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.
You know I often invest in ICO and in those ICOs I often look at the future concept of the project and the profit involved in the token. If the token have a good discount in the ICO then I do not hesitate to invest in them because when they release the token in the exchange after the end of ICO then I can get the discount amount as profit and when the project has a good future and it will get more demand in the future then I often hold my token to that time and get a good profit.