As the question reads. For me:
- The concept/vision - is it innovative? does it solve a real world problem? is the problem it solves something I am interested in?
- The team - Size and experience.
- How the coin relates to the concept. Is the coin a key part of the platform? Are other payment methods available to users, etc.
more or less I agree with you, which you explain it has included a very important thing for the analysis in an ico, but no less important is the whitepaper and roadmap of the project