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.
Hear people! This a good list for ICO investors. Especially to the ones asking how to gauge whether the ICO is worth investing or not. This entails a good deal of time and effort though. That is why ICO investment needs a serious effort before being done finally. Better than safe than sorry, so it is always worth it to undergo all these investigations.