For me this is the 5 things I considered in investing in an ICO. 1. The community of the projects to spread news and ideas about the projects, 2. Their member with their specific work that will be contribute to implement the project successfully. 3. Their coins (beta testing of the projects) 4. Web site - they should have a clearly wording on how people convinced that it's okay to invest. 5. Scope / Road map of the projects to know the steps by steps of the project.