A firm usually takes the IPO route to raise funds so that they can build their business. But when ambitions become even bigger and you want to step into the crypto space, they tap into the ICO world. The ICO market is hot and it is imperative for firms to have a concrete plan in order to have a successful ICO.
It has become a lot easier for firms to bluff investors who are facing the threat of missing the opportunity, especially when you see the ballistic moves in Bitcoin. One way to assure investors is that they understand the business model. By having a better understanding of the business, you can take the fear away and attract investors.