unfortunately, you cant get away from writing a whitepaper even if you have a working product. you need to address the token utility, your development roadmap, target market, business revenue, etc. there are many well-written whitepapers out there for reference. however as with most of the comments here, your business solution must make sense and $$.

Svyaznoy's list is quite comprehensive and worst case scenario, engage a digital media company to help with the PR. I approached a company recently on an upcoming ICO and was quoted US$150K~$500k depending on how far you are willing to go. I have done a fair bit of research over the past couple of months and i think cost could be managed to below US$50k for reasonable outreach. however bottomline, your solution must make sense. you cant even begin to imagine how many trolls out here that will trash your idea, accuse you of being a money-grabber, scam, etc etc.....

If you need help, you can PM me, hahaha hopefully i can share some positive experience in the next couple of months.