Yea, seems like a strange article. As jacaf01 states, the most important thing is your idea. It's not enough to take some sort of existing industry or business and simply make it decentralized and ask for 2 million USD via ICO. The product needs to solve a problem.
Personally, I've read more complete articles (like
https://innmind.com/articles/897 as an example).
Points 2 and 3 in the article you linked are good; but there is so much more information that could (should) be provided for either step here.