-Concept (what is the vision, why blockchain, if they have existing product, etc.)
-Team (who is behind it, the advisors, experiences,etc.)
-Hard cap (how much are they trying to raise, token structure, etc.)
Good example (in my opinion) is Orchid Protocol. They plan to build a private layer internet and wants to raise $600mil. However they have a solid team but still the hard cap seems a bit off for me.