1. Team, clearly information with linkedin links showing education and experiences, must not a new account, twitter personal account with regular active status.
2. Their products, or products in their vision, how it work with blockchain, their token, how it used, is it possible. What they have achieved to date
3. How funds will be used, token allocation.
4. they must have a long term roadmap
5. What experts, communities, ICO listing sites are saying about them. Positive or negative.
Then if all's good i will invest.