Here's a good rule of thumb to follow when looking at what to invest:
1. The project must solve a problem(s) that affects lots of people.
2. The use of blockchain and cryptocurrency is essential for the solution to work.
3. There are evidence of a real team behind it (e.g. videos and photos of the team promoting the project, responsive when asked questions).
Absolutely absolutely, these are essential when you want to invest in Altcoin or any ICO. You need to pay attention to the basic rules so that you do not have to make the mistake of investing.