First of all, of course, a visual inspection of the site and verification of the team. Then I read the white paper, not all, but the sections that interest me, the idea and implementation is very important to me. If the company has well-known, confirmed partners, then this is a very fat plus in favor of it. You should also not hesitate to ask questions in social networks and groups. And of course the price of the coin matters, I basically did not buy expensive coins. But all this is in the past, now I prefer to invest through IEO.