1. You look at the team. Because if they will just take your money and wanish that will be worst that can happen.
2. You look at the team. Because if they will just take your money and set themself good salaries for their CEO, ... positions and enjoy their time on some beach that will be second worst thing that can happen.
3. You look at the team. Because if they are incapable to do what is written in their whitepaper that will be third worst thing that can happen.
4. You look at their product. Because if blockchain in their product is used just to make an ICO and beside that they can have just normal much cheaper central database their product will not be able to compete. And to support product that cant compete is fourth worst thing that can happen to you.