The boxes are all checked. There is no in-depth discussion of any particular policy proposal (although the thing about Kohl's was a pretty good explanation of why he favors lower taxes). But that's not what you do in a speech announcing your candidacy. This is a speech where you lay out your broad positions and let people know the type of president you would be.
Scott Walker did that last night. He did a very nice job putting forth positive ideas - an all-of-the-above energy policy, approval of Keystone XL on day one, repeal of ObamaCare, lower taxes, returning education standards to the states, standing up "radical Islamic terrorists" (and thank you for saying it that way), terminating the Iran deal in favor of crippling economic sanctions against the mad mullahs, treating Israel like an ally - before let Obama have it for failures like the weakness against ISIS, the obliteration of his red lines, the weakness against Russia and so forth.