For my personal experience here are mine in terms of importance:
1. Video about project (promo)
2. Team/advisor, has to be experienced and there should be at least one "superstar"
3. Product/alpha/beta
4. market cap, it has to be less than 30M
5. roadmap/whitepaper
6. Hype/marketing
All these quality I saw in Ambit Mining ICO
https://ambitmining.io/