Early investors in the operation are usually motivated to buy the cryptocoins in the hope that the plan becomes successful after it launches which could translate to a higher cryptocoin value than what they purchased it for before the project was initiated. (Source)
8 Things Investors and Token Buyers Look for
Big ideas
Great, futuristic, impossible problems
Fair economics
Token having genuine use
Roadmap to success
Incredible team
Active Community
Being part of something transformational