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.
Whenever, I would invest in the ICO I consider the concept, the team behind it, it's potential, it's target market and the plans of the team in the long run. There's a lot of things to consider before investing. And, I think this things are very important.
dont forget to add community. if there is no community icos not reaching hardcap easily.