With all the respect: nice article. but.... but.....
"For example, company A develops a crypto coin. They decide on the type of coin,
create a white paper and a road map for it."
A) first of all The company A, has to have a Vision, and business plan, how the company will operate / how will make money / what expenditure will have / staff/ USP / etc etc etc.
B) Then.... when company A, has that vision, and operational process in mind, they will need CAPITAL, and to attract that capital, they have few options: put money together (if they have) / release shares / get Venture capitalist / of make ICO, and attract money that way.
C) And when the company, is attracting that capital via ICO, best if the company if as much transparent as possible: making constant updates in terms of: staff / project success / goal achievements (whitepaper) / expansion / any issues (all companies have issues... or challenges) / milestones etc etc etc.
Then I agree with your tips: team / market cap / money use cases / etc etc.
If you can filter down: real viable potential projects from just "vision on paper", then you will have 100% success in investing!
Good luck everyone!