I hope you understand the essence of ICO before even asking this question. ICO is initial Coin Offering, and as the name sounds, that means you are offering it to investor at a certain price.

So in this case, you want to be organizing some ICO campaign to be able to attract those investors and at the same time build a community before eventually hitting an exchange. However, I have heard some cases of project that never really did ICO and just hit the exchange, put up a huge sell wall, and make it an equal chance for all. Not sure how that turned out for them eventually though.