1. Jurisdiction. The company should be registered and the address should be provided for public.
2. Team. It should consists of suitable people and it size should be real to make that they claim.
3. Whitepaper. It should be correctly written and everything should be described in details.
4. Hard Cap. It should suit to the scale of project. It could even absent due to the size, ambitious and confidence of the project.
In addition with this, is that the manager handling this certain ICO is known and have a good carrier records in cryptocurrencies. Because some investors are very choosy and they are also seeking ICOs that could give them satisfaction in return with their investment.