Something good to include in this kind of kit, especially if it's intended for people who don't normally think about preparedness, is a sheet with a list of included items on one side, and some simple instructions on the other side.
--Do not move about aimlessly
--Make wind and water proof shelter
--To make a fire, gather two handfuls of twigs about the size of a pencil, two handfuls of slightly larger sticks, and some bigger pieces of wood. To light fire, make small pile of the smallest twigs around the cotton ball or piece of a fire stick.. Light cotton with match and as twigs catch fire, add larger and larger pieces. Fire is like a baby, you need to keep it fed.
--Etc.
I would also include a piece of sandpaper or the striker from a matchbox for the matches, even though they are strike anywheres.
See if you can squeeze in a small Swiss Army Knife, or half a hacksaw blade with one end wrapped in electrical tape for a grip.