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.
The three things are look for in an ICO are :
IDEA- a project based on a unique idea has a higher potential than a project based upon a copied idea. the chances of growth are also high for a project based upon unique idea.
TEAM - a strong and experienced team will spend your invested money wisely and will try to ensure that the project is successful.
WORKING PRODUCT - a working product helps you to judge of the project is legit or not.