The background of the team and the state of the product (if any) are obviously two of the major factors for consideration.
Same here bro! Gone are the days when you will have to start digesting some whitepaper and expecting some huge gains only to end up in the hands of scammers. Anyone can design a good whitepaper by paying an English man, and then design a good road map and website, but I always ask if the team can do it for me, and if I have any doubts about the team, I would rather wait for a launch on exchange before deciding to buy. After all, these days, the prices on exchange even end up getting lower than ICO price anyway.