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.
I look for
1- Valuation
2- Team
3- Vision & Business applications (Will it make profit in the future? If not, it's not worth an investment.)