In this context, it is not entirely clear why they need ICO. The availability of the finished product, partners who can provide investment, allows them to put the product into operation at the short time.
Not everything is so simple, the project needs large sums of money, for example, to conduct a marketing campaign, to bring a product to the global market and this is not a complete list.
With one product it is difficult to advance, in the ICO process, new partners appear, the user community is expanding and of course good advertising for the project.