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 agree with what you've mentioned. The concept of an ICO is important because it will capture the attention of the investors that determines the succes of an ICO. The team will also be a part of an ICO's success since some people are being trusted by the investors which again, welcomes more people to invest in an ICO.