why do you need the money?
-What is the company?
-What is your experience?
-What are your aims?
-Who are you?
-How do you plan to achieve it?
-When do you plan to finish?
For more information and help have a look at this link:
http://www.gmsarligames.com/2011/05/18/15-steps-for-a-successful-kickstarter-project/#.Tzjhzkx69xh
