ICO's usually are most critical stage where we must learn few basic things about it before we can make any progress by investing into them!

I will always make a background check with it in regards with -:

1) Whether company which is offering us ICO is having established products and services?
2) If no products and services then whether they are having the working prototype for the same?
3) If not, then do they at least have the solid blue print of whole plan from nail to hairs? If yes are they ready to share the it publicly and how?
4) If they have working models then whats the proof for it, what is the current business model they are following and how much is their customer base?

These type of question you must get resolved before you can get started with ICO.

If ICO has started from the scratch then I am pretty sure you will need more extensive research over it. I usually dont go for such ICO's.