Well people will invest if they see potencial into the coin,the software and the concept,what will be used the coin for sure will affect the sucess of it.
But in the end who will allow you to know if your coin has or not potencial and value will be the community that you must atract to be at your coin,these days several coins show up,people invest at ico and try to sell out with profit faster as possible,before the coind dies,soo without plans at your coin will be this the only thing that may happen to your coin.