The budget is variable, meaning that it’s not set in stone for any project. This can usually be determined by looking at the scope and reach of your ICO. What are your plans for it in the future? If you don’t plan on taking a serious approach with the ICO and are merely trying to make some money, odds are you won’t be willing to invest yourself. If you aren’t able to invest in your ICO marketing, you will never be able to compete with the “big boys”.
Some ICOs are known for putting hundreds of thousands of dollars into their marketing efforts. Of course, those are the ones that often end up making the most money as well! If you have big dreams and want to shoot for the stars, just know that you’ll likely end up paying quite a bit in the process.