Good points. I would say you have the same factors as I recommend to others:

1. Team - is the team capable of doing the product, do they have experience and skill set
2. Market - is there a niche or share of existing market will be made, is the market large.
3. Token model - is there a purpose of the coin, do you think it is useful.
4. ICO structure - how will the funds be used, roadmap available, do they need that much money.